Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand

by Steve Robinson

Overview

The longtime chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America.

During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company’s growth—from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015—and was a first-hand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes accounts of key moments, including the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic "Eat Mor Chikin" cow campaign.

Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and the company's founder, Truett Cathy, Robinson explains the important traits that built the company's culture and sustained it through recession and many other challenges. He also reveals how every aspect of the company's approach reflects an unwavering dedication to Christian values and to the individual customer experience. Written with disarming candor and revealing storytelling, Covert Cows and Chick-fil-A is the never-before-told story of a great American success.

Product Details

ISBN-13:	9781400213221
Publisher:	Nelson, Thomas, Inc.
Publication date:	08/25/2020
Pages:	224
Sales rank:	253,849
Product dimensions:	5.53(w) x 8.38(h) x 0.55(d)

About the Author

Steve Robinson served executive vice president and chief marketing officer of Chick-fil-A, Inc. from 1981-2015. He now serves as a consultant and speaks to organizations and businesses about leadership development and brand strategy. A native of Foley, Alabama, Steve is the son of a farmer and entrepreneur. He holds an associate degree in business administration from Faulkner State Junior College, a bachelor of science in marketing from Auburn University, and a master’s in advertising from Medill School of Journalism at Northwestern University. Steve and his wife, Dianne, live in Atlanta. They have two children and four grandchildren.

Table of Contents

Forewords xi

Introduction xv

1 The Formation of a Brand 1

2 Learning and Implementing Brand Strategy 19

3 "Test Me" 43

4 Purpose 63

5 A New Brand Paradigm 75

6 Brand Journey 101

7 Connecting with College Football Fans 131

8 Transitions 141

9 "My Pleasure" 147

10 Innovation 169

11 The Cows Go to the College Football Championship 181

12 Life and Legacy 191

Afterword: At the Rose Bowl, Remembering Truett 199

Acknowledgments 201

Appendix 205

Notes 213

About the Author 215

Editorial Reviews

04/01/2019

Robinson, former chief marketing officer for Chick-fil-A, shares in his accessible debut how the company built its brand on Christian values and became a successful fast-food chain. Robinson writes that Truett Cathy, Chick-fil-A’s founder, believed God is the creator and owner of everything (including Chick-fil-A) and that the company’s role should be the same as any human’s: to be a good steward of God’s gifts. Cathy used Proverbs 22:1—which says reputation is more important than financial success—to inform his hiring choices; Robinson explains how he was instructed to hire not based on a person’s skills or experience, but on an applicant’s willingness to be taught, and how Chick-fil-A worked hard to cultivate a culture appealing to Christians—closing on Sundays to honor the Sabbath and tithing 10% of corporate profits. Robinson also explores some of the company’s turning points, such as moving from malls to standalone locations, adding a breakfast menu, and the details of the ad campaign to “Eat Mor Chikin,” which became a viral sensation. He also briefly mentions Chick-fil-A’s opposition to same-sex marriage, explaining how the national attention from Cathy’s statements caused the company to clarify its brand. Robinson provides Christian readers great insight on how one company successfully incorporated faith into big business. (June)

Publishers Weekly