Chick-Fil-a: Eat Mor Chikin

1. What types of marketing strategies is Chick-fil-A following? Chick fil-A has a business philosophy of “Second Mile” service, which takes “going the extra mile” to a whole new level. They have developed a unique business model and currently host one of the longest running advertising campaigns in the United States (Cannon, et. al., p. 631). The “Eat Mor Chikin” campaign appeals to children of all ages, adding a healthy dose of humor to their anti-hamburger fast food menu. With an official corporate statement of, “to glorify God by being a faithful steward of all who come in contact with Chick-fil-A,” and their policy of being closed on Sundays, Chick-fil-A maintains their edge in religious households over their competitors. With a successful marketing mix, Chick-fil-A takes full advantage of controlling such variables to impact their target group. Their integrated marketing strategy includes relationship strategies, creative billboards, free food giveaways at the opening of each new store, convenient locations in many malls, cow calendars, and kids-eat-free nights, Chick-fil-A ensures that customers receive consistency in the brand.

2. How would you describe Chick-fil-A’s positioning strategy? Chick fil-A’s religious-centered mission and values have provided the company with a positioning strategy based on cultural symbols. Chick fil-A’s Christian-based values allows the company to distinguish their brand from its competitors. The founder of Chick fil-A has taken advantage of the opportunity to provide consumers with a meaningful image in which to identify the Chick fil-A brand, and in doing so, has elevated the company image in such a way that patrons don’t mind paying more for their food as long as they receive the dedicated service and quality chicken that Chick-fil-A is known for.

3. Is Sunday closing a competitive advantage for Chick-fil-A? Explain. The Sunday closing provides Chick fil-A with a competitive advantage in portraying a strong and consistent brand image and differentiation. Their Christian values easily aid to position the firm as superior to its competitors. Staying true to the beliefs originally set by S. Truett Cathy in 1946, they “honor god and direct attention to things more important to business” (Cannon, et. al., p. 631). This unique brand and positioning is unmatched by competitors to this day.

4. Should other retailers consider closing on Sunday? Why? Why not? Decision makers must consider factors such as the company’s mission and vision, brand image, positioning, and other driving factors. Decisions that work for Chick fil-A may not work for other companies. Companies ultimately strive to be top in their industry and differentiate themselves from their competitors, so companies should not close on Sunday’s and be seen as copying Chick-fil-A’s religious strength, but should rather develop their own brand image.