Chick Fil A Restaurant

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Intro According to “Chick-Fil-A” (2014), “It all started in 1946, when Truett Cathy opened his first restaurant, Dwarf Grill, in Hapeville, Georgia. Credited with inventing Chick-fil-A’s boneless breast of chicken sandwich, Mr. Cathy founded Chick-fil-A, Inc. in the early 1960s and pioneered the established of…” (Company Overview). Today, Chick-fil-A has steadily grown with more than 1,000 restaurants and outlets with sales that almost reach 5 billion dollars. Chick-fil-A has many line of restaurant concept to target individuals that want convenience and accessibility. There are stand-alone restaurants, in mall outlets, drive-thru only outlets, Dwarf House, Truett’s Grill, licensed non-traditional outlets, and Satellite Lunch Counter. The in mall concept is an integral part of Chick-fil-A business in which was recognized as a pioneer for quick service in mall food court. Today, Chick-fil-A has over 1,000 stand-alone restaurants concept in response of customer demand for convenience and accessibility. Dwarf House and Truett’s Grill is a full-service restaurant concept that offer an extensive menu. The Truett’s Grill offers a full-line service with 50’s diner-themed concept. The licensed for non-traditional outlets does licensing for foodservice provider, college campuses, hospitals, airport, and business that wants to serve Chick-fil-A food the licensing. The Satellite lunch Counter concept delivers Chick-fil-A food to office buildings and high-traffic locations during peak hours. Discuss Market segmentation within that industry “A market segment consists of a group of customers who share a similar set of needs and wants. The marketer’s task is to identify the appropriate number and nature of market segment and decide ... ... middle of paper ... ...d behavior. The company target demographics that are health conscious but want a quick food service; this is a niche because most fast food is known for its unhealthy food offerings. Chick-fil-A goal is to steadily grow to better serve its customers. The company position itself as an alternative to unhealthy hamburgers in a fast food industry. The cows campaign is a creative way of advertising because it grabbed the attention of consumers. Chick-fil-A. (2014). Retrieved from http://www.chick-fil-a.com/Company/Highlights-Fact-Sheets Kotler, P., Keller, K.L. (2012). Marketing Management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Oliman, A. (2014). The Art of Chick-Fil-A Retailing. Retrieved from http://prezi.com/cd4hzgrzmbpx/the-art-of-chick-fil-a-retailing/ Target Market. (2014). Retrieved from http://www.inc.com/encyclopedia/target-markets.html

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