2. Situation Analysis
Strengths:
• Family own brand
• Loyal customers
• Chick-fil-a Day
• Established brand in U.S.
• Locations in almost every state
• Sponsors sports events and non-
profit organizations
• Known for its chicken sandwiches
• Good online presence
• Weaknesses
• Limited international presence
• Less locations than competitors
such as KFC, McDonalds and
Burger King
• 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:
• More advertising on positive
things the company does to
combat the negative attention
they’ve received from the
scandal.
• They already sponsor sports
events such as the Chick-fil-A
Bowl and will have
advertising opportunities
there.
• Do a nation wide
philanthropic event to combat
negative media coverage with
positive coverage.
Threats:
• Backlash from anti-gay
scandal
• Protests outside of
restaurants
• Employees being
harassed by angry
customers
• Negative media coverage
• Dan Cathy’s 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 Cathy’s personal views with
Chick-fil-A.
What is your target audience’s opinion of Chick-fil-A?
-Conduct surveys and focus groups
Did the target audience’s 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 “What does
diversity mean to you” questionnaire
to all attendees.
Strategy 2: Encourage Americans to
engage in Chick-fil-A’s 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 “Amazing
Employee” 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 “Amazing Employee”
winners on Chick-fil-A’s 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-A’s 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 MSA’s recycling policies and
regulations.
Tactic 4: Donate all proceeds to Resource
Recycling Systems on Earth Day.
Going Green is as easy as…..
www.chic-fil-a.com/go/green
Reduce
Reuse
Recycle
· Recycle- Dispose
trash into
proper bins.
· Reduce- become
more energy
efficient.
· Reuse- We use
recycled
products while
building. Try to
use recycled
materials when
you can.
9. Obj. 3: Continued
Strategy 2: Initiate a “Go Green” 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 “I
recycle” t-shirt and an “Eat Mor Chikin” stuffed
cow. Second place winner will receive a CFA “I
recycle” t-shirt and an “Eat Mor Chikin” stuffed
cow. The third place winner will receive an “Eat
Mor Chikin” stuffed cow.
Tactic 3: Present consumers at every CFA
location with a limited time offer of mint green
