The Origination Story of Chick-fil-A is a story of “The American Dream Realized”. There is a lot to learn and respect from this Story. As well as a lesson in many things for not just restaurants but in life. Simplicity. Well and there is a bit more. Let’s begin shall we. Entrepreneurs keep America Running. And the man, the Entrepreneur behind chick fil a (chick-fil-a) is none other than S. Truett Cathy. And it tells a Story of Wonder if not Enginuity and Simplicity in Execution that has a long standing Story and Experience with the World. Lets get to it.
It all began in 1946 with The Dwarf Grill:
The Dwarf Grill was opened by Truett Cathy and his brother Ben. This happened in Hapeville, near Atlanta Georgia. It was located near the Ford Plant, and near the Airport. So workers from Ford and the Airport were regulars. This was a Diner, and not yet what we know a Chick-Fil-A to be. Not yet. There is a Legend, and this is where the story Takes Us.
The Legend of The Chicken Sandwich Discovery:
There is a Clear Breakthrough in what Created “The Worlds’ First Chicken Sandwich”. The Legend says the big breakthrough was created because of an issue with airlines and suppliers using chicken breasts that were too large for the standard airline meals. And this became a reason for Truett to experiment. He knew what he wanted.
The Wants of Truett:
- Something that was Fast to Create and Serve like a hamburger
- Though it needed to be Different from burgers
- Had to be Consistent
- And it had to be Easy to produce
He found a pressure fryer method for cooking the chicken that was quick enough for “Fast Food”. And then came the combination that has fed a Nation, and Now Feeding the Globe.
- Boneless chicken breast
- Seasoning
- Buttered Bun
- Pickles
And thus, “The Original Chicken Sandwich” was born. Yes it is simple. And also Yes, It is Iconic.
Then in 1967, The First Chick-fil-A Opens and Yet Another Simple and Effective Direction Was Made:
Truett did not open up Restaurants like he first did with The Dwarf Grill. He went inside the Mall, starting with the Greenbriar Mall in Atlanta. This was not a standalone store. This was a location that already had traffic, so there was no need to create demand. The Mall was bursting with traffic already. This was the Business Model from the Get Go with Chick-fil-a.
Then there is “The Sunday Story” and something we all know about Chick-fil-a:
Truett was a Southern Baptist. And from the beginning he believed employees needed:
- Rest
- Family time
- Worship time
So he closed Sundays. Regardless of giving up revenue. And this policy still exists today across every Chick-fil-a. They are one of the biggest of the highest-volume restaurant chains. In spite of only being open 6 days a week. There is more to it for those of us that realize what is behind us when we take a day of rest. And this alone has earned a lot of respect and loyalty from the communities these Chick-fil-a’s serve.
Chick-fil-a Runs with an Operator Model. This a Huge Difference as compared to the Franchise Situations of the Competition:
Most Everyone Miss This Part About the Chick-fil-a process. The way Chick-fil-A expanded was not like typical franchises. The Operators invest relatively little compared to a McDonald’s style of franchise ownership. And the Corporate Offices keeps much tighter control over:
- the locations
- the training
- all of the standards
- and all of the systems
The Proven Result is Extremely consistent service. The “My Pleasure” culture is not an accidental thing. It is a engineered and structured plan. And it is absolutely consistent throughout every Chick-fil-a.
The Marketing Genius of “The Cows“:
Starting in the Late 1990s (and we all remember when it started). With huge impact the “Eat Mor Chikin” with the same misspellings and signature font, came the billboard cows shown telling people to eat chicken instead of beef. They were figures, and were set up as if they were putting up the signs themselves. With Paint, Rollers and more.
They used a Mob of Cows to attack the Burgers, and the Competition. Not directly, but through the very animal they were not using in anything they created and sold. Cows, Beef, and all they represent. It turned Chick-fil-a into a highly recognized brand in what seemed to be an Overnight Sensation. And it sill continues decades later. With notice, with Brand Awareness and its part of the American Culture for sure now. Stuffed Cows and “Swag” are available and even part of reward programs.
They utilize this on their Catering Vehicles, on Billboards Everywhere, and have the Costumes Worn and utilized by Staff with Children, School Events, Little League and all sorts of Community Outreach Programs. Not to mention, they are big supporters of their Communities. Known for it, and every City Volunteer has been fed by a local Chick-fil-a more times than probably anyone can count.
Faith directed into the Culture and came with Controversy:
Chick-fil-A also became known for:
- Christian values
- Scholarship programs
- Youth development
- Philanthropy
- Community Outreach
The Woke Ideals of the 2020’s have been brutal. And the public controversy around leadership comments, certain charitable donations over the years and standing points that are Biblical have been in the News. This seemed to have influenced the company to adjust parts of its giving strategy. They are called “Christ’s Chicken” and “The Chicken of the Church” afterall.
Where is Chick-Fil-A Today (and safe to say, just opening up more awaited locations as they can)!
Chick fil a grew from one diner to thousands of locations. It remains family-controlled. It can still trace itself back to that original Dwarf House, and that is a great Story.
As we love to highlight, as a Marketer, and looking into the Marketing Perspective of Chick-fil-a, it is probably understated that they have shown up as a Masterclass in:
- Product Simplicity: They have the One Hero Item. The Original Chicken Sandwich.
- Operational Excellence: They run so efficiently they are often referred to as a Comparison of what to Become. Nothing is as efficient as Chick-fil-a. You show up to lines of hundreds of cars and move through it quickly with smiles, loads of sauces, and endearing words as you begin, and leave the establishment.
- Values Branding: From the way the treat their customers to the Sunday Policy.
- Iconic Advertising: The Cows are Tremendous. And timeless. They set their sites on perfection from the launch of the Cows. Hats off to the Marketing Teams behind this.
- Community Positioning: Local Operators and ties to the Community.
They have proven that you do not need the biggest menu, you need the strongest identity.