Chick-fil-A has announced its intention to launch its new app November 18. The app will offer up family-friendly shows, podcasts, recipes, games, and even e-books. In the past, the chain has released several shorts on YouTube, with the app meant to expand on those programs. The intention of the app will be to draw more families into the chain’s over 3,000 restaurants, which have marketed themselves as a clean, family-friendly environment. Despite having significantly less restaurants than other big brands, the chain’s sales have kept it in third place, just under recognizable brands like Starbucks and McDonald’s.

Dustin Britt, Chick-fil-A’s executive director of brand strategy, entertainment and media, said the move comes after finding a connection between mealtimes and family entertainment. “We’ve been paying attention to some research and conversations we’ve had with families that are our customers, and insights bubbled up that content and games are both adjacent to mealtime. Our belief is, as we add value to their experience, then we’re giving them a reason to want to enjoy more Chick-fil-A with us,” he said. For years, visits to Chick-fil-A apps have grown shorter amongst consumers, with more and more shifting to drive-thru and delivery.  Khalilah Cooper, Chick-fil-A’s vice president of brand strategy, advertising and media, hopes the app will capture more of those consumers. “We’re looking at this app as a way to have a digital playground for the entire family to enjoy, whether they’re in our restaurants, in the drive-thru, driving to soccer practice or even relaxing at home. We want it to be an extension of our in-restaurant signature hospitality and generosity.”

Content will be aimed at children 12 and under, with scripted podcasts like “Legends of Evergreen Hills” and “Ice Lions,” which tells the true story of Kenyan teenagers who are hoping to start the country’s first ice hockey team. The key to the app is not in earning money through the app itself but using the app as a way to draw more consumers to its brands, functioning like a commercial but in a more organic way. The focus on family-friendly content could offer a big payoff to the company, especially with once-guaranteed family-friendly brands like Disney beginning to lose consumer confidence amongst families. CNBC also noted that the company is family-owned, rather than being owned by stockholders, who could push back on certain programming. With money to spend too, the company has many options. “I’ll say that we’re exploring a variety of different types of content, and everything right now is a potential opportunity for us,” said Britt. “We’re going to keep learning and exploring and figuring out what things work.”