Chick-Fil-a: “Eat Mor Chikin” (Except on Sunday)

S. Truett Cathy founded Chick-fil-A in 1967. Cathy is the founder, chairman, and CEO of Chick-fil-A. The first Chick-fil-A eating place was opened in Atlantas Greenbriar Shopping Center. In 2005, Chick-fil-A had sales of $1. 975 billion, which set down them as creation the second-largest quick-service sniveller restaurant chain in the joined States (Perreault, Cannon, & McCarthy, 2012, p. 529). throughout 37 states and Washington, D. C. , there argon 1,250+ Chick-fil-A restaurants. out-of-pocket to Cathys religious behindground, altogether of the restaurants be closed on sunlights. The companys official statement of corporate routine is to glorify God by being a faithful steward of all that is entrusted to us and to have a tyrannical influence on all who drive in contact with Chick-fil-A (Perreault, Cannon, & McCarthy, 2012, p. 529). Cathy also constituted the WinShape Foundation in 1984 in guarantee to help people such(prenominal) as restaurant employees, foster chi ldren, and other puppyish people. Chick-fil-As Eat Mor Chikin advertising campaign, which started in 1995 with the first billboard, is sensation of the longest-running in the United States. By 2010, the company looks to double its sunrise(prenominal) size in terms of new locations, primarily through stand-alone restaurants and vulturous expansion into the western United States (Perreault, Cannon, & McCarthy, 2012, p. 529). Chick-fil-A was one of the first to market the yellow-bellied machinate restaurant pabulum chain. They make the chicken sandwich better than most of their competitors as strong as they excel in the chicken market/industry. Their trade system consists of the theme Eat Mor Chikin. The Eat Mor Chikin theme, created by Dallas-based ad agency the Richards Group, was first introduced in 1995 as a three-dimensional billboard concept depicting a black-and-white cow sitting atop the back of another cow painting the spoken language Eat-Mor-Chikin on a billboar d (Perreault, Cannon, & McCarthy, 2012, p. 529). The theme of the cow implementing people to eat to a greater extent chicken was a hit. The theme has been utilize as the basis of an integrated merchandise campaign, which encompasses billboards, in-store point-of-purchase materials, promotions, radio and TV advertising, clothing and swap (e. . , plush kine, bobble-head cows), and calendars (Perreault, Cannon, & McCarthy, 2012, p. 529). With tons of beef prompt food restaurants out there such as McDonalds, Burger King, Wendys and Hardees, Chick-fil-A is outnumbered. The majority of debauched food places sell hamburgers as their primeval food product. Chick-fil-As attraction is their chicken sandwich, a healthier alternative to the hamburger. Chick-fil-As position is as a preferable alternative in the burger-dominated fast food industry.Going the second-mile is Chick-fil-As competitive advantage. The company stay true to core business principles, which be based on biblical pr inciples, by closing all restaurant doors on Sundays (Battaile, 2013). By closing on Sundays, they are allowing a day of rest for all of their employees. As well as it allows it allows them an opportunity to worship and/or spend season with their families (Battaile, 2013). Other retailers should only close on Sundays if it attach tos their religious belief/standpoint.Otherwise, they wise well be open Sundays, because restaurants such as McDonalds are all all over the world, and different countries may not employ their religion on Sundays. Chick-fil-A is founded by a Christian man, who choses to have his business closed on Sundays, because he believes in a day of rest. Overall, Chick-fil-A is an excellent restaurant with a wonderful marketing approach. Their approach to labor their chicken by using cows is ingenious. As well as they follow the four Ps Product, Price, Place, & Promotion.They even added an extra two Ps Purpose & People. The occurrence that they follow their Chr istian belief by being closed on Sundays very speaks out to the people on who they are. ? Bibliography Battaile, Kim. AIU Online The merchandise Scene. AIU Online The Marketing Scene. N. p. , n. d. Web. 17 Mar. 2013. . Chick fil A Eat Mor Chikin Except on Sunday YouTube. YouTube. N. p. , n. d. Web. 17 Mar. 2013. . Perreault, W. , Cannon, J. , & McCarthy, E. (2012). Essentials of marketing a marketing strategy planning approach (13th ed. ). modernistic York, NY McGraw-Hill/Irwin.