Chick-fil-A and its Success Through Christian Values
Michael Angelo Canita
Department of Business, Liberty University
BUSI520: Strategic Marketing Management
Keith Starcher, PhD
Due Date: January 22, 2023.
Chick-fil-A and its Success Through Christian Values
Chick-Fil-A is one of the most successful fast-food chains in America. In 1967, S. Truett
Cathy founded and opened the first Chick-Fil-A in Hapeville, Georgia. Chick-Fil-A’s success is
relevant to the scripture, “All hard work brings a profit, but mere talk leads only to poverty.”
(New International Bible. 1978/2011, Proverbs 14:23). The scripture says that mere talk only
leads to poverty. However, Chick-Fil-A has one of the best marketing strategies compared to its
competitors. Its Christian background and ethical values have led the restaurant to its current
state today.44
Proverbs 14:23 is relatable to Chick-Fil-A’s success. The restaurant aims to serve quality food
and service alongside being able to connect with its customers. Chick-Fil-A’s menu does have
higher than its competitors. However, it stays one of the best in the fast-food industry because of
its impeccable customer satisfaction. Customers love the restaurant’s respectful employees,
customer service, and cleanliness. Even though the restaurant only serves chicken on its menu,
Chick-Fil-A’s food has excellent quality, and the restaurant has one of the best, if not the best
fast food, chicken sandwiches.4
4 4 4 4 4 4Chick-Fil-A is clever with its advertising. Chick-Fil-A reaches its consumers by using
traditional advertising. Chick-Fil-A uses most of the advertising platforms to reach its
consumers. It uses billboards, television ads, sponsorships, social media, and its mobile app to
stay engaged with its customers. Chick-Fil-A is clever and creative with its billboard ads. One of
Chick-Fil-A’s slogans, “Eat Mor Chikin,” conveys that cows want people to eat more chicken
and has become popular since its campaign in 1995. Customers can easily spot these ubiquitous
billboards, and it lets the customers know that there is a Chick-Fil-A nearby.4
Chick-fil-A and its Success Through Christian Values
It is undeniable that S. Truett Cathy’s Christian values had a significant influence on
Chick-Fil-A’s success. The company’s purpose states, “To glorify God by being a faithful
steward of all that is instructed to us. To have a positive influence who come in contact with
Chick-fil-A.” Chick-Fil-A is close to the consumers every Sunday. However, the restaurant stays
true to its roots and its founder’s Christian values. The company might be losing sales by doing
so. But are they losing sales? Closing on Sundays benefits both the franchisee and the customers.
The franchisee can have some time off, and paying respects to the Lord’s day sends a message to
the consumers that they care about the Christian community. By doing so, it increases their sales
and reputation.4
4 4 4 4 4 4In conclusion, Chick-Fil-A’s success came from its quality food and customer service.
The restaurant’s success resulted from years of hard work and dedication to give customers the
best fast-food dining experience. The scripture “All hard work brings a profit, but mere talk leads
only to poverty.” (New International Bible. 1978/2011, Proverbs 14:23) fits the restaurant
perfectly. Chick-Fil-A is using traditional advertising to reach its consumers. Getting engaged
with its customers and giving the customers the best customer service sets the restaurant apart
from its competitors. By staying true to its Christian values, Chick-Fil-A has become one of the
most successful fast-food restaurants.
References
Taylor, K. (2019, July 19). Chick-fil-A likely loses out on more than $1 billion in sales every
year by closing on Sundays - and it's a brilliant business strategy. Business Insider.
Retrieved January 22, 2023, from https://www.businessinsider.com/chick-fil-a-closes-on-
sunday-why-2019-7
Reaching consumers. ChickFilA. (n.d.). Retrieved January 22, 2023, from
https://cowfan.wordpress.ncsu.edu/reaching-consumers/
History. Chick. (n.d.). Retrieved January 22, 2023, from
https://www.chick-fil-a.com/about/history
Our culture and values. Chick. (n.d.). Retrieved January 22, 2023, from
https://www.chick-fil-a.com/careers/culture
