Chick-Fil-A Marketing Audit Project

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Chick-fil-a Marketing Audit Project Jillian Hunt 06/23/2016 Belhaven University- BUS 320 Introduction Chick-fil-a is a restaurant chain, more specifically a fast food restaurant chain. They are equipped with all features specific to their business type such as drive-thru windows, shorter turnaround time on orders, a dining area, etc. The company got its start when Truett Cathy, along with his brother, opened a restaurant called The Dwarf House. The notable six day work week was established early on; not only were the Cathy’s a strong Christian family, Truett gave a speech in 1998, stating that partial reasoning behind the six days was pure rest! They were often exhausted and needed a day to relax, as they were open 24 …show more content…

First, Chick-Fil-A is pretty much unrivaled in their signature sandwich. Of course most fast food chains serve some form of a chicken sandwich, but none have been out up against Chick-Fil-A’s and won in any public survey. Second, many competitors simply lack the desire to dedicate themselves to public service as they have. We know as Christians, God requires that we serve our brother with a glad heart. With Chick-Fil-A being a Christian based company, they have a moral commitment to this that other main competitors have not. Very few companies can say that have had a steady rise in both revenue and market share value over the entire history of the company. Their focus on the customer has gained them an immense amount of public loyalty, something that can be very difficult to oppose for competing chains. Internal Strengths and Weaknesses Chick-Fil-A has continued to turn a substantial profit every year since they opened their doors. Although the per-store gross fluctuates, Chick-Fil-A has never endured a fiscal year in its history in which they ended in the red. This company has over 6 billion in system wide sales & more than 2000 stores, making it the US’ largest fast food chicken chain. Chick-Fil-A stores located in malls generate average annual sales of $1,200,000 to 1,700,00 , while non mall free standing operations made between $3,600,00 and

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