Chick Fila Marketing Plan

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Chick Fila Marketing Plan

By | May 2008
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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...

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