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Covert Cows and Chick-fil-A - How Faith, Cows, and Chicken Built an Iconic Brand (Hardcover)
Loot Price: R626
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Covert Cows and Chick-fil-A - How Faith, Cows, and Chicken Built an Iconic Brand (Hardcover)
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The longtime chief marketing officer for Chick-fil-A tells the
inside story of how the company turned prevailing theories of
fast-food marketing upside down and built one of the most
successful and beloved brands in America. Covert Cows will help
you... Discover unexpected, out-of-the-box marketing methods and
new ways of approaching business problems. Understand the positive
impact of building a business based on biblical principles. Receive
an insider's look at the evolution of one of America's most beloved
brands. Learn key marketing and business insights from the man who
was the chief marketing officer for Chick-fil-A for thirty-four
years. During his thirty-four-year tenure at Chick-fil-A, Steve
Robinson was integrally involved in the company's growth--from 184
stores and $100 million in annual sales in 1981 to over 2,100
stores and over $6.8 billion in annual sales in 2015--and was a
first-hand witness to its evolution as an indelible global brand.
In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes
accounts of key moments, including the creation of the Chick-fil-A
corporate purpose and the formation and management of the
now-iconic "Eat Mor Chikin" cow campaign. Drawing on his personal
interactions with the gifted team of company leaders, restaurant
operators, and the company's founder, Truett Cathy, Robinson
explains the important traits that built the company's culture and
sustained it through recession and many other challenges. He also
reveals how every aspect of the company's approach reflects an
unwavering dedication to Christian values and to the individual
customer experience. Written with disarming candor and revealing
storytelling, Covert Cows and Chick-fil-A is the never-before-told
story of a great American success.
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