Chick-fil-A: Service Trumps Politics

Business Insider: “In a few years, Chick-fil-A has managed to shed its controversial image to appeal to a broader swath of America, all without losing its loyal customers base. Chick-fil-A’s successful expansion north came after its biggest controversy. Dan Cathy, the son of the late Chick-fil-A founder S. Truett Cathy, set off a fury among gay-rights supporters in 2012 that led to nationwide protests after he told the Baptist Press that the company was ‘guilty as charged’ for backing ‘the biblical definition of a family’.”

“These days, Chick-fil-A is warning all its franchisees against speaking out publicly or getting involved in anything that could blur the line between their private beliefs and their public roles as extensions of the Chick-fil-A brand, the company has said … The company still encourages its franchisees to get ‘entrenched’ in their communities … But Chick-fil-A says its focus now — both for local and corporate involvement and philanthropy — is on youth and education causes.”

Also: “Chick-fil-A started modernizing its corporate offices in Atlanta and opened an ‘innovation center’ modeled after the offices of Silicon Valley tech companies … The company hired chefs, food scientists, and dietitians to experiment with new menu items to appeal to upmarket customers who frequent chains like Shake Shack and Panera and are looking for healthier options … Key to Chick-fil-A’s reinvention has been its customer service, which consistently ranks No. 1 in nationwide surveys.” And: The company is investing in its employees. Mark Cohen, a Columbia Business School professor, comments: “Your employees are your ambassadors to the public. The folks who are staffing those Chick-fil-A stores are aggressively reengaging with people and talking about how great the company is.”

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