Chick-fil-A restaurants across the US are implementing a new service called "Mom's Valet" in hopes of attracting more customers with young children.
The service lets parents order at the drive-thru with their children in the car with them, then go inside where a Chick-fil-A employee will have a table ready — with however many high chairs they need — and serve them.
We don't know of any other fast-food service that has ever done this.
The restaurant came up with the idea after noticing how hectic ordering could be for parents of young children, David Farmer, Chick-fil-A's vice president of menu strategy and development, told Business Insider.
Many of the mothers taking their kids to Chick-fil-A are millennials — 18- to 35-year-old consumers who fast-food chains from McDonald's to Wendy's are trying to attract.
Parents are often seen in the restaurants' lines wrangling their kids, trying either to hold them or to prevent them from wandering around the restaurant. The chain hopes that Mom's Valet will help parents avoid all that.
Farmer said the service was part of Chick-fil-A's renewed focus on "taking the stress out" and making its restaurants a more relaxing place for customers.
Restaurants that offer the service will promote it on signs at the drive-thru.
