CHICK-FIL-A: HAVE YOU EATEN?

Chick-fil-A was preparing to enter Singapore, and the challenge was to make its culture of care feel familiar rather than imported.

Across many Asian households, care often sounds like one simple question: “Have you eaten?” — spoken across different languages and dialects. It’s less about food than it is about checking in, looking after someone, and saying I care for you without needing to say it.

That became the starting point for Have You Eaten? — a pitch concept that connected Chick-fil-A’s hospitality to a language of care already deeply understood here.

Cultural Insight, Concept Development & Narrative Direction