Zoning board allows two Chick‑fil‑A wall signs, denies one after debate over vegetation and temporary signs

The Zoning Board of Appeals of the City of South Fulton on Sept. 18 approved variances allowing two wall signs (labeled C and F) for the Chick‑fil‑A at 5395 Thompson Road and denied a third sign (D), in case V‑25‑007.

The decision followed presentations from the restaurant’s local owner and a corporate representative and a staff report that had recommended approval for sign C but denial for signs D and F. Board member Miss Patterson moved to approve signs C and F; the motion passed and sign D was denied.

The applicant, Brooke Smith, who identified herself as “the local owner and operator of Chick‑fil‑A South Fulton Parkway,” told the board the additional signs would improve wayfinding from Highway 92 and Thompson Road. “By improving the guest experience, this would allow us to improve the overall business, which 40% of our team members right now are the youth in the city of South Fulton,” Smith said, describing local hires who attend Westlake, Creekside, Langston Hughes and Global Impact Academy.

Pete Hatcher, the franchise’s corporate representative, told the board the design and elevation of the building limit visibility at certain approaches and said similar current Chick‑fil‑A designs in nearby cities have multiple wall signs. “We do agree with staff to approve sign C,” Hatcher said, and argued the vegetation referenced by staff also affected sign D’s visibility.

Staff told the board the Code provision at issue is section 707.02 (Table 2), which limits the maximum number of wall signs; staff also cited the temporary‑sign rules in section 706.06 when responding to questions about seasonal signage. Staff said they were recommending approval for sign C and denial for D and F in their written report but answered questions from board members about how temporary signs are regulated. A planner told the board that temporary banners and feather flags are limited to no more than 14 days and that small temporary signs are limited to two per lot.

Board discussion referenced a nearby McDonald’s that already has more wall signs, and several board members said they were persuaded by the applicant’s argument about wayfinding and community benefit. Doctor Blackshear asked whether the applicant had conducted any study of the current guest experience; Smith replied the company’s design decisions were driven by experience at 2024 builds in other cities and by local restaurant elevation and visibility.

Motions and votes: An early motion to approve C, D and F failed for lack of support. Later, Miss Patterson moved to approve signs C and F and to deny sign D; the motion carried with no nays recorded and the board approved signs C and F and denied sign D. The record shows the board debated but did not require removal of temporary signage currently on site; staff clarified temporary signs still must meet the limits in section 706.06.

Why it matters: The board’s vote permits Chick‑fil‑A to add permanent signage the restaurant says will reduce confusion for customers and support local hiring by boosting business. The decision also modifies staff recommendations and is likely to be cited as precedent by future sign variance requests at commercial corners with limited visibility.

What’s next: The permit office will process sign permits for signs C and F consistent with the board order and the city sign code; sign D remains denied and would need a separate variance to be installed.

Speakers quoted or cited in this article include Brooke Smith (local owner/operator, Chick‑fil‑A South Fulton Parkway), Pete Hatcher (corporate representative, Chick‑fil‑A), Miss Patterson (board member), Doctor Blackshear (board member), Mister Johnson (board member), Mister O'Donnell (board member) and a city planning staff member.