Chick Fila Marketing Plan

Abstract

According to research, in 2005, Chick-fil-A reported sales of more than $1.975 billion. It is documented that the company had 38 years of consecutive sales increase. The award winning company has been selected 11 times for the “Choice in Chains” Customer Satisfaction award. How Mr. Cathy accomplished this great feat is the task this paper is charged to unveil. Chick fil-A is already doing what it does best, “maintaining a quality product and consistently looking for ways to improve its current menu.” However, working on menu items that are more health friendly would increase sales significantly, now that Americans are becoming more health cautious. By combing great taste with healthy food, Chick fil-A is sure to increase its sales.

Company Description

Truett Cathy is the known for introducing the original chicken sandwich and for spearheading in-mall fast food services. The “Dwarf House” was opened by Truett Cathy in 1947 in a small town called Hapeville in Atlanta, GA, originally named the Dwarf Grill because of its small size. Cathy started experimenting with the chicken sandwich concept at the Dwarf House. In the early 60’s he developed the recipe for his famous chicken sandwich and he trademarked Chick fil-A. In 1967 Chick fil-A opened its first in-mall restaurant in the Greenbriar Mall. In 1985 Mr. Cathy opened the first full-service Dwarf House. Cathy came up with the name by creatively playing with the words chicken fillet. The “A” at the end of Chick fil-A represents what he calls “top quality”. This “top quality” Cathy speaks about has resulted in a phenomenal business venture that has come to be so much more.

According to research, in 2005, Chick-fil-A reported sales of more than $1.975 billion. It is documented that the company had 38 years of consecutive sales increase. The award winning company has been selected 11 times for the “Choice in Chains” Customer Satisfaction award. How Mr. Cathy accomplished this great feat is the task this paper is charged to unveil.

Strategic Focus and Plan

In a strategic marketing process a company must focus on planning, implementation and control. Companies also must decide on whether they will function as a business firm in which the company must earn profits in order to survive, or a nonprofit organization which focuses on serving the customer without the primary focus being profit. (Berkowitz, Hartley, Kerin, Rudelius, 2006). Chick fil-A is a business firm, and profits are a must for survival.

Mission/Vision Statement

Before a company defines its mission it is vital to have a clear understanding of its business. Mission and vision statements have become synonymous with each other and most have a spiritual connotation to them. This is used to motivate, inspire, and give direction. Chick fil-A’s mission statement is “Be America’s Best Quick-Service Restaurant”. Along with this mission statement Chick fil-A operates under a corporate purpose “To glorify God by being faithful steward to all that is entrusted to us. To have a positive influence on all who come in contact with Chick-Fil-A” (Press release, 2005). These statement gives the company a guide to setting goals for the company.

Goals

There are several different types of goals a company can pursue such as profit, sales, market share, quality, customer satisfaction, employee welfare and social responsibility. Chick fil-A has over the years focused on the latter four categories of quality, customer satisfaction, employee welfare and social responsibility (Berkowitz, 2006).

In the area of quality, research states that the company executives focuses on getting better instead of getting bigger which means maintaining a quality product and keeping the menu small without adding extra limited time products (Kochak,1998). National surveys also show that the company’s main products are consistently ranking number on in their categories. In the area of customer satisfaction, the company has been a recognized leader in its industry for it customer service. Those awards include the “Choice in Chains” customer satisfaction award, “Best Drive-Thru in America” award, the “Customer First” award, and the “Customer-Centered Leader” award to mention a few (Press release, 2005).

In the area of employee welfare Chick fil-A started a Leadership Scholarship Program which offers employees a $1000 scholarship to the school of their choice. Thereby encourage employees to continue their education. It is noted that since the program’s inception in 1973, more than twenty