Branding Breakdown Series (Part 1: Chick Fil A)
I’m going inside some of our favorite brands to identify what makes them a branding success in my 3 Part #brandingbreakdown series.
I’m a big consumer of these companies/products and have often wondered what kind of sorcery they’ve cast to keep me coming back for more with my hard-earned dollars in hand.
You can rest assured that it’s not dumb luck and these behemoths have poured considerable time and money into studying their customers and perfecting their image.
In a previous post ,“Are You Striking The Right Tone For Your Brand?”, I included a downloadable PDF Exercise to help you identify companies that are doing it right and how you can find your own distinct voice.
In Part 1, we’ll be breaking down Chick Fil A. The home of the chicken sandwich that will make you bite your own finger. I’m not so secretly hoping that I will be rewarded with a lifetime supply of free food and sweet tea. If you can make that happen, hit me up.
While the delicious food is an important part of the equation, there are a multitude of reasons why Chick Fil A is winning in business. Let’s dig in shall we?
1). Customer Service – It’s consistent. It’s welcoming. It’s fast. It’s everything we’ve come to know and love about our experience at Chick Fil A.
As a matter of fact, if someone told you they had a bad experience at Chick Fil A, you may not believe them choosing to count it as an off day for your companion and not the establishment itself.
That’s how you know they’re doing something right. Sure the food is yummy, but let’s be honest, there are other places you can pick up a more moderately priced meal. Chick Fil A just goes that extra mile.
When you leave and the employee says “my pleasure” you actually believe them and that, my friend, is worth $7.00.
2). Employee Investment –You’re probably thinking, “What does this have to do with anything and why do I care?” Let me explain.
Several studies have shown that employee satisfaction has a major impact on the quality of service. Great customer service is a direct result of satisfied employees.
Chick Fil A believes in promoting their loyal employees by rewarding them with franchise opportunities. Ashley Derby started with Chick Fil A in high school and continued through college working her way up the ladder. Now she owns her own franchise. Read her story here.Bottom-line: it pays to be kind to your employees and include them on the buy-in of the larger goal. Click To Tweet
3). They Stand For Something –While many may not agree with their Christian religious beliefs, it’s a breath of fresh air that a company still stands for something in a time where big companies are selling their souls in exchange for a higher stock price.
Chick Fil A is privately held allowing them to make decisions that align with their values. They believe so strongly in these principles that the restaurants are closed on Sundays so their employees may attend church service and spend valuable time with family.
This also lends itself to the scarcity theory. We’ve all seen a social media post of a friend who’s dying because they couldn’t get their fix on a Sunday.
Absence does make the heart grow fonder and the cravings grow more intense. Kind and genius!
4). Steady growth – Chick Fil A is growing slow yet steadily. The company is not oversaturated like McDonald’s which means it’s not as easily accessible. You won’t find one on every corner.
Chick Fil A has a very selective franchising process making sure that every owner has the proper capital and same core values just as the founders intended.
How is this helpful for the growing brand?
Well, making sure the company is on solid footing and all franchise owners have bought into the larger goal on the front end is key to staying power.
Is there anything I’m missing? Are you a fan of Chick Fil A? If so, what do you love about them?
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Here’s a hint: you may have a beverage with the logo on it in your hand right now!