Welcoming a new audience through shared values.

Chick-fil-A’s signature service phrase—“my pleasure”—is built on genuine care for every guest. But as the brand expanded beyond the South into markets with large Hispanic populations, research showed that while awareness of what Chick-fil-A sells was relatively high among Hispanics, familiarity with the values behind its caring service culture was not. To close that gap, we introduced the brand through shared values with “Buen Provecho”—a timeless, food-rooted expression that goes beyond “enjoy your meal” to extend heartfelt well wishes for love and health. Rather than putting Chick-fil-A at the center, the campaign celebrated real Hispanic community members and the everyday care they show to the people around them—creating an authentic bridge between Chick-fil-A’s service culture and Hispanic life. Results: +376% Hispanic dollar share growth vs. total market, helping strengthen the brand’s momentum in high-growth markets.