2. Executive Summary
∀
Dan Cathy made a comment on a radio show about gay
marriage. He stated we are inviting God’s judgment on
our nation when we shake our fist at him and say, ‘We
know better than you as to what constitutes a marriage.’
∀
Information was leaked that Chick-fil-A was funding
anti-gay groups.
∀
People are boycotting Chick-fil-A.
∀
Sales are declining.
3. Executive Summary
Cntd.
∀
How issues will be addressed:
o
Statement released by Chick-fil-A stating that the
company will leave the debate over gay marriage to
the government.
o
Friendship between Cathy and LGBT leader will be
shown in the media.
4. Situation Analysis
∀ Chick-fil-A’s main demographic: people between the ages of 18 and 34. These are
the people who also support gay marriage. Therefore, Chick-fil-A is losing a lot of
their sales.
∀ Chick-fil-A’s main mission is provide excellent food and service to customers,
employees and the community. Chick-fil-A is doing its best to do so under the
circumstances. But boycotts and harassment is making this difficult.
∀ Irate customers are harassing employees. The employees are scared to go to work.
∀ The high management team is worried the company will succumb to this
controversy.
∀ The community is stopping Chick-fil-A construction is a few locations, specifically
Chicago.
5. Research & Audience
∀ Research questions
∀ How did Chick-fil-A begin?
∀ What started the same-sex controversy?
∀ What kind of conflicts started after Dan Cathy made his statement on
his beliefs of gay marriage?
∀ What did or is Chick-fil-A doing to change the negative view?
∀ Why should customers continue to purchase Chick-fil-A food?
∀ Did business start to decline after the controversy?
∀ Does Chick-fil-A recycle?
∀ Were employees affected by this controversy?
∀ Audiences (from most affected to least affected): Gay community, owners,
employees, general community.
6. Goal Statement
• Enhance Chick-fil-A's image to bring back customers while
being more inclusive and diverse.
7. Objectives
• 1.To regain advertisers, investors, partnerships and most importantly customers that have
been lost due to the gay marriage controversy while opening up the opportunity to gain a
larger, stronger and loyal customer base.
• 2.Raise sales by 20% in higher populated gay states (New Jersey, New York, Maryland,
California, Florida, Illinois, Texas)
• 3.To Turn general public view of Chick-fil-A positive by dismantling the Chick-fil-A name
from any associated opinions with gay marriage and religion or other discriminations.
(Studies showed that one in fifteen people associated Chick-fil-A with
discrimination. We want it to go down to one in fifty people.)
8. Strategies
• -Release stronger, more aggressive advertisement campaign for one year.
• - Create good will by creating jobs and stepping up customer service.
• -Promote Chick-fil-A “Going Green” recyclable products continuously throughout the two
year campaign.
• -To create goodwill by creating a partnership with the Children’s Hospital next month.
• -Become more inclusive and diverse by rolling out new food lines that support different
types of crowds. (Vegan, Vegetarian, Gluten Free)
• -Promote the WinShape Foundation and make it more apparent that it is associated with
Chick-fil-A while promoting other charities that Chick-fil-A supports for two years in all
states.
9. Tactics
*Promote Chick-fil-A’s healthy line of food including Chick-fil-A salads and grilled Chicken with the new advertisement
plan in commercials and billboards for one year, more heavily in the first 3 months of the year nationally.
*Open nine new Chick-fil-A restaurants in three lower employed states or areas in the next two years and create good will
by saying that it is to create new job opportunities and promoting it that way.
*Have campaign within restaurants that when customers purchase a healthy choice like grilled chicken or a salad that
15% of their purchase will go towards “helping a sick child grow healthier while making your own healthy choice” in
compliance with the charity partnership for the next two years. Have every employee ask the customers if they would
like to donate at check out except for drive-thru.
*Cater to a diverse crowd by including gluten free and vegetarian options. This will show that Chick-fil-A does not
discriminate in any way. Chick-fil-A can create these new products and promote them along with the healthy line of
food starting next month.
*Open New WinShape foster homes in 4 new states (New York, New Jersey, California, Florida) in the next 12 months
with big grand openings and inspirational stories written and sent to local and national newspapers so the WinShape
Foundation can be promoted and become more apparent.
11. Radio Ad
• Did you know that Chick-fil-A is one of the few environmentally
friendly food chains?
Here at Chick-fil-A we pride ourselves on being stewards of the
environment. Every napkin, tray liner, and bag at Chick-fil-A is made
from 100 percent recycled content. Our famous styrofoam cups were
designed with recycling efficiency in mind. They are recycled onsite
each day at over 100 different locations. Take the time to locate a
recycling symbol on paper products everywhere. These little things
can impact your local community greatly.
Join our ‘green’ efforts while enjoying a great meal at all Chick-fil-A
locations. Visit us online at www.chickfila.com.
12. Evaluation of results or outcomes
• how measurements should take place
∀
Calculate amount of sales before and after controversy
∀
Poll people how they feel about Chick-fil-A now
because of the statements made by Cathy
