A long-standing tradition at an Abilene Chick-fil-A has come to an end, but the restaurant’s leadership says they are already working on new ways to recognize the region’s military community.
Brian LaCroix, the local operator of Chick-fil-A in Abilene, announced last week that the restaurant would no longer be offering its military appreciation special. The decision, he explained in a Facebook video, follows new guidelines issued by Chick-fil-A’s corporate headquarters regarding community marketing and promotional events.
“Our home office has released new standards around marketing and promotional events that we’re allowed to do in our community,” LaCroix said in the video. “Sadly, with that, we are no longer able to do the military appreciations special that we have done for so long here in Abilene, Texas.”
The news comes as a disappointment to many in the area, as Abilene is home to Dyess Air Force Base, one of the largest employers in the region and a key part of the city’s identity. For years, the restaurant’s military appreciation promotion was a small but meaningful way for service members and their families to feel recognized and supported.
LaCroix acknowledged the impact of the decision but reassured customers that the end of the promotion would not mean an end to the restaurant’s support of military personnel.
“I am so sorry, but we are not able to continue to honor that,” he said. “I am excited and encouraged to go back to the drawing board to figure out what are the creative ways that we can love and show care to the men, women, and the families that serve this great country. Thank you for your understanding, and thank you so much for all of those who serve this amazing country.”
Since the announcement, community members have responded with both disappointment and encouragement, offering their own ideas for how the restaurant might continue to show appreciation. Some suggested new promotions or military-family events, while others pitched grassroots efforts such as a “pay-it-forward” system to support service members dining at the restaurant.
LaCroix said he welcomes the ideas and looks forward to creating a new initiative that reflects the community’s gratitude while aligning with Chick-fil-A’s updated standards.
For now, the beloved military appreciation special has ended but conversations in Abilene are already shaping what could come next.