2004 Consumers' Choice in Chains | Chicken: Chick-fil-A

By Staff -- Restaurants & Institutions, 9/1/2004

2004 Consumers’ Choice in Chains
CHICKEN > CHICK-FIL-A

A common trait connecting Consumers’ Choice in Chains winners is their abiding understanding of what their concept is about and why their customers come through its doors. Since founder Truett Cathy opened the Dwarf Grill in 1946, the operation that became known as Chick-fil-A has maintained focus on serving chicken and pleasing patrons. Its simple mission statement reads, “To be America’s best quick-service restaurant at winning and keeping customers.”

$32 million
Value of clothing and merchandise sales tied to its "Eat Mor Chikin" ad campaign since it began in 1995.

Memo to competitors: Focused management works. In January, the company reported that same-store sales increased 4.24% for 2003, its 36th consecutive year of positive sales gains. Says President and Chief Operating Officer Dan Cathy, “We feel that the best way to generate customer loyalty is simply to make them happy and to make sure they have a pleasurable dining experience each and every time.” Training helps achieve that, buttressed by a company culture—including numerous scholarship and community-involvement programs—that constantly reaffirms the value of service.

New products reflect rather than undermine Chick-fil-A’s focus. For guests looking to reduce fat and calories in their diets, the chain this year introduced its Trim Trio meal: a new Chargrilled Chicken sandwich (boneless chicken breast with dill pickle slice, lettuce, two tomato slices and, if desired, barbecue sauce) accompanied by a fresh-fruit cup and bottled water. The fruit cup also has been tested as an addition to the Chick-fil-A breakfast menu, as have a low-fat Yogurt Parfait and Chicken Minis (bite-size chicken nuggets in warm yeast rolls).

The 90 new units planned for 2004 are its most ambitious growth plan, with aggressive expansion in Western states that will bring its first free-standing units to Southern California.

Headquarters	Atlanta
CEO	Dan Cathy
Units	1,145
Check average	NA
Respondents aware of chain¹	59%
Respondents who visited in previous 12 months¹	20%
Guests who would go back²	91%
Average loyalty (would go back) for chains in this segment	87%
Key region	South
Widest attribute lead	Service
(1) Base is all respondents; (2) base is 12-month patrons.

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Chain	Overall Score	Food Quality	Menu Variety	Value	Good Reputation	Service	Atmosphere	Cleanliness	Convenience
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Note: Overall Score is an index; percentages represent respondents who rated the chain "above average" on the given attribute.
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