Chick-fil-a
Chick-Fil-A has become one of the most popular fast food giants over the years. Its founder Truett Cathy is credited for the now classic staple menu item of fast food, the boneless chicken sandwich. Since its first location opening up back in 1967, the fast food corporation has come a long way. The first restaurant location to be opened based on the chicken sandwich was in Atlanta’s Greenbriar Mall, only spanning 384 square feet.
Since then, Chick-Fil-A has grown its brand and name for being known as one of the only restaurants that closes every franchise location on Sunday, says “my pleasure” in response to customers’ thank you and sings songs about how much they love their franchise (Business Insider, 2016).
Today, Chick-Fil-A and all its franchise locations generate more revenue per restaurant than any other established fast food chain. The only American states that the restaurant has not established a location in are Hawaii, Alaska and Vermont. It has been reported and speculated that the company will become the third-largest fast-food chain well within the next two years, surpassing even Burger King, Taco Bell and Wendy’s (Entrepreneur, 2019).
Chick-Fil-A puts a heavy emphasis on social media use; sharing heartfelt stories of employees, giving away recipes, taking stances on social issues and of course advertising with their famous Chick-Fil-A cow. The company’s app allows customers to scan QR codes or order online and gain points toward rewards with every purchase. With mobile devices so popular and essential in today’s world, it is important for Chick-Fil-A to have a sizeable presence on the platforms most frequently used today.
Chick-Fil-A has been known to take a stand on several issues, their most controversial being their donations and funding to the WinShape Foundation, a charity program dedicated to marriage counseling, only for marriage between a man and woman. It is important for them to remain active on social media so that they may clarify their beliefs, engage with their customers who may disagree and have open discussion and dialogue with their large following. They do this as well as maintaining their ad campaigns usually on a day-to-day basis.
Social Media Audit: Chick-Fil-A
By: Lora Bishop