Chick-Fil-a Marketing Video Summary

Topics: Marketing, Fast food, Strategic planning Pages: 2 (774 words) Published: April 24, 2011
Chick-Fil-A Case
Principals of Marketing MWF 9:00a.m
Courtney Brookhart

Since the opening of Chick-Fil-A, they have received over 2 billion dollars in sales. The company’s great recipe for success is due to the marketing strategy of product, price, place, and promotion. The additional two P’s, purpose and people, also give a hand in the success. Purpose, guiding the company’s strategy planning process, and people, being key to implementing strategy. For the company, product itself is the fact that the food is made fresh every day, only making just enough inventory to sell. They found that customers reward great product. Since Chick-Fil-A makes their product, using the very best resources they can, the customers are willing to pay full price. Keeping the customers in mind, the restaurant keeps a simple, yet high quality menu. The simple chicken sandwich with the two crucial pickles set the tone for the menu. The restaurant keeps a two-prong approach to their menu, referring to it as a menu of choice, providing nutritional goals of health, (grilled chicken, wraps, salads, etc.) and other items for those less focused on that approach, (milk-shakes, waffle fries, classic chicken sandwich). Keeping these elements has developed a loyal customer following for the food chain. Customers have proven that they’ll pay full price for a quality meal, therefore, Chick-Fil-A continues with their succeeding marketing strategy. As said in the video, “pricing is not just about the product itself, it’s about the overall experience, meaning that if you give the customers what they pay for, they will continue to use your business. Keeping their service level high, exceeding in cleanliness and speedy service sets Chick-Fil-A at a higher standard than any normal fast food restaurant. The company aims to deliver the total restaurant experience. As long as there is great quality in the product, ingredients, and environment, customers will be willing to pay full price. Because of...
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