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Chick fil-a message

  1. 1. For Truett Cathy it seemed like such a simple idea: make a sandwich using chicken. From that invention over 40 years ago, Chick-fil-A® has grown to be one of the largest privately owned restaurant chains in the nation.
  2. 2. “It’s Our Pleasure to Serve” It’s refreshing to know that there’s a company that cares about serving quality food fast, that has compassion for people, that knows how to have fun, and that takes advantage of every opportunity to impact the community for good. That company - our company - is Chick-fil-A, Inc. For more than 40 years we’ve been taking pleasure in serving our customers and in that time, Chick-fil-A has become one of the largest privately owned restaurant chains in the nation. Now, you’ll find out why . . . Back in 1946, an enterprising young Georgia restaurateur named Truett Cathy started serving food in a tiny restaurant called the Dwarf Grill in Hapeville, Georgia, south of downtown Atlanta. In 1963, he conceived what he determined was a simple idea: make and market a mouth-watering chicken sandwich. And, oh, how that little idea has taken off. Truett opened his first Chick-fil-A Restaurant in 1967 at Greenbriar Mall in Atlanta. That’s where he served his perfected Chick-fil-A® Chicken Sandwich, intentionally creating it from the finest quality ingredients, including whole breast of chicken and lower-fat peanut oil. From its modest beginnings in the tiny south Atlanta eatery more than 60 years ago, Chick-fil-A® has grown into a beloved American icon, now serving a variety of fresh, tasty meals and menu items still made from delicious quality ingredients. Along the way, we’ve helped create our own icons as well - the increasingly popular Chick-fil-A Cows®, our black and white spotted renegades who turn up in the most unlikely places and urge customers to Eat Mor Chikin®. The popularity of the Chick-fil-A Cows and the Chick-fil-A® Chicken Sandwich has grown to the extent that more Americans are asking for Chick-fil-A to locate in their communities. To that end, our Restaurants - whether they are freestanding, in malls, or in licensed locations such as hospitals and college campuses - are moving rapidly from their Southern “home” base to points Midwest, West and Northeast. Today, there are more than 1,300 Chick-fil-A Restaurants, with many more planned in new and existing markets.
  3. 3. For 40 years, our company has benefited from annual revenue growth, typically in double digits. According to both Chick-fil-A® insiders and business experts who have watched Chick-fil-A grow, the company has tapped into “loyalty effect economics,” making exceptionally loyal followers of customers, corporate employees and franchised Operators in a way that other companies envy. “Founder Truett Cathy has so effectively marshaled loyalty effect economics that he can afford to … grow the chain and to contribute approximately 10% of profits to charity. This loyalty effect, the full range of economic and human benefits that accrue to leaders who treat their customers, Operators, and employees in a manner worthy of their loyalty, is at the core of most of the truly successful growth companies in the world today. And there is no clearer case study of the loyalty effect than Chick-fil-A.” – Fred Reichheld, Harvard Business Review and author of The Loyalty Effect. From the beginning, the priority for Truett has never been just to serve chicken or to earn profits. The Chick-fil-A, Inc. corporate purpose says that we strive “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.” It’s why we care about the greater community in which we live and operate and why we choose to support kids and youth first and foremost. And we remain closed on Sundays to allow our corporate staff and franchised Operators and their employees and customers to take a day to rest, spend time with family and friends and worship if they choose. Most Chick-fil-A Restaurants are independently owned and operated by local business men and women. These dedicated franchisee Operators choose to give back to the communities in which they live and work, based on the specific needs around them. Indeed, making interpersonal connections and interacting in the community played an integral part in the servant spirit first espoused by Truett Cathy when he founded Chick-fil-A, and they remain a core value today. Start with delicious Food, add People, mix in a few playful Cows, top it off with Loyalty, and you get Influence that, we hope, makes a positive impact on all who come in contact with Chick-fil-A.
  4. 4. There are a lot of reasons customers love Chick-fil-A : ® Our Food “I just want to thank you for your great healthy food choices. It is so nice to be able to go into a restaurant and have whole grain, fruit and grilled choices. Not to mention they are fresh and tasty.” – Angela Chick-fil-A Raving Fan, Levittown, PA Chick-fil-A People “If you want to be a winner in anything, associate yourself with people who are winners.” – S. Truett Cathy Chick-fil-A, Inc. Founder, Chairman and CEO The Cows & Our Brand ”The Chick-fil-A Cows have become an American advertising icon that entices travelers with entertaining wit. The brand’s ongoing outdoor campaign has remained fresh with new messages while always maintaining the core integrity of the campaign.” – Stephen Freitas, Outdoor Advertising Association of America’s Chief Marketing Officer Community. Loyalty. Influence. “Mr. Cathy to me is Grandpa. He loves helping people, who through no fault of their own, are in bad situations. For me, I didn’t have a secure family. And he had the means and the love to provide one for me.” – Richard Yadkowski, former WinShape Homes® foster child, current foster parent
  5. 5. Chick-fil-A boasts a menu based on chicken products and fresh ingredients; tasty side dishes; enjoyable desserts; and “hand-made” preparation techniques for many products, such as our hand-breaded chicken, made-from-scratch salads and freshly squeezed lemonade. Our menu offers a variety of delicious choices that fit into any healthy, well-balanced diet.
  6. 6. Our Food From Truett Cathy’s early solo experiments to perfect his new chicken sandwich to today’s sophisticated approaches to formulating everything from sauces to soup, the taste and quality of Chick-fil-A’s food has always been at the forefront of our formula for success. You can’t get a chicken sandwich anywhere in the world that tastes quite like our original signature Chick-fil-A® Chicken Sandwich. Our unique Waffle Potato Fries™ and freshly squeezed Lemonade remain top sellers year after year. As we’ve branched out from our home in the Southeast to locations across the country, we’ve added Chick-fil-A® Nuggets and our Chick-fil-A® Chargrilled Chicken Sandwich and breakfast items including Breakfast Burritos, Bagels and Chick-fil-A Chick-n-Minis™ to please the palates and diets of our customers far and wide. Chick-fil-A was among one of the first quick-service restaurant chains to add healthier choices to our menus. Our offerings include our homemade, Hearty Breast of Chicken Soup, our variety of fresh salads, the Cool Wrap®, fruit cups and more! Of course, our food starts with only the freshest ingredients: crisp vegetables; juicy lemons; and tender and lean whole breast meat chicken. All of our salads are made from scratch and our Iced Tea is brewed daily in each Chick-fil-A Restaurant. During new Store Grand Openings, President Dan Cathy often gives tours of the kitchen to customers. “They are always surprised by the premium brands we use behind the scenes,” he says. “It is important to us that Chick-fil-A utilize the best available products.” “While it’s overwhelming, it’s really no surprise to me that Truett Cathy and Chick-fil-A are so successful,” says Lanette Suttles, 80, a Hapeville resident and long-time Cathy family friend. Lanette and her husband, Bill, who was the retired President Emeritus of Georgia State University prior to his death in 2003, went on their first date at Truett’s Dwarf Grill shortly after the restaurant opened in 1946. They also had their last meal out together there. “The restaurant always offered good quality food at a good price. It was about more than that for us, though. It was about food, fellowship and relationships,” she says.
  7. 7. A | Much of Chick-fil-A’s success can be attributed to the leadership of its franchised Restaurant Operators like Jake Roye in Waco, Texas. A B | Chick-fil-A has become a family affair for Pete Burgess, who operates three Chick-fil-A Restaurants in Jacksonville, North Carolina. B C | The Restaurant team members play an integral role at franchised Chick-fil-A Restaurant businesses. They are special people who strive to make exceptional service a priority. D | IT Training & Communication C Manager Maureen Bedient says when visitors meet the “inspiring” folks at Chick-fil-A, and sample the homegrown camaraderie, teamwork, and culture, they can’t help but want to be part of it. D
  8. 8. Chick-fil-A® People At Chick-fil-A, our people are much more than a commodity or a number to be counted. At Chick-fil-A, we count years of service and smiles on the faces of our franchised Operators, their team members and our corporate office staff. Chick-fil-A is an extended family for long-time Operator Pete Burgess and his family, especially his two daughters, Tiffany and Jessica. Pete has been in the Chick-fil-A family for over 25 years and currently is the franchised Operator of three Stores in Jacksonville, North Carolina. Following graduation from UNC-Chapel Hill, daughter Tiffany Burgess Choice became his Unit Marketing Director and assists him in Restaurant operations as well. Younger daughter Jessica recently graduated from UNC and is working with Chick-fil-A University in the Chick-fil-A, Inc. corporate office. “I like to say all I know how to do is cook chicken. I had thought my daughters would want to get as far away At Chick-fil-A, our people are much more than a commodity or a number to be counted. At Chick-fil-A, we count years of service and smiles on the faces of our franchised Operators, their team members and our corporate office staff. from chicken as possible, but they have both seen what I and our family have accomplished through [my affiliation with] Chick-fil-A and decided it is the best career for them,” says Pete. “They’ve been helping me in my Stores since they were in pigtails and I am very proud that they are becoming second generation Chick-fil-A leaders.” Approaching ten years of service, IT Training & Communication Manager Maureen Bedient says there’s no place she’d rather be than with Chick-fil-A. “I consider myself lucky to work with and learn from the most amazing, inspiring people every day - both at the home office and at the Units,” says Maureen. “People here at Chick-fil-A tell each other how much they appreciate each other. That helps us maintain great relationships, when others know how much you appreciate them and what they do.” Besides the encouragement and camaraderie of the people at Chick-fil-A, Maureen says it is her ever-changing day-to-day duties that keep her coming back with a smile. “That may be what I like most. Whether it’s conducting in-field Operator training sessions, helping at a Grand Opening, or working on a corporate documentation project, there’s always variety from week-to-week.” Maureen says that when the team at Chick-fil-A is working together toward a common goal or milestone - whether it be a Grand Opening, a staff meeting, or Summit - the fun and excitement generated by the people who represent Chick-fil-A is contagious. “Visitors notice the close feel here at Chick-fil-A and they envy it,” she says. “It’s just a culture you want to be a part of!” Relationships. Teamwork. Loyalty…That’s Chick-fil-A.
  9. 9. A | During Chick-fil-A®’s annual A Cow Appreciation Day™ event, free meals are awarded to anyone who isn’t “too chicken” to dress up like a cow and visit any of the chain’s 1,300-plus restaurants. B | The award-winning Eat Mor Chikin® Cow campaign has become almost as synonymous with Chick-fil-A as the original Chick-fil-A® Chicken Sandwich. The Chick-fil-A Cows and the Eat Mor Chikin campaign have enjoyed such widespread public success that the chain has turned the theme into a long-standing, fully integrated marketing program. B C | Chick-fil-A’s Eat Mor Chikin® Cow mascots have become well-known celebrities and are the star attraction each time they make an appearance among both the young and the young at heart. C
  10. 10. The Cows & Our Brand A brand is a promise. Since 1995, when the Chick-fil-A Cows debuted as a three-dimensional billboard campaign, they have become our company’s “moovers” and shakers alongside our famous Chick-fil-A trademarked logo. The Cows have proven their grassroots appeal. Still, Chick-fil-A’s famous brand is more than just our playful, spotted Cows. It’s People, Food, Influence and the Cows that attract and retain loyal customers. We recognize that our brand promise starts the second a customer enters a Chick-fil-A Restaurant. We leave it to the franchised Operator and his or her team members to deliver the brand promise by allowing their own personalities to shine, establishing relationships with customers, reaching out to the community, and creating memorable experiences. Chick-fil-A’s famous brand is more than just our playful, spotted Cows. It’s People, Food, Influence and the Cows that attract and retain loyal customers. “Our vision is to be the guest’s number one choice for quick-service food,” says John Howard, Operator of the Chick-fil-A in Long Beach, California. “Every interaction starts with that vision. We put our folks with the brightest smiles and most dynamic personalities right out front. We put our Cows out in the community at least four days a week.” John Howard has been called a “cowpoke” once or twice, but never a “slowpoke”. As a pioneer in Chick-fil-A’s western “cattle drive”, he and his team members have been busy building brand awareness in the wild West. “Our approach out here on the frontier has got to be aggressive” he says. “The Cows make this a lot of fun. I look forward to coming to work every day and it no longer seems like a job.”
  11. 11. A | The Chick-fil-A Bowl™ leads all bowl games in charitable and scholarship contributions. Last year, the Bowl contributed a record $526,000 to charities and educational institutions. The Chick-fil-A Bowl has given A more than $2.5 million to various charitable organizations over the last eight years. B | Dan Cathy proudly displays the “Chicken Pack” T-shirt. This self-proclaimed group is just one example of Chick-fil-A’s loyal customer base. Made up of 100 or so passionate Chick-fil-A Fans, the “Chicken Pack” travels to as many Chick-fil-A Restaurant openings as possible vying to be among the first 100 customers in line who receive free Chick-fil-A B Combo Meals for a year. C | Through its Leadership Scholarship program, Chick-fil-A has offered nearly $23 million in financial assistance to 22,000- plus restaurant employees who have attended 2138 colleges, universities and other educational institutions throughout the country. D | Through Truett Cathy’s WinShape Homes® foster care program, more than 130 children who were victims of circumstance now have nurturing homes in which to grow and mature. C D
  12. 12. Community. Loyalty. Influence. Creating community and building leaders is important to Chick-fil-A . When a ® Chick-fil-A franchised Operator opens a Store, we don’t just think of it as a Restaurant serving delicious quick-service food. We also think of it as a chance to interact, build community and engage with customers and the community-at-large. We do this in a variety of ways. First and foremost, we strive to provide 2nd Mile Service to each customer. As we work to continuously improve, we want customers to experience something unique. We want to build community and create relationships between our customers and our food, people and Restaurants. As each new Chick-fil-A Restaurant opens, we let the community know we are coming, hoping to build excitement with our First 100 program. Guests who line up and camp out overnight and become one of the First 100 customers to experience the Grand Opening of our new Stores win a free Combo Meal each week for a year. John Boiles, a University of Texas student, heard about the First 100 promotion and started organizing carpools for fellow students. Boiles and his friends now travel around the region as their schedules permit. Calling themselves the “Chicken Pack,” they even have a Web site. “I’ll have to admit the chance for $250 worth of free food got me hooked on this,” says John. “But it became a lot of fun and a chance to be together with my friends.” Believing that leadership is not limited to the confines of the Chick-fil-A chain, Truett Cathy has made it a priority to develop future leaders among America’s youth, primarily through college scholarships. Qualified team members employed at Chick-fil-A Restaurant businesses who are attending college or technical school are eligible to be nominated for our Leadership Scholarship as well as the S. Truett Cathy Scholar Award. Another primary example of the Cathy family’s commitment to developing and inspiring leaders is the WinShape Foundation, created in 1984 by Truett and Jeannette Cathy. The Cathys original vision to encourage outstanding young people has greatly expanded over the last 20 years. The WinShape Foundation now supports a family of growing programs, all driven by the same mission of shaping winners. The foundation supports the WinShape College Program , SM WinShape Camps , WinShape Homes®, WinShape SM Wilderness , WinShape International , WinShape Retreat , and Winshape Marriage . SM SM SM SM As we strive to continuously improve, we want customers to experience something unique. We want to build community and create relationships between our customers and our food, people and Restaurants. Beyond the WinShape Foundation initiatives, Chick-fil-A’s franchised Restaurant Operators build leaders and influence their communities as they see fit. Whether it is sponsoring youth sports teams or supporting educational activities or leadership initiatives, Chick-fil-A is pleased to be a part of your community, wherever we are.
  13. 13. Our Commitment to Service...and Success As Chick-fil-A® continues to achieve its mission “to be America’s best quick-service restaurant,” our numbers continue to climb. The chain surpassed $2 billion in sales in 2006, resulting in a little celebration at the Chick-fil-A, Inc. corporate office.
  14. 14. Chick-fil-A, Inc. 5200 Buffington Road Atlanta, GA 30349-2995 ©2007 CFA Properties, Inc. Unless otherwise noted herein, all trademarks are owned by CFA Properties, Inc. and licensed to Chick-fil-A, Inc. WinShape®, Camp WinShape® WinShape Homes®, WinShape Wilderness & Design®, WinShape MarriageSM, WinShape RetreatSM, WinShape CampsSM, WinShape InternationalSM and WinShape College ProgramSM are trademarks of WinShape Foundation, Inc. • Raving Fans® is a trademark of Blanchard Family Partnership. Chick-fil-A BowlTM is a trademark of Peach Bowl, Inc. • Coca-Cola and the Dynamic Ribbon are registered trademarks of The Coca-Cola Company.
  15. 15. We are fortunate that, by God’s grace, loyalty runs in the Cathy family. Our sons, daughters, grandchildren and relatives are eager to continue the family heritage of stewardship to Chick-fil-A, our customers, our communities, and our Creator. Loyalty also runs throughout our close-knit family of franchised Operators, their team members, and Chick-fil-A corporate staff. According to business guru Frederick Reichheld, there is a direct economic impact connecting the loyalty of a company’s employees to the loyalty of its customers. At Chick-fil-A, we are indeed blessed to enjoy deep loyalty from our customers and Raving Fans®. The power of that loyalty is reflected in our numbers. For example, in 2007, we surpassed $2.6 billion in sales; that was the 40th consecutive year sales have increased at Chick-fil-A. In addition, same-store sales rose more than 8 percent and total sales increased 16 percent over 2006. And in 2008…we’re on track for another banner year. Retention rates for franchised Operators, their team members and Chick-fil-A corporate staff remain among the highest in the quick-service restaurant industry, proving again that we can count on the loyalty of the team carefully selected at every level of our company. As we continue to leverage the loyalty of our people, the incomparable quality and taste of our food, the 2nd Mile Service that sets us apart, and the Operational Excellence that puts us a cut above - we will continue to create Raving Fans from coast to coast. Perhaps you’re already one of them. To you we extend our deepest gratitude, and we’ll strive to honor your loyalty every day. If you’ve not dined with us, come on in to one of our Restaurants, have a sandwich, and let the love affair begin! Thank you for being part of the Chick-fil-A story. It’s our pleasure to serve you. S. Truett Cathy Dan T. Cathy Founder, Chairman and President and Chief Executive Officer Chief Operating Officer ©2008 CFA Properties, Inc. Chick-fil-A® and Chick-fil-A Stylized® are registered trademarks of CFA Properties, Inc. and licensed to Chick-fil-A, Inc. All other trademarks noted herein are trademarks of their respective companies. CATH-0308-001
  16. 16. 2007 Highlights Where do we start? For 2007 and the beginning of 2008, there is strong evidence that we are meeting our inspirational and aspirational goal of being America’s favorite quick-service restaurant. In 2006, Truett Cathy celebrated his 60th year in the restaurant business and the company surpassed $2 billion is sales, taking only six years to hit that mark after reaching $1 billion in sales in 2000 after 33 years. In 2007, Chick-fil-A Restaurants across the country celebrated the chain’s 40th anniversary. Our business performance marks the 40th consecutive year we have enjoyed a system-wide sales gain – a streak the company has sustained since opening our first chain Restaurant in 1967. Our 2007 performance reflects a 16 percent increase over 2006 performance and a same-store sales increase of 8.4 percent. We’re extremely appreciative of the wonderful letters and positive comment cards from our Raving Fans®, the length of the lines at our Grand Openings last year and various awards we’ve received. In 2006, our four flavors of new Hand-Spun Milkshakes rolled out to great results. Enjoying one of the most popular product launches in company history, these creamy treats beat projected revenue goals and enabled us to add a menu item that can be changed with the seasons to keep things fresh. Our Mint Cookies and Cream Milkshake enjoyed strong showings before and after St. Patrick’s Day! As part of our Symbol of Success program, a record-setting 174 Restaurant Operators reached their sales award goals, enabling each of them to select a new Ford vehicle. The 2007 Chick-fil-A Bowl™ established a number of records. The Bowl was ESPN’s highest rated game, recorded an all time record team payout of $5.83 million, and led all bowls in charitable giving by contributing $1.04 million to various charities. Zagat’s first Fast Food Survey was released in 2007, and Chick-fil-A ranked first in overall service and in the chicken restaurant category. QSR magazine’s 2007 Best Drive-Thru in America Survey ranked Chick-fil-A first in food accuracy, menu board appearance and employee smiles categories. The Chick-fil-A Eat Mor Chikin® Cows were recognized as one of America’s most popular advertising icons in a public vote sponsored by Advertising Week and became the newest members of New York’s Madison Avenue Advertising Walk of Fame. ©2008 CFA Properties, Inc. Chick-fil-A® and Chick-fil-A Stylized® are registered trademarks of CFA Properties, Inc. and licensed to Chick-fil-A, Inc. All other trademarks noted herein are trademarks of their respective companies. HILI-0308-002
  17. 17. Restaurants Chick-fil-A Restaurant Locations and numbers by state. Locations current as of March 5, 2008. MN: 2 NH: 1 WI: 1 NY: 1 MA: 2 WY: 1 MI: 1 IA: 6 PA: 54 NJ: 18 NE: 1 OH: 31 MD: 45 UT: 5 IL: 8 IN: 27 DE: 4 CO: 23 WV: 12 DC: 4 CA: 32 KS: 7 MO: 9 VA: 83 KY: 19 NC: 134 AZ: 22 TN: 56 OK: 24 AR: 18 NM: 4 SC: 71 AL: 62 GA: 181 TX: 218 MS: 23 LA: 29 FL: 140 ©2008 CFA Properties, Inc. Chick-fil-A® and Chick-fil-A Stylized® are registered trademarks of CFA Properties, Inc. and licensed to Chick-fil-A, Inc. REST-0308-003
  18. 18. Sales Performance By year’s end, system-wide sales at more than 1,300 locations reached $2,640,861,130. These figures reflect a 16 percent increase over the chain’s 2006 performance and a same-store sales increase of 8.4 percent. One hundred and seventy-four Operators were awarded the use of automobiles for outstanding sales growth in 2007 through the Symbol of Success program. Currently the nation’s second-largest quick-service chicken restaurant chain in sales, Chick-fil-A is marking our 40th consecutive year with a system-wide sales gain – a streak we have sustained since opening our first chain Restaurant in 1967. It took 33 years to reach $1 billion in annual sales (in 2000) and only six years to surpass the $2 billion sales mark. 2,800 2,600 $2,640,861,130 2,400 $2,274,860,241 2,200 2,000 $1,975,182,657 1,800 $1,746,398,916 Yearly revenue 1,600 Number of Restaurants $1,534,438,597 1,400 $1,372,800,518 1,379 1,293 1,200 $1,241,941,554 1,240 1,197 1,120 $1,086,073,966 1,080 1,000 1,012 $946,129,539 958 897 800 826 $798,576,652 763 717 $671,950,235 600 655 592 $569,998,960 $501,639,680 $451,194,974 400 200 0 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 ©2008 CFA Properties, Inc. Chick-fil-A® and Chick-fil-A Stylized® are registered trademarks of CFA Properties, Inc. and licensed to Chick-fil-A, Inc. SALE-0308-004
  19. 19. Officers and Directors S. Truett Cathy Dan T. Cathy Donald M. “Bubba” Cathy Founder, Chairman and President and Senior Vice President Chief Executive Officer Chief Operating Officer Chick-fil-A, Inc. and Chick-fil-A, Inc. Chick-fil-A, Inc. President, Dwarf House, Inc. James B. “Buck” McCabe Senior Vice President, Finance and Chief Financial Officer Philip A. Barrett B. Lynn Chastain Kelly D. Ludwick Vice President, Controller Vice President and Assistant Director, Corporate Legal General Counsel, Real Estate Legal Roger E. Blythe, Jr. Kimberly M. McMillian Vice President, Business Analysis Michael E. Erbrick Director of Financial Services, Corporate Senior Director Tim Boggs Restaurant Information Systems Sandi T. Moody Director of Administration Senior Director, Business Analysis Kevin R. Fannin Mark L. Brackett Director, Corporate Services S. Tammy Pearson Senior Director, Corporate Information Senior Director and Associate Systems Michael S. Garrison General Counsel, Corporate Legal Senior Director, Information Technology Janet Bridges Client Services Brent Ragsdale Director of Financial Services, Treasury Senior Director, Financial Consulting Glenn H. Hewitt Jonathan B. Bridges Director, Tax Accounting H. Allen Smith Vice President, Information Technology Senior Director, Financial Planning and Chief Information Officer Betty Hoffman Director, Tax Accounting Dan Strain Kathy Buckley Director, Corporate Information Systems Director of Financial Services Donna W. Kirbow Senior Director of Financial Services Chris Taylor Saleitha L. Champion Director, Technical Architecture & Director of Financial Services, Restaurants Operations Steve A. Robinson Senior Vice President, Chief Marketing Officer Thomas E. Childers William F. “Woody” Faulk Clifford T. Robinson Director, Menu Management Vice President, Brand Development Senior Director, Store Marketing David B. Farmer Donald A. Perry Barry V. White Senior Director, Quality & Vice President, PR and Publicity Vice President, Sales Development Customer Experience
  20. 20. Perry Ragsdale Senior Vice President, Design & Construction Donald B. Crocker John E. Featherston, Jr. John H. McCleskey, Jr. Director, Real Estate Senior Director, Real Estate Senior Director, Design & Construction Steve L. DeVane Brian T. Grady Tom Nolan Director, Real Estate Strategy and Research Director, Design & Facilities Director, Development & Construction Alex Dominguez Gregg Lollis Erwin C. Reid Senior Director, Real Estate Director, Development & Construction Vice President, Real Estate Timothy P. Tassopoulos Senior Vice President, Operations J. Mark Ashworth C. Steve Hester David G. Salyers Director, Strategic Events Senior Director, Purchasing Vice President, Field Operations Northern Region Howard “Mac” Baker T. Wayne Hoover Senior Director, Field Operations Senior Director, Field Operations Christopher (Todd) Sweatt West Coast Southwest Region Director, Field Operations Continuous Improvement Team Cheryl B. Dick Stephen G. Mason Director, Field Operations Vice President, Operations Services Gregory B. Thompson Atlantic Region Director, Corporate Communications T. Mark Miller Rob Dugas Vice President, Training & Development Dee Ann Turner Director, Supply Chain Vice President, Human Resources Younger D. Newton, II William J. Dunphy, Jr. Vice President, Purchasing & Distribution R. David Turner Director, Field Operations Senior Director, Field Operations Coastal Region Philip Orazi, III Continuous Improvement Team Senior Director, Training & Development Todd Grubbs W. Timothy Yancey Director, Operator Selection M. Anderson (Andy) Piper Director, Distribution Director, Field Operations Jeannie R. Haralson Piedmont Region Director, Purchasing ©2008 CFA Properties, Inc. Chick-fil-A® and Chick-fil-A Stylized® are registered trademarks of CFA Properties, Inc. and licensed to Chick-fil-A, Inc. OFFI-0408-009
  21. 21. Sponsorships Chick-fil-A is strongly committed to building connections in the communities where our Restaurants are located, as well as strengthening brand awareness and sales on a national level by leveraging event and media sponsorships. Our sponsorships include the Chick-fil-A Bowl™, and our support of all athletic championship events for the Atlantic Coast Conference (ACC), Southeastern Conference (SEC), and the Big 12 Conference (Big 12). In addition, we generate brand awareness and charitable dollars through our title sponsorship of the Chick-fil-A® Kyle Petty Charity Ride. More details on our current event-based and athletic sponsorships follow: Chick-fil-A Bowl A decade after we signed on as the first-ever title sponsor of the Chick-fil-A Peach Bowl – the classic college football match-up and longest-running rivalry between Atlantic Coast Conference (ACC) and Southeastern Conference (SEC) teams, the inaugural Chick-fil-A Bowl made its debut in 2006 in record fashion. ACC, SEC and Big 12 Sponsorships Furthering our partnership with college sports, Chick-fil-A also sponsors all ACC, SEC and Big 12 championship sporting events, highlighted by the conference basketball tournaments and the conference football championships. Through individual partnership agreements, we enjoy media exposure via TV, radio and print advertisements and promotional mentions. In addition, we leverage our exposure to hundreds of thousands of sports fans via on-site promotions and food sales at selected conference events. Chick-fil-A Kyle Petty Charity Ride In July 2007, we entered our fourth year as title sponsor of the Chick-fil-A Kyle Petty Charity Ride – a 2,000-mile journey across the country to raise money for various children’s hospitals and charities. Riding in his fourth consecutive Charity Ride in 2007 was Chick-fil-A President and Chief Operating Officer Dan Cathy. To date, the Charity Ride has logged more than 45,000 miles and has raised more than $9 million. The Ride’s primary beneficiary – the Victory Junction Gang Camp for chronically ill children – is located in Randleman, North Carolina. ©2008 CFA Properties, Inc. Chick-fil-A® and Chick-fil-A Stylized® are registered trademarks of CFA Properties, Inc. and licensed to Chick-fil-A, Inc. All other trademarks noted herein are trademarks of their respective companies. SPON-0308-005
  22. 22. Chick-fil-A Bowl ™ To the people at Chick-fil-A, the annual college Bowl game played in Atlanta bearing the company’s name means more than just the formality of being a sponsor. “When you think about Chick-fil-A, their first priority is partnership, the friendship of doing business together. They want to know how they can help you, rather than the other way around,” says Gary Stokan, Chick-fil-A Bowl™ president. The annual Bowl, which began forty years ago originally known as the Peach Bowl, has thrived in the past eleven years since Chick-fil-A became title sponsor. The 2007 game featuring the Auburn Tigers in an overtime victory over the Clemson Tigers marked the eleventh consecutive sellout with 74,413 fans in attendance. The Chick-fil-A Bowl FanFest held in the Georgia World Congress Center drew a record crowd of 35,486. Additionally, the Chick-fil-A Bowl garnered a record ESPN television rating of 5.09 and was seen in more than five million households. The Chick-fil-A Bowl was the most watched bowl game of all bowls televised by ESPN and games televised on January 1 with the exception of the Capital One Bowl. For Steve Robinson, Senior Vice President of Marketing for Chick-fil-A, the fan experience is very important. “We meet with the Bowl staff every month and develop goals together, so fans can have a unique and first class experience. For many it may be their first exposure to Chick-fil-A.” Fans receive many extras, including plush toy Chick-fil-A Eat Mor Chikin® Cows and “Be Our Guest” cards for future visits to the Restaurants.” Even more important is the emphasis placed on charitable and scholarship funds raised by the Bowl. In 2007 the total raised was over $1,000,000, which leads all bowl games, including the BCS series games. “Our charity and team payouts continue to set records,” says Stokan. “It’s a primary focus in our partnership with Chick-fil-A.” In 2007 the Chick-fil-A Bowl began providing $180,000 annually to ensure that all Atlanta public high schools are able to participate in the National Football Foundation’s PLAY IT SMART program for at-risk student-athletes. PLAY IT SMART trains academic coaches to work with high school football teams, taking lessons learned on the field and applying them in the classroom and community. The Chick-fil-A Bowl is the first PLAY IT SMART sponsor to completely fund and implement the program on a district-wide basis in a single city. Lee Corso, the popular former coach and current ESPN college football analyst sums up the total Chick-fil-A Bowl experience with his usual candor. “Talk about a BCS-type bowl game! The Chick-fil-A Bowl really does it right. I see great things in this Bowl’s future and it deserves every bit of it.” ©2008 CFA Properties, Inc. Chick-fil-A® and Chick-fil-A Stylized® are registered trademarks of CFA Properties, Inc. and licensed to Chick-fil-A, Inc. All other trademarks noted herein are trademarks of their respective companies. BOWL-0308-006
  23. 23. Cow Campaign Since its debut in 1995, the award winning Eat Mor Chikin® Cow campaign has become almost as synonymous with Chick-fil-A® as the Chick-fil-A® Chicken Sandwich itself. Today, the Chick-fil-A Cows and the Eat Mor Chikin® campaign have enjoyed such widespread public success we have turned the theme into a long-standing, fully integrated marketing program. Created by Dallas-based ad agency, The Richards Group, the Eat Mor Chikin campaign was first introduced in 1995 as a three-dimensional billboard concept depicting a black-and-white cow sitting atop the back of another cow painting the words “Eat Mor Chikin” on the billboard. To everyone’s surprise, the Cows’ clever self-preservation message would be the beginning of a campaign still running strong many years later. The Richards Group has since worked with Chick-fil-A to broaden the concept into a complete, diverse marketing campaign. In addition to clever roadside billboards, the Eat Mor Chikin® Cows are the focal point of Chick-fil-A’s advertising, including TV and radio commercials. The Cows also have a daily presence in each Restaurant via posters and the always-popular and furry 7-foot mascot. In addition, the annual Cow calendar has grown in popularity since its debut in 1998, with over 1.5 million printed each year. Customers have also purchased over $42 million in Cow merchandise since 1996. The Cows and their funny, memorable messages also have made a significant contribution to Chick-fil-A’s business, as our chain’s sales have nearly quadrupled over the past decade, from just over $500 million in 1995 to in excess of $2 billion in 2007. The Cow campaign has been recognized with some of the most prestigious awards in the advertising industry. In 2006, The Outdoor Advertising Association of America (OAAA) recognized Chick-fil-A and its renegade Cows with the organization’s prestigious OBIE Hall of Fame Award. “The Cows have continued to stay popular with our customers and the public in general,” said Steve Robinson, Chick-fil-A, Inc.’s senior vice president of marketing. “They are endearing personalities that are staunch supporters of chicken, and our customers not only find them humorous, but they enjoy watching to see what they might do. You never know where the Cows might show up next.” ©2008 CFA Properties, Inc. Chick-fil-A® and Chick-fil-A Stylized® are registered trademarks of CFA Properties, Inc. and licensed to Chick-fil-A, Inc. All other trademarks noted herein are trademarks of their respective companies. COWS-0308-007
  24. 24. Company History 1946 • Truett Cathy opens the “Dwarf Grill” (later renamed The Dwarf House®) in the Atlanta suburb of Hapeville. 1963 • After a second restaurant burns in 1960, Truett starts over and invents the chicken sandwich. 1967 • First Chick-fil-A® in-mall Restaurant opens in Atlanta’s Greenbriar Mall. 1977 • Freshly squeezed Chick-fil-A® Lemonade introduced. 1982 • Chick-fil-A is the first restaurant chain to sell chicken nuggets nationally. 1984 • Truett and Jeannette Cathy start the WinShape Centre Foundation to provide permanent homes and summer programs for foster children. 1985 • Chick-fil-A Waffle Potato Fries® and Chick-fil-A Chick-n-Strips® introduced. 1986 • First free-standing Chick-fil-A Restaurant opens on North Druid Hills Road in Atlanta, Georgia. 1987 • Chick-fil-A Kid’s Meal introduced. 1992 • Chick-fil-A expands to college campuses, including Georgia Tech and Clemson University, with first brand licensing agreements. 1993 • First hospital Restaurant opens at Georgia Baptist Medical Center (now Atlanta Medical Center) 1995 • Eat Mor Chikin® Cow campaign debuts to great success. 1996 • Truett’s Grill opens in Morrow, Georgia in celebration of Truett Cathy’s 50th year in the restaurant business. • First airport location opens at Atlanta’s Hartsfield-Jackson International Airport. • Chick-fil-A announces a multi-year sponsorship agreement with the Peach Bowl – becoming the bowl’s first-ever title sponsor.
  25. 25. 2000 • Chick-fil-A surpasses $1 billion in chain wide sales. 2001 • Chick-fil-A introduces the Cool Wrap® • Chick-fil-A opens its 1,000th location at the Turner Hill Road Restaurant in Lithonia, Georgia. 2003 • Chick-fil-A begins aggressive expansion to Western U.S., opening first free-standing locations in Utah and Arizona, and breaking ground on four Southern California Restaurants. • Chick-fil-A® Southwest Chargrilled Salad introduced. 2004 • Fruit Cup introduced as an industry “first.” • An enhanced Breakfast Menu introduced, featuring Chick-fil-A Chick-n-Minis™; a Chicken or Sausage Breakfast Burrito; and a Chicken, Egg & Cheese on Sunflower Multigrain Bagel. • QSR Magazine recognizes Chick-fil-A as the “Best Drive-Thru in America” for third consecutive year from annual survey conducted by g3. 2005 • Chick-fil-A’s Leadership Scholarship Program has awarded a total of $20 million to date, awarding the 20,000th scholarship this year. 2006 • Chick-fil-A reaches a record $2 billion in chain wide sales. • Chick-fil-A welcomes its third generation of Cathy family members – Andrew and Mark Cathy – to the business. • Truett Cathy celebrates 60 years in the restaurant business. • Chick-fil-A hosts the inaugural Chick-fil-A Bowl™ college football game – changing the Bowl’s name from Peach Bowl. • Hand-Spun Milkshakes introduced. 2007 • Chick-fil-A celebrates 40 years in the business. ©2008 CFA Properties, Inc. Chick-fil-A® and Chick-fil-A Stylized® are registered trademarks of CFA Properties, Inc. and licensed to Chick-fil-A, Inc. All other trademarks noted herein are trademarks of their respective companies. HIST-0308-008