Chick-fil-A has distinguished itself in the hospitality industry for such practices as opening properties in shopping malls, sponsoring college football's Chick-fil-A Bowl in Atlanta and the Ladies Professional Golf Association's Chick-fil-A Charity Championship (hosted by Nancy Lopez) in Stockbridge, creating award-winning advertising, and remaining closed on Sundays.
In 1982, despite the company's growth, its leaders faced a potential crisis. After other fast-food restaurants entered into the chicken sandwich business, Chick-fil-A sales diminished and the cost of chicken breasts increased. The company had just moved into a new $10 million Atlanta headquarters (where it remains) and was seeing a noticeable decline in revenues. Cathy assembled the company's eight-person executive committee to develop what he termed "a corporate purpose": "To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A." Cathy reported that the next year's sales increased 36 percent, and the company has enjoyed thirty-seven years of consecutive sales gains, seeing an 11.8 percent increase from 2002 to 2003.
Chick-fil-A has also proven to be inventive in its employment practices, providing franchise opportunities to potential operators for a commitment of only $5,000. Each month local operators pay Chick-fil-A 15 percent of gross sales and 50 percent of net profits as a franchise fee and are in turn assured an annual income of at least $30,000. The company has also established a program through which $1,000 scholarships are available to any employee for the college or university of his or her choice; more than $20 million has been awarded to Chick-fil-A employees over the years.
Recognizing early in the twenty-first century that fast-food patrons want nutritional choices, Chick-fil-A began offering such menu items as grilled chicken sandwiches, chicken strips, chicken wraps, and fruit cups.
Chick-fil-A has made its mark in the advertising world with its "Eat Mor Chikin" campaign, the most successful marketing effort in the company's history. The campaign, which features cows, made its debut on Atlanta billboards in 1995. Since then the campaign has been honored by AdWeek magazine, the Cannes International Advertising Festival, and the Atlanta Business Chronicle. In 1996 Chick-fil-A received an OBIE Award, one of the most prestigious honors for advertising excellence, for outdoor advertising in the restaurant and food category.
S. Truett Cathy, Chick-fil-A, Inc.: A History Maker in Foodservice (New York: Newcomen Society of America, 1998).
S. Truett Cathy, Eat Mor Chikin: Inspire More People (Decatur, Ga.: Looking Glass, 2002).
Chris Starrs, Athens
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