Branding Spotlight: Chick-fil-a
While McDonald’s gets all the attention in the fast food world, if you want to talk about a consistent brand you have to mention Chick-fil-a.
Chick-fil-a is a privately-held, Christian-owned company that closes every Sunday. The staff greets you with a smile and the dining area is always clean and orderly. As soon as you walk through the door you can tell every step possible has been taken to make sure that the customer is well taken care of.
So let’s run through what makes up the Chick-fil-a brand.
A simple, one-color logo, in script writing, with the head of a chicken interposed into the “C” is what makes up the logo.
There is no doubt what their specialty is.
A fast-food restaurant should make it very clear what it is about within its logo. When driving down the street you want to be able to glance at its sign and know immediately what that restaurant deals in.
The staff is like no other in the fast-food industry. Chick-fil-a’s mission is simple – “Be America’s Best Quick-Service Restaurant”.
While we are used to rude teenagers mumbling “good afternoon” to customers, there is none of that at Chick-fil-a. With smiles that would have you to assume their job is the best in the world, they politely take your order. If the order takes a nanosecond longer than it should, they quickly return to apologize for the wait and to let you know your order will be up in a moment.
This alone would make people want to visit Chik-fil-a. It is a refreshing break from the norm.
Chick-fil-la is the model for great customer service.
What do they serve?
While this may seem like pre-K logic, it’s more common than not that a fast-food chain would sell much more than their name would suggest.
Chik-fil-a’s brand remains strong because they don’t go too far outside their specialty. There are six chicken sandwiches, chicken nuggets, chicken strips, chicken salad sandwich and chicken soup on their menu.
The chicken is not like any you will find anywhere else. Customers are willing to pay a little more here than other places because of it. The product is strong enough to stand against any debate on higher pricing.
While this may not seem important, you have to understand that the dining area is the introduction to the customer.
Nothing takes more maintenance and care than keeping a highly-trafficked eating area clean and orderly.
Chik-fil-a employees seem to go the extra mile to make sure this is top priority. Nothing is out of place. Condiments are openly displayed and not hidden behind a counter only available upon request.
The cleanliness of their dining area is company-wide. There isn’t one I’ve seen that has been less than flattering.
This is the battle cry for the cows desperate to turn the entire world away from eating beef. Using cows as the face for a fast-food chicken restaurant is incredibly creative. Who better to push the idea of eating chicken than a cow?
Chik-fil-a doesn’t do a lot of television ad campaigns, but everyone recognizes the cows who’s handwriting and spelling have little to be desired.
From their waffle fries to their quick moving drive-thru line, Chick-fil-a’s brand is built for longevity. They have mastered the art of treating people well—a lost art nowadays.
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