AMOR AT FIRST TASTEtargeting to latinos

Tom DoyleElina MoranoRebecca PierceKate Swanberg

Table of Contents:

02. Executive Summary03. Historical Overview06. Location07. Demographics09. Trends15. Competition17. Primary Research Plan26. Media Plan30. Creative Strategy31. Execution33. Bibliography Apendix A (Survey Results)

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02Executive Summary:The enormous world that we live in is constantly changing. If you take a look around, you will notice that you are surronded by more and more diversity each year. This also means that our consumers are growing in specific market segments, especially diver-sity.

Latinos, African Americans, and Asian Americans are rapidly replacing the mainstream caucasian market.

Consumers today are participants that interact with products and brands on a dialogue level. They aren’t just being manipulated and sold the product, they are participating in it. Clients are now understanding what the consumer wants, rather than the company itself.

How can Chick-fil-A partake in the world of multiculturals?

By examing these emerging markets, it is now time for Chick-fil-A to expand their cur-rent market with a focus on the Latino market.

Historical Overview: 03

The first Chick-fil-A was introduced in 1946 and it was originally named the Dwarf Grill. In the 1960s, after creating the boneless breast of chicken sandwich, the name was changed to Chick-fil-A and the business prospered ever since. As stated on the website, the mission statement is to “Be America’s Best Quick-Service Restaurant”. Because Chick-fil-A is a long standing restaurant chain it has had plenty of time to not only open more locations but evolve on its’ offerings both to custom-ers and employees.

For example, some years after Chick-fil-A introduced a program for scholarships so employees could further pursue their education. Chick-fil-A also recognized the importance of being present in shopping malls and that the quick service was popular with the customers so Chick-fil-A expanded in malls across the United States. Because of this deep understanding of the customer Chick-fil-A was prosperous for almost 70 years.

In the recent years Chick-fil-A has seen a lot of success. According to Bloomberg Business Week Chick-fil-A has seen growth every year ever since their grand opening. At the end of 2010, sales rose by 11.37%, at the end of 2011 there was a 13.08% sales growth based on 2011. Chick-fil-A plans to have 7,000 new positions available and 92 new store openings in the year of 2012 as well as reno-vate many of the existing locations so that customers and employees can enjoy an up-to-date look and feel of Chick-fil-A.

04Campaigns:

Chick-fil-A has been running a successful campaign called the “Cow Campaign”. In this campaign Chick-fil-A features cows which try to encourage people to eat more chicken. This campaign has been running for about 17 years since its debut in 1995. These cows were featured across different types of medium ranging from billboards, to television, to merchandise such as calendars. Chick-fil-A has tried different ways of reaching consumers such as painting a water tower with a cow.

Chick-fil-A offers a variety of products, but mostly are most centered on the chicken theme. The main signature product is the Chick-fil-A Chicken Sandwich which then expands onto different variations. For example, there is a Chick-fil-A Spicy Chicken Sandwich and the Chick-fil-A Chicken Salad Sandwich among many others. Chick-fil-A tries to incorporate fresh products into the menu items and recom-mends looking at the nutrition facts before even going into the restaurant. So Chick-fil-A supports living a healthy lifestyle and being aware of what you eat.

As far as advertising goes Chick-fil-A picked a campaign with “legs”. The campaign can be spun in many directions and run for a very long time successfully. As mentioned before, the “Eat More Chick-en” campaign ran across all sorts of media in many creative ways. One commercial was featured for this campaign which featured cows parachuting onto a football stand. One of the cows tackled a burg-er vendor and in the end their parachutes formed the sentence “Eat Mor Chikin”. The ads feature a lot of humor as well as familiarity. Simply put, advertisements takes common situations and insert cows.

Pricing: 05

The pricing for the restaurant reflects what many would expect to see at other fast food chains such as Wendy’s or McDonald’s. A typical sandwich costs around $2.50 and a salad around $6.00. Even though the price seems to be around other fast food restaurants, the value is somewhat high-er because of the focus we put on serving healthy and fresh food. Because of the low price, many consumers might not associate their food as a healthy alternative to other restaurants which have a similar menu. Still, the price is fair for being a quick-serve restaurant and for the dedicated and enlightened customer it gives a lot of bang for the buck.

2.50

6.00

Location:

Chick-fil-A learned that the most successful places for it to establish a restaurant was in malls. Customers love the quick-service food chain and Chick-fil-A loves the business it receives in shopping malls. Chick-fil-A does not limit the locations to only malls, stand-alone restaurants exist along side and have been proven to be very successful. The Chick-fil-A located at Urbana-Champaign is strategically placed on campus where a lot of students can get to it by walking. This boosts the business and allows more cus-tomers the opportunity to comfortably get to the location. Many of the chains are centered around large cities. For ex-ample, California has a large cluster of Chick-fil-A’s in Los Angeles and San Diego. Georgia has an even larger cluster of these restaurants in Atlanta. Chick-fil-A is not often found outside of the urban areas other than a few excep-tions. But even with the exceptions, locations are centered around large populations.

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Georgia

California

Current Demographics: 07

Out of the population described in the 2010 Spring GfK Mediamark Research & Intelligence Report:

• 14% of the population eats at Chick-fil-A.• Out of all the people who eat at Chick-fil-A, 44% are male and 56% are female.• Chick-fil-A consumers are more likely to have gone to college than the average fast food consum-

er.• The majority of Chick-fil-A customers are between ages 35 and 44.• Chick-fil-A’s customers are more likely to be employed full time by 8% than the total population.• The distribution of Chick-fil-A customers is weighted more towards wealthier households than

the overall fast food market.• Compared to the overall fast food market, Chick-fil-A has a majority of its customers in the

southeast and southwest marketing regions and comparably fewer customers in the other re-gions.

• The majority of Chick-fil-A consumers are married and have a household size of 3 to 4 people• The percentage of Chick-fil-A consumers who are white, 83%, is comparably higher than the over-

all population of the survey at 76%.• A significantly lower proportion of its customers are Hispanic compared to the population.• The majority of Chick-fil-A consumers are from the Millennial generation.

Male

Female

44 %

56%

Psychographics, Geographical, & Timing:PyschographicsAccording to VALS, and previously stated demographic data, Chick-fil-A consumers would fall in the category of Achievers because the median age is 41 and their median household income is high. Achievers want, “financial security, material possessions, and social standing/rewards.” They favor hearing information that is, “succinct, beneficial, bullet pointed and peer approved.” Good words to use when targeting this market are, “business, productive and rewarding.”

Geographical EmphasisMedia dollars should not be allocated evenly throughout the U.S. because most of Chick-fil-A’s con-sumers are located in the southwest and southeast marketing regions. The majority of media dol-lars should be spent in the southwest and southeast, with smaller portions being given evenly to the midwest, west, and east coast. Spending should be heavied up in urban areas where there are a large number of Chick-fil-A restaurants already present, such as urban areas in Texas, Georgia, and Florida. Spending should also be heavied up in areas where Chick-fil-A’s are present on college campuses. The majority of Chick-fil-A’s current users are living in the southwest and southeast making spending the majority of media dollars in those two regions the cheapest and easiest way to maintain current users.

Timing• Although Chick-Fil-A is primarily regarded as a restaurant choice for lunch, attempts have been

made to promote a breakfast menu• Because of owner Dan Cathy’s religious affiliations, all Chick-Fil-A stores are closed on Sundays.

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Trends Influencing the Industry: 09

• A huge trend influencing the consumer is the idea associated with health. Chick-fil-A has the pride in the “healthier alternative” to hamburger restaurants such as (it’s competitors) McDonald’s and Burger King. Chick-Fil-A likes to focus on it’s quality rather than a fast food restaurant. Fast food is generally not considered as “healthy” as a home cooked meal, but because of the slow economy peo-ple are becoming busier and busier to make more money to support their living expenses. However, despite the economy, the sales of Chick-fil-A has grown. By the end of 2011, Chick-fil-A sales growth went up 13.08%.

• As more minorities are rising to become the majority, one has to look at this emerging multi-cultur-al trend in the United States. The Hispanic population is the fastest growing ethnic group in the U.S. It is important target this segment trend for Chick-fil-A because they are a growing market to be advertised to.

Consumers & The Decision Process:Overall, consumers that have tried Chick-fil-A generally like it. In test research surveys, consumers that had tried Chick-fil-A remark favorably about the chain’s product during aided brand awareness promoting a healthier consumer, quality of their chicken, and the Chick-fil-A position of being the preferred alternative to hamburger fast food chains. Using this as a creative strategy, Chick-fil-A is trying to win the consumer decision by focusing on preference. Chick-fil-A is the better alternative and consumers prefer it more. However, Chick fil-A needs more brand awareness to keep up with new consumers.

The purchase cycle of Chick-fil-A is based off of comparison. When deciding what fast food restaurant a consumer desires, the consumer weighs many options such as: timing of their food, quality of their food, taste, convenience, and even possibly the restaurant interior itself. Chick-fil-A proves to be the healthier choice and better alternative when compared to burger chains. When it comes to quality, Chick-fil-A wins the preference, however the other factors still contribute to the consumer decision.

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Sales:Chick-fil-A belongs to the quick service restaurants, more specifically the healthier quick service restaurants such as Chipotle. In 2012 the restaurant industry is prophesized to earn 632 billion, a 3.5% increase since 2011. Even though table service restaurant are still predicted to dominate the industry, quick service restaurant are in second place. Pre-dicted to reach 174 billion in sales, they will increase rev-enue by 3.1% over last year. This is a huge opportunity for the restaurant industry or potential clients. We will not only see the sales go up, but the competition for those sales will be increasing as well, as more and more people will be con-scientious of their food choices.

Still, there are some challenges which will need to be faced such as the issue of food cost. Food prices soared with the high inflation rate for whole sale food price. Even though the inflation conditions have gotten better than last year in-flation is predicted to keep increasing. Ultimately this year’s the inflation will reach record high. This means customers will not settle for second best and may be more cautious when choosing a new restaurant to eat at.

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Customer Preference:Many consumers do not feel they are going out to eat as much as they would like to. In quick service restaurants they are looking for food quality, value and speed of service (In that specific hier-archical order). With the economy slowly getting back on its feet, more and more people will be indulging in the restaurant industry and will be willing to pay for the best quality of food money can buy. Not only that, they will be looking for local foods. As stated by the Restaurant Industry Forecast, in the video about restau-rant trends, 3 out of 4 consumers will be looking for food that is grown or produced in close proximity to the restaurant. We can imply from this that they also expect the food to be of high and natural quality with the increased health consciousness of the society. ¾’s of consumers today claim that they are trying to eat healthier now than they did two years ago.

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3/4 consumers

want locally grown

produce.

Techological Shifts: 13

An increasing number of consumers feel that they are willing to use technology in the food industry if it becomes available to them. What they want is choice and freedom of ordering food and paying for it. For example, RIF (Restaurant Industry Forecast) claimed that 2 out of 5 consumers will make use of kiosks for ordering food at restaurants and quick service chains if they had the option. Aside from that, they would like the option of using their smart phones or computers for placing orders which can be ready to pick up when they get to the restaurant. To have this option available requires not only the consumer being tech savvy but the employees as well.

Kiosk-ready to order

iPhone App-ready to order

Competitor Information 14

    KFC  

Financial  Information  

• Ranked  no.  1  in  chicken  oriented  fast  food  • Market  share  decreasing  

Brand  positioning  

• Has  inconsistent  identity  amongst  audiences  o Cannot  decide  on  KFC  or  Kentucky  Fried  

Chicken  • Trying  to  stay  traditional  with  Colonel  Sanders  

logo  • Recently  targeting  young  adult  African  

American  male  market  

Brand  promotion  

• Has  attempted  multiple  times  to  incorporate  health  through  grilled  chicken  o Failed  

• $10  Bucket  Deals:  could  be  trying  to  take  advantage  of  Chick-­‐fil-­‐A  being  closed  on  Sundays  

• Social  media  o Large  following  on  Facebook  and  Twitter  o Loyalty  rewards  generating  strong  buzz  

Pricing   • Generally  more  expensive  than  Chick-­‐fil-­‐A  

 

    Burger  King  

Financial  Information  

• 2nd  largest  fast  food  restaurant  • Revenue  growth  falling  

Brand  positioning   • Focuses  strategies  on  general  audiences  o Chance  for  Chick-­‐fil-­‐A  to  be  more  

personal?  

Brand  promotion   • Dethroned  "King"  mascot  to  focus  on  product/brand  image  

• Dropped  Porter  +  Bogusky  

Pricing   • Universally  known  for  cheap,  trademark  burgers      

Misc.   • 7500  locations  within  US    

 

Competitor Information (II): 15

Minor Competitors:• Popeye’s• Church’s• Zaxby’s• Indirect competitors:• Favoring beef over chicken• Awareness

General fast-food market:• Market share is much less

significant• Its 1500 locations = 1/4 of

the amount of such ven-ues as McDonald’s, Burger King, or Wendy’s

SWOTStrengths:1. Already pushing to serve healthy and food grown in close proximity2. Strong brand presence in southwest and southeast among current users.3. Almost completely debt free; numbers went up during recession years4. The internal strength of the brand Chic-fil-A is their quality of their chicken, and the healthier alter-native to burger chains.

Weaknesses:1. Have an old campaign2. Possibility of limited expansion of branding across the country.3. Rather limited menu amongst fast-food powerhouses4. Other factors such as convenience and timing of Chic-fil-A’s food make it difficult for the consumer to choose between a “healthier alternative” and a drive-up burger restaurant.

Opportunities:1. Optimize ordering system using technology.2. New target markets available in brand heavy regions. Hispanic population definitely present in the southwest and southeast to tap into.3. Multicultural in the United States are on the rise. This growing trend is a huge segment opportunity for Chic-fil-A.

Threats:1. Not be noticed as a healthy alternative to other fast food restaurants.2. Anti-gay convictions because of donations to specific charities3. Social media buzz about KFC4. Major burger joints are still a major threat to Chic-fil-A.

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Primary Research Plan: 17

In preparation for this case study, we recognize thorough qualitative research to be imperative for our campaign’s success. By identifying the Hispanic market’s current perception of us, that of our compe-tition, and how we would like to be recognized, the promotion of Chick-fil-A will be that much more enticing and relevant.

Chick-fil-A’s Identity:Finding an overall representative opinion on Chick-fil-A products yields current status. Evidently, this is a market that is accessible, identifiable, and sizeable; a significant brand loyal segment well worth the investment. Our group can identify what past or present experiences have molded whatever per-ception now existent in the audience’s minds.

Our sample will be random and performed on campus for the interviews and must be of Hispanic eth-nicity ages 18-24. Video interviews for examples for the future presentation would be ideal. Possible interview questions to determine the consumer behavior and perceptions of Chick-fil-A might include: How often do you go to Chick-fil-A? Scale 1-10 (higher the better quality) what do you think the qual-ity of the food is? Do you have any friends that go to Chick-fil-A? What are their opinions on Chick-fil-A? Do you consider Chick-fil-A a typical fast food restaurant? In your opinion, what is the atmosphere like at Chick-fil-A? How would you describe the management of Chick-fil-A? How do they treat the customer? Our goal is to conduct 5 interviews and 50 online surveys. These surveys will be available for 3 weeks or until we reach our goal of 50 respondents.

Primary Research Plan (II):

CompetitionWe will also compare our brand to that of competitors. Intimately knowing our potential consumers may yield competitors (whether they are direct or indirect) or threats Chick-fil-A does not currently recog-nize. Our studies can magnify their consumption thought process, in which we can further investigate connotations of our brand amongst others. It also would not hurt to see what our competitors have done right (or wrong) to supplement our marketing efforts.

We will conduct quick surveys (full interviews if possible) of a random sample of Latinos/Latinas from competitors such as Burger King and Wendys. Our questions will include preference reasoning, fast food eat-ing habits, overall fast food satisfaction and feeling towards the quality of food compared to Chick-fil-A. These online surveys will help us in understanding what current users are looking for in their fast food ex-perience and what is the most important factor in choosing a fast food chain. Some of the questions that can help us solve this issue are: Are you familiar with Chick-fil-A? Have you visited Chick-fil-A in the past? Would you consider eating at Chick-fil-A in the future? Rate the quality of food for Chick-fil-A. Rate the quality of food for (Competitor).

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COMPARE

CONTRAST

AGAINST OTHER FAST FOOD

Audience Analysis: 19

Audience AnalysisOur target is Latinos/Latinas ages 18-24 that are currently pursuing a college degree, residing in the Champaign-Urbana area, and are experiencing retro acculturation. The audience is not very familiar with Chick-fil-A and perhaps has never even heard of it. They are very family-centered and enjoy so-cial eating. According to our survey findings, many of our potential customers are unaware of Chick-fil-A but are eating fast food from time to time. Taste is the number one property they look for when choosing a fast food restaurant. They want to be reminded of their Hispanic origin while away from home. According to the U.S. census, 6.3% of the population of Champaign is Hispanic and 5.2% in the city of Urbana. Out of the entire population at the University of Illinois, 6.6% of the students are of Hispanic origin.

LATINOSAges: 18-24

Profile

Margarita

Our Latina, let’s call her Margarita, is a 20 year old female who is all about family, her extended family, and then some more family. Simply put, family comes first no matter what. Margarita is off at college and yet most of her decisions are influenced by family at home. Even apart from her family she re-tains a lot of the values taught growing up; one being to not refuse food offered to her when a guest at someone’s house. Another aspect of Margarita is her loud personality. She tends to be very emotional in many situations and prefers close contact for building and maintaining relationships. Touch is the driving force of conversation and expressing internal emotions. She loves to hug and is intimate with those around her. She doesn’t have a need for a lot of personal space while communicating. These are the values she grew up with and these are the types of personality traits that are still

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MargaritaAge: 20Gender: Female•Values her family•College student•Outgoing personality•Intimate frienships

Audience Analysis- Media:

Margarita spends her time consuming more tra-ditional forms of media such as print, TV, maga-zines and outdoor advertising. The internet is becoming more appealing to her as more and more websites adopt the Spanish culture. In terms of consumption habits, brand name and quality prove to be essential, while price is rarely an issue. This means that magazines will resonate highly with her which display popular products. One other thing she will notice is outdoor brand names advertising. As she walks down the streets of her campus or rides/drives to work she will be aware of any billboards or posters on the way. What catches her eye are advertisements with spice, fla-vor, and lots of color. She might even appreciate a word or two in Spanish on the billboard itself.Through these surveys we will find what the con-sumers already think of Chick-fil-A in terms of their quality of food, customer service, familiarity with Chick-fil-A, and their preference of fast food

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Primary Research:The research was conducted using an online survey with respondents found mostly through Facebook acquaintances that met the criteria of being a Hispanic or Latino between the ages of 18-24 who cur-rently attend the University of Illinois at Urbana-Champaign. The research was conducted during the month of April. A total of 15 respondents that met the criteria participated in the online survey.

(Refer to the Appendix A for survey questions & results)

Answers and Observations:• 100% of respondents have eaten at a fast food restaurant at least once in the past month• A majority of respondents have eaten at a fast food restaurant 4-7 times in the past month• McDonald’s and Wendy’s tied for the favorite food restaurant of respondents• The majority of respondents chose taste as the aspect that is most important when choosing a fast

food restaurant• 10 out of 15 respondents have never eaten at Chick-fil-A• The average rating for Chick-fil-A’s healthiness was a rating of 2.5• Almost 50% of respondents know someone who eats at Chick-fil-A regularly• If a respondent knows someone who regularly eats at Chick-fil-A, their perception of Chick-fil-A is

either positively affected or not affected at all• Respondents rated the cleanliness, customer service, service time, availability of seating and noise

level of Chick-fil-A as average to good

22

Analysis of Data: 23

According to the data collected, the segment of Hispanic or Latinos ages 18-24 that attend the Uni-versity of Illinois are unfamiliar with Chick-fil-A. The segment is definitely open to eating at fast food restaurants because a majority of survey participants responded that they have eaten at a fast food restaurant at least four times in the past month. McDonald’s and Wendy’s tied as the favorite fast food restaurant of the Hispanic segment. Knowing that these are fast food competitors of Chick-fil-A on the University of Illinois campus is a positive research finding because McDonald’s and Wendy’s both have a variety of chicken options. Through successful targeting of the Hispanic market, Chick-fil-A can potentially steal away customers that usually eat chicken at McDonald’s or Wendy’s. Respon-dents who have tried Chick-fil-A or know someone who regularly eats at Chick-fil-A seem to have positive opinions of the fast food restaurant. These findings indicate that the main issue for Chick-fil-A is creating brand awareness among Hispanic consumers ages 18-24. The main challenge for Chick-fil-A will be for Hispanic consumers to be aware of Chick-fil-A and to make the choice to purchase Chick-fil-A. According to the data, after Chick-fil-A is first tried by a consumer, the consumer enjoys Chick-fil-A and has positive opinions of the brand. To branch out to the Hispanic segment, Chick-fil-A should focus on capturing consumers with the great taste of Chick-fil-A’s food because that is the most important aspect to Hispanic fast food consumers.

Media Plan Objectives:• Our goal is to gain awareness among our audience. According to our research most of the Hispanics

we interviewed were unaware of the Chick-fil-A altogether or have never been there. This gives us a huge opportunity to let them know who we are, where we are and what we have to offer. The His-panics who have eaten here were very pleased with the food and atmosphere of Chick-fil-A letting us know that what we most needed to improve on was getting our name out there.

Reach & Frequency Objectives• The aim is to target Hispanics ages 18 to 24. Our target market is well educated and nostalgic for

traditions of their cultural heritage. Chick-fil-A has a Hispanic ages 18 to 24 universe of 29,313. The reach goal is 70%, about 20,519 Hispanics ages 18 to 24. The average frequency goal is 1.1 times.

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AWARENESS

Creative Requirements & Timing: 24

• Creative requirements -College campuses = -Guerilla marketing -Condensed area insures both reach and frequency sidewalks, streets, and quad areas yield efficient and effective ads: chalk-ups, flash mobs, etc. -Out of home marketing -Further research detailing popular Latino majors at specific schools, foreign lan guage buildings, etc. = Where our labor can be most effectively produce results -Transit marketing: buses smongst students daily and can produce further reach to spread awareness -Urban -Creatives must recognize differences in environmnet Chick-fil-A’s relevance to students cannot be assumed to translate for urban dwellers Billboards, transit • Timing/SchedulingThe scheduling of our ads will be constant throughout the year. Since Chick-fil-A does not have a sea-sonal menu, we want to emphasize its presence and gain awareness every month during every season.

Media Mix:

The overall media plan strategy will incorporate print, electronic and non-traditional media. Print media will include outdoor billboards located in busy urban areas and on college campuses. Elec-tronic media will include the Internet in terms of social media and social gaming and the radio. Non-traditional media will include sponsorship and guerilla marketing tactics. $5,000,000 will be allocated towards billboards, $350,000 towards the Internet ($200,000 for social media and $150,000 towards

26

Print Media:

27Media Mix:

Billboards• Outdoor billboard advertisements will be used as a major media type• Outdoor billboards beneficial because of ability to be used in a localized setting• Billboards catered specifically to urban areas where Hispanics ages 18 to 24 frequent• Billboards beneficial because of visibility• Able to view the large image 12 to 24 hours a day (depending on if our billboards are illuminated

at night.)• Constant passerby will build up frequency over time ed by the outdoor advertisements.

Allocation:

Electronic Media:Radio• Using popular local radio stations in urban areas and on college campuses relevant to Latinos• University of Illinois at Urbana-Champaign, the radio stations chosen to air spots would be: -WPGU 107.1FM: Popular student-run radio station that is listened to by a variety of college stu dents on the University of Illinois campus -WKJR 1460AM: Spanish radio station in Rantoul that would cater specifically to reaching Hi spanics ages 18 to 24

Internet• Social Media -Hispanics are a very social segment 1)Facebook: used by 54.2% of consistent internet using Hispanics 2) Twitter: 2nd largest ethnic group present -Personalized, News and Menu updates, little to no cost

• Social Mobile Gaming -Hispanics = 31% of entire social mobile gaming community -Through 3Spin digital productions enterprise: game tailored towards Hispanics

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Non-tradtional Media: 29

Special Events• Accentuating focus on family• Festivals dedicated to specific Latino holidays -Cinco de Mayo festival: popular Mexican holiday. -Traditional Spanish music as well as contemporary -Serve samples of Chick-fil-A chicken along with ethnic foods -Create awareness, introduce our brand taste

Sponsorship• Taking advantage of campus events tailored towards our audience -Piggy-backing off someone else’s market, but instills awareness -Bringing in Spanish-singing pop group Camila -The band has a strong presence amongst the Hispanic community, as indicated by their presence on the “World Latin Top 30 Singles List”

Creative Strategy:Advertising Message:• We want Hispanic college students ages 18 to 24 in the United States to perceive Chick-fil-A as the

tastier option amongst it’s competitors. We want it to be the #1 brand choice when it comes to chick-en sandwiches.

Tone: Quirky

Key Consumer Benefits: A tastier chicken sandwich with health benefits when compared to beef sand-whiches.

Visual Appeals: • We want to portray mouthwatering meals with a tasty.• To be in the mind of the Latino target, we want to incorporate the use of Spanish in our ads to assure

them that their culture is a part of our national campaign.• Chick-fil-A’s current campaign is centered around a cow holding a sign that says “Eat Mor Chikin.” We

want to incorporate more chicken (the animal) in the campaign visually.

Where is our competition in the mind of this person?• Fast food chains like KFC, Wendy’s and McDonalds are our main competitors. Not only do these com-

panies sell beef burgers, but they also sell their own chicken sandwiches.

What is the consumer promise, the “big idea”?• As busy students, they will be happier and healthier if they eat at Chick-fil-A.

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Execution: Print Ads 31

You know that feeling,

when you don’t need to

think twice?

A+

AMOR AT FIRST TASTE

You know that feel-

ing when you just

know you are right?

What about when ev-

erything in your day

went perfect? You

found a $20 bill on

the ground. Better

yet, you found your

soul mate. Your one

true love. Even

better? You had the

tastiest meal to

end your day.

Execution: Electronic 32

AMOR AT FIRST TASTE

Mobile App

Follow Your Taste Buds

Social Gaming App.

Bibliography: 33

2012 Restaurant Industry Forecast. Perf. Hudson Riehle. Restaurant.org. Restaurant.org, 01 Feb. 2012 Web. 08 Mar. 2012. <http://www.restaurant.org/research/forecast/>.

“A Gender Reversal On Career Aspirations.” Pew Social & Demographic Trends. Web. 04 Mar. 2012. http: www.pewsocialtrends.org/

“Businessweek.” Chick-fil-A, Inc.: Private Company Information -. BusinessWeek, 06 Feb. 2012 Web. 07 Mar. 2012. <http://investing.businessweek.com/research/stocks/private/snapshot asp?privcapId=7621129>.

Chick-fil-A.” Chick-fil-A. Chick-fil-A. Web. 05 Mar. 2012. <http://www.chick-fil-a.com>

Chick-fil-A Leadercast.” Chick-fil-A Leadercast. Web. 02 Mar. 2012. <http://www.chick-fil-aleadercas. com/>

Consumer Trends. Perf. Hudson Riehle. Restaurant.org. Restaurant.org, 01 Feb. 2012. Web. 08 Mar. 2012. <http://www.restaurant.org/research/forecast/>.

Bibliography (II): 34

Eat Mor Chikin. YouTube. Google, 26 Sept. 2006. Web. 08 Mar. 2012. <http://www.youtube.com/watch?v=eWIoYSurSrw>.

Fast Food Demographics. Rep. Gfk Mediamark Research & Intelligence, 2010. Web.

VALS. Rep. Strategic Business Insights, 2010. Print.

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