Chick-fil-A has officially taken the number one spot among fast food chains according to MBLM’s brand intimacy study. This does not come as a shock to anyone, because who does not love Chick-Fil-A. From the amazing customer service to the outstanding and tasteful food, it doesn’t get much better. But how did Chick-Fil-a become such a known and favorite brand to so many people? It has to do with 3 things, their message, cows, and integrating technology into their service.
When I think of Chick-fil-A the first thing that comes to mind is employees saying, “my pleasure” after taking your order. People talk about how friendly the brand is and how inviting the employees are every time they visit. “We should be about more than just selling chicken. We should be a part of our customers’ lives and the communities we serve.” Says founder, Truett Cathy. This stands true to who they are, Chick-fil-A is very involved within their communities and certainly give a warming experience every time. Their branding message is what keeps them popular, and I guess the amazing food helps as well.
Everyone has heard Chick-fil-A’s slogan, “Eat Mor Chikin” and if you haven’t you are living under a rock. The cows of the brand are a huge part to what made it so successful. The message behind the saying is that the cows want you to eat more chicken, so you don’t eat them! The campaign started in 1995 and stuck ever since. Their biggest marketing piece with this was their billboards, they caught so much attention all over the country. The cows are so important to Chic-fil-A that the brand coined Cow Appreciation Day which occurs every year on the second Tuesday of July. Chic-Fil-A celebrates this day by giving our free chicken sandwiches!
The line at Chic-fil-A is always so long and wrapped around the block but if you have noticed they have been getting upgraded drive thru’s to make your time shorter. The new technology allows orders to be received faster and completed quickly. Chic-fil-A’s app has also changed the game for the fast-food chain. It can save your favorite meals to make it easier to order, connect with your location so they know when you have arrived, and you will receive perks for using the app.
This brand will continue to wow customers with their outstanding marketing skills. I am excited to see what the brand does not. In 2019, Chic-fil-A spent more money on advertising than ever by spending $148.8 million. In my opinion it has truly paid off. This brand is not going anywhere, and I personally will continue to eat Chic-fil-A twice a week!