Chick-Fil-A Corporation - Covert cows and Chick-fil-A: how faith, cows, and chicken built an iconic brand

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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

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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

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