Two things about Chick-fil-A:
Everyone wants it on Sunday.
Nobody remembers how to spell it.
People collectively misremember how to spell Chick-fil-A and attribute it to this.
Enter Chic-fil-A: The bizarro Chick-fil-A experience.
Chic-fil-A is a traveling pop-up that takes over brick and mortar Chick-fil-As across the country for one Sunday at a time. A dedicated Chic-fil-A team sets up the night before and runs the store the following day.
Seemingly normal digital ads and store merch go out with the Chic-fil-A logo. Subtle!
Social and digital ads advertising new, strange (and whacky!) menu items.
Buzz Building® on twitter.com.
Free media impressions!
(this should probably be a case study ¯\_(ツ)_/¯)