Company Profile Chik Fil a

Jim Bednarz

Case presentation 1

Chick- Fil-A

Having been a past patron of Chick-Fil-A I wanted to read about the company and learn more. I found the section in the textbook very informative and interesting.

My first experience with Chick-Fil-A came when I visited a friend of mine in Virginia. I was not expecting much except another fast food restaurant, but was in for a surprise when we stopped for breakfast one day. My friend loves Chick-Fil-A and said I was in for a treat. He was right.

The experience I had in Virginia at that Chick-Fil-A was great and had made me a lover of this chain. The friendliness and hospitality was unsurpassed. The restaurant was clean and the service was top notch. I finally went to one of the local stores and found that the same was true here as well.

The overview presented in the book was interesting. I think that Chick-Fil-A has used all the business principles, marketing, HR, and product positioning.

While the corporate advertising budget is lower than their competitors, they use every outlet to their advantage. I have seen billboards with their advertising as mentioned in the textbook this is their main form of advertising. I have not seen many commercials on TV for them though. I do remember that when each of the local stores opened there was news coverage of the openings because of the free meal giveaway that they do when opening a new store. The news covers the people who have camped out and are waiting for the store to open to be one of the first 100 people to get the free meals for a year. This news coverage alone gets them free advertising. I think it also makes people that have never been to a Chick-Fil-A wonder what is so special about the chain that these people would camp out. I think perhaps their best marketing is the word of mouth from their customers. I never hesitate to tell people about the good food and the great service that I have received at the store in two different parts of the country.

The...