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Chick-fil-a marketing objectives
Chick-fil-a marketing objectives
How to describe chick-fil-a
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Intro According to “Chick-Fil-A” (2014), “It all started in 1946, when Truett Cathy opened his first restaurant, Dwarf Grill, in Hapeville, Georgia. Credited with inventing Chick-fil-A’s boneless breast of chicken sandwich, Mr. Cathy founded Chick-fil-A, Inc. in the early 1960s and pioneered the established of…” (Company Overview). Today, Chick-fil-A has steadily grown with more than 1,000 restaurants and outlets with sales that almost reach 5 billion dollars. Chick-fil-A has many line of restaurant concept to target individuals that want convenience and accessibility. There are stand-alone restaurants, in mall outlets, drive-thru only outlets, Dwarf House, Truett’s Grill, licensed non-traditional outlets, and Satellite Lunch Counter. The in mall concept is an integral part of Chick-fil-A business in which was recognized as a pioneer for quick service in mall food court. Today, Chick-fil-A has over 1,000 stand-alone restaurants concept in response of customer demand for convenience and accessibility. Dwarf House and Truett’s Grill is a full-service restaurant concept that offer an extensive menu. The Truett’s Grill offers a full-line service with 50’s diner-themed concept. The licensed for non-traditional outlets does licensing for foodservice provider, college campuses, hospitals, airport, and business that wants to serve Chick-fil-A food the licensing. The Satellite lunch Counter concept delivers Chick-fil-A food to office buildings and high-traffic locations during peak hours. Discuss Market segmentation within that industry “A market segment consists of a group of customers who share a similar set of needs and wants. The marketer’s task is to identify the appropriate number and nature of market segment and decide ... ... middle of paper ... ...d behavior. The company target demographics that are health conscious but want a quick food service; this is a niche because most fast food is known for its unhealthy food offerings. Chick-fil-A goal is to steadily grow to better serve its customers. The company position itself as an alternative to unhealthy hamburgers in a fast food industry. The cows campaign is a creative way of advertising because it grabbed the attention of consumers. Chick-fil-A. (2014). Retrieved from http://www.chick-fil-a.com/Company/Highlights-Fact-Sheets Kotler, P., Keller, K.L. (2012). Marketing Management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Oliman, A. (2014). The Art of Chick-Fil-A Retailing. Retrieved from http://prezi.com/cd4hzgrzmbpx/the-art-of-chick-fil-a-retailing/ Target Market. (2014). Retrieved from http://www.inc.com/encyclopedia/target-markets.html
In 1946 two brothers, Ben and Truitt Cathy, opened a diner in Atlanta Georgia called the Dwarf House Grill. The Dwarf House served a variety of typical grill food that included everything from burgers to hot dogs. All of that changed in 1961 when a poultry supplier stopped buy and sold Mr. Cathy chicken breast that were too large for the trays that they typically cooked the chicken on. Truitt Cathy decided that he did not want to throw out the chicken so he breaded the chicken and put it in the pressure fryer. He realized that he could cook the chicken in the same amount of time that it took to cook a hamburger and it tasted great. He had hamburger buns and pickles in the restaurant already and this is how the first chicken sandwich was made. In 1967 the first Chick-Fil-A store was opened in Atlanta’s Greenbrier Shopping Center and in 1986 the first freestanding franchise was opened. Today there are more than one thousand seven hundred Chick-Fil-A restaurants in thirty nine states. One of the ways that Chick-Fil-A has been able to make their company a success is through their unique approach to customer service. They are able to provide excellent customer service by turning individuals into team players. Teams can be seen in the hiring process, community involvement, national sponsorship, knowing what customers want, and cooperate culture. All of these different teams lead to excellence in customer service.
The term “fast-food” is usually distinguished by food served very quickly to a customer by drive-through or carry-out. Fast-food restaurants are highly associated with low-cost and malnutrition foods with brief consumer and employee interaction, and below average cleanliness based on restaurant health inspection reports. Chick-fil-A has changed the usual perception of fast-food restaurants. Rather than burgers and potato fries, Chick-fil-A serves chicken sandwiches and waffle fries. Chick-fil-A also shows their appreciation for employee to customer relations, rather than ignoring the social aspect of serving customers when operating at a fast pace. Chick-fil-A’s menu selection, customer interaction, and clean eating
According to chickfila.com, for more than 40 years Chick-fil-A has been taking pleasure in serving customers and in that time, Chick-fil-A has become one of the largest privately owned restaurant chains in the nation. (chickfila.com) Lets find out why Chick-Fil-A is so successful. Back in 1946, an enterprising young Georgia restaurateur named Truett Cathy started serving food in a tiny restaurant called the Dwarf Grill in Hapeville, Georgia, south of downtown Atlanta. (chickfila.com) In 1963, he conceived what he determined was a simple idea: make and market a mouth-watering chicken sandwich. (chickfila.com) The simple idea has taken off into the economy. Truett opened his first Chick-fil-A Restaurant at Greenbriar Mall in Atlanta. That is where he served his perfected Chick-fil-A chicken sandwich, intentionally creating it from the finest quality ingredients, including whole breast of chicken and low-fat peanut oil. From its modest beginnings in the tiny south Atlanta eatery more than 60 years ago, Chick-fil-A has grow...
Inside of Chick-fil-A you can find a painting of either Truett Cathy, his family, or the famous cow who we all know as the mascot of the restaurant. The store gives off good vibes with its unique bowl shaped lights which are complemented by the maroon, and gray interior. Each and every table has a vase that has a single flower in it, this also gives the restaurant some elegance, because not many fast food chains do that. Now put all of that together, and you will get a great fast food restaurant. After all the capital “A” in Chick-fil-A is for good quality, and that all Chick-fil-A will give
could assume, for instance, if Chick-Fil-A isn’t the brand shown on a state that their are no
If given an opportunity to be an operator of a Chick-fil-a I would work hard to make my restaurant the first choice customers would choose for great tasting food, and the best customer service they have ever received. I have been to and observed many different Chick-fil-a’s and how they meet the challenges they face when serving a lot of customers and I want to be a part of that. I want to participate in the continuing success of Chick-fil-a.
Samuel Truett Cathy, born in 1921, is founder and chairman of Chick-fil-A, Inc. Cathy started the business in 1946 when he and his brother, Ben, opened an Atlanta diner known as the Dwarf Grill (later named Dwarf House). Today, Chick-fil-A is the third-largest quick-service chicken restaurant company in the United States...
When different kinds of menu for lunch and dinner are included, there is an opportunity for attraction of more clients in the new outlet
All cooking and baking for the fast food will be done in the kitchen facility. This facility will be equipped with computerized deep fryers, commercial freezer and refrigerators, preparation tables, stoves, ovens, and other related equipment. One employee and one chef will be in charge in the kitchen.
The purpose of this paper is to introduce you to the fast food industry, how it is everywhere in the United States and increasingly spreading globally. The majority of the fast food restaurants in the United States is dominated by hamburger fast food restaurants. Amongst the burger segment, McDonald’s is the number one leader in the burger industry, followed by Burger King, and Wendy’s respectively (Oches, 2011).
The purpose of this paper is to introduce you to the fast food industry, how it is everywhere in the United States and increasingly spreading globally. The majority of the fast food restaurants in the United States are dominated by hamburger fast food restaurants. Amongst the burger segment, McDonald’s is the number one leader in the burger industry, followed by Burger King, and Wendy’s respectively (Oches, 2011).
They need their service to be in “an arm distance”, which means the convenient location helps customers save time, traveling costs. For the fast food chain companies, locating the branches to reach customers becomes a positioning strategy. CHANGING PREFRECE depends vastly on the fast food menu. For example, we can mention SALAD. Now salad was never considered as a part of the fast food menu.
First, fast food and home-cooked meals differ in the time. The people choose fast food because they do not have time to prepare a proper meal and it can be prepared very quickly. Jekanowski, Binkley, and Eales (2001) claimed that fast food outlets’ main sales point is convenience. The fast food companies open a lot of branches in the different area so that the customers just need a few minutes to buy a set of fast food even it is complete with a drink.
· Burger King Corp. that offers an array of value-priced offerings and makes kitchen and drive through upgrades
Key activities that fast food fried chicken restaurants include preparation of food for daily restaurant operation, equip staff with training and development for new recipes. Local marketing is required to promote launch of new and seasonal products (Lee, 2013) and (Popeyes Singapore, 2016).