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Amanda Floyd & Jennifer Noble Michael Cheek & Meredith McKenzie & Kim Shamus

Amanda Floyd & Jennifer Noble Michael Cheek & Meredith McKenzie & Kim Shamus. History. Founded by Truett Cathy Original menu: Hamburgers & Milkshakes Began as Dwarf Grill in Hapeville, GA in 1946 Pioneer with in-mall restaurants, 1967. Chick-fil-a Today.

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Amanda Floyd & Jennifer Noble Michael Cheek & Meredith McKenzie & Kim Shamus

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  1. Amanda Floyd & Jennifer Noble Michael Cheek & Meredith McKenzie & Kim Shamus

  2. History • Founded by Truett Cathy • Original menu: Hamburgers & Milkshakes • Began as Dwarf Grill in Hapeville, GA in 1946 • Pioneer with in-mall restaurants, 1967

  3. Chick-fil-a Today • Located in 35 states, primarily in the sunbelt • Expanded overseas to regions in South Africa • Found in malls, free-standing units, drive- thru only restaurants, dwarf houses, licensed outlets, and lunch counters

  4. Chick-fil-a Positioning • Built through charity, community involvement, and scholarships • Higher end of fast food price spectrum • Unique recipe • Quality ingredients • Healthy food offerings • Always closed on Sundays

  5. Ad Agency & Campaign • “Eat-mor-chikin” ad campaign created by Richards Group in ‘95 • Needed to build unique identity • Low advertising budget • Breaks through advertising clutter • Mutual appeal

  6. Lil’ bit ‘bout the Cows • Holsteins (Black & White) • misspelled words add charm and humor • Have no names • Self preservation messages include: “save r hide” & “lose that berger belly” • Endless possibilities with themes

  7. The Bovine Movement(Campaign Evolution) • Primary focus is billboards • TV ads currently in limited markets • Increased merchandise sales with plush cows and calendars

  8. Advertising and Promotion Strategy • Billboards • Radio • Flyers with coupons • Sponsorships • TV advertisements • Merchandise Sales (Point-of-Purchase) • Online Approach

  9. Billboards • Primary & first approach • Rotated 3-4 times per year • Billboard cows never retired—recycled instead

  10. Sponsorships • Goal: Reach national audience • All SEC and ACC Championships • 1st Peachbowl in 1996 • Golf Charity Championships—Ladies Professional Golf Assoc. • National Cheerleaders Association

  11. Merchandise Sales • Over $16 million in sales • Most recent product— calendars • Online store offers shirts, bobblehead cows, bags, watches, etc.

  12. Marketing Research Efforts • Take measurements on brand performance • measure brand awareness, frequency of usage, how rate experience, an intent to return • research in 28 major markets once a year • in-store research done four times a year

  13. Future Restaurants • 1st priority: fill established markets with low store counts • 2nd priority: fill new markets • plans to add 80 units annually • looking at free-standing restaurants and college locations rather than in malls

  14. Awards • Received 3 prestigious advertising awards: • Silver EFFIE from New York AMA in ‘98 • Silver Lion Award in ‘97 at Cannes Intl. Advertising Festival • OBIE award in ‘96

  15. Discussion Questions... • The lasting power of this campaign-how much longer can it last? • Global problems may encounter if launch campaign overseas? • What do you think of the ad campaign?

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