Chick-fil-A launches chicken and waffles test in two cities only
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Chick-fil-A, one of America’s most dominant fast-food chains, is testing the boundaries of its Southern-inspired menu by introducing a bold new item: chicken and waffles. But only customers in Baltimore, Md. and San Antonio, Texas will get a first taste. This limited-time test, running from Dec. 1 to Jan. 24, is more than just a seasonal novelty. It may reflect a strategic move to capture the growing market of consumers interested in all-day breakfast and brunch options.
The launch features two variations: the Chicken and Waffles Breakfast Sandwich, available until 10:30 a.m., and a heartier Chicken and Waffles Sandwich that will be available throughout the day. Both items combine Chick-fil-A’s signature crispy chicken, offered in either the original or spicy version, with warm maple waffles. At least one version includes smoked bacon, giving it a savory layer that enhances the sandwich’s appeal. While the combination of chicken and waffles is a well-known comfort food pairing, its inclusion on a fast-food breakfast menu represents a significant shift in Chick-fil-A’s product development strategy.
Why Baltimore and San Antonio
Baltimore and San Antonio may not seem like obvious choices for a national test, but they offer strategic advantages for a company seeking reliable insights before a wider rollout. Baltimore serves as a dense East Coast urban market with a solid track record for breakfast menu performance. San Antonio provides a large suburban market that shares many of the same Southern culinary preferences that Chick-fil-A leans into, while also offering scale for operational testing.
Both cities have also been used in the past for product pilots and regional exclusives. Their customers tend to be highly engaged, with strong digital ordering behavior and social media interaction. These traits make it easier for Chick-fil-A to gather data quickly and adjust its approach based on real-time consumer feedback.
There is also strong cultural alignment. Chicken and waffles are familiar comfort food in many American communities. By testing in cities where the dish resonates both culturally and regionally, Chick-fil-A increases the odds of a successful pilot. The decision to introduce smoked bacon, sweet maple waffles, and crispy chicken in one format shows the brand’s willingness to blend nostalgic appeal with fast-food execution.
From breakfast to brunch
The Chicken and Waffles Sandwich is designed to appeal to consumers across multiple eating occasions. Fast-food chains are increasingly focused on expanding beyond traditional meal slots, especially as traffic for late-morning and early-afternoon dining continues to grow. Brunch items and sweet-savory hybrids are in demand, and Chick-fil-A is positioning itself to meet that need.
The breakfast version of the sandwich will be available until 10:30 a.m., which aligns with the brand’s existing breakfast window. However, the all-day version offers flexibility that goes beyond morning hours. This reflects a broader industry trend where consumers want breakfast-type flavors at any time of day. According to recent data from the National Restaurant Association, demand for all-day breakfast remains high, especially among younger consumers.
Chick-fil-A’s approach blends its signature proteins with a new vehicle, the maple waffle. The waffle adds a level of sweetness and visual appeal that differentiates it from the chain’s standard offerings. It is also a format that can be easily photographed and shared on social media, helping generate buzz and customer interest during the limited-time run. The option to choose between spicy and original chicken also gives customers a level of customization they increasingly expect from quick-service brands.
More than a seasonal play
This test item comes shortly after the company launched its holiday menu, which includes popular returning items like the Peppermint Chip Milkshake, Frosted Peppermint Coffee, and Chicken Tortilla Soup. In addition to food and drink offerings, Chick-fil-A also released a seasonal merchandise collection featuring branded wrapping paper, apparel, and sauce gift sets. These initiatives show how the brand is building a larger seasonal experience for its customers.
Unlike peppermint-themed items that are clearly tied to winter holidays, the Chicken and Waffles Sandwich has broader appeal. It does not rely on seasonal flavors, which makes it a potential candidate for future rollouts beyond the holiday calendar. The decision to run the test from early December through late January allows Chick-fil-A to observe consumer behavior during two high-traffic periods: the holiday season and the start of the new year.
The chain is also leveraging insights from local restaurant promotions. A Nov. 5 Facebook post from a Chick-fil-A location in Westminster, Md., described the sandwich as “crispy chicken stacked between warm maple waffles, all with a touch of smoked bacon.” The image in the post featured both the original and spicy versions, which supports the idea that Chick-fil-A is collecting feedback on flavor preferences and customization rates.
Chick-fil-A is known for its cautious and calculated approach to national rollouts. Items like mac and cheese and grilled nuggets went through extensive regional testing before receiving full menu placement. This latest test fits the pattern. If the Chicken and Waffles Sandwich performs well in terms of sales, operational feasibility, and customer reviews, it could become a regular item or a seasonal staple in future years.
The company has not committed to expanding the sandwich beyond these two markets. It has only confirmed that the test will run through January 24, while supplies last. For now, only customers in Baltimore and San Antonio can weigh in with their taste buds. For everyone else, the success of this pilot will determine whether waffles become a permanent part of Chick-fil-A’s breakfast and lunch playbook.
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