![]() At over $6 billion in annual systemwide sales (2015), the company has long passed being a regional chicken chain. restaurant chain, and has same-stores sales that exceed McDonalds. Since its founding in 1946, Chick-fil-A has grown to become the 8 th largest U.S. The truth is they want to compete in a much larger market, but the customer experience is still one of being a small, growing restaurant that offers personal service. ![]() Chick-fil-A has entered a new playing field (based on its size and scope) and wants to remain relevant in a highly competitive marketplace. The feeling I used to have that Chick-fil-A was a local community-based restaurant is about to end.Īs someone who has experienced the stiff competition in the advertising business, I understand both sides of the table here. In other words, Chick-fil-A is ratcheting up its advertising to compete in the big leagues. As reported in Ad Age, Chick-fil-A decided to move the bulk of their advertising to the New York based McCann agency that manages a roster of both U.S.-based and global brands. For over 22 years, the Richard’s Group, based in Dallas, TX, was the brilliant team that brought the famous Chick-fil-A cows to life and provided the many creative ways they entertained us. It was recently announced that the new Chief Marketing Officer (even though a long-time employee) decided it was time for Chick-fil-A to make a change in their ad agency. At a different location, when I asked “why” the menu was changed, the employee simply replied, “ Don’t blame me, that all comes from corporate.” (Ouch!) I was then told “how” I needed to order my favorite sandwich. At one location when I questioned why I was experiencing wrong orders, I was told the menu had been changed. And to make it sound like I’m really complaining, when I asked for a packet of mayonnaise with my order, it was forgotten. When I do this, they leave off the pickle – because I didn’t ask for it. Then they changed their menu and I’m told I now need to ask for extra tomato, lettuce and cheese with a regular chicken sandwich. I asked for a Chicken Deluxe Sandwich and I received a regular Chicken Sandwich. Almost every time, my order has been wrong. Over the past few months, I estimate that I have visited Chick-fil-A between 8-12 times (drive-thru). I’ve recently experienced a few of warning signs that suggest Chick-fil-A is in trouble. Sadly, I believe this has now happened to Chick-fil-A. Warning signs begin appearing that should tell management (if their eyes are open) that the company is headed for trouble. What got it this far will no longer work. They are known as being a strong Christian company, and for the consistent response when you say “Thank you” with “ My pleasure!” Personally, my favorite meal is the Chick-fil-A Chicken Deluxe Sandwich that includes tomato, lettuce, and cheese.īut recent personal experiences, plus a significant news item, suggest the company I have come to love is no more.Īn experienced consultant once said to me “ How large does a company have to get before it becomes bad?” There are clear telltale signs when a company has gotten so big that the magic is gone. You can also read about the time we used animals for advertising as well.I have been a fan of Chick-fil-A for many years. Oh, and make sure you go get some Chick-Fil-A if you were struck with a sudden craving after reading this article. Let an advertising professional assist you with your campaign. If your first campaign doesn’t take off, don’t be discouraged! Try again until the great “big idea” really takes off We really enjoyed reading this case study, and we take away these lessons:Ĭreative, well-designed billboard advertising can make a great impactĬompared to TV and radio, billboard advertising is an affordable option The next year, they surpassed KFC in sales, despite having a smaller ad budget and closing on Sundays. ![]() In 2012, Chick-Fil-A became the #1 fast-food chain in terms of sales per store, reaching $3.1 million per location. If you’re lucky, you’ll see them mingling with guests at the store, posing for pictures and sitting down at the table with you. The Chick-Fil-A cows have gone on to make a splash – from their debut at the Houston Astro’s stadium in 2006 to starring in their own calendars.
0 Comments
Leave a Reply. |