Chick Fil a

Ryan Simpson Marketing 476 Final Project Chick-Fil-A GarnerR MK-476 FP foliate 1 In this juveniles report I will be giving a thorough analysis of the Chick-Fil-A union by discussing the biography of the ph unriv on the wholeedr as issue up as how the comp either was ordered, the doings of the company, how the company gives back to the community, and how the company markets itself to the consumers. The reason I chose Chick-Fil-A to do my paper on is invariably since I was a diminutive boy Chick-Fil-A has al ways been my favorite fast fodder. I can remember when I was petite the closest Chick-Fil-A to our home was the maven and only(a) on Cox creek Parkway in front of the mall in Florence.Any winnerion we were in Florence I would beg my p arnts to bribe me thru the hire thru because I loved the Chick-Fil-A kids meal as well as the toy that came with it. Chick-Fil-A restaurants sustain been appealing to me ever since I was little so since then I concord been a loyal guest of Chick-Fil-A. I have withal always been arouse in knowing how Chick-Fil-A always has had a huge customer base and each duration I went to go through at a Chick-Fil-A, it seemed to always be displace so that tells me that their merchandising de divergement is unquestionably doing something pay because their restaurants are doing great melody.In this paper I will be freeing e actuallyw here the hi report of the Chick- Fil-A company, how the company operates, how the company markets itself, and how close expose the paper with a deduction and summary. In the low gear part of my paper, I want to go over the hi novel of the Chick-Fil-A company. The Chick-Fil-A company was head start founded in 1946 by a man named Truett Cathy. Truett Cathy is come acrossed to be one of the greatest entrepreneurs in the history of the United States. GarnerR MK-476 FP scallywag 2Truett Cathy who grew up in Atlanta opened his prime(prenominal) restaurant in his home town called the dwarf Grill. However over time the name changed to the Dwarf House (www. chick-fil-a. com). In the division of 1964, Truett Cathy created his version of a grumbler organize that is today referred to as the sea captain grumbler organise. Truett Cathys invention of the poulethearted sandwich was the first step to his resource of developing a sure-fire restaurant mountain range. In 1967, Truett Cathy opened the first Chick-Fil-A restaurant in the Greenbrier Mall in Atlanta, Georgia.In 1973 stratums after the first Chick-Fil-A opened, Truett Cathy cherished all his employees, regard slight of age, to have an go culture so he firm to develop a Team intimateness Program which included $1,000 scholarships. Chick-Fil-A took a spoilt step in the right direction when they first introduced freshly squeezed lemonade on their bill in 1977. In 1982, all Chick-Fil-A started interchange red jungle fowl nug draw and quarters in all their restaurants and because of this Chick-Fil-A became the first restaurant chain to scissure complainer nuggets across the country. 984 was a big year for the Chick-Fil-A companionship because Truett Cathy established the WinShape Foundation to help baffle winners. The reason Truett Cathy founded this foundation was simply because novel tribe receiving a proper education was very important to him (www. chick-fil-a. com). Some milestones of the Chick-Fil-A license In 1985 all the Chick-Fil-A restaurants added their original hesitate fries to their visiting cards. In 1986 Chick-Fil-A expanded their consummation by constructing the companys first free-standing restaurant building on normality Druid Hills Road in Atlanta. 987 saw the claims offer their first kids meal package. in addition in 1987 Chick-Fil-A expanded their operation by first step their first restaurants on GarnerR MK-476 FP Page 3 college campuses with Clemson University and Georgia tech being chosen as their cowcatcher campuses. In my opinion these colleges were chosen collectable to their proximity to the sector of Atlanta from which the Chick-Fil-A privilege was originated. 1993 was a huge milestone for the Chick-Fil-A dealership, this was the year their 500th restaurant was opened and their first repel through only restaurant was created.Also in this year their first hospital based restaurant was opened. Arguably one of the greatest selling campaigns in the world was the cows which began in 1995 introducing their first hoarding which consisted of their cows attempting to paint their catch develop eat mor chikin (www. chick-fil-a. com). With this campaign the Chick-Fil-A Franchise was catapulted into the grade with McDonald and Burger King as one of the nearly normal fast fodder chain restaurants in the United States. Also in 1995 the Chick-Fil-A Franchise hit the mark of one billion dollars in sales nationwide.In 2001, Chick-Fil-A go on to expand their operation by gap their 1,000 restaura nt. In the resembling year Chick-Fil-A proceed to progress their customaryity by being voted the exceed drive thru in America by QSR Magazine (www. chick-fil-a. com). In my opinion, this solidified their brag position in the fast food restaurant industry. Chick-Fil-A expanded their business in 2003 by opening move their restaurants in Utah, azimuth and Southern California. By introducing their operation to the westernmost Chick-Fil-A expanded their target market by not only merchandising to the east United States, nevertheless to the GarnerR MK-476 FP Page 4 estern United States as well. This move make the Chick-Fil-A Company more popular nationwide In 2004 Chick-Fil-A expanded their menu nonetheless further by adding eat. By adding breakfast and opening earlier this overly brought new business to Chick-Fil-A from business mint on their way to work. In the same year Chick-Fil-A was voted Americas best drive thru for the trine straight year (www. chick-fil-a. com). In my opinion Chick-Fil-A accomplished this prestigious approve by focusing on customer process and marketing their product.Truett Cathy wanted to annex the Chick-Fil-A Foundations scholarship computer program so in 2005 the Chick-Fil-A peal was essential to declare oneself more money for scholarships (www. chick-fil-a. com). The Chick-Fil-A Bowl is played in Atlanta, Georgia in the Georgia Dome (www. chick-fil-abowl. com). In 2005, Chick-Fil-A awarded their 20,000th leaders Scholarship. By doing so, this showed Truett Cathys dedication and inscription to encouraging young people to go to college and further their education. Chick-Fil-A expanded their menu again by adding hand-Spun milk shakes in 006. Also in the same year Chick-Fil-A surpassed cardinal billion dollars in sales nationwide and as a coincidence it happened in the same year that the Cathy family celebrated 60 geezerhood in the restaurant business (www. chick-fil-a/com). This information shows me how great of an entrepreneur Truett Cathy was that he could start up a restaurant and in just 60 years it has become one of the most popular fast food chain restaurants in the United States as well as grossed over two billion dollars value of sales. GarnerR MK-476 FP Page 5On December 1, 2010 I conducted a phone interview with mike Albretson who is the operations manager at the Chick-Fil-A drive thru in Florence, Alabama on Cox Creek Boulevard in front of Regency public square Mall. In the phone interview with microphone Albretson I lettered many things that I didnt originally know active Chick-Fil-A. The first thing that I learned was according to Mr. Albretson the one major cipher that plays a role in the Chick-Fil-A franchises success is their efforts to make emotional connections with all the customers that eat at their restaurants.The main question I asked Mike Albretson is what three ways to do feel the Chick-Fil-A franchise markets their products to their customers and how they make t heir franchise appealing to the general public? Mr. Albretsons response was the first way he believes they market their products to customers is by focusing on community and consumer relations. Mike Albretson also mentioned that one of the Chick-Fil-A franchises main goals is to do everything they can to provide a ashen family atmosphere in all their restaurants.The second way Mike Albretson believes the Chick-Fil-A franchise markets their products to the general public is by bringing the food to the people. I found this technique very interesting and what this performer is Chick-Fil-A brings the foods to the people by simply fetching sample treys with items from their menu or point foods that they havent put on their menu but are severely considering it and taking them to public areas such as a park or anyplace that is a general public area and letting the people that come by ry free samples of their food and tell them what they look to the highest degree it (Mike Albretson , operations manager). GarnerR MK-476 FP Page 6 I personally thought this is a great idea because you are announce the Chick-Fil-A name out to the public, you are showing the community that Chick-Fil-A values and cares nigh their image, and also they can find out blue-chip information such as what the absolute majority of the people comparable or prefer.So in a way Chick-Fil-A is taking a survey on what the majority of the people like so that they can consider putting that item on their menu if it is not al engagey on there. The third way Mike Albretson believes that the Chick-Fil-A franchise markets their products and service to the consumers is by the experience the customers receive when they come and eat in their restaurants. Mr.Albretson stated that the ways Chick-Fil-A attempts to make the customers experience as lovely as possible are by assisting people to their tables, by going virtually and asking if there is anything the customers need such as a refill on their dr ink or more ketchup. Mr. Albretson also stated that the Chick-Fil-A restaurants have employees help the customers clean their tables as well as emit their trash away (Mike Albretson, operations manager). In my opinion I believe these are excellent ways for Chick-Fil-A to set their selves away from their competition such as McDonalds or Burger King.I understand that most fast food restaurants are pretty more than the same when it comes to the service and atmosphere of the restaurant but if you have assistants help the customers clean up and throw away their garbage that definitely would give them the advantage over their competitors in the service aspect of their restaurants. GarnerR MK-476 FP Page 7 I found a very interesting expression that came from www. fastcompany. com, the oblige discussed how the Chick-Fil-A franchise was based customer centered.An example the article shared that supported this statement was during the opening of the Chick-Fil-A restaurant that is located in Evansville, Indiana, Truett Cathy himself showed up at the opening to meet and accost all the people who had been camping out the night before the opening to be new restaurants first customers (www. fastcompany. com). This tells me how down to body politic Mr. Cathy is that he would take the time to go to Evansville, Indiana to greet the customers on the opening day of one of his thousands of restaurants.Another fascinating article I found about Truett Cathy came from www. michaelleestallard. com, in this article, Mr. Stallard talks about a lecture that he heard Truett Cathy give at a conference and how much it go him on how inspirational and selfless Mr. Cathy was. I thought it was very interesting that here is Truett Cathy a multi millionaire that could be anywhere in the world, but here he is expense over half his time traveling to different Chick-Fil-A restaurants and meeting and public lecture with tons of his employees (www. michaelleestallard. com).This example tell s me how much Truett Cathy cares about his employees and about the service the Chick-Fil-A franchise brings to all their customers. One major advantage Chick-Fil-A has over most of their competition is most of their squawker sandwiches have a lot less calories and fat then most chicken sandwiches at fast food restaurants do. GarnerR MK-476 FP Page 8 According to www. livestrong. com, the original chicken sandwich at Chick-Fil-A only has 430 calories which is right about what McDonalds chicken sandwich is, but what sets Chick-Fil-A away from its competition is the chargrilled chicken sandwich.The Chick-Fil-A chargrilled chicken sandwich only has three hundred calories and also has 29 grams of protein in it which is a very nutritious meal for anybody. The McDonalds chicken sandwich has 420 calories in it so this tells me that Chick-Fil-A is the healthier choice (www. livestrong. com). While researching about Chick-Fil-A coupons, I found a hilarious story about Chick-Fil-A coming u p with a very unusual, but effective marketing idea. It was called the cow promo. What this meant was during a certain time period nyone could dress up like a cow and go into any Chick-Fil-A and all they had to do was moo and separate their foot or hoof and get a free chicken sandwich and according to the article I read there were a few people who actually participated in this event (http//fastfoodcoupon. com). In conclusion, I learned so much about how a very successful business operates as well as several very effective marketing schemes and ideas. I personally thought the story about how Chick-Fil-A was started and how quick it became so popular and successful.In researching this paper I also learned how great of a man Truett Cathy is and I read many examples that taught me how far slap-up customer service can take you. Overall, I really enjoyed researching Chick-Fil-A and learning about the franchise. The summary of this paper was the history of Chick-Fil-A and how it was star ted by Truett Cathy. The second part of the paper was marketing strategies of the Chick-Fil-A GarnerR MK-476 FP Page 9 Franchise. The third was how Chick-Fil-A sets their selves apart from their competitors.The last part of my paper was the conclusion and summary. GarnerR MK-476 FP Page 10 References Page 1. www. chick-fil-a. com 2. http//www. chick-fil-abowl. com 3. converse with Chick-Fil-A operations manager Mike Albretson 4. http//wwwmichaelleestallard. com/chick-fil/as-competitive-edge-of-relationships 5. http//www. fastcompany. com/clip/87/customer-chickfila. hypertext mark-up language 6. www. livestrong. com/thedailyplate/search/chick-fil-a 7. http//fastfoodcoupon. com/chick-fil-a-coupons. html