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Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand
The longtime chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America.
During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company’s steady then explosive growth from 184 stores and $100 million in annual sales in 1981 to more than 2,100 stores and more than. $6.8 billion in annual sales in 2015. As a member of the marketing team and as chief marketing officer, Robinson was both a witness and participant in the company's remarkable development into an indelible global success. Now he shares the story of Chick-fil-A's evolution into one of the world's most beloved, game-changing, and profitable brands. From the creation of the Eat Mor Chikin campaign to the decision to stay closed on Sundays to the creation of the company's corporate purpose, Robinson provides a front-row seat to the innovative marketing, brand strategies, and programs that created a culture customers describe as "Where good meets gracious."
Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and Truett Cathy himself, Robinson explains the important traits that built the company's culture and have sustained it through recession and many other challenges. He also reveals how every aspect of the company's approach reflects an unwavering dedication to Christian values and to the individual customer experience. Written with disarming candor and revealing storytelling, Covert Cows and Chick-fil-A is the never-before-told story of a great American success.
During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company’s steady then explosive growth from 184 stores and $100 million in annual sales in 1981 to more than 2,100 stores and more than. $6.8 billion in annual sales in 2015. As a member of the marketing team and as chief marketing officer, Robinson was both a witness and participant in the company's remarkable development into an indelible global success. Now he shares the story of Chick-fil-A's evolution into one of the world's most beloved, game-changing, and profitable brands. From the creation of the Eat Mor Chikin campaign to the decision to stay closed on Sundays to the creation of the company's corporate purpose, Robinson provides a front-row seat to the innovative marketing, brand strategies, and programs that created a culture customers describe as "Where good meets gracious."
Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and Truett Cathy himself, Robinson explains the important traits that built the company's culture and have sustained it through recession and many other challenges. He also reveals how every aspect of the company's approach reflects an unwavering dedication to Christian values and to the individual customer experience. Written with disarming candor and revealing storytelling, Covert Cows and Chick-fil-A is the never-before-told story of a great American success.
224 pages, Hardcover
First published June 1, 2019
About the author
Steve Robinson
1 book11 followersSteve Robinson served executive vice president and chief marketing officer of Chick-fil-A, Inc. from 1981-2015. He now serves as a consultant and speaks to organizations and businesses about leadership development and brand strategy. A native of Foley, Alabama, Steve is the son of a farmer and entrepreneur. He holds an associate degree in business administration from Faulkner State Junior College, a bachelor of science in marketing from Auburn University, and a master’s in advertising from Medill School of Journalism at Northwestern University. Steve and his wife, Dianne, live in Atlanta. They have two children and four grandchildren.
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Displaying 1 - 30 of 104 reviews
July 18, 2020
There is no organizational culture I respect more than that of Chick Fil-A. I have eaten at numerous Chick Fil-A restaurants across the country, gotten to know our local Operator, read about their culture from Ken Blanchard and Patrick Lencioni, and read books by Chick Fil-A insiders Mark Miller, Truett Cathy, Dee Ann Turner and now Steve Robinson, who was chief marketing officer and executive vice president for the organization for 34 years, until his retirement in 2015. His job was to provide the tools and the strategic architecture to build the Chick-fil-A brand.
The author states that nobody knew better than the organization’s founder Truett Cathy that grace is the Chick-fil-A brand. Chick Fil-A aims to create a place where good meets gracious.
He writes that Chick-fil-A is built on biblical values and principles that were fundamentally rooted in its founder and that play out through a business that serves and values people and tries to honor all. He writes that with this book he hopes to honor God’s favor not only on his life and career but on Chick-fil-A as well.
I really enjoyed reading about the evolution of the Chick Fil-A culture and brand.
Today, nearly one hundred thousand people work throughout the Chick-fil-A chain of about 2,300 restaurants, serving more than 3 million customers every day, or 1.1 billion per year. The organization’s corporate purpose and their “why”, 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 into contact with Chick-fil-A.”
The organization’s mission is to “Be REMARKable.” Chick Fil-A wants every customer’s brand encounter to be remarkable, to leave an above-average, positive impression. To that end, they have attempted to create experiences that people would want to talk about.
As the author tells the story of the Chick Fil-A brand, he states that almost every aspect of it begins with Truett Cathy’s heart. He writes that he may have been the most humble man the author ever knew, as well as the most generous and wise. He describes him as a man in a prayerful, humble, obedient, servant relationship with God, and he saw that same man lead a company of men and women to heights the world marveled at. He writes that in their prayer time before each executive committee meeting, the leaders often spent more time praying for one another and our families than they did for the business. Who wouldn’t want to work in an organization like that?
He writes that Cathy knew that a successful brand builds a foundation on relationships, relevance, and reputation. He truly had a desire to honor God and be a positive influence on every person he came in contact with.
What is it that makes Chick Fil-A different? After all, in 2017, the average Chick-fil-A freestanding restaurant had sales 70 percent higher than the average McDonald’s location and four times that of an average KFC location.
The author takes the reader on a history of Chick Fil-A, beginning with Cathy opening the Dwarf Grill in 1946 with his brother Ben, who would die in an airplane crash three years later.
Below are some of the many takeaways I had from this book:
• Great brands become great when they are consistent on every key level of execution.
• The liberal use of “Be Our Guest” cards (for free food from Chick Fil-A).
• The decision to close on Sundays. This set the tone for what was important. It was a day set aside for all who were part of Chick-fil-A to rest, be with family, and worship, if they so chose.
• The creation of a unique store-leadership financial model. The author writes that the deal Cathy created in 1967 is incredibly generous and is a “win-win”.
• Operator selection is the most important decision made at Chick-fil-A. The business model of highly compensated, highly motivated Operators who are in business for themselves but not by themselves became a foundation of the chain’s success.
• The creation of the Chick-fil-A Team Member Scholarship program in 1973.
• Chick-fil-A’s charitable giving is about 10 percent of the corporate profits.
• Operators and market Operator teams, not the home office, provide 80 to 85 percent of tactical and financial support for execution of brand marketing. The home office provides the Operators with the tools and training they need, but they finance and participate in the execution.
• The introduction of Waffle Fries in 1985, which are still the number-one-sold menu item.
• Differentiating themselves by delivering food to the customer’s table, providing drink refills and offering to remove their trash from their table.
• Pioneering fast food in shopping malls, and only later opening freestanding units, licensed restaurants on more than 250 college and university campuses, and in hospitals and airports.
• The introduction of new menu items such as breakfast, grilled chicken sandwiches, milkshakes, salads, etc.
• The Cow campaign was not only rewarding in terms of sales and engagement, but it received many awards and honors over the years,
• The organization’s involvement with college football, which helped develop a national brand.
• Cathy’s desire to be debt free, which the organization achieved in 2012.
• Inspired by the service he had received at a Ritz-Carlton Hotel, Cathy challenged Operators to respond with “my pleasure” instead of “you’re welcome” or “no problem” whenever a customer thanked them.
• The “First 100” program (free Chick-fil-A for a year) to the first one hundred customers at Chick-fil-A grand openings.
• Three broad strategic categories of activities that had developed over the years that, all working together at a location, created “Raving Fans” - Executing Operational Excellence, Delivering Second-Mile Service, and Activating Emotional Connections Marketing.
• Word-of-mouth advertising is the most powerful marketing anywhere. To earn it, you must be doing things worth talking about.
• You can’t just provide a product; you must provide an experience.
• Brand relevance, not just innovation for its own sake, was a top priority of the marketing group—to keep the brand relevant to customers’ lifestyles, tastes, and expectations.
• The greatest influence on building a successful business and brand is its culture, which rises and falls on leadership.
So, what is it that makes Chick Fil-A unique? You know it when you eat at one of their restaurants. The author shares core values that shaped and filtered virtually every vital decision the organization made during the course of more than thirty years of working with Cathy:
1. Being a Good Steward. Truett believed that every dollar that flowed through Chick-fil-A belonged to God, and they were to be stewards of it. That point of view allowed him to be both generous and thrifty.
2. Building Long-Term Relationships. Truett’s relationships were for life. If you were going to be a part of Chick-fil-A, there was no reason for you to ever go anywhere else in your career.
3. Providing Hospitality. “My pleasure” creates an immediate communication that you really do matter.
4. Taking Personal Responsibility. Personal accountability is empowering, and it was an important aspect of Cathy’s relationships.
5. Choosing Personal Influence over Position Power. If their influence and their performance depended on a title, they were the wrong person for Chick-fil-A.
6. Having Fun. One of the virtues that evolved in the business was a tangible effort to be unexpectedly fun.
The author states that nobody knew better than the organization’s founder Truett Cathy that grace is the Chick-fil-A brand. Chick Fil-A aims to create a place where good meets gracious.
He writes that Chick-fil-A is built on biblical values and principles that were fundamentally rooted in its founder and that play out through a business that serves and values people and tries to honor all. He writes that with this book he hopes to honor God’s favor not only on his life and career but on Chick-fil-A as well.
I really enjoyed reading about the evolution of the Chick Fil-A culture and brand.
Today, nearly one hundred thousand people work throughout the Chick-fil-A chain of about 2,300 restaurants, serving more than 3 million customers every day, or 1.1 billion per year. The organization’s corporate purpose and their “why”, 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 into contact with Chick-fil-A.”
The organization’s mission is to “Be REMARKable.” Chick Fil-A wants every customer’s brand encounter to be remarkable, to leave an above-average, positive impression. To that end, they have attempted to create experiences that people would want to talk about.
As the author tells the story of the Chick Fil-A brand, he states that almost every aspect of it begins with Truett Cathy’s heart. He writes that he may have been the most humble man the author ever knew, as well as the most generous and wise. He describes him as a man in a prayerful, humble, obedient, servant relationship with God, and he saw that same man lead a company of men and women to heights the world marveled at. He writes that in their prayer time before each executive committee meeting, the leaders often spent more time praying for one another and our families than they did for the business. Who wouldn’t want to work in an organization like that?
He writes that Cathy knew that a successful brand builds a foundation on relationships, relevance, and reputation. He truly had a desire to honor God and be a positive influence on every person he came in contact with.
What is it that makes Chick Fil-A different? After all, in 2017, the average Chick-fil-A freestanding restaurant had sales 70 percent higher than the average McDonald’s location and four times that of an average KFC location.
The author takes the reader on a history of Chick Fil-A, beginning with Cathy opening the Dwarf Grill in 1946 with his brother Ben, who would die in an airplane crash three years later.
Below are some of the many takeaways I had from this book:
• Great brands become great when they are consistent on every key level of execution.
• The liberal use of “Be Our Guest” cards (for free food from Chick Fil-A).
• The decision to close on Sundays. This set the tone for what was important. It was a day set aside for all who were part of Chick-fil-A to rest, be with family, and worship, if they so chose.
• The creation of a unique store-leadership financial model. The author writes that the deal Cathy created in 1967 is incredibly generous and is a “win-win”.
• Operator selection is the most important decision made at Chick-fil-A. The business model of highly compensated, highly motivated Operators who are in business for themselves but not by themselves became a foundation of the chain’s success.
• The creation of the Chick-fil-A Team Member Scholarship program in 1973.
• Chick-fil-A’s charitable giving is about 10 percent of the corporate profits.
• Operators and market Operator teams, not the home office, provide 80 to 85 percent of tactical and financial support for execution of brand marketing. The home office provides the Operators with the tools and training they need, but they finance and participate in the execution.
• The introduction of Waffle Fries in 1985, which are still the number-one-sold menu item.
• Differentiating themselves by delivering food to the customer’s table, providing drink refills and offering to remove their trash from their table.
• Pioneering fast food in shopping malls, and only later opening freestanding units, licensed restaurants on more than 250 college and university campuses, and in hospitals and airports.
• The introduction of new menu items such as breakfast, grilled chicken sandwiches, milkshakes, salads, etc.
• The Cow campaign was not only rewarding in terms of sales and engagement, but it received many awards and honors over the years,
• The organization’s involvement with college football, which helped develop a national brand.
• Cathy’s desire to be debt free, which the organization achieved in 2012.
• Inspired by the service he had received at a Ritz-Carlton Hotel, Cathy challenged Operators to respond with “my pleasure” instead of “you’re welcome” or “no problem” whenever a customer thanked them.
• The “First 100” program (free Chick-fil-A for a year) to the first one hundred customers at Chick-fil-A grand openings.
• Three broad strategic categories of activities that had developed over the years that, all working together at a location, created “Raving Fans” - Executing Operational Excellence, Delivering Second-Mile Service, and Activating Emotional Connections Marketing.
• Word-of-mouth advertising is the most powerful marketing anywhere. To earn it, you must be doing things worth talking about.
• You can’t just provide a product; you must provide an experience.
• Brand relevance, not just innovation for its own sake, was a top priority of the marketing group—to keep the brand relevant to customers’ lifestyles, tastes, and expectations.
• The greatest influence on building a successful business and brand is its culture, which rises and falls on leadership.
So, what is it that makes Chick Fil-A unique? You know it when you eat at one of their restaurants. The author shares core values that shaped and filtered virtually every vital decision the organization made during the course of more than thirty years of working with Cathy:
1. Being a Good Steward. Truett believed that every dollar that flowed through Chick-fil-A belonged to God, and they were to be stewards of it. That point of view allowed him to be both generous and thrifty.
2. Building Long-Term Relationships. Truett’s relationships were for life. If you were going to be a part of Chick-fil-A, there was no reason for you to ever go anywhere else in your career.
3. Providing Hospitality. “My pleasure” creates an immediate communication that you really do matter.
4. Taking Personal Responsibility. Personal accountability is empowering, and it was an important aspect of Cathy’s relationships.
5. Choosing Personal Influence over Position Power. If their influence and their performance depended on a title, they were the wrong person for Chick-fil-A.
6. Having Fun. One of the virtues that evolved in the business was a tangible effort to be unexpectedly fun.
August 14, 2019
As a non-Christian vegan, I picked up this book not because of my love of Chick-fil-A but pure curiosity.
Because it was written from the perspective of the chief marketing officer, you get a very “close friend” view of the company’s growth and ideals.
But it didn’t answer the questions I had. And the overwhelming cult-like tone was kind of weird.
Also, I still don’t like the restaurant. Kudos to them for all their success. But, no thanks.
Because it was written from the perspective of the chief marketing officer, you get a very “close friend” view of the company’s growth and ideals.
But it didn’t answer the questions I had. And the overwhelming cult-like tone was kind of weird.
Also, I still don’t like the restaurant. Kudos to them for all their success. But, no thanks.
June 8, 2022
All three of my sons began working at Chik-fil-A as teenagers. Two of them continued that work relationship into college. One is now the General Manager of a Chick-fil-A. I am pretty sure that all three would tell you that joining the Chick-fil-A family of team members helped them to grow and mature as individuals. Their operators, shift-leaders, and store managers invested in them personally. As a family, we are raving fans of Chick-fil-A. That is the primary reason I chose to read this work, but it isn't why it receives a 5-Star rating. This is a book that, as I got closer to its conclusion, I did not want to put down.
The author, Steve Robinson, was the first marketing director for Chick-fil-A, and he served in that capacity for 34 years, earning the title Chief Marketing Officer as Chick-fil-A grew. He has brought the same commitment to excellence to this book as he did to his marketing career. It is extremely well-written and engaging. Although it is not a "Christian" book, in the first chapter, which is almost entirely biographical, Robinson expressly identifies himself with his Christian faith, connecting it to the way his years of service with Chick-fil-A strengthened that faith, until his commitment to Christ became the driving force of his life and career.
Because the book begins as a biography, giving the background to Robinson's eventual "marriage" to Chick-fil-A, my first impression was somewhat disappointing. I wanted to read about Chick-fil-A. I was not interested in the author's biography. A growing (but inaccurate) suspicion that the book wasn't what I thought it would be almost made me stop reading. I am glad I didn't. The author's personal story is an important part of the Chick-fil-A story, a story about a business that refused to put business first, but to put God and people first.
Chapter four was the turning point for me, the point at which I was hooked. As a Christian, and as a paster, reading about the influence of Truett Cathy and his faith was convicting. It would not be the last time I would be convicted, and forced to stop reading, because I had to pray. This book about marketing relationships, ad campaigns, and brand building humbled me, making me feel at times as a pygmy among giants as a man of faith. It has encouraged me to keep growing and maturing my personal relationship to God, and the way I bring that relationship into my relationship with others.
I loved reading about the first memorable ad slogan of Chick-fil-A and how it was created; "We didn't invent the chicken, just the chicken sandwich." The history behind the iconic Chick-fil-A cows is fascinating, and explains why the cows (unlike the rubber chicken) has remained an integral part of the Chick-fil-A brand to this day.
The Chick-fil-A story is so well-told, and the storyline so well-developed, that I think almost anyone would enjoy this work, especially those who share the author's faith. Even before I finished it, I was sharing what I had read with others. As a pastor, I can guarantee that parts of it will be used as sermon illustrations down the road.
5 well earned stars!
The author, Steve Robinson, was the first marketing director for Chick-fil-A, and he served in that capacity for 34 years, earning the title Chief Marketing Officer as Chick-fil-A grew. He has brought the same commitment to excellence to this book as he did to his marketing career. It is extremely well-written and engaging. Although it is not a "Christian" book, in the first chapter, which is almost entirely biographical, Robinson expressly identifies himself with his Christian faith, connecting it to the way his years of service with Chick-fil-A strengthened that faith, until his commitment to Christ became the driving force of his life and career.
Because the book begins as a biography, giving the background to Robinson's eventual "marriage" to Chick-fil-A, my first impression was somewhat disappointing. I wanted to read about Chick-fil-A. I was not interested in the author's biography. A growing (but inaccurate) suspicion that the book wasn't what I thought it would be almost made me stop reading. I am glad I didn't. The author's personal story is an important part of the Chick-fil-A story, a story about a business that refused to put business first, but to put God and people first.
Chapter four was the turning point for me, the point at which I was hooked. As a Christian, and as a paster, reading about the influence of Truett Cathy and his faith was convicting. It would not be the last time I would be convicted, and forced to stop reading, because I had to pray. This book about marketing relationships, ad campaigns, and brand building humbled me, making me feel at times as a pygmy among giants as a man of faith. It has encouraged me to keep growing and maturing my personal relationship to God, and the way I bring that relationship into my relationship with others.
I loved reading about the first memorable ad slogan of Chick-fil-A and how it was created; "We didn't invent the chicken, just the chicken sandwich." The history behind the iconic Chick-fil-A cows is fascinating, and explains why the cows (unlike the rubber chicken) has remained an integral part of the Chick-fil-A brand to this day.
The Chick-fil-A story is so well-told, and the storyline so well-developed, that I think almost anyone would enjoy this work, especially those who share the author's faith. Even before I finished it, I was sharing what I had read with others. As a pastor, I can guarantee that parts of it will be used as sermon illustrations down the road.
5 well earned stars!
November 7, 2019
Excellent Book on Branding
This book covers the history of Chick Fil A and in particular it's branding initiatives. You'll learn about the famous cows campaign, their college football legacy and the wonderful personality of founder Truett Cathy. Plus more! Highly recommended.
This book covers the history of Chick Fil A and in particular it's branding initiatives. You'll learn about the famous cows campaign, their college football legacy and the wonderful personality of founder Truett Cathy. Plus more! Highly recommended.
May 31, 2019
If you like your discrimination with a side of waffle fries, go ahead and buy this book.
April 4, 2024
I didn’t expect a book about brand building and marketing to be so enjoyable, but I liked this one a lot! It might help that I deeply respect Chick-fil-a’s model of hospitality and kindness (and that I love their food).
It was interesting to learn about how the company was built and how it developed into such a successful restaurant via Truett Cathy and his team. It’s evident by the testimonies of those who knew Mr. Cathy that he was a man of character and loyalty, and he drew other like-minded people to be CFA leaders as well.
Love their food. Love their hospitality. Love this brand. Also think CFA’s fan base is a lot of fun! My one grievance is that every time I read this, I craved CFA. A great read for any CFA fan — or really anyone who’s interested in the marketing and business strategies of a booming business.
It was interesting to learn about how the company was built and how it developed into such a successful restaurant via Truett Cathy and his team. It’s evident by the testimonies of those who knew Mr. Cathy that he was a man of character and loyalty, and he drew other like-minded people to be CFA leaders as well.
Love their food. Love their hospitality. Love this brand. Also think CFA’s fan base is a lot of fun! My one grievance is that every time I read this, I craved CFA. A great read for any CFA fan — or really anyone who’s interested in the marketing and business strategies of a booming business.
May 19, 2022
Great book for those interested in what makes chick fil a special. This dives in deep from a marketing perspective from one of the main marketing executives of the company. It gives back story on Steve Robinson’s life and the life and culture of the truest family. Also looks into the history of the company’s rise and the cow campaign.
I can’t say this book made me hungry but it for sure made
Me want chicken over beef :)
I can’t say this book made me hungry but it for sure made
Me want chicken over beef :)
February 28, 2022
Fun. Interesting. Inspiring. If you love Chick-fil-A like I do, you should read this!
January 26, 2020
Kind of a typical business book. I have always been mediocre at branding and marketing, so it was good to hear from an expert in the field. Plus, I absolutely love Chick Fil A food!
March 14, 2021
An insider perspective on the rise of Chick Fil A. I don't read many of these fawning corporate autobiographies but this one was worth it. It has the expected lack of criticism and would have been a stronger book with more detail on failed projects. Overall I still learned a lot. For example, I didn't realize how heavily the company used to rely on shopping mall locations and had to transition into a standalone restaurant brand. I also learned a little inside ball about how NCAA sponsor deals are negotiated.
April 29, 2022
A great look at Chick-fil-A from its humble beginnings and its marketing strategy through the years. The story shows how it has keep to its biblical based beliefs through the years. A great behind the scenes look at their successes as well as their failures. A very enjoyable read.
September 21, 2022
I gave this 5 stars because I couldn’t give it 6. Written from a biblical perspective, it was very captivating and had a lot of excellent things to say about leadership and personal relationships that I plan to implement into church planting. Listened to it as an audiobook.
April 19, 2021
Great insight into the people and values that built Chick fil A. I have even more respect for this company after reading this book!
June 15, 2023
An inspiring recounting of the harmony between Biblical morals and good business practices.
May 5, 2022
Steve Robinson’s book “Covert Cows” serves as a sort of biography of the Chick-Fil-A story and the company’s ascent to becoming a well known and beloved brand. He shares thoughtful insights and stories on what it was like working for Truett Cathy, and he gives a 30,000 ft view of the different challenges he and his team faced trying to market Chick-fil-A without sliding into the typical fast food advertising playbook. “It costs nothing to be kind.” And, “We can go far when we lead with care…” are just a few nuggets of wisdom from Truett that Mr. Robinson shared in this book. I was also encouraged (and not surprised), that Truett made a habit of giving away 10% of corporate profits to charities, and he insisted on eliminating all company debt toward the end of his life. Truett was an incredible leader and servant, and the more I read about him the clearer it becomes that he truly “walked the walk.”
January 21, 2023
I would say this was interesting.
I just want chick-fil-a to go abroad.
I just want chick-fil-a to go abroad.
July 9, 2024
Some interesting facts learned, but the voice on the audiobook didn’t help on this one. Would recommend paperback. Don’t love Chick-fil-A any less though :)
September 4, 2019
“Covert Cows and Chick-fil-A” is not an exposé. Instead it is written as an inside look from a long-time employee’s view. An employee who was there before the “cows” came home, so to speak.
There are a LOT of faith references in the book. The reason for that is the founder, S. Truett Cathy, was a man of faith. He used his faith and those tenements to build his business and train his people, thus becoming a brand and a successful one at that. That faith is reflected in the mission statement of the company:
“To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-Fil-A”
As a result, the success of the restaurant is built on the relationships with the people – customers and staff. He believed the customers were the business not the product they were selling. Their corporate outlook is customers then operators. The rest comes successfully. Even testing new menu items involves the customers.
S. Truett Cathy made the decision to close on Sundays in 1946 when he opened his first restaurant in Hapeville, Georgia (The Dwarf Grill). He saw the importance of closing on Sundays so that he and his employees could set aside one day to rest and worship if they choose – a practice they still uphold today.
“We should be about more than just selling chicken. We should be a part of our customers’ lives and the communities in which we serve.” S. TRUETT CATHY (1921—2014)
He believed in a relationship with the customers as a guide – meaning the owner/operator (manager) had a hands on approach to running the store.
As of 2018, they had jumped in sales to #5 in sales behind No. 1 McDonald's, Starbucks, Subway and Taco Bell. Those chains are open seven (7) days a week – Chick-fil-A isn’t.
Looking at the per store averages, how many locations they operate, and the smaller menu – Chick-fil-A earns more (on an average) per store. In 2017, CFA per unit, made about $4,090,900. The total sales for a McDonald’s ($2,670,320 per unit), Starbucks ($945,270/unit) and Subway ($416,860/unit) is $4,032,450 combined.
Okay, so why did CFA need the cows?
Marketing. No one knew Chick-fil-A other than word of mouth. And, CFA didn’t have the multi-million marketing budget their competitors had. But, why cows? It came after someone said, jokingly, “don’t have a cow”. From there the idea was born.
In short, the cows don’t work for Chick-fil-A. They’re never CFA shills. They’re solely in it for self preservation. That’s always the number one thing to remember. They stay witty and relevant to avoid becoming burgers.
It started in 1995 when some renegade cows, who couldn’t spell, wrote: “Eat Mor Chikin” on a billboard in Texas. And, it proved successful. When asked, the customers had an 80% recall of the advertising.
This book describes the early days – the early locations, marketing, business ventures and strategies.
This book is a testament to faith, people over profits, and that that remaining a success is harder than becoming one.
Highly recommended for people who are fans of the restaurant as well as those who are curious as to how it became successful.
There are a LOT of faith references in the book. The reason for that is the founder, S. Truett Cathy, was a man of faith. He used his faith and those tenements to build his business and train his people, thus becoming a brand and a successful one at that. That faith is reflected in the mission statement of the company:
“To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-Fil-A”
As a result, the success of the restaurant is built on the relationships with the people – customers and staff. He believed the customers were the business not the product they were selling. Their corporate outlook is customers then operators. The rest comes successfully. Even testing new menu items involves the customers.
S. Truett Cathy made the decision to close on Sundays in 1946 when he opened his first restaurant in Hapeville, Georgia (The Dwarf Grill). He saw the importance of closing on Sundays so that he and his employees could set aside one day to rest and worship if they choose – a practice they still uphold today.
“We should be about more than just selling chicken. We should be a part of our customers’ lives and the communities in which we serve.” S. TRUETT CATHY (1921—2014)
He believed in a relationship with the customers as a guide – meaning the owner/operator (manager) had a hands on approach to running the store.
As of 2018, they had jumped in sales to #5 in sales behind No. 1 McDonald's, Starbucks, Subway and Taco Bell. Those chains are open seven (7) days a week – Chick-fil-A isn’t.
Looking at the per store averages, how many locations they operate, and the smaller menu – Chick-fil-A earns more (on an average) per store. In 2017, CFA per unit, made about $4,090,900. The total sales for a McDonald’s ($2,670,320 per unit), Starbucks ($945,270/unit) and Subway ($416,860/unit) is $4,032,450 combined.
Okay, so why did CFA need the cows?
Marketing. No one knew Chick-fil-A other than word of mouth. And, CFA didn’t have the multi-million marketing budget their competitors had. But, why cows? It came after someone said, jokingly, “don’t have a cow”. From there the idea was born.
In short, the cows don’t work for Chick-fil-A. They’re never CFA shills. They’re solely in it for self preservation. That’s always the number one thing to remember. They stay witty and relevant to avoid becoming burgers.
It started in 1995 when some renegade cows, who couldn’t spell, wrote: “Eat Mor Chikin” on a billboard in Texas. And, it proved successful. When asked, the customers had an 80% recall of the advertising.
This book describes the early days – the early locations, marketing, business ventures and strategies.
This book is a testament to faith, people over profits, and that that remaining a success is harder than becoming one.
Highly recommended for people who are fans of the restaurant as well as those who are curious as to how it became successful.
August 6, 2019
I always love books about eateries. Thought this would be no different. The food is overrated, I side-eye their business and find their cultish following a little weird. all the same, it seemed like this would be an interesting book to read.
For some reason, I thought it was an outsider writing about the company ('Covert Cows'). Instead it was written by a former executive and it reads like it. It's a basic overview of the company with a lot of religious undertones that I just don't care for.
Sure, separate the beliefs from the company. But since Chick-fil-A actively lives those beliefs it's just not something I could agree with. I had hoped this book might give me more insight but it's also not a particularly well-written book.
I could see the appeal for people who love their food, whose beliefs align with CfA, who would be interested in this type of book. Glad I borrowed this from the library.
For some reason, I thought it was an outsider writing about the company ('Covert Cows'). Instead it was written by a former executive and it reads like it. It's a basic overview of the company with a lot of religious undertones that I just don't care for.
Sure, separate the beliefs from the company. But since Chick-fil-A actively lives those beliefs it's just not something I could agree with. I had hoped this book might give me more insight but it's also not a particularly well-written book.
I could see the appeal for people who love their food, whose beliefs align with CfA, who would be interested in this type of book. Glad I borrowed this from the library.
October 9, 2019
A book about the history and philosophy of a well known brand always catches my attention. The story of Chick-fil-A with its reputation as a Christian based organization was particularly intriguing. The book was written by an insider who spent 34 years as marketing director and his insight into the corporate workings of this familiar fast food icon shows a commitment to Christian principles that guided the founder and are still being followed today. After reading this book I have a new appreciation for the way that the company remained true to its founder’s original basic principles and how it handled its growth with a thankfulness to God and a desire to be good stewards of all that God had placed in their care. The discussion about the process of making the decision to make use of the iconic cows in their advertising is one of the best parts of the book and makes the time spent on reading this both worth the effort.
July 3, 2019
Chick-fil-A is one of my favorite restaurants, not just for the food, but for its hospitality. For example, I have always been curious why employees answer "My pleasure" when thanked. Robinson's book not only explains the history behind that response, but the use of the Cows, and the principles upon which founder Truett Cathy based his life and company. In today's America, where Christians are often times attacked for their beliefs, how refreshing to read about a passionate company that doesn't "preach," but shows--consistently--how to be good stewards, build long lasting relationships, and place customers first.
November 9, 2019
Among fast food restaurants Chick-fil-A does serve the best chicken sandwiches. The restaurants are always clean, and the employees are polite. As a customer, it was interesting to get an inside view of the company and its philosophy. The author, Steve Robinson, was the chief marketing officer of Chick-fil-A for many years. The first part of the book describes his education and how he became a member of the organization. I appreciated the description of how the company grew from local to regional to national. The origin of the cow mascots is interesting. A worthwhile read about the inside workings of an unique company
January 3, 2020
I'm in marketing and communications, and have worked for a company with a culture as strong as Chick-Fil-A's so it was "my pleasure" to read this. Some people may feel it is "cult"ish but that is what company's that have deep cultures may seem like to those who haven't experienced them.
The religious overtones didn't trouble me, because they have made Steve Robinson a humble person much like Truett Cathy and his fellow executives, which made this a very approachable philosophy and an inspiring read for someone in marketing.
It's amazing how much earned media Chick-Fil-A has achieved through judicious spending of precious marketing dollars. Truly "cash cows'.
The religious overtones didn't trouble me, because they have made Steve Robinson a humble person much like Truett Cathy and his fellow executives, which made this a very approachable philosophy and an inspiring read for someone in marketing.
It's amazing how much earned media Chick-Fil-A has achieved through judicious spending of precious marketing dollars. Truly "cash cows'.
January 5, 2020
This is a good book for anyone who works with or comes in contact with people (which is just about everyone). Chick-fil-A was built on solid biblical principles. Truett Cathy treated people very well while at the same time not compromising his personal beliefs. I encourage anyone that has listened to the anti-Chick-fil-A hype to read this book. For those in business or desiring to start one, there are many great points to take away such as, "Out of sight, out of mind, out of business." The book is filled with several great leadership examples and marketing principles as well. I found the book to be an easy and fun read, and I enjoyed reading the story behind the cows.
January 22, 2020
While I am not that interested in business, and this book is about the business aspect of the company, I found it interesting to see the beginnings of the company, and the long road to national brand. It was also very interesting to learn about how Chik-fil-a's business model differs from that of all other fast food places. These differences , I think, explains the huge popularity of the restaurant. It also shows how the founder, Truett Cathy, incorporated his Christian faith into the standards for his business model. This has created the environment where we see stories about Chik-fil-a's operators and employees going well above and beyond to serve their communities.
December 5, 2020
Just finished this book. I give it 5 out of 5 CFA sandwiches. Here are some key takeaways:
Wisdom begins with the question: why?
A successful brand builds a foundation on relationships, relevance and reputation.
The greatest influence on building a successful business and brand is its culture, which rises and falls on leadership.
Build a brand around emotional value and not just transactional value.
The most enduring brands are the brands that are endearing.
CFA has an unwavering dedication to the individual customer experience.
Rational generates transactions. Emotional creates “raving fans.”
#ReadersAreLeaders
Wisdom begins with the question: why?
A successful brand builds a foundation on relationships, relevance and reputation.
The greatest influence on building a successful business and brand is its culture, which rises and falls on leadership.
Build a brand around emotional value and not just transactional value.
The most enduring brands are the brands that are endearing.
CFA has an unwavering dedication to the individual customer experience.
Rational generates transactions. Emotional creates “raving fans.”
#ReadersAreLeaders
June 11, 2019
Chick-Fil-A is extremely successful and still stays closed on Sundays. They don't do a lot of advertising on tv. So, how is it possible for them to have such success? The author of this book explains how he was able to make this company a success as their chief marketing officer without forgoing any of their values. I am not a religious person and I think that it is awesome that they continue to be closed on Sunday for their employees to spend time with family and friends. They truly put their employees above profit, which is nice to see.
October 28, 2019
If you are looking for a good business book to help and develop your leadership staff, this is it. After living in Georgia for a few years, we always wondered how businesses like CFA came to fruition and became successful. This book was easy to get into and gives its share.of a-ha moments. More businesses especially in the food service industry should ascribe to this philosophy.
Thank you to the publisher and NetGalley for the opportunity to review this ARC.
Reviews and opinions are wholly mine.
Thank you to the publisher and NetGalley for the opportunity to review this ARC.
Reviews and opinions are wholly mine.
June 22, 2019
Thank you to Nelson Books and Net Galley for an ARC of this title in exchange for my honest review. I am a fan of Chick -Fil-A and honestly, I've long wondered what it is that makes their staff well trainined, keeps people coming and has been the secret to their success. They make no bones about their faith, yet they don't push it on people. Some won't appreciate that, but I think that this book is positive and a good representation of the culture of the company.
July 26, 2019
The book was a great inside look at what makes this such a model organization. The values that have been such an important part of the culture of this company are rare to find these days. I will admit I was hoping for some more tactical information as well but all in all this was a great overview of the history of the business and of course of the cows.
Would recommend for any leaders, any lovers of this great brand and of course anyone who has an interest in marketing.
Would recommend for any leaders, any lovers of this great brand and of course anyone who has an interest in marketing.
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