The Chick-fil-A Brake Room

Background: In winter 2023, in response to the pandemic-driven rise in gig economy labor, Chick-fil-A identified a critical, unmet need: New York City’s 65,000 food delivery workers — known as “deliveristas” — lacked access to basic amenities like restrooms, phone charging stations and a place to warm up during the city’s coldest months. The brand launched the Chick-fil-A Brake Room — a free, secure rest stop designed to support this essential yet underserved workforce and reinforce Chick-fil-A’s core values of care and community.

Execution: Zeno led a strategic earned media campaign to introduce the initiative, leveraging embargoed outreach, advance interviews and curated media previews to drive thoughtful, purpose-driven storytelling. The team positioned the Brake Room as a human-centered, empathy-driven solution — one that provided real utility to a vital workforce often excluded from brand narratives.

Impact: The campaign helped shift perceptions of Chick-fil-A in a critical urban market — positioning the brand as a culturally aware, values-driven partner to an often-overlooked group. Coverage emphasized the Brake Room’s positive social utility, elevating Chick-fil-A’s reputation and relevance with New York audiences. The initiative contributed to increased brand favorability in a priority region, while signaling a broader evolution in how QSR brands invest in community.

Zeno secured 698 earned media placements with 99% neutral-to-positive sentiment. Coverage spanned CNN Business, TODAY.com, Fox Business, The New York Times, Entrepreneur and The Tonight Show Starring Jimmy Fallon. As Business Insider reported: “By providing these services, Chick-fil-A is offering a solution to some of the biggest complaints delivery drivers have about their jobs.” More than feel-good moment, the Brake Room redefined what authentic community investment looks like — blending brand purpose with tangible public good.