Chik-fil-A Essay

Submitted By amgreen7
Words: 809
Pages: 4
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Chick-fil-A is a very interesting, yet successful company to learn about. They have been around for since 1967, over 4 decades ago. I am going to start out talking about what marketing strategies Chick-fil-A uses that has helped them be the second-largest chicken restaurant chain out of the U.S. Next, I will explain the company’s positioning strategy. Lastly, Chick-fil-A is known well for being the only fast food restaurant closed on Sundays and how this might affect them. Chick-fil-A does a very good job with their marketing strategies that make them unique. One of the strategies that they are most known for is their advertising. They came up with the campaign “Eat Mor Chikin” back in 1995. It started out on a billboard that had some cows on it and projected the cows to say “Eat Mor Chikin”. This is a different kind advertising, but it made them known to the public. They now have commercials and even merchandise people can buy displaying their eat mor chikin cows. The company keeps coming out with new commercials with the cows that are funny and keeps the public interested. Another strategy the company is known for their integrated marketing approach. The sponsorship of collegiate sports, for instance the Chick-fil-A Bowl. Most people love sports and especially football. Chick-fil-A started sponsoring a football bowl to help build its brand. This has tremendously helped keep them known and a perfect marketing approach for them. They are always introducing new items to their menu. People tend to get tired of the same old foods, so what better way to keep them interested and wanting to try more. They will also run promotions on new and old items to always have customers coming in. In fact, one of the promotions they do is when they open a new restaurant. Dan Cathy, Chick-fil-A’s current president will go and camp out with customers and fans the night before the new restaurant opens. They will also do a promotion of the first 100 customers in line will receive a free combo meal each week for a year. This really helps get the customers out there and keep Chick-fil-A restaurants known. Now, let’s take a look at Chick-fil-A’s positioning strategy. If you were to think about it, there are a ton of fast food joints out in this world today, so what and how does Chick-fil-A differ from the rest? Chick-fil-A’s positioning strategy is a very different one that makes them known well. They are only open six days a week instead of seven like all other fast food restaurants. Now why did they decide to do this? They decided to do this because the owner, S. Truett Cathy has a strong Christian background. He believed and still does that Sundays are for honoring God. He stated, “If it took seven days to make a living with a restaurant, then we needed to be in some other line of work.” So, by them closing on Sundays, is it a competitive advantage, or not? I,
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