Winner, Winner, Chicken Dinner!!!
Now, when you think of a chicken dinner it may not be your mother’s first option; however, if you ask any southern raised omnivore where to get a chicken sandwich, they are going to send you to Chick-fil-A. Also, for those who do not know of Chick-fil-A, it is a privately owned fast food restaurant who directs their attention to giving you the best chicken sandwiches God has to offer. Moving on, not only do they hold God in high regards, they also keep you the customer at the top of their priority list.
Chick-fil-A manages to do this by staying digitally connected in every way possible with potential customers, present customers, and even those from the past wanting to highlight or complain about their experience. This form of connection is only maintained through their digital marketing channels, websites, emails, commercials, apps, Facebook, Twitter, Instagram, Tumblr, and YouTube making it virtually impossible not to have their name show up on your screen.
Although, these channels can be divvyed up into two categories the “old” and the “new,” the “old” being emails, websites, and commercials; meanwhile, the “new” are apps, Facebook, Twitter, Instagram, Tumblr, and YouTube. So, say you are a little old school and are not in a social media craze like the rest of us hopelessly are, but you want information right now. Old school you ventures to their website and see all the tabs across the top, at that moment you have the ability to choose from, FAQs, locations, stories of customers and their feedback, kids and family, cows for their advertising scheme, company and careers, menu, connect, and order food in case you want to snack while you search. This seems like too many options so you move to connect, the first thing that pops up is “contact us,” second is “order food,” and the third is “email insiders” so you can easily communicate with those right in the company. Therefore, even being old school about things gets you all the information you could ever want about the company keeping you connected at all times.
But what if you are not old school? And clicking around just to read articles and stories is lame because you are a millennium and the world needs to come show you why it is wonderful. Millennium minded you goes to the app store and types in Chick-fil-A only to realize they have their own application that puts the website in a neat fitted format for your convenience. Next, you check Facebook where you see 7.45 million people like their page, and 2.3 million enjoyed it so much they posted about it tagging the location. Yet, with all those likes that is too much reading through posts to find what you are looking for, so you move on to Instagram. There, you realize they have 275,000 followers and all you see is fresh food and drinks with almost no wording in the pictures themselves. So, you think “hey let me go to twitter because the maximum length is only 144 characters, I can manage reading that”. Then, once you open Twitter it is evident that Chick-fil-A means business, they have 34,200 tweets, 610,000 followers, and a tab where all you can look at is videos and photos. Now, at this point you do not even bother going to Tumblr or YouTube, you have already seen more than you need to in order to figure out Chick-fil-A makes some pretty good chicken.
So, with all these marketing channels calling to your every need as a curious or concerned customer, it should come as no surprise that Chick-fil-A made $5.8 billion in revenue. Or, that Chick-fil-A took home a chicken dinner of their own by replacing KFC and doing so with 40% less domestic stores than KFC. Although, it cannot be too surprising considering Chick-fil-A has had 47 consecutive years of positive sales growth.