Strengths • Chick-‐fil-‐A is the nations second-‐ largest quick-‐service chicken restaurant chain • Well known & successful advertising campaign featuring the Chick-‐fil-‐A cow and slogans, ‘We Didnt Invent the Chicken, Just the Chicken Sandwich’ and ‘Eat morchikin’ • Strong online presence • Chick-‐Fil-‐A has had a continuous increase in annual sales over its entire lifespan. Weaknesses • Only available in the US • Chick-‐fil-‐A has fewer number of locations compared to top competitors. While they are highly concentrated in their origin of the South, Chick-‐fil-‐A’s presence in the western and mid-‐western regions is very little to none at all. • The Chick-‐fil-‐A tradition requires all locations to be closed on Sundays. This guarantees that they are closed for 52 days out of the year in addition to observed holidays. This affects sales, and potentially can decrease brand recognition and acceptance. Opportunities • Chick-‐Fil-‐A has franchising opportunities. Individuals in every part of the nation can open new restaurants. This will increase reach and frequency. • Chick-‐Fil-‐A’s franchises are run under certain rules and restrictions set by Chick-‐Fil-‐A, the consistency and quality of the products can help build brand acceptance and attract new customers. • After recently making the first adjustment to the menu by adding the spicy chicken sandwich, the Chick-‐fil-‐A menu has opportunity to expand further. • Chick-‐Fil-‐A is heavily involved with the sponsorship of college athletics, especially college football. The Peach Bowl was recently renamed the Chick-‐Fil-‐ A Bowl. Chick-‐Fil-‐A will have many successful advertising opportunities during the college football bowl season. Threats The 2012 anti-‐gay remarks from president Cathy resulted in protests, decreased sales, declined building permits, and employee harassment. Strong competition with KFC, Popeyes, and other fast food chains.