Chick-fil-A is one of the most successful fast food restaurant establishments in the country. With over 1,300 locations in 37 states in the Southern U.S., they continue to grow the brand by expanding to new territories (Chick-fil-A Company, 2009, para 1). In 2008 Chick-fil-A has seen a 12.17 percent sales increase over the chain’s 2007 performance and a same store sale increase of 4.59 percent (Chick-fil-A Company, 2009, para1). Throughout the years Chick-fil-A has come up with many innovative ideas to continue expanding business and satisfying their loyal customers. One of the ideas was to offer different types of restaurant set-ups to cater to customer’s needs. The different restaurant set-ups include mall/in line, stand-alone, drive-thru only outlets, dwarf houses, Truett’s grills, licensed non-traditional outlets (franchises) and satellite/lunch-counter. After proper research of different geographical locations the writer has decided to buy into a chic-fil-A franchise zoned in the Columbia County, Grovetown area. Executive Summary
Chick-fil-A’s mission is “to be America's best quick-service restaurant at winning and keeping customers” (ChristiaNet, 2009, para 2). We will strive to be the premier fast food franchise of its kind in the North East market with future goals of expanding into our European territories. Our goal is to keep one step ahead of the competition by offering a clean environment, dynamic customer service, and overall quality products and services. Chick -fil-A's purpose statement reveals the heart of the company: “That we might glorify God by being a faithful steward in all that is entrusted to our care, and that we might have a positive influence on all the people that we might come in contact with” (ChristiaNet, 2009, para 2). We want our customers to experience the highest level of satisfaction there is to offer during their visit at our franchise. We will deliver a quality controlled atmosphere with efficient state-of-the art appliances, and provide extraordinary customer service so that every customer will benefit from our success.
Identify the marketing segment for the product and explain why this segment was selected; The location selected to launch the Chik-fil-a franchise will be in Columbia county centrally located in Grovetown. This area was selected because of its potential profitability. “Potential profitability is a function of the current market size, its anticipated growth, current and anticipated levels of competition, and customer behavior and expectations (lacobucci, 2010 ). Columbia County’s rapid growth has transformed this county from a rural neighbor of Augusta to the major suburban county in the second largest metropolitan area in Georgia (Columbia County, 2009, para 1). There are many reasons for their rapid growth - a growing and diversified job market, a premier school system, affordable land, open spaces lending an air of the countryside, and a stable, conservative county government. Columbia County is predominantly residential and includes a highly-skilled workforce. According to Federal census figures released over the past decade, Columbia is the region's fastest growing county. However, there are still some improvements needed for the revolving community. As stated above Grovetown is a city on the move, constantly reinventing itself to appeal to a variety of residents. However, there are improvements needed that would make the Grovetown area more marketable. Currently there aren’t enough eating places in close proximity to residents living west of the county which is considered Grovetown. There is only one Mexican and Chinese restaurant, a McDonald’s, Subway, and KFC in the community. Surrounding areas offer a larger variety of fast food and dining restaurants but the closest Chic-fil-A is about 10 miles away from the Grovetown area. There are currently only six chik-fil-A locations throughout the city of Augusta which is...
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