Chick-fil-A launches into the industry meal kits

Chick-fil-A is immersed in the meal kit business.

The fast food chain announced Monday that it will test a meal kit service mid-November.

Customers can purchase the kit at 150 participating locations in Atlanta. Meals include chicken flatbread, crispy dijon chicken, parmesan chicken, chicken enchiladas and pan-roasted chicken. Chick-fil-A said that meals should take less than 30 minutes to prepare.

"Restaurant chains are looking for creative ways to reach consumers outside of their restaurants," said R.J. Hottovy, a restaurant analyst for Morningstar. "Meal kits are an interesting solution."

A meal kit could help Chick-fil-A test new possible menu items, Hottovy said. It could also allow Chick-fil-A to let customers handle more complicated meals rather than mass-produce them in their restaurants.

Related: Walmart Brings Meal Kits to Thousands of Stores

Meals include sides such as kale salad and cheese macaroni.

Chick-fil-A "might not think efficient cooking on demand because of the different parts involved," said John Gordon, a restaurant analyst at Pacific Management Consulting Group. But during off-hours, Chick-fil-A employees could prepare food for the kit, he said.

The company hopes that customers will pick up the meal kit while they are already in the restaurant, Michael Patrick, who is working on innovation for Chick-fil-A, said in a statement .

Chick-fil-A asks customers who do not live in Atlanta but who are interested in the meal kit to reach out. But Aaron Allen, a restaurant consultant, thinks that it's unlikely that Chick-fil-A will roll out the kits nationwide.

Instead, he sees the effort as a publicity stunt.

"That sounds a bit like the IHOB," Allen said, referring to the temporary name change of the IHOP.

Related: Why fast food chains are selling Frankenfood

Experimenting with a meal kit service, he said, Chick-fil-A is exploiting a trend.

He does not think it makes sense for Chick-fil-A, who is known for his quick and friendly service and simple food, to bet on more elaborate meals prepared at home.

Austin Wright, who works on the strategy for the Ansira advertising agency, thinks that the experience is too much work to be just a marketing plan.

"This is an attempt for them to increase the average ticket size," Wright said. "People can not buy so many chicken sandwiches."

The kits cost $ 15.89 and serve two people.

Chick-fil-A said it's the first fast-food restaurant to launch a meal service. But of other great companies, like Walmart ( WMT ) and Kroger ( KR ) test to own them.

Blue Apron ( APRN ) The popular meal delivery service made public last year, is in trouble. The company's shares are down about 21% this year.

CNNMoney (New York) First published July 23, 2018: 17:59 ET