Objectives

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Objectives

  1. 1. Chick-fil-A Classic GroupObjectives, Tactics and StrategiesGoal- Enhance Chick-fil-As image to bring back customers while being more inclusive anddiverse.1.To regain advertisers, investors, partnerships and most importantly customers that havebeen lost due to the gay marriage controversy while opening up the opportunity to gain alarger, stronger and loyal customer base.-Release stronger, more aggressive advertisement campaign for one year.* Promote Chick-fil-A’s healthy line of food including Chick-fil-A salads and grilled Chickenwith the new advertisement plan in commercials and billboards for one year, more heavily inthe first 3 months of the year nationally.*Promote the WinShape foundation in commercials by having brief clips of Truett Cathy and oneof his foster homes explaining what he does with the WinShape foundation. Run thesecommercials only in states with WinShape services and states that WinShape will be expandingto for one year.*Have new cow campaign that is in space with multiple headlines like “One small step forChick-fil-A, one giant leap for fast food,” “Out of this World Food” and “Wow I feel so muchlighter, that Chick-fil-A sandwich is great.” Run this campaign the heaviest in all states where aChick-fil-A is present for two years including commercials, billboards and couponadvertisements in the mail.- Create good will by creating jobs and stepping up customer service.* Open nine new Chick-fil-A restaurants in three lower employed states or areas in the next twoyears and create good will by saying that it is to create new job opportunities and promoting itthat way.*Hire third shift employees in all states except New Jersey and New York next month andpromote that we are creating job opportunities.*Continue to excel in excellent customer service by having 6 customer training sessions (1xevery other month) that will help employees become more knowledgable about the food and thecompany as well as how to better serve customers.
  2. 2. 2.Raise sales by 20% in higher populated gay states (New Jersey, New York, Maryland,California, Florida, Illinois, Texas)-Promote Chick-fil-A “Going Green” recyclable products continuously throughout the two yearcampaign.* Print brief yet creative and eye catching stories about our Charities including the WinShapefoundation and the Children’s Hospital as well as our “Going Green” campaign on cups, bags,containers and other Chick-fil-A products. We can buy designs from up and coming artists tosupport them. This will also cost less because they are not well known and established. Chick-fil-A will print this on products for two years with new designs every 4 months.* Start to use 10 percent more recyclable products that you normally do and make the recyclesign on cups more apparent starting next month.*Have recycling bins in all Chick-fil-A locations and sponsor local parks near Chick-fil-Alocations by putting a recycling bin in the park with Chick-fil-A’s name on it. Start this nextmonth and have 12 recycling bins in 8 different parks per state where a Chick-fil-A is present.-To create goodwill by creating a partnership with the Children’s Hospital next month.* Create a Chick-fil-A 5k run tour for 14 months in all the states where a Chick-fil-A is presentwhere all the proceeds go to the charity partnership with the Children’s Hospital. This will be agood way to promote Chick-fil-A, especially putting an emphasizes the fact that Chick-fil-A ishealthy and supports charities* Create Ellen Degeneres Partnership to help with Charity run tour and support Chick-fil-A fortwo years. Chick-fil-A will make a deal with her where she promotes Chick-fil-A on her showand has the Cow as her guest 3 times a year to somehow help out on her show as a comical skit.Chick-fil-A will provide free food for Ellen’s Audience once a month for the duration of thepartnership.*Have campaign within restaurants that when customers purchase a healthy choice like grilledchicken or a salad that 15% of their purchase will go towards “helping a sick child growhealthier while making your own healthy choice” in compliance with the charity partnership forthe next two years. Have every employee ask the customers if they would like to donate at checkout except for drive-thru.3.To Turn general public view of Chick-fil-A positive by dismantling the Chick-fil-A namefrom any associated opinions with gay marriage and religion or other discriminations.(Studies showed that one in fifteen people associated Chick-fil-A with discrimination. Wewant it to go down to one in fifty people.)
  3. 3. -Become more inclusive and diverse by rolling out new food lines that support different types ofcrowds. (Vegan, Vegetarian, Gluten Free)* Cater to a diverse crowd by including gluten free and vegetarian options. This will show thatChick-fil-A does not discriminate in any way. Chick-fil-A can create these new products andpromote them along with the healthy line of food starting next month.* Have campaign within restaurants that when customers purchase a healthy choice like grilledchicken or a salad that 15% of their purchase will go towards “helping a sick child growhealthier while making your own healthy choice” in compliance with the charity partnershipfor the next two years. Have every employee ask the customers if they would like to donate atcheck out except for drive-thru.*Have a world renowned Chef like Guy Fieri make two new sandwich options that support thehealthy food lines. Sell the limited time sandwiches for two years starting next month.-Promote the WinShape Foundation and make it more apparent that it is associated with Chick-fil-A while promoting other charities that Chick-fil-A supports for two years in all states.* Print brief yet creative and eye catching stories about our Charities including the WinShapefoundation and the Children’s Hospital as well as our “Going Green” campaign on cups, bags,containers and other Chick-fil-A products. We can buy designs from up and coming artists tosupport them. This will also cost less because they are not well known and established. Chick-fil-A will print this on products for two years with new designs every 4 months.*Open New WinShape foster homes in 4 new states (New York, New Jersey, California, Florida)in the next 12 months with big grand openings and inspirational stories written and sent to localand national newspapers so the WinShape Foundation can be promoted and become moreapparent.*Have a WinShape Foundation tent at all the 5k run tour races that Chick-fil-A is hosting andgive away free bags, frisbees and t-shirts with information about the WinShape Foundation onthem. Chick-fil-A will need to expect to have 2,000 items to give away per 5k race.

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