Here’s why: Chick-fil-A takes in more than $4 billion each year by aligning perfectly with the community it serves: traditional, family-oriented people of all ages, races and creeds.
Chick-fil-A has raving fans
Meanwhile, they’re extraordinarily efficient about not expending resources elsewhere. They’ve targeted exceptionally well, just by being who they are.
If you’re not a part of their extended community, you may be unfamiliar with how the company became so successful. It’s more than just tasty sandwiches and lemonade, or cool ads from The Richards Group.
No matter where you stand on Chick-fil-A’s values, or the size of your business, or what markets you serve, you can take lessons from their success.
Is customer service becoming more important every day? Or does it just seem that way, now that consumers have so much social media power at their disposal? (See Bad Day At The Beach.)
The video above, “United Breaks Guitars,” chronicles how the gentleman’s guitar suffered at the hands of United baggage handlers (see Guardian.co.uk article). To United’s dismay, the video became a runaway YouTube hit. Apparently, United doesn’t understand that it’s easier to make your existing customers happy than to find new customers. Continue reading
Barrett Rossie writes about marketing for small and midsize businesses, occasionally taking lessons from big brands. Please join Barrett on Twitter @BarrettRossie.
