Chick-fil-A is breaking outside of its tried-and-true business model with a new restaurant concept in Midtown.

Luke Pipkin, the senior lead of innovation for the fast-growing Atlanta-based chicken chain, told The Tennessean via email the restaurant under construction at 1622 Church St. will be a new concept focused heavily on delivery and catering, with a walk-up area for customers to place to-go orders.

The restaurant is slated to open Oct. 17.

“This location will be a first of its kind,” Chick-fil-A posted on Facebook in August. “We will specialize in making Chick-fil-A more convenient for you through catering, delivery and mobile ordering.”

Pipkin did not elaborate further on the new restaurant.

Chick-fil-A has been growing rapidly in Middle Tennessee. Just last month restaurants opened in Spring Hill and on Nolensville Pike in Nashville, where customers camped outside in the heat before the grand opening to receive free Chick-fil-A for a year. The chain operates seven restaurants in Nashville.

Opening a new restaurant concept falls in line with Chick-fil-A’s commitment to innovation. The beloved Southern company, known for its original chicken sandwich and friendly customer service, operates an innovation center where team members experiment with new designs, brainstorm ways to improve the customer service and develop menu enhancements.

In an effort to push its redesigned mobile app, the company in August said it will give a free eight-count Chick-fil-A Nuggets to anyone who creates or signs into their Chick-fil-A One account with the mobile app. The promotion is available nationwide until Sept. 29.

Founded in 1967, the privately-held company operates more than 2,300 restaurants in 47 states. Chick-fil-A reported more than $9 billion in revenue in 2017, marking 50 consecutive years of sales growth.

Other fast-food competitors are also experimenting with store redesigns or revamped concepts right now. A more upscale McDonald’s debuted in Green Hills in January with table service, curbside pickup and touchscreen ordering kiosks.

Reach Lizzy Alfs at lalfs@tennessean.com or 615-726-5948 and on Twitter @lizzyalfs.