Chick Fil A Case Study
Rachel Norris
Professor Phyllis Lightsey
MKTG 2010
30 April 2013
Chick-fil-A
Truett Cathy once said, “No goal is too high if we climb with care and confidence.” Consumers have seen this idea in action with Cathy’s entrepreneurial venture of opening Chick-fil-A. Now one of the highest-profiting fast food restaurants in America, Chick-fil-A started out as merely a family-owned restaurant in a shopping mall. Truett Cathy’s ambition and hard work turned his business into a gigantic success and a household name. Mr. Cathy and his brother, Ben Cathy, opened a diner in Hapeville, Georgia known as the Dwarf Grill in 1946. The restaurant prospered over the years and eventually led to the opening of the first Chick-fil-A in 1967. Truett was …show more content…
While most companies were closing or downsizing, Chick-fil-A was economically thriving. The restaurant’s system-wide sales in 2012 reached $4.6 billion, which was a fourteen percent increase from the sales in 2011. In 2009, it was written in the Atlanta Journal-Constitution that Chick-fil-A had plans of going global by opening restaurants overseas projected “within the next ten years.” There are many variations of Chick-fil-A, which also help generate sales: more than 300 Chick-fil-A’s are being operated in shopping malls, thirty-three drive-thru-only restaurants exist throughout the United States, eleven Chick-fil-A Dwarf Houses (the original full-service restaurant) are in operation in the Atlanta metro area, three Truett’s Grill restaurants in Georgia, around 237 licensed, non-traditional stores are in operation (college campuses, airports, etc.), and there are six satellite/”lunch counter” locations in places, such as …show more content…
The campaign started with a cow on a billboard painting the words, “EAT MOR CHIKIN.” These cows have been spotted on television, radio, internet, and even Atlanta Braves’ games. Calendars have also been made starring the cows since 1998. The phrase, “EAT MOR CHIKIN” was so catchy easy to associate with Chick-fil-A. Advertisements are very important in the business industry because they keep the public aware of a business’s existence. Sometimes when television commercials come on, especially restaurant related, people receive a craving for the place they just saw. This effect may be spontaneous, but nevertheless brings in customers. Chick-fil-A also hosts Cow Appreciation Day, which is a day when people who go to the restaurant dressed as a cow from head-to-toe are awarded with a free meal. This, the various coupons they give away at local events, and even the “free chicken sandwich” vouchers that print out on some receipts are all great incentives to bring people into Chick-fil-A.
Chick-fil-A is one of the most successful restaurants ever opened in the United States. Multiple steps must be taken to accomplish a goal that is so high. Truett Cathy built his business upon five
Professor Phyllis Lightsey
MKTG 2010
30 April 2013
Chick-fil-A
Truett Cathy once said, “No goal is too high if we climb with care and confidence.” Consumers have seen this idea in action with Cathy’s entrepreneurial venture of opening Chick-fil-A. Now one of the highest-profiting fast food restaurants in America, Chick-fil-A started out as merely a family-owned restaurant in a shopping mall. Truett Cathy’s ambition and hard work turned his business into a gigantic success and a household name. Mr. Cathy and his brother, Ben Cathy, opened a diner in Hapeville, Georgia known as the Dwarf Grill in 1946. The restaurant prospered over the years and eventually led to the opening of the first Chick-fil-A in 1967. Truett was …show more content…
While most companies were closing or downsizing, Chick-fil-A was economically thriving. The restaurant’s system-wide sales in 2012 reached $4.6 billion, which was a fourteen percent increase from the sales in 2011. In 2009, it was written in the Atlanta Journal-Constitution that Chick-fil-A had plans of going global by opening restaurants overseas projected “within the next ten years.” There are many variations of Chick-fil-A, which also help generate sales: more than 300 Chick-fil-A’s are being operated in shopping malls, thirty-three drive-thru-only restaurants exist throughout the United States, eleven Chick-fil-A Dwarf Houses (the original full-service restaurant) are in operation in the Atlanta metro area, three Truett’s Grill restaurants in Georgia, around 237 licensed, non-traditional stores are in operation (college campuses, airports, etc.), and there are six satellite/”lunch counter” locations in places, such as …show more content…
The campaign started with a cow on a billboard painting the words, “EAT MOR CHIKIN.” These cows have been spotted on television, radio, internet, and even Atlanta Braves’ games. Calendars have also been made starring the cows since 1998. The phrase, “EAT MOR CHIKIN” was so catchy easy to associate with Chick-fil-A. Advertisements are very important in the business industry because they keep the public aware of a business’s existence. Sometimes when television commercials come on, especially restaurant related, people receive a craving for the place they just saw. This effect may be spontaneous, but nevertheless brings in customers. Chick-fil-A also hosts Cow Appreciation Day, which is a day when people who go to the restaurant dressed as a cow from head-to-toe are awarded with a free meal. This, the various coupons they give away at local events, and even the “free chicken sandwich” vouchers that print out on some receipts are all great incentives to bring people into Chick-fil-A.
Chick-fil-A is one of the most successful restaurants ever opened in the United States. Multiple steps must be taken to accomplish a goal that is so high. Truett Cathy built his business upon five