2. Situation Analysis
Strengths:
โข Family own brand
โข Loyal customers
โข Chick-fil-a Day
โข Established brand in U.S.
โข Locations in almost every state
โข Sponsors sports events and non-
profit organizations
โข Known for its chicken sandwiches
โข Good online presence
โข Weaknesses
โข Limited international presence
โข Less locations than competitors
such as KFC, McDonalds and
Burger King
โข Limited menu- if people want
something besides chicken they will
be forced to go to another
restaurant
Target Audience:
Middle and upper class families who are looking to have chicken as an
alternative to beef.
3. Situation Analysis Continued
Opportunities:
โข More advertising on positive
things the company does to
combat the negative attention
theyโve received from the
scandal.
โข They already sponsor sports
events such as the Chick-fil-A
Bowl and will have
advertising opportunities
there.
โข Do a nation wide
philanthropic event to combat
negative media coverage with
positive coverage.
Threats:
โข Backlash from anti-gay
scandal
โข Protests outside of
restaurants
โข Employees being
harassed by angry
customers
โข Negative media coverage
โข Dan Cathyโs new
friendship with Gay Activist
Shane Windmeyer
4. Research Questions & Actions
Primary Research:
Would disassociating Dan Cathy with Chick-fil-A help
Chick-fil-A regain a positive image?
-Separate Dan Cathyโs personal views with
Chick-fil-A.
What is your target audienceโs opinion of Chick-fil-A?
-Conduct surveys and focus groups
Did the target audienceโs opinion change after the
anti-gay controversy?
-Conduct surveys
Did the controversy hurt sales?
-Gauge and compare rate of sales before, during
and after controversy.
Would disassociating Dan Cathy cause problems for
his anti-gay statement supporters?
What percentage of social media involving CFA is
positive?
Secondary Research:
How diverse is the ethnicity of Chick-fil-A employees?
What actions has Chick-fil-A taken during the anti-gay
controversy?
Did Chick-fil-A social media views go up after
controversy?
Do Chick-fil-A employees feel welcomed in their work
environment?
Would Chick-fil-A going green make a difference to
customers?
How many competing fast food restaurants are energy
efficient and eco-friendly?
6. coverage involving Chick-fil-A by 35%
in 14 months.
Strategy 1: Host a picnic event to
promote Chick-fil-A as a diverse
company.
Tactic 1: Host an annual countrywide
diversity themed picnic during the
third quarter near Chick-fil-A
headquarters in Atlanta.
Tactic 2: Invite five guest speakers of
different cultures to share their
American story and what diversity
means to them.
Tactic 3: Provide a โWhat does
diversity mean to youโ questionnaire
to all attendees.
Strategy 2: Encourage Americans to
engage in Chick-fil-Aโs social media
recycling campaign
Tactic 1: Create a hashtag (#CFAgreen) to
be promoted on all CFA products during
the whole campaign.
Tactic 2: Make an online survey about
recycling and post it to all available CFA
social media platforms, as well as the CFA
homepage.
Tactic 3: Localize the importance of
recycling through Facebook check-in while
providing pictures of individuals and
7. Obj. 2: Decrease the affiliation of Dan Cathy
to Chick-fil-A by 20% by end of plan.
Strategy 1: Host an โAmazing
Employeeโ ceremony
Tactic 1: Gain news coverage by
pitching a story about the ceremony to
newspapers across the country
Tactic 2: One winner per state gets an
all paid trip to the Chick-fil-A Bowl.
Winners will be nominated and the
ceremony will be held during the first
week of December.
Tactic 3: Post โAmazing Employeeโ
winners on Chick-fil-Aโs public website
accompanied with a short story about
why these employees were chosen.
Strategy 2: Host a countrywide food
drive involving all CFA locations
Tactic 1: The food drive will begin in the
third quarter and end during the fourth
quarter.
Tactic 2: Create a radio and digital PSA to
motivate consumers to donate and
educate them on the impact that they can
make with CFA.
Tactic 3: A poll will be held to ask
consumers where they think the food
should be donated to. The winning
organization will then receive the food
8. Obj. 3: Position Chick-fil-A as the number
one eco-friendly fast food restaurant by end
of plan.
Strategy 1: Use print and digital media to
enhance awareness of Chick-fil-Aโs eco-
friendly stores
Tactic 1: Publish an institutional print ad in
Better Homes and Gardens magazine in 14
issues.
Tactic 2: Post institutional digital ads on
social media platforms- Facebook,
Instagram, Tumblr etc. on a daily basis.
Tactic 3: Create and air a PSA in the states
with CFA locations that encourages
recycling. PSA will be localized and updated
with the MSAโs recycling policies and
regulations.
Tactic 4: Donate all proceeds to Resource
Recycling Systems on Earth Day.
Going Green is as easy asโฆ..
www.chic-fil-a.com/go/green
Reduce
Reuse
Recycle
ยท Recycle- Dispose
trash into
proper bins.
ยท Reduce- become
more energy
efficient.
ยท Reuse- We use
recycled
products while
building. Try to
use recycled
materials when
you can.
9. Obj. 3: Continued
Strategy 2: Initiate a โGo Greenโ multiple photo
entry contest
Tactic 1: Use Instagram, Vine and Facebook to
raise awareness about recycling and use the
already created hashtag #CFAGreen.
Tactic 2: Reward three consumers who post the
most pictures of active recycling. First place
winner will receive a free meal for four, a CFA โI
recycleโ t-shirt and an โEat Mor Chikinโ stuffed
cow. Second place winner will receive a CFA โI
recycleโ t-shirt and an โEat Mor Chikinโ stuffed
cow. The third place winner will receive an โEat
Mor Chikinโ stuffed cow.
Tactic 3: Present consumers at every CFA
location with a limited time offer of mint green