40th consecutive year of positive marketing tactics
Chick-fil-A chains’ 40th anniversary culminates with the 40th consecutive year of positive marketing tactics, which lead to positive end results: Sales. The chain’s campaign also continues success partnered with these famous cow personalities. Popular culture, indeed.
‘Eat Mor Chikin’ Cows Mooves into Popular Culture For more than a decade, Chick-fil-A renegade Cows have entertained consumers with their desperate, self-preserving antics in an effort to convert beef eaters into chicken fans. The Chick-fil-A Cows and the “Eat Mor Chikin” campaign have enjoyed such widespread public success that the chain has turned the theme into a highly successful, fully integrated marketing program.
From zany storylines involving their Cows parachuting into a football stadium to billboard campaigns featuring the Chick-fil-A Cows’ famous quotes such as “Lose That Burger Belly,” the “Eat Mor Chikin” marketing campaign has propelled the Cows into national brand identities. In addition to clever roadside billboards, the “Eat Mor Chikin” Cows are the focal point of Chick-fil-A’s in-store point-ofpurchase materials, promotions, radio and TV advertising, and clothing and merchandise sales.
Created by Dallas-based The Richards Group, the “Eat Mor Chikin” campaign was first introduced in 1995 as a three-dimensional billboard concept depicting a black and white cow sitting atop the back of another cow painting the words “Eat Mor Chikin” on the billboard. Within the year, The Richards Group and Chick-fil-A turned the billboard concept into an integrated campaign that included in-store point-of-purchase materials and a radio commercial.
“Chick-fil A came to The Richards Group with big dreams and a small budget,” says Stan Richards, Founder and Principal for The Richards Group. “They needed a campaign that would help them raise awareness and compete against the big burger chains, while preserving their unique philosophies and culture.”
The “Eat Mor Chikin” campaign is often cited as an example of creative, integrated marketing in advertising textbooks across the country, as well as a strategic teaching tool to future marketers. The campaign also has been well recognized by the advertising community—receiving some of the industry’s most prestigious awards.
• In 2007, the Chick-fil-A “Eat Mor Chikin” Cows were recognized as one of America’s most popular advertising icons in a public vote sponsored by Advertising Week and became the newest members of New York’s Madison Avenue Advertising Walk of Fame. A permanent banner to recognize this achievement will be unveiled on Madison Avenue later this year.
• In 2006, the Cows were inducted into The Outdoor Advertising Association of America’s (OAAA) OBIE Hall of Fame. OAAA presents the award annually to brands that have displayed outstanding outdoor creative work over an extended period of time. In addition to being inducted into the OBIE Hall of Fame, the Cow campaign has been recognized with some of the most prestigious awards in the advertising industry.
• In 1998, the New York American Marketing Association recognized the Cows with the Silver EFFIE award in the Fast Food/Restaurants category for creativity and effectiveness in advertising. The Cows showed their international appeal in 1997 when they were presented with the Silver Lion award for outdoor advertising at the Cannes International Advertising Festival, held in Cannes, France. And in 1996, the Cows received the 1996 OBIE Award, one of the oldest and most prestigious honors for creative excellence in advertising for outdoor advertising in the restaurant and food category.
This innovative campaign has proven that customers are listening to these humorous bovine antics and suggestions to “Eat Mor Chikin.” Since the campaign debuted in 1995, Chick-fil-A sales have increased more than five-fold, from just over $500 million in 1995 to more than $2.64 billion in 2007. “This campaign has been more successful than we ever imagined it could be,” says Steve Robinson, Chick-fil-A’s Senior Vice President of Marketing. “The Cows started as part of our advertising campaign, and now they have become part of our passion and our brand.” Most recently, Chick-fil-A launched their newest Cow calendar “One-Hit Wonder Cows,” which depicts a star-studded array of Chick-fil-A Cows “mooing” their hearts out for their fans in hopes their musical talent will win over their fans’ hearts and save their own hides. On July 13, 2007, Chick-fil-A once again honored the “Eat Mor Chikin” Cows on the launch of the annual Cow Appreciation Day, an unofficial, yet nationally recognized holiday. As part of the promotion, anyone who visits any of the chain’s restaurants dressed as a cow on Cow Appreciation Day will receive a free Chick-fil-A combo.
“The Cows have continued to stay popular with our audiences,” adds Robinson. “They are endearing personalities that are staunch supporters of chicken, and our consumers not only find them humorous, but they enjoy watching to see what they might say or do. You never know where the Cows might end up next.”
Profits Excel, Again and AgainEven with the success of the Cows, there is more to marketing than creativity. The end result needs to equate to profits and indeed, Chick fil-A outrivals their success from last year. The Atlanta-based chain recently announced year-end 2007 system-wide sales of $2,640,861,130, a 16.09% increase over the chain’s 2006 performance and a same-store sales increase of 8.47%.
Currently the nation’s second largest quickservice chicken restaurant chain (based on sales), Chick fil- A enjoyed its 40th consecutive year of system-wide sales gains—a streak that has been sustained since the 61-year-old company opened its first chain restaurant in 1967.
The chain’s 2007 sales performance complemented a number of business highlights, including:
• Continued restaurant expansion with a chain record of 80 new locations.
• Introduced chain’s first limited-time menu addition, a Mint Cookies and Cream Hand-Spun Milkshake, as a means to sustain its impressive milkshake sales.
• Zagat’s first Fast Food Survey was released in 2007, and Chick-fil-A ranked first in overall service and in the chicken restaurant category.
• QSR Magazine’s 2007 Best Drive-Thru in America Survey ranked Chick-fil-A first in the food accuracy, menu board appearance, and employee smiles categories.
• Awarded a record 174 franchise operators new cars as part of the chain’s Symbol of Success sales incentive program. Through the program, franchisees are awarded a new Ford vehicle of their choice for meeting their annual sales goals.
• Hosted the Chick-fil-A Bowl college football game, which established a number of records. The Bowl was ESPN’s highest-rated game, recorded an all-time record team payout of $5.83 million, and led all bowls in charitable giving—contributing $1.04 million this year.
“We have been very blessed with our sales performance, which is a testament to our family of franchise Operators who remain committed to the business and dedicated to attracting the very best restaurant team members,” says Chick-fil-A President and Chief Operating Officer Dan T. Cathy. “Their dedication to go above and beyond our customers’ expectations with warm, friendly service and gracious hospitality is key to sustaining our momentum. It’s said, ‘build a strong brand and sales will follow,’ and we believe the Chick-fil-A brand will continue to thrive as long as we continue to focus on providing exceptional customer service and high-quality products.”
Cathy also noted that Chick-fil-A is making significant menu improvements this year to ensure that its products continue to meet customer expectations. In fact, 2008 is forecasted to be the chain’s most aggressive product rollout period in Chick-fil-A history.
In addition to its menu improvements, Chickfil-A anticipates new store growth to be a major factor in helping sustain its sales momentum. Chick-fil-A is planning to add 88 locations this year, including 70 stand-alone restaurants, five mall/in-line locations, and 13 licensed operations (i.e.: college campuses, airports, and hospitals). The projected plans will be followed up with new marketing slogans and more Cows, of course.
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