Covert cows and Chick-fil-A : how faith, cows, and chicken built an iconic brand

The Resource Covert cows and Chick-fil-A : how faith, cows, and chicken built an iconic brand
Label
Covert cows and Chick-fil-A : how faith, cows, and chicken built an iconic brand
Title remainder
how faith, cows, and chicken built an iconic brand
Statement of responsibility
Steve Robinson
Creator
Author
Subject
Genre
Language
eng
Summary
"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 growth--from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015--and was a first-hand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes accounts of key moments, including the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic "Eat Mor Chikin" cow campaign. Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and the company's founder, Truett Cathy, Robinson explains the important traits that built the company's culture and 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."--
Assigning source
Provided by publisher
Biography type
contains biographical information
Cataloging source
DLC
Dewey number
647.9573
Illustrations
  • illustrations
  • plates
Index
no index present
LC call number
TX945.5.C4
LC item number
R63 2019
Literary form
non fiction
Nature of contents
bibliography

Context

Context of Covert cows and Chick-fil-A : how faith, cows, and chicken built an iconic brand

Work of

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