Today I heard about a great PR move on the part of a business that is in the middle of experiencing a boycott. Guesses anybody? Which business?
You guessed it, I had a great breakfast at Chick-Fil-A as they celebrated Chick-Fil-A Appreciation Day, a movement started by people who enjoy Chick-Fil-As food and company culture.
And boy are Americans out in droves to show their love and support for this family-owned business success story.
A double-lane drive through is full, and inside seats were hard to come by. In fact, I gave up my spot working on my laptop to create this post so that the young man in the foreground and his family could enjoy their lunch. 🙂
Are you wondering why this is a great PR move? Well if you haven’t noticed, Chick-Fil-A has come under a lot of scrutiny recently for their views on family values as written here:
‘Chick-fil-A is a family-owned and family-led company serving the communities in which it operates. From the day Truett Cathy started the company, he began applying biblically-based principles to managing his business. For example, we believe that closing on Sundays, operating debt-free and devoting a percentage of our profits back to our communities are what make us a stronger company and Chick-fil-A family.
The Chick-fil-A culture and service tradition in our Restaurants is to treat every person with honor, dignity and respect –regardless of their belief, race, creed, sexual orientation or gender. We will continue this tradition in the over 1,600 Restaurants run by independent Owner/Operators. Going forward, our intent is to leave the policy debate over same-sex marriage to the government and political arena.
Our mission is simple: to serve great food, provide genuine hospitality and have a positive influence on all who come in contact with Chick-fil-A.’
Why this is so offensive is beyond me. The LA Times has a piece on the details of the boycott and how they are trying to win the news cycle today by congregating in Chick-Fil-A parking lots to try and keep happy chicken lovers from getting the sandwiches they love, or at least speaking their mind loudly to them as they walk past to exchange dollars for a few minutes of chicken zen. Here is the article: Fans, protesters, PETA converge on Chick-fil-A Appreciation Day
Chick-Fil-A has done a masterful job staying on top of this. And the great thing is they haven’t once broken from their message shown above. That has been how they have done business from day one, how they will continue to do business despite public outcry, and the possibility of being banned from certain cities w/liberal mayors who do not support their views on what constitutes a solid family unit.
Kudos to Chick-Fil-A for having a captivating “why” story that drives how they do business. The “what” and “how” of serving up chicken are very much secondary to the “why”. This is how they have managed to produce exceptional revenue amongst a market flooded with competition – ie – KFC, Bojangles, etc.
If your organization needs help identifying or telling your why story, get in touch with us here. We’d love to help you tell your “why” story and captivate your market, getting more feet in the door, and growing your business with integrity.