Chick-fil-A is expanding beyond its traditional chicken-focused menu with the launch of Daybright, a standalone beverage-centric restaurant concept set to open near Atlanta, Georgia this fall. The new venture represents a significant departure from the company’s core business model, positioning itself in the growing specialty beverage market.
What Makes Daybright Different
Located in Hiram, Georgia, approximately 30 miles from downtown Atlanta, Daybright will operate as a completely separate entity from Chick-fil-A. The restaurant is being developed by Red Wagon Ventures, LLC, a subsidiary of Chick-fil-A Inc., but will function as its own standalone business with a distinct brand identity.
The menu will feature specialty coffees, smoothies, cold-pressed juices, and food items that won’t include Chick-fil-A’s signature chicken offerings. This strategic move allows the company to test new market segments without diluting its primary brand.
Following Industry Trends
Chick-fil-A joins several major fast-food chains that have recently introduced beverage-focused concepts. McDonald’s and Taco Bell have both launched similar initiatives in recent years, recognizing the growing consumer demand for premium beverages and grab-and-go options.
The location appears to be housed in a former Chick-fil-A restaurant, suggesting the company is repurposing existing real estate to minimize startup costs while testing this new concept.
Company representatives have remained tight-lipped about specific menu details, promising to share more information as the opening date approaches. The beverage-focused format could potentially offer faster service times and higher profit margins compared to traditional quick-service restaurants.
This expansion demonstrates Chick-fil-A’s commitment to innovation and market diversification beyond its established chicken sandwich empire.