Jennifer Breshears
Samantha Eaddy
Introduction to Marketing
February 21, 2019
7.1 Discussion: Compelling Branding
This week I chose Chick-fil-A for my discussion post. Founder Truett Cathy started in
1946 as a small, fried chicken stop called Dwarf House in Hapeville, Georgia. The first
restaurant called Chick-fil-A didn't open in Atlanta's Greenbriar Mall until 1967. There are now
franchises in 47 states, Canada, and South Africa. Truett Cathy made the decision to close on
Sundays in 1946 when he opened his first restaurant in Hapeville, GA. Having worked seven
days a week in restaurants open 24 hours, Truett 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 uphold today. In 1995, a renegade cow, paintbrush in mouth, painted the 3 words "EAT
MOR CHIKIN" on a Texas billboard. Today, the cow's herds have increased, and their message
reaches millions through television, radio, online, and the occasional water tower. Chick-fil-A
partners with the greater Atlanta business community in philanthropic endeavors, working to
stimulate the local economy through job creation, as well as leading stewardship initiatives
intended to leave Georgia better than they found it. Chick-fil-A is doing their part to create a
better tomorrow for us all by upcycling. Team member polos are made with rPET fabric from
recycled plastic bottles. To date, more than 5.3 million bottles have been reclaimed and
repurposed into shirts. Chick-fil-A made the top 100 for The Glassdoor Employees' Choice
Award for 2018 Best Places to Work. They are 4th on the list of 100 most visible companies in
2018 by Reputation Quotient's The Harris Poll. Since the first restaurant opened its doors nearly
50 years ago, Chick-fil-A has grown from one man's vision to one of the largest family-owned
businesses in the country. Much of the company's success has been credited to the stability and
consistency within Chick-fil-A, Inc's leadership team. While corporate leadership at many quick-
service restaurants change frequently, many senior leaders at Chick-fil-A have been with the
company for more than 20 years. Tenured leadership -- and a passion for serving others -- has
enabled the company to be unwavering in supporting its locally-owned franchises to ensure the
Chick-fil-A brand continues to thrive.
In 2012, then-President, Dan Cathy, made comments in which he criticized gay marriage.
There were also reports that the company was donating to anti-LGBTQ organizations. Chick-fil-
A established a philanthropic arm called the Chick-fil-A Foundation, which is overseen by a
community board. "Our intention both at the corporate and restaurant level is to have a positive
influence on our communities by donating to programs that benefit youth and education and are
welcoming to all,T said Rodney Bullard, Chick-fil-A Vice President of Community Affairs and
Executive Director of the Chick-fil-A Foundation.
"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