Chic Fil A is one of the largest chain restaurants in the united states. Yet it seems to have no marketing when compared to its competitors. Often you can hear McDonald's jingles on the radio and see a new commercial on television for a new burger from Burger king, yet the same cannot be said for Chick Fil A where sometimes their advertisements seem uncommon if not non existent. How come a company that went from sales of 1 billion dollars in 2000 to 6 billion in 2015, seem to have barely any marketing? What do they do to reach consumers?
Chick Fil A at one point was known as a mostly mall restaurant. It was not to the early 1990’s that Chic Fil A branched out to stand alone restaurants. Chick Fil A started doing something unheard of. …show more content…
Steven Robinson is the senior vice president as well as the chief marketing officer. This allows marketing and business decisions to be made together, making it easier to see the big picture and long term goals and growth objectives. This could be the possible explanation to the companys thirteen percent growth rate. On marketing, Robinson says “The first is brand relevance, which includes everything from menus, buildings, service, technology, packaging and sustainability. And next, we have a strong focus on our Operators to ensure they have what they need to grow same-store sales.” Chic Fil A is does indeed have a strong focus on their operators, as the company is famous for the quality of it’s franchises. Every year twenty thousand people apply to be a Chick Fil A operator, yet only seventy are accepted. Why do so many apply every year? It could be that Chic Fil A will pay the three million dollars necessary to open a new store and get it operational. The operator only needs five thousand dollars to be eligible to start. This low barrier to entry can be enticing. Especially when operators are guaranteed a minimum salary of thirty thousand dollars that can reach to possibly hundreds of thousands. Operators are not the only tenet to Chic Fil A success and growth. Chic Fil A is known for its dedicated consumers, nicknamed the “raving fans”. The “raving fans” eat at Chic Fil A four or more times a …show more content…
The wider the audience the more customers and more customers mean more revenue. However Chick Fil A does tries to target specific markets. Chick Fil A is selective where franchises can be set up. Chick Fil A stores can often be found on college campuses which is great for targeting a younger audience where convenient fast food can be appealing. It is no wonder that Robinson says College Football is very important to the company, he has said it is “a demographic and lifestyle fit. College fans, alumni, and viewers index very high for Chick-fil-A.” Building relationships that can last a lifetime is very important to the company. So often sometimes it makes sense to Robinson to give a free meals in order to develop a lifelong customer. “We also activate on the ground, giving away food at Chick-fil-A Bowl games, and at events on campus. Our Operators strike vendor relationships with stadiums. We have Operators in the communities who have great relationships with over 200 athletic departments where we provide catering.” Catering a great opportunity to introduce the company to customers who would have never have eaten at Chic Fil A had it not been catering at some event. There is also the psychology of a company being present at some even whether it is a joyous occasion or a solemn one. Either way it associates itself with positive idea of being supportive. The company or its operators sometimes give away free food at
Chick Fil A at one point was known as a mostly mall restaurant. It was not to the early 1990’s that Chic Fil A branched out to stand alone restaurants. Chick Fil A started doing something unheard of. …show more content…
Steven Robinson is the senior vice president as well as the chief marketing officer. This allows marketing and business decisions to be made together, making it easier to see the big picture and long term goals and growth objectives. This could be the possible explanation to the companys thirteen percent growth rate. On marketing, Robinson says “The first is brand relevance, which includes everything from menus, buildings, service, technology, packaging and sustainability. And next, we have a strong focus on our Operators to ensure they have what they need to grow same-store sales.” Chic Fil A is does indeed have a strong focus on their operators, as the company is famous for the quality of it’s franchises. Every year twenty thousand people apply to be a Chick Fil A operator, yet only seventy are accepted. Why do so many apply every year? It could be that Chic Fil A will pay the three million dollars necessary to open a new store and get it operational. The operator only needs five thousand dollars to be eligible to start. This low barrier to entry can be enticing. Especially when operators are guaranteed a minimum salary of thirty thousand dollars that can reach to possibly hundreds of thousands. Operators are not the only tenet to Chic Fil A success and growth. Chic Fil A is known for its dedicated consumers, nicknamed the “raving fans”. The “raving fans” eat at Chic Fil A four or more times a …show more content…
The wider the audience the more customers and more customers mean more revenue. However Chick Fil A does tries to target specific markets. Chick Fil A is selective where franchises can be set up. Chick Fil A stores can often be found on college campuses which is great for targeting a younger audience where convenient fast food can be appealing. It is no wonder that Robinson says College Football is very important to the company, he has said it is “a demographic and lifestyle fit. College fans, alumni, and viewers index very high for Chick-fil-A.” Building relationships that can last a lifetime is very important to the company. So often sometimes it makes sense to Robinson to give a free meals in order to develop a lifelong customer. “We also activate on the ground, giving away food at Chick-fil-A Bowl games, and at events on campus. Our Operators strike vendor relationships with stadiums. We have Operators in the communities who have great relationships with over 200 athletic departments where we provide catering.” Catering a great opportunity to introduce the company to customers who would have never have eaten at Chic Fil A had it not been catering at some event. There is also the psychology of a company being present at some even whether it is a joyous occasion or a solemn one. Either way it associates itself with positive idea of being supportive. The company or its operators sometimes give away free food at