Chick-fil-A is celebrating 80 years of serving up its signature, fresh fried chicken to United States citizens in 2026.
To commemorate eight decades of success, the fast-food chain has launched a year-long marketing campaign.
"This year marks more than an anniversary - it's a celebration of the memories, meals and meaningful moments that have brought people together at Chick-fil-A for generations," Khalilah Cooper, vice president of brand strategy, advertising and media, said in a press release.
“We have so much in store this year, delivering menu items and experiences that are fresh and exciting yet firmly rooted in Chick-fil-A's renowned quality, care, generosity, and hospitality.”
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One of the first ways the heritage brand is celebrating is by dropping a classic cup collection - and there’s a chance to score a year’s worth of feasting.
Chick-fil-A classic cup promotion
From 5 January, Chick-fil-A is selling four reusable cups, with each one featuring a stunning, retro design.
There’s the Doodles Classic Cup, which has been available to purchase online and in store via ‘mystery bags’ for $3.99 since the campaign began.
The Lemon Chicks, the Cows, and the 1967, inspired by the brand’s very first restaurant at Greenbriar Mall, aren’t around just yet.
However, when they do go on sale, they will follow in the footsteps of the Doodles Classic Cup, which can be picked up in a special sealed bag.
If you’re lucky, you’ll pull a special Chick-fil-A Golden Fan Cup out instead.
Anyone who discovers the golden sippy cup is entitled to 52 free entrées from the fast-food giant, one for each week of the year.
Items that winners can choose from include: the Original Chick-fil-A Chicken Sandwich, Spicy Chicken Sandwich, Grilled Chicken Sandwich, or Chick-fil-A original or grilled Nuggets
So the more cups you collect, the more chances you have to win a Golden Fan Cup. Sounds good, right?
Marketing scheme criticisms
Chick-fil-A’s mystery bag idea follows a very similar marketing model to that of the dominating ‘blind box’ trend.
The strategy relies on buyers not knowing what they will receive until they open the box or packaging.
This can often leave people disappointed, spurring them on to buy more of the product, even if they don’t want to.
Last year, The Conversation discussed the environmental consequences of encouraging consumption of this nature.
A report stated that excessive packaging is usually used, and that most of it is discarded immediately, often ending up in landfill.
While engineered to offer a source of fun, nostalgia, and excitement, the blind box idea may also promote habits akin to gambling.
In August, a woman based in Ireland told The Guardian that she was ‘addicted’ to blind boxes, and that she was spending a jaw-dropping $270 on them.
“It’s silly but it is very addictive,” she added.
Several countries, such as Belgium and the Netherlands, have regulated paid loot boxes in video games under gambling laws, and while blind boxes are currently unregulated, they may be next in line for scrutiny, as per The Conversation.
Fans react to ‘blind box-like’ marketing scheme
Chick-fil-A’s take on the trend has divided TikTok, with some claiming that the ‘plastic waste’ those who want to find the Golden Fan Cup will make may be ‘insane’.
Others have called trying to nab the Golden Fan Cup a ‘waste of money’ - but some people are all for the grind.
After watching a viral unboxing cup video, one TikToker typed: “Someone should get 100 cups and see if they get the gold one’.
Another remarked: “I’m lowkey gonna spend my 32 dollars on this.”
One Instagram user has apparently crunched the numbers, and the Golden Fan Cup odds may not be in our favour.
“After reading the website rules with official odds of 1 in 1,867 per cup, you need approximately: -4,300 cups to have about a 90 percent chance of winning -5,600 cups to have about a 95 percent chance of winning -8,600 cups to have about a 99 percent chance of winning,” they alleged.
“$4 per cup, that equals roughly $17K–$22K for a high probability of winning, and $34K for near certainty. AND you actually win 52 entrées so it's 1 Chick-fil-A per week for a year. Good Luck.”
Will you be picking up a classic cup mystery bag soon?
Topics: Fast Food, US Food, Social Media
Ella Scott