The case is about Atlanta-based fast food restaurant chain Chick-fil-A’s innovative business practices that made it the 3rd largest restaurant chain in the US. Known for its delicious chicken sandwich, Chick-fil-A was one of the largest family-owned restaurant businesses in the US. It was recognized as the top intimate fast food brand in 2019, ahead of popular brands like Dunkin’ Donuts and Starbucks Corporation. With its guiding principle of serving others, the company witnessed consecutive years of growth since its founding in 1967. The success of Chick-fil-A was attributed to its simple ingredients, menu additions, efficient drive-thru performance, and single-owner franchise system, among others. In addition to freshly-prepared food made with the best-quality ingredients, customer service and hospitality were the driving force that helped Chick-fil-A distinguish itself from other fast food restaurants. Chick-fil-A took great care of its employees while offering a warm, familiar workplace environment and this translated into the best customer service in the fast food sector in the US. The company focused on innovating and improving its products, services, and processes in order to better serve and nourish customers and communities. Innovation was the central part of Chick-fil-A’s business. It continued to innovate through its innovation center that focused on digital technology. The innovation center focused on restaurant design and customer experience, menu enhancements, and food service design. All these practices helped Chick-fil-A attract and retain customers, and made it the ‘most beloved fast food chain in America’. Despite the challenges the company faced due to its beliefs and the competitive business environment, it maintained a leading position in the industry. However, with competitors fast catching up, it remained to be seen, going forward, whether the fast food giant would be able to hold on to its position.

Marketing Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies

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Issues

The case is structured to achieve the following teaching objectives:

	Evaluate how brand intimacy and brand loyalty can help a company to excel in the industry.
	Assess the changing landscape of the fast food business and the role of innovation in the sector.
	Examine how a fast food business can drive growth through innovation.
	Discuss Chick-fil-A’s best practices.

Contents

Keywords

Franchise model, Corporate value, Corporate identity, innovation, Brand intimacy, Brand loyalty, Quick-service restaurant, Customer service satisfaction, Word-of-mouth campaign, People business, Mobile ordering system, Drive-thru services, Employee relationship

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