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

S. Truett Cathy founded birdie-fil-A in 1967. Cathy is the founder, chairman, and CEO of Chick-fil-A. The first Chick-fil-A restaurant was opened in Atlantas Greenbriar Shopping Center. In 2005, Chick-fil-A had sales of $1. 975 billion, which landed them as being the second-largest quick-service squawker restaurant chain in the United States (Perreault, Cannon, & McCarthy, 2012, p. 529). Throughout 37 states and Washington, D. C. , there are 1,250+ Chick-fil-A restaurants. Due to Cathys religious background, all(prenominal) of the restaurants are closed on Sundays. The companys official statement of corporate finding is to glorify God by being a faithful steward of all that is entrusted to us and to nourish a positive influence on all who come in contact with Chick-fil-A (Perreault, Cannon, & McCarthy, 2012, p. 529). Cathy also established the WinShape Foundation in 1984 in attempt to help people such(prenominal) as restaurant employees, hold dear children, and other young peop le. Chick-fil-As Eat Mor Chikin advertising campaign, which started in 1995 with the first billboard, is one of the longest-running in the United States. By 2010, the company looks to double its current size of it in terms of new locations, primarily through stand-alone restaurants and aggressive expansion into the western United States (Perreault, Cannon, & McCarthy, 2012, p. 529). Chick-fil-A was one of the first to market the chicken prepare restaurant food chain. They make the chicken sandwich better than most of their competitors as well as they excel in the chicken market/industry. Their marketing strategy 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 delineation a black-and-white intimidate sitting atop the back of another cow painting the words Eat-Mor-Chikin on a billboard (Perreault, Cannon, & McCarthy, 2012, p. 529). The theme of the cow implementing people to eat more chicken was a hit. The theme has been used as the basis of an integrated marketing campaign, which encompasses billboards, in-store point-of-purchase materials, promotions, radio and TV advertising, clothing and production (e. . , plush cows, bobble-head cows), and calendars (Perreault, Cannon, & McCarthy, 2012, p. 529). With tons of beef fast food restaurants out there such as McDonalds, Burger King, Wendys and Hardees, Chick-fil-A is outnumbered. The majority of fast food places sell hamburgers as their primary food product. Chick-fil-As attraction is their chicken sandwich, a healthier alternative to the hamburger. Chick-fil-As position is as a preferred alternative in the burger-dominated fast food industry.Going the second-mile is Chick-fil-As competitive advantage. The company stays true to core business principles, which are based on biblical principles, by law of closure 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 luck to worship and/or spend time with their families (Battaile, 2013). Other retailers should only close on Sundays if it follows their religious belief/standpoint.Otherwise, they wise well be open Sundays, because restaurants such as McDonalds are all over the world, and different countries may not practice 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 advertise their chicken by using cows is ingenious. As well as they follow the four Ps Product, Price, Place, & Promotion.They even added an additional two Ps Purpose & People. The position that they follow their Christian belief by being closed on Sundays really speaks out to the people on who they are. ? Bib liography Battaile, Kim. AIU Online The Marketing 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. ). New York, NY McGraw-Hill/Irwin.