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Marketing Management
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Professor’s name
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University
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Q1.
Chick-Fil-A does not typically focus their planning efforts on a single particular item.
Studies have confirmed that the major reason for customers patronizing the restaurant is the
experience the customers get at the restaurant. Chick-Fil-A has been voted for four years as the
best restaurant in customer service in the restaurant industry ahead of their competitors such as
Chipotle and Panera bread (2019, June 26). All the products offered in the restaurant are of
perfect quality to ensure each customer gets a perfect experience. Abratt and kleyn (2012) states
that the reputations of the organization depend on the stakeholders concerned with it. Moreover,
Chick-Fil-A aims at impacting the communities in a positive light. The CEO of Chick-Fil-A
states that the restaurant strives to be a caring, supporting and generous to the neighbours as it is
in their DNA (n.d). the restaurant shows how much they care through donations to the
community. The basis of the organisation is found in the organization’s purpose statement.
Q2
In 1946, Chick-Fil-A was created as Dwarf Grill by Truett Cathy. The Grill was opened
in Atlanta Suburb of Hapeville. He started the business together with his brother. The Dwarf
grill’s name was later changed to the Dwarf House. It prospered through the years and it resulted
in Truett’s success in business. In 1964, After testing hundreds of recipes were tested, he came
up with an original sandwich that had two pickles on a toasted butter bun. In 1967, He launched
the first Chick-Fil-A restaurant in Atlanta’s Greenbriar Shopping Center. Through
advertisements and perfect services, Chick-Fil-A grew to a well-known restaurant. They even
sponsored a bowl team. Chick-Fil-A had exceeded $2 billion sales in 2006 hence fortifying the
company as a billion- dollar brand (2021).
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Q3.
Brand equity can be created by organizations by making them memorable, easy to
recognize and superior in quality and reliability. Chick-Fil-a creates memories to its customer by
giving them amazing experiences. The restaurant offers their customers quality and amazing
services hence giving them memories and the urge to come back again. The restaurant’s logo is
easily recognizable by everybody. The logo is coloured and the use of cows has played a major
role in recognition. The red and white sign of Chick-Fil-A makes it easy to recognize even from
a distance. The brand cannot be mistaken with other fast-food chains.
Q4.
Chick-Fil-A terminated its relationship with the Richards group that had lasted more than
2 decades. The agency helped the restaurant to grow as it was the one that introduced “Eat Mor
Chikin” ad campaign in the year 1995. The use of cows in the logo was also a brilliant branding
decision. However, the restaurant moved to a new advertising model saying that as much the
cows were essential in advertising, they were working on new stories to tell. The marketing
officer stated that as much as they are very essential, they are not the brand. Chick-Fil-A has a
mobile app that makes it to order food online hence eliminating the customer’s waiting pain
(Dave, 2016).
Q5.
There is one main support service that is applicable to Chick-Fil-A and that is customer
service. The majority of issues that may occur within the restaurant are handled in the restaurant
where the issue occurred. General management structure allows for the operators to have sole
control of making decisions and resolving customer complaints. As far as consistency, the brand,
services offered, and the dining experience are the best in the industry as stated in the
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Smithsonian Magazine (2019, June 26). The service profit chain that Chick-Fil-A provides is the
best in the business. The majority of Chick-Fil-A employees say that their goals are very clear
and precise in their careers. 30% of the employees state that they are contented with where they
are in their professions. Chick-Fil-A employees consider work life balance the most significant
compared to some other career benefits such as advancement and compensation. (2021)
References
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Dave Sutton, Chick-fil-A Shifts Brand Strategy from Kows to Customer Experiences - TopRight
Partners. (2016). Retrieved 1 August 2021, from
https://www.toprightpartners.com/insights/chick-fil-a-shifts-brand-strategy-kows-
customer-experiences/
History. (2021). Retrieved 1 August 2021, from https://www.chick-fil-a.com/about/history
Chick-fil-A ramps up for spicy chicken Sandwich launch. (2010, May 23). Retrieved February
07, 2021, from https://www.qsrweb.com/news/chick-fil-a-ramps-up-for-spicy-
chickensandwich-launch/#:~:text=Chick%2Dfil%2DA%20is%20%22,for%20a%20large
%20consumer%20response.
Diamond, A. (2019, June 24). A crispy, SALTY, American history of fast food. Retrieved
February 21, 2021, from https://www.smithsonianmag.com/history/crispy-salty-
americanhistory-fast-food-180972459/
Marshall, G. W., & Johnston, M. W. (2019). Marketing management. New York, NY:
McGrawHill Education.
S. Truett CATHY BRANDS. (n.d.). Retrieved February 21, 2021, from https://www.chick-
fila.com/about/s-truett-cathy-brand-restaurants
Staff Apr 20, 2. (n.d.). Fil-A® announces multi-million dollar covid-19 community relief effort.
Retrieved February 21, 2021, from https://www.chick-fil-a.com/news/chick-fil-
aannounces-coronavirus-community-relief-effort
Taylor, K. (2019, June 26). Chick-fil-A is taking over America by offering the best customer
service in fast food. Retrieved February 21, 2021, from
https://www.businessinsider.com/chick-fil-a-best-customer-service-in-fast-food-2019-6
