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.
During
his thirty-four-year tenure at Chick-fil-A, Steve Robinson was
integrally involved in the company’s steady then explosive growth from
184 stores and $100 million in annual sales in 1981 to more than 2,100
stores and more than $6.8 billion in annual sales in 2015. As a member
of the marketing team and as chief marketing officer, Robinson was both a
witness and participant in the company's remarkable development into an
indelible global success. Now he shares the story of Chick-fil-A's
evolution into one of the world's most beloved, game-changing, and
profitable brands. From the creation of the Eat Mor Chikin campaign to
the decision to stay closed on Sundays to the creation of the company's
corporate purpose, Robinson provides a front-row seat to the innovative
marketing, brand strategies, and programs that created a culture
customers describe as "Where good meets gracious." Drawing
on his personal interactions with the gifted team of company leaders,
restaurant operators, and Truett Cathy himself, Robinson explains the
important traits that built the company's culture and have 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.
