Chick-Fil-a: “Eat Mor Chikin” (Except on Sunday)

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S. Truett Cathy founded Chick-fil-A in 1967. Cathy is the founder, chairman, and CEO of Chick-fil-A. The first Chick-fil-A restaurant was opened in Atlanta’s Greenbriar Shopping Center. In 2005, Chick-fil-A had sales of $1.975 billion, which landed them as being the “second-largest quick-service chicken restaurant chain in the United States” (Perreault, Cannon, & McCarthy, 2012, p. 529). Throughout 37 states and Washington, D.C., there are 1,250+ Chick-fil-A restaurants. Due to Cathy’s religious background, all of the restaurants are closed on Sundays. “The company’s official statement of corporate purpose is “to glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come in contact with Chick-fil-A”” (Perreault, Cannon, & McCarthy, 2012, p. 529). Cathy also established the WinShape Foundation in 1984 in attempt to help people such as restaurant employees, foster children, and other young people. Chick-fil-A’s “Eat Mor Chikin” advertising campaign, which started in 1995 with the first billboard, is one of the longest-running in the United States. “By 2010, the company looks to double its current size in terms of new locations, primarily through stand-alone restaurants and aggressive expansion into the western United States” (Perreault, Cannon, & McCarthy, 2012, p. 529). Chick-fil-A was one of the first to market the chicken sandwich restaurant food chain. They make the chicken sandwich better than most of their competitors as well as they excel in the chicken market/industry. Their marketing strategy consists of the theme “Eat Mor” Chikin.” “The Eat Mor Chikin theme, created by Dallas-based ad agency the Richards Group, was first introduced in 1995 as a three-dimensional billboard concept depicting a black-and-white cow sitting atop the back of another cow painting the words “Eat-Mor-Chikin” on a billboard (Perreault, Cannon, & McCarthy, 2012, p. 529). The theme of the cow...
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