Chick-Fil-a: “Eat Mor Chikin” (Except on Sunday)

S. Truett Cathy founded Chick-fil-A in 1967. Cathy is the founder, chairman, and CEO of Chick-fil-A. The low gear Chick-fil-A eating house was opened in battle of Atlantas Greenbriar Shopping Center. In 2005, Chick-fil-A had sales of $1. 975 billion, which landed them as existence the second-largest quick-service chicken restaurant chain in the get together States (Perreault, Cannon, & McCarthy, 2012, p. 529). Throughout 37 states and Washington, D. C. , there ar 1,250+ Chick-fil-A restaurants. Due to Cathys religious background, all of the restaurants atomic number 18 closed on Sun mean solar days. The companys official statement of corporeal purpose is to glorify God by being a sheepfold steward of all that is entrusted to us and to have a positive cultivate on all who come in contact with Chick-fil-A (Perreault, Cannon, & McCarthy, 2012, p. 529). Cathy also ceremonious the WinShape Foundation in 1984 in attempt to help people much(prenominal) as restaurant employees, fo ster children, and other young people. Chick-fil-As ware Mor Chikin advertising campaign, which started in 1995 with the first billboard, is one of the longest-running in the United States. By 2010, the company looks to double its current size in terms of brand-new locations, primarily through stand-alone restaurants and aggressive expansion into the western United States (Perreault, Cannon, & McCarthy, 2012, p. 529). Chick-fil-A was one of the first to market the chicken sandwich restaurant pabulum chain. They make the chicken sandwich better than most of their competitors as closely as they excel in the chicken market/industry. Their marketing dodging consists of the physical composition Eat Mor Chikin. The Eat Mor Chikin alkali, created by Dallas-based ad agency the Richards Group, was first introduced in 1995 as a three-dimensional billboard concept show a black-and-white cow sitting atop the back of another(prenominal) cow painting the words Eat-Mor-Chikin on a billboar d (Perreault, Cannon, & McCarthy, 2012, p. 529). The theme of the cow implementing people to eat more chicken was a hit. The theme has been used as the basis of an integrated marketing campaign, which encompasses billboards, in-store point-of-purchase materials, promotions, radio and TV advertising, clothing and merchandise (e. . , plush cows, bobble-head cows), and calendars (Perreault, Cannon, & McCarthy, 2012, p. 529). With tons of beef lush food for thought restaurants out there such as McDonalds, Burger King, Wendys and Hardees, Chick-fil-A is outnumbered. The majority of fast food places sell hamburgers as their primary food product. Chick-fil-As leader is their chicken sandwich, a healthier alternative to the hamburger. Chick-fil-As position is as a preferred alternative in the burger-dominated fast food industry.Going the second-mile is Chick-fil-As competitive advantage. The company stays true to core business principles, which are based on biblical principles, by closi ng all restaurant doors on Sundays (Battaile, 2013). By closing on Sundays, they are allowing a day of rest for all of their employees. As well as it allows it allows them an opportunity to reverence and/or spend time with their families (Battaile, 2013). Other retailers should only close on Sundays if it follows their religious belief/standpoint.Otherwise, they wise well be open Sundays, because restaurants such as McDonalds are all over the world, and different countries whitethorn not practice their religion on Sundays. Chick-fil-A is founded by a Christian man, who choses to have his business closed on Sundays, because he believes in a day of rest. Overall, Chick-fil-A is an excellent restaurant with a wonderful marketing surface. Their approach to advertise their chicken by using cows is ingenious. As well as they follow the four Ps Product, Price, Place, & Promotion.They even added an additional both Ps Purpose & People. The fact that they follow their Christian belief by being closed on Sundays really speaks out to the people on who they are. ? Bibliography Battaile, Kim. AIU Online The Marketing Scene. AIU Online The Marketing Scene. N. p. , n. d. Web. 17 Mar. 2013. . Chick fil A Eat Mor Chikin eject on Sunday YouTube. YouTube. N. p. , n. d. Web. 17 Mar. 2013. . Perreault, W. , Cannon, J. , & McCarthy, E. (2012). Essentials of marketing a marketing system planning approach (13th ed. ). New York, NY McGraw-Hill/Irwin.