How Chick-fil-A decides to add new items to the menu

This is the stage where Chick-fil-A dreams up a bunch of different ideas, without necessarily worrying about which one will work best. Vegan and plant-based menu items, for example, are in the “imagine” stage at Chick-fil-A right now.

At this stage, Chick-fil-A creates a blueprint of sorts that defines exactly what Chick-fil-A is looking to add to the menu. Then, Chick-fil-A runs these ideas by customers, pitching pictures and concepts and asking for their reactions. According to Norris, there might be up to 50 options at the “imagine” stage.

“I think it goes back to how far will our customers want us to go,” Norris said.

“We’re certainly wanting to broaden our thinking and really start big in that funnel and come down,” she continued. “We think it is certainly beyond just no meat on salads or no meat in a wrap. It might be some kind of alternative protein on a sandwich.”

Read more: Chick-fil-A is exploring vegan menu items as chains like Burger King and Chipotle double down on meat substitutes