Building on the 2022 pioneering concept of Taco Bell Defy, Chick-fil-A has officially launched its innovative rendition of an elevated drive-thru restaurant style. This inventive restaurant layout, unique to the fast-food chain, graces the town of McDonough, Georgia. The aim is to expedite service, making the ordering process seamless and efficient for customers.

Upon entering the drive-thru, visitors are greeted with an archway that segregates mobile drive-thru patrons, who've pre-ordered via the Chick-fil-A app, from regular drive-thru clients. Following their distinct ordering channels, all customers converge to a central passage shielded by the restaurant structure overhead - the preparation zone.

Above the drive-thru lanes resides a colossal kitchen, double the size of a standard Chick-fil-A kitchen, since there is no dedicated dining area. Orders are prepared in this kitchen and are then dispatched down a conveyor belt to the ground, after which the staff delivers it to the customer's vehicle.

"The goal was to bring our vision of quality food and genuine hospitality to life in a unique way, one that is unmistakably Chick-fil-A and helps give our guests some of their valuable time back," explained Jonathan Reed, executive director of design for Chick-fil-A. He further added that McDonough was chosen for this innovative venture given its bustling commuter population and its proximity to the company's Corporate Support Center.

This groundbreaking design, revealed in July 2023, was crafted with the goal of ensuring customer ease in navigating the ordering process and eliminating unnecessary waiting times. The concept of giving customers their "time back" presents significant revenue potential, as reducing customer waiting time can amplify the transaction rate and thus the overall earnings.

To master this efficiency, Chick-fil-A developed a food conveyor system designed to deliver a meal to an employee every six seconds. However, in the rush of technological evolution, the brand has not forgotten its roots, as the team remains committed to maintaining their welcoming hospitality in their new drive-thru-focused experience.

Chick-fil-A’s innovation has not stopped there, as it also unrolled a new 400-square-foot "grab-and-go" model in New York City, tailored for mobile order pickup. Unlike its McDonough counterpart, the New York spot doesn't have menu boards or even chairs, focusing solely on mobile orders.

This week, Chick-fil-A also shared its plans to venture into the entertainment industry with its own streaming platform, featuring original and acquired programming primarily focusing on family-friendly shows. This move aligns aptly with their drive to sustaining their reputation as a family-friendly company. One thing remains unchanged, though. The innovative elevated kitchen still respects the Chick-fil-A tradition - it's closed on Sundays.