Chick-Fil-A Marketing Strategies - Essay Example

The main emphasis of Chick-fil-A is brand awareness. Brand awareness is instrumental in helping the company maintain high levels of sales even though it does not offer any offers or discounts to its customers. Chick-fil-A unique Eat Mor Chikin campaign is one of the most successful and longest-running marketing sistegies and the Eat Mor Chikin colongest-runningme cult figures that have managed to convince dinners to avoid having beef and instead opt to eat more chikin at the Chick-fil-A restaurants.

Chick-fil-A’s cow bored calendars have been a great marketing strategy for the company as evidenced by the sharp increase in the volume of sales from an initial volume of 337,000 for the first printed calendars in 1998 to an estimated 1.5 million calendars in 2006 (Perreault, Cannon and McCarthy, 2009). Chick-fil-A has an impressive position strategy that has seen it increase the number of number impressive stand-alone restaurants around the country. In addition to this, it also has joint-partnership restaurants that are owned in partnership by Chick-fil-A, and the individual running it, the partners run the shop and give a percentage of the commissiopartnerck-fil-A (Perreaultgivenon and McCarthy, 2009).

Chick-fil-A has set up several restaurants in non-traditional locations such as corporate offices, college campuses, airports, and hospitals. Dan Cathy, Chick-fil-A’s president, and COO takes restaurant openings very seriously. At Chick-fil-A, restaurant openings are not simple ribbon-cuttings as Cathy takes time to hold a dedication dinner during which he and other company leaders wait on the newly hired restaurant branch employees. Beginning in 2003, Chick-fil-A began a policy of offering the first 100 customers in line at all its new stores a free combo meal each week for a whole year.

Closing on Sunday can be recognized as being a competitive advantage for Chick-fil-A as according to the results of a focus group research highlighted in the clip, the respondents cited that the aspect of closing on Sunday is one of the most attractive things about the restaurant. Closing on Sunday can also be deemed to be a competitive advantage to Chick-fil-A as it allows for the restaurant chain to attract a larger number of customers who are especially conscious of the observation of religious values and traditions (Perreauof, Cannon and McCarthy, 2009).

Despite the success of Chick-fil-A’s closing on Sunday strategy, other retailers should not consider closing on Sunday. Closing on Sunday might cause some to lose sections of their already established customer base who are not accustomed to these retailers closing shop on Sundays.