This form of marketing showcases lesser known products to both new and loyal customers. They have several other lesser known products that are equally delicious.įor local fast-food restaurants to capitalize on brand awareness received through national advertising, operators use on-site POP signage. While everyone knows Chick-Fil-a has one of the best chicken sandwiches (cows everywhere nod in agreement), there’s more to this brand than poultry. Now, it’s time to look at what they’ve done well in the past and ways they can see marketing growth in the future. We’ve set the stage for Chick-Fil-a’s so that their advertising and marketing strategies can shine. They all play a role in Chick-Fil-a’s success. From the marketing director to the restaurant operator, all the way to the entry-level employee. Individual effort contributing to company success is more than hyperbole being preached from the pulpit.Įven as a household name, Chick-Fil-a continues pushing forward with a guerrilla marketing strategy. Why such incredible growth compared to other chains? Well, leadership will say that every team member is responsible for Chick-Fil-a’s success. This restaurant chain continues to see serious growth throughout the current year, capturing even more market share. Compare that to the 13.7 billion from the previous year and you have a gain of 22%. In 2021, Chick-Fil-a generated 16.7 billion in systemwide sales. There’s no other national competitor who puts their boots on the ground, and hustles harder. But it isn’t only prayer and Biblical values that make Chick-Fil-a unique amongst its competitors. Who knows, if Chick-Fil-a would have buckled and taken a more conservative route, they may have remained a small company.Īpart from food quality and customer service, faith continues to be a differentiator between Chick-Fil-a and other fast-food restaurants. Cathy’s agreement with Steve when stating “the signs shall stay” for their future success. He felt the words said about his beloved cattle industry were too harsh. He was in the office to discuss his distaste for the chicken promotions plastered on large signage. John Smith, the head of the Georgia cattle association, was less than enthusiastic about the new billboards Chick-Fil-a was promoting. He became fearful as to why he was being summoned. In Steve’s book “Convert Cows” he recounts a story when Truett Cathy called him into his office. The tipping point occurred: the cattle industry came calling. While they had advertising programs and local marketing, Steve Robinson led the initiative that made Chick-Fil-a a household name. In fact, it took 40-years before they had an internal marketing department. But marketing wasn’t always at the forefront of Chick-Fil-a’s business plan. Many know of Chick-Fil-a thanks to their marketing genius, and rightfully so. Now more than ever, the Chick-Fil-a restaurant owner is a part of the overall marketing campaign.Ī Pivotal Point in Chick-Fil-a’s Marketing With every drive-thru featuring a delicious chicken sandwich, this fast-food chain must take their innovative advertising and leverage it across all channels. Those that have are creating marketing strategies that leverage local point-of-purchase (POP) marketing signage and digital marketing tools. Billboards and tv ads lifted Chick-Fil-a to the national brand, but may not be enough for the future.Ĭhick-fil-a operators needed to adapt. However, the diversification in media consumption and the smartphone revolution changed the game. This was a home run advertising campaign that catapulted sales during their early growth years. And let’s be honest, those billboards of lovable cows promoting perfectly seasoned chicken on a toasted buttered bun helped. This pairs well with having the best marketing strategy in the industry. Now, more and more fast-food restaurants are getting into the gourmet chicken sandwich game, putting their own unique spin on this classic meal.Įven with more competition, Chick-Fil-a continues to differentiate itself through hospitality and customer service. Sure, fast-food chains have had chicken sandwiches on the menu but usually shoved into some inconspicuous place. Consumer demand for the chicken sandwich is holding steady, but the real category growth is how more competitors are making premium versions.
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