What is Chik-Fil-A trying to do with its “Cow” campaign?
My all time favorite place to grab a quick bite is at Chick-Fil-A. I grew up on the east coast and there are way more Chick-Fil-A restaurants there than in California. Its slogan is “Eat more chicken.” I really like that message because it is so simple and it explains perfectly what it delivers, which is a specialized chicken menu. The sandwiches are delicious and taste fresh, the other chicken alternatives are creative and innovative, the fries are unique in shape and in taste and its signature Chik-Fil-A sauce is to die for. I probably think of the sauce before anything else while considering taking a trip to this fast food joint. One major effective component that the restaurant has is the way consumers feel when treated by Chick-Fil-A employees. Chick-Fil-A employees go above and beyond to treat customers well and to always have a positive attitude. Every time I visit Chick-Fil-A I can’t help but notice how much care and dedication its employees have to serve customers.
Chik-Fil-A has been using renegade cows as brand and campaign characters. Since 1995 the cows have been featured in many campaign efforts to get fast food consumers to eat more chicken. The objective is to draw consumers out of popular fast food chains. The consumers are intrigued by the alternative menu which features a variety of chicken sandwiches and meals.
Chick-Fil-A’s audience is mainly middle class people who commute and want a fast food meal with the high quality service of a sit down restaurant. Its audience also includes many teens and children. Since the restaurant’s consumers are mostly white-collar, the company did not establish locations same as other fast food chains. Instead, Chick-Fil-A operates mostly in suburban malls and neighborhoods with a high concentration of its target demographic.
The message that Chick-Fil-A is mostly trying to deliver is that customers cannot go wrong in choosing chicken. The restaurant specializes in chicken sandwiches and meals. A restaurant that specializes in chicken means there is no competitor while the surrounding chains hold a variety of meals including red meat and fish. The cow campaign has proven successful without any real proof or support for the reasons to eat less meat. The slogan “Eat More Chicken” was meant to cleverly put cows in a self preservation state but shortly became the campaign that would gain the restaurant a herd of “raving fans.”
Lindstrom, M (2015). The Chick-Fil-A way: Why brands should have stronger opinions. Fast Company. Retrieved fromhttp://www.fastcompany.com/3000455/chick-fil-way-why-brands-should-have-stronger-opinions