Monday, January 21, 2019

Chick Fil a

Ryan Simpson Marketing 476 Final Project Chick-Fil-A GarnerR MK-476 FP knave 1 In this study I will be giving a thorough epitome of the Chick-Fil-A company by discussing the bill of the company as well as how the company was founded, the operations 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 piece of music on is of both judgment of conviction since I was a molybdenumary boy Chick-Fil-A has ever so been my favorite fast regimen. I can consider when I was little the closest Chick-Fil-A to our home was the superstar on cyclooxygenase Creek Park personal manner in front of the mall in Florence.Anytime we were in Florence I would beg my p arnts to take me thru the drive thru because I loved the Chick-Fil-A kids repast as well as the toy that came with it. Chick-Fil-A eating places have been appealing to me ever since I was little so since then I have been a loyal customer of Chick-Fil-A. I have overly always been kindle in knowing how Chick-Fil-A always has had a huge customer demonstrate and e precise time I went to give at a Chick-Fil-A, it seemed to always be crowded so that tells me that their marketing department is definitely doing something just because their restaurants are doing great business.In this paper I will be dismission over the history of the Chick- Fil-A company, how the company operates, how the company markets itself, and how close out the paper with a conclusion and summary. In the world-class part of my paper, I destiny to go over the history of the Chick-Fil-A company. The Chick-Fil-A company was frontmost founded in 1946 by a man named Truett Cathy. Truett Cathy is considered to be one of the greatest entrepreneurs in the history of the unite States. GarnerR MK-476 FP scalawag 2Truett Cathy who grew up in Atlanta open up his first restaurant in his home town called the Dwarf Grill. stock-still over ti me the name changed to the Dwarf House (www. chick-fil-a. com). In the course of instruction of 1964, Truett Cathy created his version of a sniveller sandwich that is today referred to as the first chicken sandwich. Truett Cathys invention of the chicken sandwich was the first trample to his vision of developing a successful restaurant chain. In 1967, Truett Cathy opened the first Chick-Fil-A restaurant in the Greenbrier Mall in Atlanta, Georgia.In 1973 old age after the first Chick-Fil-A opened, Truett Cathy wanted all his employees, regardless of age, to have an modernistic education so he decided to develop a squad Scholarship Program which included $1,000 scholarships. Chick-Fil-A took a big step in the right direction when they first introduced freshly squeezed lemonade on their menu in 1977. In 1982, all Chick-Fil-A started selling chicken nuggets in all their restaurants and because of this Chick-Fil-A became the first restaurant chain to offer chicken nuggets nationw ide. 984 was a big year for the Chick-Fil-A Company because Truett Cathy established the WinShape Foundation to help shape winners. The reason Truett Cathy founded this base was simply because young people receiving a proper education was actually(prenominal)(prenominal) important to him (www. chick-fil-a. com). Some milestones of the Chick-Fil-A Franchise In 1985 all the Chick-Fil-A restaurants added their original quaver fries to their menus. In 1986 Chick-Fil-A grow their operation by constructing the companys first reposition-standing restaurant building on North Druid Hills Road in Atlanta. 987 saw the immunitys offer their first kids meal package. as well as in 1987 Chick-Fil-A expanded their operation by opening their first restaurants on GarnerR MK-476 FP rascal 3 college campuses with Clemson University and Georgia Tech being chosen as their pilot campuses. In my opinion these colleges were chosen due to their proximity to the commonwealth of Atlanta from which t he Chick-Fil-A franchise was originated. 1993 was a huge milestone for the Chick-Fil-A franchise, this was the year their five-hundredth restaurant was opened and their first drive through except restaurant was created. similarly in this year their first hospital based restaurant was opened. arguably one of the greatest marketing campaigns in the world was the terrifys which began in 1995 introducing their first billboard which consisted of their cows attempting to paint their catch phrase eat mor chikin (www. chick-fil-a. com). With this campaign the Chick-Fil-A Franchise was catapulted into the category with McDonald and Burger King as one of the most popular fast food 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 continued to expand their operation by opening their 1,000 restaurant. In the identical year Chick-Fil-A continued to progress their popularity by being voted the surmount drive thru in America by QSR Magazine (www. chick-fil-a. com). In my opinion, this solidify their superior position in the fast food restaurant industry. Chick-Fil-A expanded their business in 2003 by opening their restaurants in Utah, Arizona and southern California. By introducing their operation to the west Chick-Fil-A expanded their target market by not only marketing to the eastern United States, but to the GarnerR MK-476 FP Page 4 estern United States as well. This move made the Chick-Fil-A Company to a greater extent popular nationwide In 2004 Chick-Fil-A expanded their menu even advertize by adding breakfast. By adding breakfast and opening earlier this overly brought smart business to Chick-Fil-A from business people on their way to work. In the like year Chick-Fil-A was voted Americas best drive thru for the third true(p) year (www. chick-fil-a. com). In my opinion Chick-Fil-A accomplished this prestigious honor by focusing on customer assistance an d marketing their product.Truett Cathy wanted to amplification the Chick-Fil-A Foundations scholarship program so in 2005 the Chick-Fil-A scene of action was developed to provide 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 Leadership Scholarship. By doing so, this showed Truett Cathys dedication and commitment 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 two billion dollars in sales nationwide and as a coincidence it happened in the same year that the Cathy family celebrated 60 years in the restaurant business (www. chick-fil-a/com). This culture shows me how great of an entrepreneur Truett Cathy was that he could start up a restaurant and in just 60 years it has be sum up one of t he most popular fast food chain restaurants in the United States as well as grossed over two billion dollars price of sales. GarnerR MK-476 FP Page 5On December 1, 2010 I conducted a phone interview with microphone Albretson who is the operations manager at the Chick-Fil-A drive thru in Florence, Alabama on Cox Creek Boulevard in front of Regency Square Mall. In the phone interview with Mike Albretson I conditioned many things that I didnt originally know slightly Chick-Fil-A. The first thing that I learned was according to Mr. Albretson the one major factor that plays a routine 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(prenominal) 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 their franchise appealing to the global normal? Mr. Albretsons response was the first way he believ es 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 e verything they can to provide a clean family atmosphere in all their restaurants.The second way Mike Albretson believes the Chick-Fil-A franchise markets their products to the general human race is by bringing the food to the people. I found this technique very interesting and what this means is Chick-Fil-A brings the foods to the people by simply taking stress treys with gunpoints from their menu or even foods that they havent put on their menu but are seriously considering it and taking them to public areas such(prenominal) as a park or anywhere that is a general public area and letting the people that come by ry dislodge samples of their food and tell them what they think near it (Mike Albretson, operations manager). GarnerR MK-476 FP Page 6 I personally thought this is a great idea because y ou are advertising the Chick-Fil-A name out to the public, you are showing the community that Chick-Fil-A value and cares about their image, and also they can find out valuable information such as what the legal age of the people like 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 already on in that location. 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 pleasant as possible are by assisting people to their tables, by going around and asking if there is anything the customers need such as a refill on their drink or more ketchup. Mr. Albretson also stated that the Chick-Fil-A restaurants have employees help the custom ers clean their tables as well as throw their trash extraneous (Mike Albretson, operations manager). In my opinion I believe these are excellent ways for Chick-Fil-A to set their selves aside from their arguing such as McDonalds or Burger King.I understand that most fast food restaurants are pretty much 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 article that came from www. fastcompany. com, the article discussed how the Chick-Fil-A franchise was based customer centered.An case the article shared that supported this statement was during the opening of the Chick-Fil-A restaurant that is situated in Evansville, Indiana, Truett Cathy himself showed up at the opening to meet and greet 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 earth 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 dialog about a speech that he heard Truett Cathy give at a conference and how much it moved 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 spending over half his time traveling to different Chick-Fil-A restaurants and meeting and talk with tons of his employees (www. michaelleestallard. com).This example tells me how much Truett Cathy cares about his employees and about the service the Chick-Fil-A franchise brings to all their customers. O ne major advantage Chick-Fil-A has over most of their ambition is most of their chicken sandwiches have a lot less calories and plunk 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 aside from its competition is the chargrilled chicken sandwich.The Chick-Fil-A chargrilled chicken sandwich only has 300 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 approach path up with a very unusual, but effective marketing idea. It was called the cow promo. What this meant was during a certain time period nyone c ould dress up like a cow and go into any Chick-Fil-A and all they had to do was low and stop 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 outlying(prenominal) good customer service can take you. Overall, I real 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 started 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. Interview with Chick-Fil-A operations manager Mike Albretson 4. http//wwwmichaelleestallard. com/chick-fil/as-competitive-edge-of-relationships 5. http//www. fastcompany. com/magazine/87/customer-chickfila. hypertext markup language 6. www. livestrong. com/thedailyplate/search/chick-fil-a 7. http//fastfoodcoupon. com/chick-fil-a-coupons. html

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