Covert Cows and Chick-fil-A
How Faith, Cows, and Chicken Built an Iconic Brand
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- $169.00
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- $169.00
Descripción editorial
The longtime chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America.
Covert Cows will help you…
Discover unexpected, out-of-the-box marketing methods and new ways of approaching business problems.Understand the positive impact of building a business based on biblical principles.Receive an insider’s look at the evolution of one of America’s most beloved brands.Learn key marketing and business insights from the man who was the chief marketing officer for Chick-fil-A for thirty-four years.
During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company’s growth--from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015--and was a first-hand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes accounts of key moments, including the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic "Eat Mor Chikin" cow campaign.
Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and the company's founder, Truett Cathy, Robinson explains the important traits that built the company's culture and sustained it through recession and many other challenges. He also reveals how every aspect of the company's approach reflects an unwavering dedication to Christian values and to the individual customer experience. Written with disarming candor and revealing storytelling, Covert Cows and Chick-fil-A is the never-before-told story of a great American success.
PUBLISHERS WEEKLY
Robinson, former chief marketing officer for Chick-fil-A, shares in his accessible debut how the company built its brand on Christian values and became a successful fast-food chain. Robinson writes that Truett Cathy, Chick-fil-A's founder, believed God is the creator and owner of everything (including Chick-fil-A) and that the company's role should be the same as any human's: to be a good steward of God's gifts. Cathy used Proverbs 22:1 which says reputation is more important than financial success to inform his hiring choices; Robinson explains how he was instructed to hire not based on a person's skills or experience, but on an applicant's willingness to be taught, and how Chick-fil-A worked hard to cultivate a culture appealing to Christians closing on Sundays to honor the Sabbath and tithing 10% of corporate profits. Robinson also explores some of the company's turning points, such as moving from malls to standalone locations, adding a breakfast menu, and the details of the ad campaign to "Eat Mor Chikin," which became a viral sensation. He also briefly mentions Chick-fil-A's opposition to same-sex marriage, explaining how national attention that came from statements made by Cathy's son caused the company to clarify its brand. Robinson provides Christian readers great insight on how one company successfully incorporated faith into big business.
