This topic came to my mind as I was listening to former Chick-Fil-A CMO Steve Robinson, speak on how he built the restaurant brand from the ground-up alongside company founder, Samuel Truett Cathy.
The whole time he was speaking he emphasized EXPERIENCE. EXPERIENCE. EXPERIENCE. Although his role was to lead the marketing department, his core focus was the customer and their needs and wants from Chick-Fil-A, along with their impression following a trip to one of the stores. Notice how none of the points in the above paragraph mentioned advertisements, creative, social media, or television appearances. That's because Robinson knew that a positive customer experience (food, service, and cleanliness) would lead to free marketing (word-of-mouth). The founding Chick-Fil-A team knew that no matter how many marketing plans were developed, if their tactics drove a customer into a store only to have a poor experience, did that marketing really matter? No, cause generally negative experiences with a brand will likely deter customers from wanting to return. Let's take a look at some of Chick-Fil-A's business and marketing principles:
Chick-Fil-A is now the 3rd-largest restaurant chain in America and they're not event open on Sunday's. In fact, "the chicken chain grew sales by 16.7% in 2018, reaching about $10.5 billion." So obviously the principles that they applied, years ago during their founding, are working for them and they can work for you too.
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