• by Karlene Lukovitz  @KLmarketdaily, September 3, 2013

Chick-fil-A is looking to increase consumers' awareness of its breakfast offerings through a "Breakfast on Us" promotion.

The promotion lets guests nationwide make a reservation during the week of Sept. 9–14 for a free breakfast entrée of their choice, which can be redeemed at a certain time at their local Chick-fil-A locations. Reservations can be made Aug. 29 – Sept. 13 or until they are filled.

"The breakfast day part continues to be a tremendous growth opportunity for Chick-fil-A," and the chain has been introducing menu additions and promotions over the past several years, says CMO Steve Robinson. "We hope 'Breakfast on Us' will encourage our current customers to try something completely different and also help attract new breakfast customers for us."

Chick-fil-A introduced breakfast in 1986, when the then mall-based chain expanded outside of shopping centers and began building stand-alone. But awareness that it serves breakfast -- and a wide variety of items, at that -- has been limited largely to "the biscuit belt," public relations manager Mark Baldwin told QSR Magazine.

The reservations system resulted from the chain's having learned from past giveaway promotions, which drew heavy traffic but challenged franchisees' service standards, Baldwin said. Reservations allow operators to " prepare the best-quality product and also [deliver] our service standards,” he said.

Breakfast items offered include the Chicken Biscuit; Spicy Chicken Biscuit; Sausage Biscuit; 3-Count Chick-fil-A Chick-n-Minis; Chicken, Egg & Cheese Bagel; Bacon, Egg & Cheese Biscuit; Chicken Breakfast Burrito; Sausage Breakfast Burrito; oatmeal; or a yogurt parfait.

The offer is limited to one free breakfast entree per customer during the six-day redemption period. Offers and availability may vary at participating locations.