Chick-fil-A Resists Sluggish Economy, Continues to Post Positive Sales in 2009
Chain Takes Aggressive Approach to Combat Current Downturn, Ramps up Promotions and Restaurant Openings in 2009
On the heels of a record sales year in 2008, Chick-fil-A(R) has sustained its sales momentum thus far in 2009, despite the sluggish economy. As of June, the chain's system-wide sales are up approximately 10 percent and same-store sales have improved about three percent at its stand-alone and mall locations.
Amid the news of its steady sales performance, the Atlanta-based Chick-fil-A chain took the confident step of increasing the number of restaurants projected to open in 2009. The company will now open 69 new stand-alone Chick-fil-A(R) restaurants (up from 64), joining a new mall location and 10 licensed outlets, for a total of 80 restaurant openings in 2009. As of the end of June, the chain already has opened 31 new restaurants so far this year and has kept pace with its goal to reinvest in 65 of its current locations through major remodels.
'These uncertain economic times continue to inspire us to remain focused on the core values that have shaped our brand - delivering excellent food and unequaled customer service,' said Chick-fil-A President and Chief Operating Officer Dan T. Cathy. 'Despite the troubling economy, stable financial health is allowing us to grow and not waiver from a second-mile service commitment to our customers. The results can be found in our continued success for which we remain thankful.'
For Chick-fil-A, bucking the sluggish-sales trend also was the result of taking a different approach to dealing with the tough economic times - particularly when it comes to marketing. Rather than pursue a conservative agenda marked by marketing budgets cuts, Chick-fil-A came out of the gate early in 2009 with a free Chicken Biscuit giveaway system-wide on New Year's Day. With spring came the rollout of a limited-time flavor Peach Hand-Spun Milkshake, which has already proven to be a customer favorite.
For the remainder of the year, the chain shows no sign of letting up. For example, as part of the chain's fifth-annual Cow Appreciation Day celebration, Chick-fil-A restaurants are offering a free meal (breakfast, lunch or dinner) to any customer who visits one of the 1,445-plus participating restaurants fully dressed as a cow on Friday, July 10. This year's promotion also includes a dedicated website, www.cowappreciationday.com, to provide details of the event, tips for dressing up as a cow, as well as photo contests for both kids and adults 18 and older.
On the heels of Cow Appreciation Day, Chick-fil-A will conduct its Labor Day giveaway in conjunction with its title sponsorship of the Chick-fil-A Kickoff football game held at the Georgia Dome in Atlanta. Customers who visit any Chick-fil-A restaurant on Labor Day, Sept. 7, wearing any sports-related apparel will receive a signature Chick-fil-A(R) Chicken Sandwich for free.
'Despite our current economy, we have decided to take an aggressive marketing approach to remind our customers what they love about the Chick-fil-A brand: great food, great service and a fun atmosphere,' said Chick-fil-A Senior Vice President of Marketing Steve Robinson. 'While other companies are taking a more conservative approach to marketing in this economy, we feel the need to be more aggressive than ever. We are on a pace to have one of our most aggressive marketing years in the chain history.'
Amid the news of its steady sales performance, the Atlanta-based Chick-fil-A chain took the confident step of increasing the number of restaurants projected to open in 2009. The company will now open 69 new stand-alone Chick-fil-A(R) restaurants (up from 64), joining a new mall location and 10 licensed outlets, for a total of 80 restaurant openings in 2009. As of the end of June, the chain already has opened 31 new restaurants so far this year and has kept pace with its goal to reinvest in 65 of its current locations through major remodels.
'These uncertain economic times continue to inspire us to remain focused on the core values that have shaped our brand - delivering excellent food and unequaled customer service,' said Chick-fil-A President and Chief Operating Officer Dan T. Cathy. 'Despite the troubling economy, stable financial health is allowing us to grow and not waiver from a second-mile service commitment to our customers. The results can be found in our continued success for which we remain thankful.'
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For Chick-fil-A, bucking the sluggish-sales trend also was the result of taking a different approach to dealing with the tough economic times - particularly when it comes to marketing. Rather than pursue a conservative agenda marked by marketing budgets cuts, Chick-fil-A came out of the gate early in 2009 with a free Chicken Biscuit giveaway system-wide on New Year's Day. With spring came the rollout of a limited-time flavor Peach Hand-Spun Milkshake, which has already proven to be a customer favorite.
For the remainder of the year, the chain shows no sign of letting up. For example, as part of the chain's fifth-annual Cow Appreciation Day celebration, Chick-fil-A restaurants are offering a free meal (breakfast, lunch or dinner) to any customer who visits one of the 1,445-plus participating restaurants fully dressed as a cow on Friday, July 10. This year's promotion also includes a dedicated website, www.cowappreciationday.com, to provide details of the event, tips for dressing up as a cow, as well as photo contests for both kids and adults 18 and older.
On the heels of Cow Appreciation Day, Chick-fil-A will conduct its Labor Day giveaway in conjunction with its title sponsorship of the Chick-fil-A Kickoff football game held at the Georgia Dome in Atlanta. Customers who visit any Chick-fil-A restaurant on Labor Day, Sept. 7, wearing any sports-related apparel will receive a signature Chick-fil-A(R) Chicken Sandwich for free.
'Despite our current economy, we have decided to take an aggressive marketing approach to remind our customers what they love about the Chick-fil-A brand: great food, great service and a fun atmosphere,' said Chick-fil-A Senior Vice President of Marketing Steve Robinson. 'While other companies are taking a more conservative approach to marketing in this economy, we feel the need to be more aggressive than ever. We are on a pace to have one of our most aggressive marketing years in the chain history.'
