Chick-fil-A prioritizes service to customers, employees, and local communities. For 66 years, the company has focused on treating all people with honor, dignity and respect in restaurants and beyond through volunteer work and philanthropic giving. This commitment to service defines Chick-fil-A's identity and culture.

1. Jessie Wood
Chick-­‐fil-­‐A
Why: “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 into contact with Chick-fil-a.”
Chick-fil-A stands out greatly when it comes to doing what is expected and then some.
For this reason, I thought it was important for me to include a characteristic they are
passionate about called ‘The Giving Tradition.’
“For the past 66 years, we have built a foundational commitment to service –
service to our customers, service to our franchised Restaurant Operators and their Team
Members, and service to our communities
This begins in the restaurant – one customer at a time. We firmly believe in
treating every person who comes through our doors with honor, dignity, and respect. We
teach it to everyone who comes to work at Chick-fil-A, and it’s something that they take
with them throughout their careers – whether they choose to stay with Chick-fil-A or go
on to other promising careers. But to us, service goes beyond our restaurant doors. We
serve our communities through volunteerism and giving. We also make a commitment to
take care of the people who take care of our communities. For example, by giving
sandwiches to first responders in times of crisis, we honor the commitment they make to
serve all of us. And our philanthropic giving reinforces that commitment to service by
helping children and families in need. This is what makes us who we are.”
Who: “…All who come in contact with Chick-fil-A”
-More specifically, Families, especially with young children
-Customers who need a healthier choice in fast food

2. Jessie Wood
Social Media + Website +App Content
Facebook- Raider Park Location- Lubbock, Texas:
https://www.facebook.com/ChickfilAatRaiderPark/info?tab=page_info
• 5,218 Likes
• 3,220 Visits
• Cover Page- New Frosted Lemonade
• Profile Picture- Chick-Fil-A @
Raider Park
• Videos- Employees wishing
customers a “Merry Christmas” and
Activities with Kids
• Page Information includes: Address,
Store Hours, General Manger, Phone
Number, Corporate Website Link,
Payment Options, etc.
Content on Facebook- over the past month
-April 11, picture of the Chick-fil-A cow with a DJ from the MDA Muscle Walk of Lubbock: 5
Likes
-April 7th
, Chick-fil-A suggested buying a large drink since the weather is heating up, a large
drink such as a gallon jug of tea or lemonade: 1 Like
-April 2nd
, Uploaded an info-graphic of positions they are hiring for, provide direct link to apply,
and lists their starting wages: 7 Likes, 1 Share, 2 Comments
- March 31, “Like us on Facebook, show us you liked the page, and get a free chicken
sandwich”: 308+ Likes, 84+ Shares, 30+ Comments- Chick-fil-A responded to customers!
-March 26, College Night! Bring College I.D. from 5 p.m.-9 p.m. & receive free 8-count chicken
nuggets with any purchase: 49 Likes, 15+ Shares, 4+ Comments
- March 20, From 10 a.m.-2 p.m., Kid’s Crafts and Game Morning (crafts were St. Patrick’s Day
related): 48 Likes, 1 Share, 5+ Comments
Instagram- @chickfila
• 491 Posts
• 182K Followers
• 19 Following
• Website link in bio
• ~25 posts per month
• ~6K+ Likes
• ~50+ Comments
• Posts include videos and photos
• Actively using hashtags

3. Jessie Wood
Twitter- @ChickfilA
• 20.7K Tweets
• 8,070 Following
• 551K Followers
• 4,077 Favorites
Content on Twitter- over the past month
- Averaging 2-3 posts per day
- Humorous tweets
-Photos
-Responds to mentions (even negative tweets as shown in this
screenshot)
-Posts tweets according to holidays
Ex: #NationalSiblingsDay; Chick-fil-A tweeted, “The one day you should give them your
last Waffle fry #NationalSiblingsDay
Ex: April Fools; Chick-fil-A tweeted a video introducing a mighty chicken mini bigger
than ever #chicknmighty, followed by another video tweet of the same video but ending
in #AprilFools
Chick-fil-A Website- http://www.chick-fil-a.com
-The Home page is simple, clean, and well organized
-Chick-fil-a’s website has 9 tabs listed:
• Menu
• Order Food
• Company & careers
• Cows
• Kids & Family
• What’s Your Story
• Locations
• FAQs
• Connect
-Under the ‘Connect tab,’ Chick-fil-A provides links to their Facebook, Twitter, YouTube, and
Email Insiders
Website Calls to Action:
-Encourages you to share your Chick-fil-A story and read about others
-Learn more about a statement of investigation of potential data breach, healthy food options,
and Kids Explorer.

4. Jessie Wood
Chick-fil-A App:
The app scrolls vertically and provides the options: Home, Find, Menu and More ‘buttons’ for a
more mobile friendly handling
-Chick-fil-A invites you to join Mobile Pay
-The App content changes daily, but normally consists of a meal choice and a featured story
-The App does not provide any discount/coupons, however; at some
locations, Chick-fil-A will provide a separate text number that will send out
coupons for that specific location only.
App Calls to Action:
-Invites you to join Mobile Pay
-If you allow your mobile phone to enable your location, the app will locate
the closest Chick-fil-A to your location
-Shares featured stories (family’s personal experiences)
Connecting the App
Chick-fil-A has an App, responsive design, and a
desktop design. The most effective designs are the App and the desktop
view. When I first typed in Chick-fil-A on my phone, the responsive
design popped up, and the tabs listed was the only content showing;
there are no graphics or CTAs. At the bottom of the page, I could
choose to view the ‘full site’, which turned out to be easier. The first
notification to pop-up on the page is the option to download their new
mobile app. Chick-fil-A’s app was a great investment for their
company. The app is enjoyable to look at and super easy to find
information. The best feature of the website is how organized it is,
however; the responsive design could be improved, but then again
maybe that is what encourages people to add take the initiative to add
the app.

5. Jessie Wood
Secret Shopping:
I went into our Chick-fil-A at Raider Park for lunch today. Every time I have gone to this
Chick-fil-A, every one has always been so nice and friendly. After getting my food and
finding a seat, a few minutes after taking a few bites an employee came by to make sure
everything tasted alright. After conversing for a few minutes, I asked them if she knew if
they had an app? She then replied with “yes we do! It’s a free app and you should just be
able to type in Chick-fil-A and find it!” I was very pleased with her response and did not
really expect much more to be said about the app.
Conclusion:
Based on my research and experience with Chick-fil-A, I have noticed the only media site
where they are promoting their app is on the responsive design. I find this unusual
considering their responsive design is the least effective layout of their content. Chick-fil-A’s
desktop layout is already clean and simple, so they could definitely add one more flyer to
inform their audience they have an app. On their social media sites, especially Twitter and
Instagram, they could add ‘Add our free Chick-fil-A app today” and that would already
inform audiences they have an app. Chick-fil-A definitely should post on their social media
sites incentives for reasons why their customers should add the app. I have learned that apps
are another extremely effective platform, therefor; the company needs to promote it across all
of their other websites and social media accounts. I have learned there are always reasons
why my audience could/should add my app. While I am giving my audience incentives to
add the app I am creating content for my company and creating that relationship!

6. Jessie Wood
Content on Social Media
1. “Need help locating a Chick-fil-A near you? Download our free app to find a
restaurant near you!”
Facebook Twitter Instagram

7. Jessie Wood
2. “Running late on your way home from work? No worries, we’ve got you
covered. Just download our free app, place your order from your mobile
device, and we’ll have dinner ready!”
*Since Twitter only allows 140 characters, this tweet can be shortened to:
“Running late on your way home? Download our free app, place your
order, and we’ll have dinner ready!”
Facebook Twitter Instagram
3. “Help us, Help you! Download our free app and tell us about your Chick-fil-
A dining experience!”
Facebook Twitter Instagram

8. Jessie Wood
Content Calendar for Social Media
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Content
#1
C
L
O
S
E
D
Facebook
& Twitter
between
10:30 a.m.-
12:00 p.m.
Facebook &
Twitter
between
10:30 a.m.-
12:00 p.m.
Facebook, Twitter,
& Instagram
between 10:30
a.m.-12:00 p.m.
Content
#2
C
L
O
S
E
D
Facebook,
Twitter,
& Instagram
between
3:00 p.m.
-8:00 p.m.
Facebook, Twitter,
& Instagram
between 3:00 p.m.-
8:00 p.m.
Facebook
& Twitter
between
3:00 p.m.-
8:00 p.m.
Content
#3
C
L
O
S
E
D
Facebook &
Twitter
between 1:30
p.m.-3:30
Instagram
between
1:30 p.m.-
3:30
Facebook &
Twitter between
1:30 p.m.-3:30
Instagram
between
1:30 p.m.-
3:30
Facebook
& Twitter
between
1:30 p.m.-
3:30
#EatMoreChicken