Video Case Week 2 Essay

Submitted By eugenigil
Words: 1127
Pages: 5

Chick-fil-A is one of the biggest fast food restaurant chain in the United States. S. Truett Cathy is the founder and chairmen, he started the first restaurant inside a mall of Atlanta, which tell us that the chain is stronger in the south of the United States. However Chick-fil-A have experienced a growth over the years and now is in more than 38 states with at least 1300 stores. The restaurant not only follow the 4 basic P’s of marketing; product, price, place and promotion, but also they added two extra ones purpose and people.
When it comes to product, Chick-fil-A have a simple menu, where the main product is chicken. Recently they have been adding new different items like desserts or more nutritional products like salads. However they stick to the same principle for everything they do; fresh ingredients cooked daily or every few minutes. It is important to highlight their kid’s meal, where they not only focus in the quality of the product but also in the education of the children offering educational toys and complements. To demonstrate the effectiveness of this idea; Chick-fil-A is the second chain, after McDonalds, with more kid’s meals sold per year.
When it comes to price, Chick-fil-A may be considered more expensive than other fast food restaurants, but, their loyal customers are willing to pay a full price for quality meals. As it stated by the vice-president, Chick-fil-A “charges only enough profit to cover the costs”. The video mentions that price is not all about the product but also it takes into account the service, the speed and effectiveness of the employees, the cleanliness of the restaurants, and tin general the overall experience.
The next “P” the video talks about is promotion, which it may be considered the strongest P for the restaurant. The renegade cows, with the message of “eat mor chickin” is a logo clearly recognizable and popular among all the audience. According to a research, what consumers like the most about Chick-fil-A is the commercials of the cows, and it have become the insignia of the restaurant and they have been used as the basis of an integrated marketing campaign which encompasses billboards, in-store point-of-purchase materials, promotions, radio and TV, clothing and merchandise, and the well-known cow calendars.
The last “normal” P Chick-fil-A focus on is in Place. As I said started in malls through the south-east, but soon become expanding to other states and to other individual locations like free-stands, hospitals, colleges or airports. Chick-fil-A is a franchise which requires an initial financial investment of $5,000 from the franchisees, who are chosen based on how they fit with the moral, ethical and religious beliefs of the company's owners.
One of the P’s that is not usually mentioned, and Chick-fil-A really focus on it is purpose. It reflects its values and ideas, and it have a powerful influence in the way the restaurant does business. For example the restaurants close on Sundays and they follow the basic Christian principles. The company official purpose is “to glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence. “ These ideas guarantee that each customer is treated with respect and dignity, or in another words in the best possible way.
The last P Chick-fil-A uses is people, which is the cornerstone of the whole chain. The restaurant offer leadership programs, scholarships for its workers and community service for all the neighborhood where the restaurant is located. These have contributed to the success of the restaurants and its continuous expansion. However, Chick-fil-A not only focus on the employees and community service, but they also focus on Corporate giving programs that have helped many, foster children, and young people through the WinShape® Foundation.

1. What types of marketing strategies is Chick-fil-A following?
There aren’t many companies with the marketing strategies of Chick-fil-A. First of