Running Head: CHICK-FIL-A 1 Chick-fil-A BUSI 520 –D10 Liberty University
CHICK-FIL-A 2 Chick-fil-A S.W.O.T AnalysisStrengths. The strengths are explained through its quality service rankings, customer service, community partnering, and branding. Quality Service Rankings.Chick-fil-A is ranked number eight on the Quick Service Restaurant 2017 chart. It is the only chicken quick service restaurant in the top ten categories. Chick-fil-A has fewer locations than both of its competitors but has made more revenue. In 2014, Chick-fil-A’s financial feat was perceived asremarkable as it was realized with much over 2,000 fewer stores than its direct competitor KFC’s, and accomplished in a six-day sales week, opposed to the traditional seven day week (Waldon, 2016). Customer Service.Chick-fil-A is well known for its outstanding customer service. They teach their employees not only to go the extra mile but also to assist customers when they see a need. Not only do they provide customer service to the consumer, but Chick-fil-A also provides it to their employees. They empower them, encourage collaboration, have continuous training, and as mentioned do not operate on Sundays to allow for a day of rest or the opportunity to attend church. Community Partnering. Chick-fil-A imbeds itself within their franchise location communities. They have family nights, school nights, and spirit nights. Spirit night allows organizations to come in and dine. Chick-fil-A partners with that particular organization and donates a percentage of sales that evening to the organization. Chick-fil-A has partnered with the Peach Bowl, College Hall of Fame, and Kickoff night for college football season. They have also aligned itself with environmental standards, recycling plastic bottles into polo shirts that are worn by their employees.
CHICK-FIL-A 3 Branding.Chick-fil-A is well known for its cow's advertising “EatMor Chikin.”A phenomenon that has now been placed in the Smithsonian’s National Museum of American History. Chick-fil-A branding has remained competitive through online marketing and catering. They have retired the cow and moved on to branding the customer experience through storytelling. Consumers want to feel that they matter. Weaknesses. The weaknesses of Chick-fil-A lie in its negative media coverage. Negative media coverage.Chick-fil-A has had controversy over its stance regarding same-sex marriage that could potentially weaken the organization in areas of expansion and profit. They have also been associated with donating funds to anti-gay organizations that have caused some backlash. Chick-fil-A has been banned from opening a restaurant in an airport due