Chick-fil-A launches Daybright, a standalone beverage concept in Atlanta area

Chick-fil-A is entering the standalone beverage market with a new concept called Daybright, the company said, planning to open a location in the Atlanta area later this year. The outlet will focus on specialty coffees, smoothies, cold-pressed juices and food, but will not serve Chick-fil-A's signature chicken items, according to the company and local reports.

Chick-fil-A said Daybright is being developed by Red Wagon Ventures, a subsidiary created to explore concepts beyond the core chicken restaurants. A company spokesperson told QSR magazine the first Daybright will be built in Hiram, a suburb in Paulding County west of Atlanta, at a site that was recently remodeled from an existing Chick-fil-A. The company declined to release a firm opening date or detailed menu, saying it looks forward to sharing more information in the future. Social media posts have already revealed the planned location and a color palette for the outlet that includes yellow, red and two shades of blue. Chick-fil-A has filed trademarks for Red Wagon Ventures and Daybright, the company said in an emailed statement.

Reports differ on timing. Some outlets cited a fall opening, while others quoted company...