“Grace is the Chick-fil-A brand. We might attract new customers every day through marketing and advertising...but we maintain those relationships through grace.”
Chick-fil-A is not your average fast food restaurant. In his new book, Covert Cows and Chick-fil-A, Steve Robinson, the former Chief Marketing Officer of Chick-fil-A, explains why. The story is fascinating, and I imagine it will serve as an example for young business students and entrepreneurs for decades.
Chick-fil-A didn’t follow a conventional business trajectory: They didn’t go public or take on loads of debt or squeeze their franchisees (they call them Operators) and employees. They did things their way, which in their mind, was the way of God. And it turns out, those moral convictions are applicable to the business world. Robinson details how Chick-fil-A’s founder, Truett Cathy, used his love of faith and God as a compass to guide many of his business decisions.
The book explains the success of Chick-fil-A by pointing to one principle in particular: a gracious corporate culture (and, of course, a fantastic chicken sandwich).
Chick-fil-A looks at its company culture as the fertile ground from which everything else sprouts; it is the soil that nourishes and grows the brand. Robinson emphasized that a strong, clear, and well-understood culture allows for this development to occur. Truett Cathy believed that a culture that is endearing to associates and customers results in an endearing and enduring brand -- no witty advertising slogans or emotional videos of the kids at grandma’s house required. And if you’ve been to Chick-fil-A, you know that this idea still permeates through every aspect of the business. A friendly smile, eye contact, a personal connection, and a genuine interest in every customer has been the Chick-fil-A way since the beginning, and one could argue that it is the primary reason for the company's success.
Robinson explains that the distinct Chick-fil-A brand wasn't built out of thin air, but that it was the off-shoot of this rich corporate culture. A company that exhibits prudence, patience, hard work, love, forgiveness, and generosity will inevitably develop into a brand that mimics those values. Operational excellence (one of Robinson’s favorite terms) is a materialization of the characteristics listed above.
While other companies relied on “driving” people to their stores, Chick-fil-A “attracted” customers by ensuring each person that encountered the Chick-fil-A brand left with a positive impression. They did this by being flexible, not stubborn; but most importantly, they listened to their customers. When something wasn’t going right, they changed it, and when they changed it, they committed to the change. The company did their research: They conducted consumer focus groups; they talked to Operators and employees; they did their homework and anticipated every possible scenario. They were diligent.
The famous “Eat Mor Chikin” campaign was born out of this mindset. Sure, it wasn’t necessarily wholesome, but it didn’t violate any of the brand commandments. It was honest, clever, and funny. But the potential for this idea only existed because of a confident company culture that showed faith in its employees and the agencies they hired.
The main takeaway from Steve Robinson’s story is that when you build something upon a strong and stable foundation, you can continue your ascent upwards fearlessly.
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