Overview Of Chick-Fil-A

Marketing Mix

Chick-Fil-A has been ingenious with their marketing strategies through the years. They pride themselves on high quality products, consistent pricing, promotions and exceptional customer service. The emphasis on the quality of their products helps to create a positive atmosphere for many of the company’s other marketing strategies (Gaille, 2013).

Products

Chick-Fil-A remains committed to serving the highest quality chicken to their consumers. Since 2014, they have worked with their suppliers to remove all antibiotics from their chicken supply. By partnering with their suppliers, they have established a stable, sustainable, supply chain that can deliver on their promise to no longer use chicken full of antibodies (Chickfila3,

At Chick-Fil-A, they have chosen to set themselves apart from most of their competitors by not offering discounts or limited-time offers. Instead, they choose to market through brand awareness. According to the founder Truett Cathy, “What Chick-fil-A lacks in store count, it makes up for in traffic. Each restaurant made about $3.2 million in 2013, more than three times as much as the average KFC at $938,000” (Lawrence,

They are currently beginning to switch their drive-thru lines to double lanes in order to serve their customers in a more efficient manner (Meister et al., 2012). Their plan is to continue to expand their locations in the Northeast, to gain market share and reach more of their targeted audience (Meister et al., 2012).

Brand Positioning

When it comes to brand positioning, Chick-Fil-A has mastered serving their customers qualities products in an exceptional location. From the smile on every employees face, immaculately clean locations and highest quality products. Chick-Fil-A has mastered the art of positioning themselves as the leader of fast food industry.

Customer Service Chick-Fil-A employees are asked to provide world class service and they deliver. In the 2013, Timken Experience Ratings ranked in the top four of 246 U.S. companies (Fisher, 2013). Of 18 fast food chains, Chick-Fil-A was ranked highest for exceptional customer service (Fisher, 2013). President and Chief operating officer, Dan Cathy instills his passion for service in every franchise owner all the way down to his customer service representatives (Salter, 2016). At the end of every transaction, you will not hear a “Your Welcome”, instead you will hear, “My Pleasure”. Cathy believe it is distinctive and classy, much like the service you would receive at the Ritz Carlton (Salter,