1. Managerial Analysis
Justin Doss
BML - 313 Principles of Management
Workshop 5: December 20, 2011

2. Chick-Fil-A History

Began as Dwarf House in
Hapeville, Georgia in 1946

Founded by S. Truett
Cathy

Original Menu Burgers
and Milkshakes

Pioneer of in mall
restaurants in 1967

3. Planning

Chick-Fil-A's Mission: To be America's best quick
Mission
service restaurant

Purpose: “To glorify God by being a faithful steward of all
that is entrusted to us and to have a positive influence on all
who come in contact with Chick-Fil-A.”

4. Chick-Fil-A Today

Headquarters in College Park, GA

Located in 39 States mostly Southern states

Still found in malls, Free Standing units,Dwarf Houses,Truett's
grill, Drive Thru only restaurants, licensed outlets, and lunch
counters

Gradually growing in United States

Expanded to South Africa

5. Positioning

Charity, Community involvement, Scholarships

High end of fast food price spectrum

Unique Recipes

Quality ingredients

Healthier food choices

Closed on Sundays

6. Creative Strategy

“Eat Mor Chikin” Ad Campaign
created by Richard's group in
'95

Wanted a unique identity

Budget for advertising was low

Brand Appeal

7. Advertising & Promotion Strategy

Billboards

Radio

Flyers with Coupons

Sponsorships

TV Advertisements

Merchandise Sales

Social Media

8. Customers

Mostly Southern

Loyal

Willing to Spend $
(Good service)

9. Customers

Family Focused

Children

Eat
Breakfast/Lunch/Dinner

10. Competitors

McDonald’s

Burger King

Taco Bell

Subway

KFC – Chick-Fil-A's major competitor in chicken sales

11. Organizing

Centralized – Decisions
are made from the top
down to the lower
levels

Formalization – Rules
and Regulations they
expect each employee
to follow based off
Christian principles

12. Organizing

Hierarchical:Flat/Tall -They try to eliminate the number of
layers they have yet they are more like a Tall structure
because the number of employees that report to the
managers is not that great due to the fact each restaurant
has their own manager.

Departmentalization – Each employee is grouped by
what they do and each group has a specific function but
employees can be used to fill multiple roles.

Mechanistic – They have a clear job description for each
employee and they are often slow to change because
they try to keep the company as true to the heart of the
founder as possible.

13. Employees

Corporate

Operators

Managers

Front line

14. Leading
Servant Leadership
 Greatest/Servant
“Anyone who desires to be
the greatest must be the
servant.” - Jesus Christ
 2nd Mile Customer Service
“If anyone asks for your coat
give them your scarf also.”
- Jesus Christ
Left to Right: Donald Cathy (Senior Vice
President) Dan Cathy (CEO), Truett Cathy
(Founder)

15. Leading
Practice What you Preach

Lead by example

Encourages employees
to lead by example at
work and in their
personal lives

Lead, Live, Love -
Married employees

16. Leading
Founder: Truett Cathy “Companies that create lofty
goals lose sight of their
CEO: Dan Cathy core values.” -Truett Cathy
President: Jim Collins

17. Controlling

Horizontal Strategy 5 Chicken Suppliers (ex: Wayne Farms
LLC)

Coke Supplies Drinks

Richards Group - Marketing

Winshape Non-Profit Organization

18. POS
Windows based System (Powers Registers/Back office
Systems)

Point of Sale system

Corporate over sees operation for all locations (1,500)

Captures and Maintains all store data

Inventory

Store Sales

Every Customer Transaction

19. Financial

Restaurant Industry brings in $120 Billion
50% Specializes in Hamburgers

Sales $3.5 Billion last year and expected to increase
#2 Restaurant in the quick service restaurant Industry

Merchandise Sales:
$25 Million from Calenders, Bobble heads,etc.

20. Recommendations
Recommendation 1:
Stick to the Core of their Mission and Purpose
Why?:

Set apart from the industry

Customers have faith in company that has faith

Keeps them from making financial gain 1st priority

People oriented (Customers/Employees)

21. Recommendations
Recommendation 2:
Remain Transparent and Authentic in Leadership
Why?:

Builds a strong Culture

Encourages honesty and builds trust

Enthusiastic workers (Corporate/Front line)

22. Recommendations
Recommendation 3:
Annual Conference for Chick-Fil-A's Leadership
Corporate,Operators,Managers
Why?:

Build Family focus not worker mentality

Highlight and celebrate store/individual success

Re-introduce Mission,Vision

Unity in staying consistent with Cathy's goals/focus

23. Recommendations
Recommendation 4:
Expand in upper regions/Internationally
Why?:

Brand Awareness

India (Cows Scared)

Global Influence

24. Any Questions ????

25. The End
 Enjoy your Chick-Fil-A
Coupons/Miniature Cow
 EAT CHICK-FIL-A