“Eat Mor Chikin!”


My favorite brand, without a doubt, would have to be Chick-Fil-A. Not only did they invent the chicken sandwich, make the absolute best chicken nuggets, and milkshakes that taste like no other, but their service to their customers compares to no other!

To have a successful brand, you must use efficient identity elements. Chick-Fil-A’s tagline, “Eat More Chikin” is simple, yet very amusing! This tagline is usually associated with the appealing cows that grab the audience’s attention by being comical and endearing. From their sloppy handwriting and misspelled words in the tagline, and much more, the cows have become synonymous with the Chick-Fil-A brand. What grabs my attention the most about Chick-Fil-A’s branding is how it’s unusual and nothing like what you would find in a regular advertising brand. By choosing to not confuse their customers by using a variety of different purposes, characters, etc., for their brand, instead they use the cows, which are immediately recognized and connected to the brand.

Whether it’s the red and white “Chick-Fil-A” logo with the C decorated as a chicken’s head (as seen in the image above), or the humorous cows (as seen in the image below), when I see advertisements for Chick-Fil-A, I can automatically relate them to the brand.

According to http://www.cathyfamily.com, the logo “Chick-Fil-A” was created as a play on the words “chicken fillet,” with the “A” at the end representing “Grade A” or “Top Quality.” The logo has been updated a few times over the years, but remains similar to the original logo produced more than four decades below (as seen below).


Despite the recent negative publicity by the homosexual community, Chick-Fil-A generally has a positive reputation and is known for its traditional family values. They are closed on Sunday, giving their employees a day of rest and to spend time with their family.

I think it’s safe to say that Chick-Fil-A’s customer service compares to that of no other company. Their staff focuses on being swift and attendant. According to http://www.fastcompany.com, customer-centered leadership is the cornerstone of Chick-Fil-A’s service.

President and chief operating officer Dan Cathy loves to ad service touches that people don’t expect from a fast-food restaurant. At the end of each transaction at Chick-Fil-A, you don’t hear cliche comments such as “you’re welcome” or “come back and see us.” Instead, you hear “my pleasure.” Responding in such a manner is classy and the sort of service you expect to hear at a much fancier restaurant. Even though Chick-Fil-A is fast food and manners such of these are not necessarily expected, their well-mannered behaviors give the customers a warm feeling and let them know they are appreciated.

In my opinion, nothing’s better than being served great food, from a great staff that genuinely cares about their customers!


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