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Jeff Madison, a veteran and former Chick-Fil-A owner, spoke to a marketing class about maintaining a relevant brand. He discussed how Chick-Fil-A's mission statements of glorifying God and having a positive influence guided his strategies. His four-part strategy focused on operational excellence, exceptional customer service, creating emotional connections with customers, and being remarkable in representation, assets, value, and experience. By 2015, Chick-Fil-A had nearly 2,000 stores and $7 billion in annual sales due to effectively implementing this strategy.
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![Steps For a Relevant Brand
This past week, the Shawnee Chick-Fil-A owner and operator, Jeff madison came to
Oklahoma Baptist University to speak to my marketing class about what a relevant brand is and
what to do to keep your brand relevant. First off, Jeff Madison is a veteran from Harrah,
Oklahoma. After high school he continued his education at East Central University is Ada,
Oklahoma. After this he joined the Army as a Colonel where he said he “Led from the front. I
[Madison] would not make my soldiers do anything that I would not do myself.” Madison carried
this with him when he decided to open up a Chick-Fil-A. Madison says, “I decided to open up a
Chick-Fil-A in shawnee because my daughter asked me to, and when she asks for something, I
have to deliver.”
Chick-Fil-A’s mission statement reads, “To glorify God by being a faithful steward to all
that is entrusted in us. To have a positive influence on anyone that comes into contact.” Madison
goes above and beyond to uphold this mission. A secondary mission statement is to be
“Remark”able. Madison uses these missions to excel in the fast food business and maintain a
relevant brand. By 2015 Chick-Fil-A was ranked number 8 in the United States reaching nearly
7 billion dollars in sales and 1,967 stores.
Madison’s strategy for keeping Chick-Fil-A relevant consists of 4 important tactics. 1. To
execute operational excellence. 2. To execute 2nd mile service. Madison defines 2nd mile
service as anything from holding a door for someone to sitting and having lunch with them just
to talk about their day. 3. To create emotional connections with customers. This is a tactic to
retain customers as well to get repeat customers. 4. To be RAVE. RAVE is an acronym that
stands for Representation, Assets, Value, Experience.
WC-319](https://image.slidesharecdn.com/c1f4e13a-8be9-4acc-b2b4-01e004c6ee66-161113175109/85/chick-fil-a-1-1-320.jpg)
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chick fil a .1
- 1. Steps For a Relevant Brand This past week, the Shawnee Chick-Fil-A owner and operator, Jeff madison came to Oklahoma Baptist University to speak to my marketing class about what a relevant brand is and what to do to keep your brand relevant. First off, Jeff Madison is a veteran from Harrah, Oklahoma. After high school he continued his education at East Central University is Ada, Oklahoma. After this he joined the Army as a Colonel where he said he “Led from the front. I [Madison] would not make my soldiers do anything that I would not do myself.” Madison carried this with him when he decided to open up a Chick-Fil-A. Madison says, “I decided to open up a Chick-Fil-A in shawnee because my daughter asked me to, and when she asks for something, I have to deliver.” Chick-Fil-A’s mission statement reads, “To glorify God by being a faithful steward to all that is entrusted in us. To have a positive influence on anyone that comes into contact.” Madison goes above and beyond to uphold this mission. A secondary mission statement is to be “Remark”able. Madison uses these missions to excel in the fast food business and maintain a relevant brand. By 2015 Chick-Fil-A was ranked number 8 in the United States reaching nearly 7 billion dollars in sales and 1,967 stores. Madison’s strategy for keeping Chick-Fil-A relevant consists of 4 important tactics. 1. To execute operational excellence. 2. To execute 2nd mile service. Madison defines 2nd mile service as anything from holding a door for someone to sitting and having lunch with them just to talk about their day. 3. To create emotional connections with customers. This is a tactic to retain customers as well to get repeat customers. 4. To be RAVE. RAVE is an acronym that stands for Representation, Assets, Value, Experience. WC-319