NEXT
A Cultural Cornerstone at Scale
Client
Chick-fil-A
What We Did
Brand Identity
Event Visual Identity
Video Production
Live Production / A/V
Content Strategy + Programming
Experience Design
Graphic Design
Logistics
Since its founding in 1946, Chick-fil-A has grown into one of America’s most influential quick-service restaurant brands. At the heart of that growth is its unique franchise model—where thousands of Owner-Operators and their teams bring the brand to life in communities across the country every day.
For more than five decades, Chick-fil-A has brought this community together for something far greater than a conference. It’s called NEXT—a four-day, immersive experience designed to align, equip, and inspire the people responsible for stewarding the brand forward. What began as a leadership gathering has evolved into a cultural cornerstone—uniting more than 10,000 Operators, corporate staff, and spouses in a shared vision for the future.
NEXT is where stories are told, values are reinforced, and the future is shaped. It is a living expression of Chick-fil-A’s purpose—bringing together colleagues, friends, and family to celebrate legacy while building momentum for what’s next.
The Opportunity
As a long-term partner, Brand Apart is entrusted with helping NEXT evolve year after year—maintaining the integrity of a world-class experience while continually reimagining how it shows up.The challenge is not just execution. It’s transformation at scale.Each year, NEXT must:
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Deliver clarity across a complex and growing organization
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Reinforce culture in a deeply human, emotionally resonant way
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Equip leaders with actionable tools to elevate their restaurants and communities
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And do it all in a way that feels fresh, relevant, and unforgettable
From themes like Accelerate—focused on leadership, alignment, engagement, and execution—to A Good Name, celebrating legacy and integrity, NEXT is designed to help leaders create their preferred future.
Designing an Experience That Moves People
Our role is to translate strategy into experience—bringing each year’s theme to life across every touchpoint.We design environments, content, and moments that don’t just inform—but transform.From large-scale general sessions to intimate breakout environments, every detail is intentional:
- Immersive stage design and storytelling that elevates leadership messages
- Interactive environments that turn learning into participation
- Custom digital tools that connect attendees in real time
- Thoughtfully crafted hospitality moments that reflect the care at the core of the brand
Whether it’s unexpected moments of delight or powerful stories from Operators themselves, the goal is the same: create experiences that resonate long after the event ends.
Impact That Extends Far Beyond the Event
NEXT isn’t measured in moments—it’s measured in momentum.
Year after year, the experience continues to drive meaningful impact across the Chick-fil-A system:
- Strengthening belief in the brand’s future
- Deepening alignment across thousands of leaders
- Equipping Operators with tools to elevate performance and customer experience
- Reinforcing a culture rooted in service, excellence, and care
In one standout year, Operator satisfaction increased 10% year-over-year, with nearly 90% of attendees reporting a strengthened belief in the future. That impact has only grown as NEXT has scaled.
By the Numbers
10,000+ attendees
4 days of programming
200,000+ square feet of transformed space
Multiple general sessions and breakout environments
Dozens of speakers and thought leaders
Hundreds of custom-designed experiences and content moments
A fully integrated digital ecosystem supporting the attendee journey
What NEXT Represents
NEXT is more than an event.
It is a platform for alignment.
A catalyst for growth.
A celebration of legacy.
And most importantly—it is where the people of Chick-fil-A come together to define what’s next.
