Published by MBA Skool Team, Last Updated: August 28, 2021
Marketing Strategy of Chick-fil-A analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Chick-fil-A marketing mix, help the brand succeed.
Chick-fil-A marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Chick-fil-A Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Chick-fil-A Product Strategy:
The product strategy and mix in Chick-fil-A marketing strategy can be explained as follows:
Chick-fil-A is one of the leading fast food joints based out of the USA. The fast-food joint chain offers everything from breakfast, lunch to dinner as a part of its marketing mix product portfolio. For breakfast, Chick-fil-A offers varieties of sausage, bagel, egg, nutritional biscuit and much more. It also has different kinds of sauces and dressings as well. It also offers beverages like iced tea, juices, soft-drinks, coffee and milkshakes too. There is a separate section for kids meal, offering varieties of nuggets and other appealing items. For health conscious people, there are salads available in different forms. Overall, Chick-fil-A is known for its chicken sandwiches offering taste and nutrition to all.
Chick-fil-A Price/Pricing Strategy:
Below is the pricing strategy in Chick-fil-A marketing strategy:
Chick-fil-A brand makes an annual revenue of more than 10 Billion USD.
The prices of its food items are slightly higher than its competitors, which is justified by the quality of items sold. These prices align with their strategy to target selective higher income groups which can pay a certain amount for their offerings. Also, Chick-fil-A pays its employees higher as compared to its contemporaries. Burgers are available at around $4, wraps at $5 and desserts at $2. The company also offers combo meals at different prices.
Following is the distribution strategy in the Chick-fil-A marketing mix:
Chick-fil-A has a wide geographic presence with its outlets. The higher prices has helped Chick-fil-A position itself as a premium quality fast-food brand. It is established in USA, Canada and South Africa. The operating franchises go through training and have to share half the profits to Chick-fil-A. It has opened restaurants in cities like New York City, Manhattan and Columbia. They attract loyal customers because they claim to have a corporative purpose to “glorify God”. The outlets are closed on Sundays and holidays, which is a strategic move.
It brings followers and turns them into customers.
Chick-fil-A Promotion & Advertising Strategy:
The promotional and advertising strategy in the Chick-fil-A marketing strategy is as follows:
Chick-fil-A is pretty effective to use the online platforms to advertise their products. From public relations, email marketing, TV and Radio to billboards. It uses pretty much everything to increase its reach. The brand also engages with users online via social media channels, digital marketing, online ads, forums and online food ordering. They encourage people to visit their nearest Chick-fil-A restaurant on special occasions. They have successfully utilized professional sports to advertise themselves via sponsorship deals.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Chick-fil-A.
Chick-fil-A targets high income earning youth as its potential customers based on the type of foods and the prices they offer. The fast food providers would obviously be targeting working professionals who are short of time to cook and prepare meals themselves. It also keeps its employees happy by paying them much higher as compared to other fast food joints.
Chick-fil-A selects each restaurant and builds it. The franchises need an initial investment of $10,000. Then, they go through rigorous training programs and interviews which takes a considerable amount of time. There are well defined terms and conditions where it describes what it is looking for and who should not apply to be a franchise in this company.
Chick-fil-A’s restaurants and outlets are its biggest physical evidence. There are more than 2500 outlets of the brand. The things that set this brand apart from the others is customer service and ambiance. This is evident in the way employees/waiters treat customers. Also, the overall ambiance of the restaurants, no matter where it is located, feels the same. There is uniformity of the all the franchises as one big family. Hence this completes the marketing strategy & mix of Chick-fil-A.
Chick-fil-A is a U.S. based fast-food chain, primarily targeting the food and beverage sector. It was established in the year 1946 by S. Truett Cathy.
Its parent company is Cathy Family. Headquartered in Atlanta, U.S.A, it faces stiff competition from Subway, McDonald’s and Burger King.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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