Chick Fil A Marketing Strategy
Chick-fil-A is one of the more popular fast food restaurants in the US. With over 1,700 locations in 38 states, Chick-fil-A was originally founded in 1946 and it headquartered in Atlanta, Georgia.
Although the company is widely known by most Americans for their stance on controversial public issues, many people will also recognize their famous “Eat Mor Chikin” ads on TV featuring cows who publicize their efforts to have people switch to eating more chicken. These ads help propel Chick-fil-A from a regional company to a national brand, but they also have used innovative marketing techniques to help them become one of the big players in the US fast food industry. One of the first aspects that many people notice about Chick-fil-A’s advertising is that they do not offer discounts or limited-time offers, which instantly sets them apart from most other fast food restaurants. The emphasis of Chick-fil-A’s marketing strategy is brand awareness.
The basis for Chick-fil-A’s success, no matter the marketing strategy that they employ, is that they offer good quality food at a reasonable price. There is nothing cut-rate or the feeling of being short changed by the product that they are promoting.
This emphasis on quality helps to create an positive atmosphere for the many different marketing strategies that they employ. In addition, the focus on customer service, providing higher quality meals and emphasizing quality over quantity has helped to separate Chick-fil-A from much of the competition.
Cow Appreciation Day & Other Cow-Related Promotions
One of the more well known marketing efforts from Chick-fil-A is their annual Cow Appreciation Day. For people who come into the store dressed as a cow on this day, they get a free meal. While the concept seems rather on the edge, it is just part of the innovative marketing strategies that Chick-fil-A has used to draw attention to their efforts.
Online, Chick-fil-A offers the “Best Cow Costume Photo Contest” and has created a promotional video called the “Running of the Cows”. All the press releases and partnerships with Heinz and Dr. Pepper for example help build brand awareness as well as labeling the company as an innovator in creating unique, enjoyable commercials and promotions. It also helped that nearly 300,000 people dressed in some type of cow costuming during their last Cow Appreciation day.
Social Media Awareness & Long Term Strategies
Cow Appreciation Day is just one of the many marketing efforts by Chick-fil-A that is tied to social media. Chick-fil-A maintains a very strong presence on Facebook, Twitter and the like in order to fully promote their brand. Those who subscribe to Chick-fil-A’s social media accounts are presented with a number of adverts designed to help promote awareness of events sponsored by the restaurant.
All of these marketing strategies are long term in their overall effect. By eschewing discounts and running interesting promotions, Chick-fil-A has managed to keep expanding and building up their reputation year after year as a innovator in the fast food industry. By setting different standards, Chick-fil-A is well poised to keep growing in this highly competitive marketplace.