Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand

Robinson, former chief marketing officer for Chick-fil-A, shares in his accessible debut how the company built its brand on Christian values and became a successful fast-food chain. Robinson writes that Truett Cathy, Chick-fil-A’s founder, believed God is the creator and owner of everything (including Chick-fil-A) and that the company’s role should be the same as any human’s: to be a good steward of God’s gifts. Cathy used Proverbs 22:1—which says reputation is more important than financial success—to inform his hiring choices; Robinson explains how he was instructed to hire not based on a person’s skills or experience, but on an applicant’s willingness to be taught, and how Chick-fil-A worked hard to cultivate a culture appealing to Christians—closing on Sundays to honor the Sabbath and tithing 10% of corporate profits. Robinson also explores some of the company’s turning points, such as moving from malls to standalone locations, adding a breakfast menu, and the details of the ad campaign to “Eat Mor Chikin,” which became a viral sensation. He also briefly mentions Chick-fil-A’s opposition to same-sex marriage, explaining how national attention that came from statements made by Cathy’s son caused the company to clarify its brand. Robinson provides Christian readers great insight on how one company successfully incorporated faith into big business. (June)