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Steve Robinson - 11 Jun

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Steve Robinson 11 Jun
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11 Jun: summary, description and annotation

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The longtime chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America.During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the companys growth--from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015--and was a first-hand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes accounts of key moments, including the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic Eat Mor Chikin cow campaign. Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and the companys founder, Truett Cathy, Robinson explains the important traits that built the companys culture and sustained it through recession and many other challenges. He also reveals how every aspect of the companys approach reflects an unwavering dedication to Christian values and to the individual customer experience. Written with disarming candor and revealing storytelling, Covert Cows and Chick-fil-A is the never-before-told story of a great American success.

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Information about External Hyperlinks in this ebook Please note that endnotes - photo 1

Information about External Hyperlinks in this ebook

Please note that endnotes in this ebook may contain hyperlinks to external websites as part of bibliographic citations. These hyperlinks have not been activated by the publisher, who cannot verify the accuracy of these links beyond the date of publication.

Praise for Covert Cows and Chick-fil-A

The Cow campaign became an endearing part of American pop culture largely because of an independent, family-owned business armed with conviction.... The successful launch of the Eat Mor Chikin movement required great courage from a CMO who saw an original idea and approved it based on his instincts.

Stan Richards, founder and creative director, The Richards Group

This is a must-read for anyone who dares to dream big, is seeking purpose in their lives, has ambition, or wants a formula for business and life success.

Scott Davis, chief growth officer, Prophet

This book is an excellent backstage tour of Chick-fil-A from its prebrand days to how it became a nationally respected brand.

Gene Ontjes, Chick-fil-A Operator

Covert Cows and Chick-fil-A could be assigned as supplemental reading for a graduate-level class in marketing... I also see this as a book that should be on the list of recommended readings for all undergraduate business students.

Bill C. Hardgrave, provost, Auburn University

Steve Robinson used simple ingredients to create his successful marketing recipe for Chick-fil-A: a chicken sandwich, uneducated cows, and enlightened customers. In this book the genius himself reveals how he did it.

Jimmy Collins, former president amd chief operating officer of Chick-fil-A

Steve captures the very essence of the Chick-fil-A culture and the legacy of our founder, S. Truett Cathy. This book should be required reading for all new Chick-fil-A Operators and it certainly will help any business person who wants to take their brand to a higher level.

Nelson Pete Burgess, Chick-fil-A Operator

You will enjoy reading this fantastic inside look at how and why Chick-fil-A grew from an idea into a national brand. Steves book outlines the foundation that this amazing company is based on: faith, family, loyalty, and lots of hard work.

Phillip Fulmer, athletic director at the University of Tennessee

Steves brand-building story is now required reading for my Northwestern University Medill IMC students and one I highly recommend for anyone who wants to better understand the extraordinary power of a higher-purpose-driven brand, a strong culture, clear and meaningful goals, and insightful strategies and execution.

Marty Kohr, faculty, Northwestern University Medill IMC

If you are looking for a great read that is loaded with life lessons, wisdom, and values that will impact your life... youve found it! Steve does a fabulous job of telling the remarkable and compelling story of Chick-fil-As success and Truett Cathys model of purposeful leadership. Covert Cows and Chick-fil-A isnt just entertaining; it will equip you to be a missional leader at work, at home, and in your community.

Dr. Dennis Rainey, cofounder of FamilyLife

Covert Cows is a stellar, inspiring read for anyone wanting to embrace wisdom and foster innovation in the marketplace. Maybe you need a fresh start in this season of your life or business. Steve tells a wonderfully personal story of growth, humility, patience, and perseverance. Do yourself a favor, listen and learn from this generous man who lives daily in the favor of God.

Dr. Gary Hewins, senior pastor of Community Bible Church, Highlands, North Carolina

If you are intent on creating a harmonious, profitable, and life-producing culture within your business, your organization, or your family, Steves in-depth look at this modern-day anomaly called Chick-fil-A is a must-read.

Jeffrey Cranford, president of Links Players International and senior pastor of Church at the Red Door, Palm Desert, California

This is a wonderfully engaging and compelling book. I couldnt put it down. Steve lets us see through his eyes the heart and soul of Chick-fil-A. This book is a tribute to enduring values and living and working for what matters most.

Dr. Crawford W. Loritts, Jr., author, speaker, and radio host; senior pastor of Fellowship Bible Church, Roswell, Georgia

2019 Steve Robinson

All rights reserved. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any meanselectronic, mechanical, photocopy, recording, scanning, or otherexcept for brief quotations in critical reviews or articles, without the prior written permission of the publisher.

Published in Nashville, Tennessee, by Nelson Books, an imprint of Thomas Nelson. Nelson Books and Thomas Nelson are registered trademarks of HarperCollins Christian Publishing, Inc.

Thomas Nelson titles may be purchased in bulk for educational, business, fund-raising, or sales promotional use. For information, please e-mail SpecialMarkets@ThomasNelson.com.

Scripture quotations marked NIV are from the Holy Bible, New International Version, NIV. Copyright 1973, 1978, 1984, 2011 by Biblica, Inc. Used by permission of Zondervan. All rights reserved worldwide. www.Zondervan.com. The NIV and New International Version are trademarks registered in the United States Patent and Trademark Office by Biblica, Inc.

Scripture quotations marked NKJV are from the New King James Version. 1982 by Thomas Nelson. Used by permission. All rights reserved.

Scripture quotations marked TLB are from The Living Bible. Copyright 1971. Used by permission of Tyndale House Publishers, Inc., Carol Stream, Illinois 60188. All rights reserved.

Any Internet addresses, phone numbers, or company or product information printed in this book are offered as a resource and are not intended in any way to be or to imply an endorsement by Thomas Nelson, nor does Thomas Nelson vouch for the existence, content, or services of these sites, phone numbers, companies, or products beyond the life of this book.

Chick-fil-A is the registered trademark of CFA Properties, Inc. Cow Wearing a Sandwich Board 1995 CFA Properties, Inc. All Rights Reserved. The views and opinions expressed in this book are those of the author and do not necessarily reflect the official policy or position of Chick-fil-A, Inc. or any of its affiliates.

Epub Edition April 2019 9781400213191

Library of Congress Cataloging-in-Publication Data

Names: Robinson, Steve, 1950-author.

Title: Covert cows and chick-fil-A : how faith, cows, and chicken built an iconic brand / Steve Robinson.

Description: Nashville : Thomas Nelson, 2019. |

Identifiers: LCCN 2018050292 (print) | LCCN 2019005426 (ebook) | ISBN 9781400213191 (e-book) | ISBN 9781400213160 (hardback)

Subjects: LCSH: Chick-Fil-A Corporation--History. | Branding (Marketing)--United States--History. | Fast food restaurants--United States--History. | Advertising--United States--History. | Businesspeople--United States.

Classification: LCC TX945.5.C4 (ebook) | LCC TX945.5.C4 R63 2019 (print) | DDC 647.9573--dc23

LC record available at https://lccn.loc.gov/2018050292

Printed in the United States of America

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Contents

Guide

I f you asked me whether the Cows would have scribbled one misspelled phrase on a billboard had Chick-fil-A been a conventionally structured company at the mercy of shareholders or mega-franchisees, Id say

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