Despite Chick fil-A’s great success in the beginning of their business ventures the leaders of Chick fil-A experienced a difficulty in 1982. Once other chicken companies entered the competition Chick fil-A experienced lowering in sales and higher pricing in chicken. Once the leaders got ahold of how they wanted to differentiate themselves they sales a complete change in the company. The leaders created a “corporate purpose” which was “To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who meet Chick-fil-A”. While this was instated customers saw the difference between people’s character at Chick-fil-A vs. other fast-food chains. The leaders of Chick-fil-A knew what was important to their customers so they wanted to emphasize this message to improve their brand image. Personally, when I think of Chick-fil-a I think about their consistent kind employees, fast service and great food. Chick-fil-a’s customer service is what allows customers to trust their experience Chick-fil-A. Relying on Chick-fil-a for a good experience is mostly why I choose to eat there. The founder of Chick-fil-A, Cathy Truett had an early experience with God and put his faith in God at a young age. This influenced the foundation of his business allowing his mission to focus on his connection with customers and employees rather than his profit. Treating his employees in a Christ lie manner created employee loyalty, which made customer interaction so much better. Another factor that increased employee loyalty was the college scholarships that are offered to employees who have worked there for over a year. Stewarding a brand in a Christ like character can benefit customer experience and expose how Chick-fil-A value is greater than any other fast-food restaurant you go to.
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Chick-fil-A’s definitely has an airtight value proposition, and it’s resulted in a super profitable business. I remember hearing that an average Chick fil A location brings in $7 million in revenue every year while the average McDonald’s location makes only $2 million annually. It’s cool that the brand has stayed true to the vision its original founder had.