The Communication Opportunity:
We know that Chick-fil-a is an amazing company, with customer service being at the forefront of their success.. Based on what I have learned from my research there is one main take away which the brand needs to communicate in order to get more consumers to choose and love their brand. It is the fact that the brand is build upon a strong foundation of morals and values; it is a number one priority when it comes to the Chick-fil-a brand. In developing a message strategy for Chick-fil-a, I would target values-based, family oriented moms who are looking for the proper location to dine with their families for a quick meal.
The Research:
The research which was performed in order to gather the proper information was two focus groups. One focus group was made up of individuals who were loyal Chick-fil-a consumers, while the other focus group contained individuals who were loyal consumers of a Chick-fil-a competitor. Four different projective techniques were used; each focus group created a collage, each individual filled in the thought bubble of a cartoon, each individual filled out a fill-in-the-blank work sheet, and each individual wrote a Dear John letter on why they must break ties with their favorite fast-food restaurant. Each of these projective techniques was followed by a discussion where individuals ellaborated on their responses. Through performing two focus groups I was able to collect more in depth information on individual’s actual thoughts and feelings from different perspectives. Individuals were able to collaborate, talk about, and express what they really thought about the Chick-fil-a brand.
The Key Insight:
Consumers associate Chick-fil-a with being a values based organization. They compare Chick-fil-a to star athletes like Tim Tebow who is seen as “conservative” and “religious.” Consumers also compared Chick-fil-a to musicians such a Christian bands because they are religious. Obviously, Chick-fil-a is closed on Sunday’s and consumers recognize this. It may not always please the consumer but they appreciate that they are true to their values. Consumers made comments such as, “I do think it’s a good business strategy to close on Sunday. You want it more the next day” and “I would love to see you on Sundays but stick to your values.” Consumers recognize Chick-fil-a as being family oriented as well. They use simple phrases like “I like the family oriented feel” and they show pictures of families and kids playing in their collages.
Creative Brief
Client: Chick-fil-a
Job/Product: Fast Food Industry Analysis
Account Planner: Joey Capone
Date: 4/22/14
Objective
Target values-based, family oriented moms who are looking for the proper location to dine with their families for a quick meal. The objective is to align the values and morals of the Chick-fil-a brand with those of our consumers.
Target Audience Demographics
-Values-based, family oriented mothers
These women are young mothers. They have a family and are committed to their family’s morals and values. These women have values which align with those of Chick-fil-a. A family friendly environment is ideal for these women to feel comfortable.
Target Audience Psychographics
These women will typically have a strong faith life. They believe Sunday is a day of rest just as Chick-fil-a believes. These mothers have a commitment to raising their families in an environment based on their core values. They wish to associate with surroundings which fall in line with their values and beliefs.
Current Thought
Chick-fil-a is a fast food restaurant. How is it any different from the other greasy fast food giants? They serve food in order to get you in and out. Fast food restaurants serve no other basis other than getting you out as fast as possible; bypassing customer service, quality, and core values.
Desired Thought
These women associate Chick-fil-a with being a values based organization. They can see Chick-fil-a has strong values simply because of the fact they are closed on Sundays. These values-based family oriented mothers also see Chick-fil-a as a family oriented restaurant. Chick-fil-a validates and recognizes their core beliefs and values which makes them feel comfortable in the environment. These women will choose Chick-fil-a as their desired place to dine when looking for a quick meal for their families.
Single Most Important Thought
Chick-fil-a is a values-based organization
Rationale
Consumers associate Chick-fil-a with being a values based organization. They compare Chick-fil-a to star athletes like Tim Tebow who is seen as “conservative” and “religious.” Closing on Sundays may not always please the consumer but they appreciate that they are true to their values. Consumers made comments such as, “I do think it’s a good business strategy to close on Sunday. You want it more the next day” and “I would love to see you on Sundays but stick to your values.” Consumers recognize Chick-fil-a as being family oriented as well. They use simple phrases like “I like the family oriented feel” and depict images of families and kids playing when thinking about the brand.
