When you think about branding, food and cows, what do you think of. For me, it is simple…. Chick-fil-A. Chick-fil-A’s marketing strategy has always revolved around it’s cow mascot and to “Eat Mor Chikin” campaign created in 1995, however the brand has decided to create a more compelling brand story for Chick-fil-A.
Picture retrieved from Thechickenwire.com
Chick-fil-A is now moving away from the “cows” in an effort to move the brand story beyond the cows. The idea is to tell a compelling story focusing on the chain’s competitive advantage, and highlight topics such as quality of food, customer service, and offerings that may not fit well into the cow theme.
The people, processes, and enabling technologies required at every customer touchpoint must be fully aligned to successfully bring this new brand of storytelling brand to life. Chick-fil-A serves its customers more than a simple chicken sandwich. The brand creates remarkable customer experiences (who loves when you hear a Chick-fil-A worker say “my pleasure” after receiving their food)!!
Chick-fil-A’s new mobile ordering app is a great example of their brand activation, and of the systems that it has put in place to provide best-in-class service. The Chick-fil-a app is designed to help customers place orders without having to wait in a long line, giving the customer the chance to place their order from their phone. When Chick-fil-A was ready to launch the mobile ordering service, the brand offered a free Chick-fil-A sandwich to anyone who downloaded the app. On their launch date, the app went from receiving 1500 downloads to about 400,000 downloads per day.
With all the new brand activation that Chick-fil-A is doing (which I am in favor for), I’m not sure if Chick-fil-A needs to shift its brand from cows to customers. I don’t think I have ever seen an empty Chick-fil-A drive line – or one that had less then 5-6 cars in a line. Their current brand and food seem to sell itself.
In the other hand, I can see how the Chick-fil-A brand realizes it has much more to offer its customers than the “Eat Mor Chikin” campaign, which is why the company is stepping back to re-focus its efforts on telling the right story. What are your thoughts about the new brand activation and new brand storytelling for Chick-fil-A?
Chick-fil-A’s branding and brand activation is simple and contagious. I am a practicing vegan, but when I do see a Chick-fil-A, I am one chicken sandwich away from going back to eating meat!
Davidge, Joss. Becausexm.com (2017, November 28) An end to rivalry: Chick-fil-A’s pop-up unites football rivals. Retrieved from https://www.becausexm.com/blog/an-end-to-rivalry-chick-fil-as-pop-up-unites-football-rivals
McGinty, Jonathan. Thechickenwire.com (2019, July 22) Covert Cows. Retrieved from https://thechickenwire.chick-fil-a.com/inside-chick-fil-a/covert-cows
Smith, Barbara. Businessinsider.com (2021, January 12) Chick-fil-A is once again America’s favorite brand as consumers turn to fast food for comfort during the pandemic. Retrieved from https://www.businessinsider.com/chick-fil-a-americas-favorite-brand-consumers-fast-food-pandemic-2021-1