Looking at this case study, it really shows me how a company that has morals and beliefs can still make it in this competitive environment. I am a huge Chick-fil-A fan and am proud of them for standing by their beliefs. The types of marketing strategies used by Chick-fil-A are substantial and completely different from every other restaurant in the United States. Chick-fil-A’s unique corporate culture derives from Cathy’s Christian background and his desire to inspire and influence people. The company’s official statement of corporate purpose is “to glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come in contact with Chick-fil-A” (Wilkinson, p.631).
Another form of their marketing strategy that Chick-fil-A uses is their extensive corporate giving programs. The company has helped thousands of restaurant employees, foster children, and other young people through the WinShape Foundation that Cathy established in 1984 to help “shape winners” (Wilkinson, p.631). Their advertising is also a key role in their marketing strategy, using the “Eat Mor Chikin” campaign is one of the longest-running, and one of the most successful, advertising campaigns in the United States (Wilkinson, p.631).
Chick-fil-A’s positioning strategy is a faith based and giving company that wants to help the community through charity. Their position on being closed on Sunday’s is proven by their owners statement saying, if it took seven day to make a living with a restaurant, then we needed to be in some other line of work (Wilkinson, p. 631). Being a wholesome company that wants to make a living instead of making a fortune has been a great successful position strategy for Chick-fil-A and is proven by their increase of sales yearly.
I do believe that being closed of Sunday is a competitive advantage for Chick-fil-A. One of the reasons why it is a competitive advantage is because Chick-fil-A is the only restaurant that is known for being closed on Sunday and I believe that doing that shows how family, Christian based the restaurant is and makes them appeal to a vast percentage of the United States. The survey in our class proved to me that them being closed on Sundays was a competitive advantage because the majority of my classmates said that it makes them want to eat Chick-fil-A on Mondays because they can’t have it on Sundays. Obviously it isn’t a disadvantage because of the amount of sales that they had in 2005 with $1.975 billion in sales with forecasted sales of $3 billion by 2010 (Wilkinson, p. 631).
I personally don’t believe that any other restaurant in the industry should consider closing on Sundays. One of the reasons I say that is because they are the first company to do it and if any company was to follow they would be called copycats of Chick-fil-A and I believe that it wouldn’t be a benefit for the company. The only way that it might work for a company, it would have to be a new company to the market and couldn’t sell chicken or look anything like Chick-fil-A. Probably in my opinion there isn’t another retailer in any type of industry that could get away with being closed on Sunday without backlash. Since Chick-fil-A started this at the beginning of the company and have stuck to their guns on this and that’s why they have had success with it, and honestly that’s Chick-fil-A’s special thing for the industry and no one else could use it.
Chick-fil-A is a great company and I hope that they continue being a community steward and helping employees better themselves.
Dr. J.B. Wilkinson (2011). Chick-fil-A: “Eat Mor Chikin” (Except on Sunday). Retrieved from Basic Marketing- A marketing strategy planning approach