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Managerial Analysis            Justin Doss BML - 313 Principles of Management   Workshop 5: December 20, 2011
Chick-Fil-A History                        Began as Dwarf House in              Hapeville, Georgia in 1946              ...
Planning    Chick-Fil-As Mission: To be Americas best quick                  Mission    service restaurant    Purpose:  ...
Chick-Fil-A Today    Headquarters in College Park, GA    Located in 39 States mostly Southern states    Still found in ...
Positioning    Charity, Community involvement, Scholarships    High end of fast food price spectrum    Unique Recipes ...
Creative Strategy                       “Eat Mor Chikin” Ad Campaign             created by Richards group in            ...
Advertising & Promotion Strategy                                        Billboards                                      ...
Customers                Mostly Southern                Loyal                Willing to Spend $          (Good service)
Customers    Family Focused    Children    Eat    Breakfast/Lunch/Dinner
Competitors    McDonald’s    Burger King    Taco Bell    Subway    KFC – Chick-Fil-As major competitor in chicken sales
Organizing                    Centralized – Decisions            are made from the top            down to the lower      ...
Organizing    Hierarchical:Flat/Tall -They try to eliminate the number of    layers they have yet they are more like a Ta...
Employees    Corporate    Operators    Managers    Front line
Leading                                           Servant Leadership                                            Greatest/...
Leading    Practice What you Preach            Lead by example            Encourages employees        to lead by example...
LeadingFounder: Truett Cathy “Companies that create lofty                          goals lose sight of theirCEO: Dan Cathy...
Controlling    Horizontal Strategy 5 Chicken Suppliers (ex: Wayne Farms    LLC)    Coke Supplies Drinks    Richards Gro...
POSWindows based System (Powers Registers/Back office    Systems)    Point of Sale system    Corporate over sees operati...
Financial    Restaurant Industry brings in $120 Billion50% Specializes in Hamburgers    Sales $3.5 Billion last year and...
RecommendationsRecommendation 1:Stick to the Core of their Mission and PurposeWhy?:    Set apart from the industry    Cu...
RecommendationsRecommendation 2:Remain Transparent and Authentic in LeadershipWhy?:    Builds a strong Culture    Encour...
RecommendationsRecommendation 3:Annual Conference for Chick-Fil-As LeadershipCorporate,Operators,ManagersWhy?:    Build F...
RecommendationsRecommendation 4:Expand in upper regions/InternationallyWhy?:    Brand Awareness    India (Cows Scared) ...
Any Questions ????
The End Enjoy your Chick-Fil-A  Coupons/Miniature Cow EAT CHICK-FIL-A
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Transcript of "Chick fil-a managerial analysis presentation"

  1. 1. Managerial Analysis Justin Doss BML - 313 Principles of Management Workshop 5: December 20, 2011
  2. 2. Chick-Fil-A History  Began as Dwarf House in Hapeville, Georgia in 1946  Founded by S. Truett Cathy  Original Menu Burgers and Milkshakes  Pioneer of in mall restaurants in 1967
  3. 3. Planning Chick-Fil-As Mission: To be Americas best quick Mission service restaurant Purpose: “To glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come in contact with Chick-Fil-A.”
  4. 4. Chick-Fil-A Today Headquarters in College Park, GA Located in 39 States mostly Southern states Still found in malls, Free Standing units,Dwarf Houses,Truetts grill, Drive Thru only restaurants, licensed outlets, and lunch counters Gradually growing in United States Expanded to South Africa
  5. 5. Positioning Charity, Community involvement, Scholarships High end of fast food price spectrum Unique Recipes Quality ingredients Healthier food choices Closed on Sundays
  6. 6. Creative Strategy  “Eat Mor Chikin” Ad Campaign created by Richards group in 95  Wanted a unique identity  Budget for advertising was low  Brand Appeal
  7. 7. Advertising & Promotion Strategy  Billboards  Radio  Flyers with Coupons  Sponsorships  TV Advertisements  Merchandise Sales  Social Media
  8. 8. Customers  Mostly Southern  Loyal  Willing to Spend $ (Good service)
  9. 9. Customers Family Focused Children Eat Breakfast/Lunch/Dinner
  10. 10. Competitors McDonald’s Burger King Taco Bell Subway KFC – Chick-Fil-As major competitor in chicken sales
  11. 11. Organizing  Centralized – Decisions are made from the top down to the lower levels  Formalization – Rules and Regulations they expect each employee to follow based off Christian principles
  12. 12. Organizing Hierarchical:Flat/Tall -They try to eliminate the number of layers they have yet they are more like a Tall structure because the number of employees that report to the managers is not that great due to the fact each restaurant has their own manager. Departmentalization – Each employee is grouped by what they do and each group has a specific function but employees can be used to fill multiple roles. Mechanistic – They have a clear job description for each employee and they are often slow to change because they try to keep the company as true to the heart of the founder as possible.
  13. 13. Employees Corporate Operators Managers Front line
  14. 14. Leading Servant Leadership  Greatest/Servant “Anyone who desires to be the greatest must be the servant.” - Jesus Christ  2nd Mile Customer Service “If anyone asks for your coat give them your scarf also.” - Jesus ChristLeft to Right: Donald Cathy (Senior VicePresident) Dan Cathy (CEO), Truett Cathy(Founder)
  15. 15. Leading Practice What you Preach  Lead by example  Encourages employees to lead by example at work and in their personal lives  Lead, Live, Love - Married employees
  16. 16. LeadingFounder: Truett Cathy “Companies that create lofty goals lose sight of theirCEO: Dan Cathy core values.” -Truett CathyPresident: Jim Collins
  17. 17. Controlling Horizontal Strategy 5 Chicken Suppliers (ex: Wayne Farms LLC) Coke Supplies Drinks Richards Group - Marketing Winshape Non-Profit Organization
  18. 18. POSWindows based System (Powers Registers/Back office Systems) Point of Sale system Corporate over sees operation for all locations (1,500) Captures and Maintains all store data Inventory Store Sales Every Customer Transaction
  19. 19. Financial Restaurant Industry brings in $120 Billion50% Specializes in Hamburgers Sales $3.5 Billion last year and expected to increase#2 Restaurant in the quick service restaurant Industry Merchandise Sales:$25 Million from Calenders, Bobble heads,etc.
  20. 20. RecommendationsRecommendation 1:Stick to the Core of their Mission and PurposeWhy?: Set apart from the industry Customers have faith in company that has faith Keeps them from making financial gain 1st priority People oriented (Customers/Employees)
  21. 21. RecommendationsRecommendation 2:Remain Transparent and Authentic in LeadershipWhy?: Builds a strong Culture Encourages honesty and builds trust Enthusiastic workers (Corporate/Front line)
  22. 22. RecommendationsRecommendation 3:Annual Conference for Chick-Fil-As LeadershipCorporate,Operators,ManagersWhy?: Build Family focus not worker mentality Highlight and celebrate store/individual success Re-introduce Mission,Vision Unity in staying consistent with Cathys goals/focus
  23. 23. RecommendationsRecommendation 4:Expand in upper regions/InternationallyWhy?: Brand Awareness India (Cows Scared) Global Influence
  24. 24. Any Questions ????
  25. 25. The End Enjoy your Chick-Fil-A Coupons/Miniature Cow EAT CHICK-FIL-A
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