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 34-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company’s growth - from 184 stores and $100 million in annual sales in 1981 to more than 2,100 stores and more than $6.8 billion in annual sales in 2015 - and was a firsthand 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 company's founder, Truett Cathy, Robinson explains the important traits that built the company's culture and sustained it through recession and many other challenges. He also reveals how every aspect of the company's 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.

Enjoy a behind-the-scenes look at Chick-Fil-A’s visual marketing strategy with photos available in the audiobook companion PDF download.

PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.

Listening Length

7 hours and 21 minutes
Author

Steve Robinson
Narrator

Milton Bagby
Audible release date

June 11, 2019
Language

English
Publisher

Thomas Nelson
ASIN

B07KMDBKYL
Version

Unabridged
Program Type

Audiobook
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Product details

Listening Length	7 hours and 21 minutes
Author	Steve Robinson
Narrator	Milton Bagby
Whispersync for Voice	Ready
Audible.com Release Date	June 11, 2019
Publisher	Thomas Nelson
Program Type	Audiobook
Version	Unabridged
Language	English
ASIN	B07KMDBKYL
Best Sellers Rank	#31,437 in Audible Books & Originals (See Top 100 in Audible Books & Originals) #63 in Hospitality, Travel & Tourism (Books) #78 in Christian Church & Church Leadership #124 in Biographies of Business Leaders

Customer reviews

4.6 out of 5

399 global ratings

5 star		76%
4 star		15%
3 star		5%
2 star		1%
1 star		2%

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Abdullah A.

Good to read

Reviewed in the United States 🇺🇸 on May 26, 2023

Verified Purchase

Good to read this book for business owners and marketers.
Simple, easy to read and a lot of good information.

Helpful

Ryan B Wilbanks

Unique and updated perspective…

Reviewed in the United States 🇺🇸 on April 9, 2023

Verified Purchase

…on the history and culture of Chick-fil-A.

Helpful

Bablessing

Awesome Read

Reviewed in the United States 🇺🇸 on January 13, 2023

Verified Purchase

I truly enjoyed this book. You don't need to be a businessman to gain something from this book (I am a prison guard). This book shows how to live a Christ honoring lifestyle in a difficult environment. I would recommend it to anyone who wants to grow in their faith and embrace their sanctification.

Helpful

An Engaging History and Distillation of Leadership Principles

Reviewed in the United States 🇺🇸 on July 10, 2022

Verified Purchase

Steve Robinson has provided an engaging history of the founding and growth of Chic-fil-A. He takes the reader from the earliest days of Truett Cathy’s Dwarf House Grill through its steady but meteoric rise as one of the most recognizable brands in the U.S. fast-food market. Along the way he highlights how Cathy approached shaped his business through the lens of his Christian faith and biblical ethics. The book is written in a lively and interesting style and offers important insights for leadership, culture-building, marketing, brand-building, and customer service, especially as these are influenced by a Christian worldview. I teach an undergraduate course in Christian leadership, and I plan on incorporating this book into the course’s assigned reading schedule. I warmly recommend this work!

Helpful

Old Man Munk

A Lot to Learn From the Book ~

Reviewed in the United States 🇺🇸 on December 13, 2022

Verified Purchase

In spite of the Jesus stuff - I could use about zero of that, but truth is, it is part of what has made the company a success. More than one way to skin the cow in business.

Helpful

Luis

Great

Reviewed in the United States 🇺🇸 on August 2, 2022

Verified Purchase

There are useful stories than may help you pave the way in your career in marketing or branding.
He may talk too much about religious stuff but I guess it’s his culture and his decisiones were biased by that

Helpful

George H.

Culture Capturing Circumspection

Reviewed in the United States 🇺🇸 on September 4, 2022

Verified Purchase

The whole formation of the modern advertising, no, more than advertising, of Chick-fil-a, is summarized and it's evolution to what the brand is today is told in such an all-encompassing way. The obviously heartfelt storytelling is captivating. As a member of the chick-fil-a family myself, I feel the culture of the company is shared completely and accurately. The longer I'm with Chick-fil-a, the more blessed I feel and I think Mr. Robinson shares this well.

Helpful

The Chick-fil-A Story

Reviewed in the United States 🇺🇸 on April 13, 2021

Verified Purchase

First, I must confess that I am not a businessman, nor have I ever had the kind of entrepreneurial drive that businesspeople need to succeed. I’m an academic, so my interests lie elsewhere. Still, I found this book informative.

This book is focused on branding, so it covers a lot about how Chick-fil-A developed its brand. I learned a good deal about how Chick-fil-A grew, and how Chick-fil-A went about creating a unique place for itself in the business world. I also learned about the values that undergird everything Chick-fil-A does.

I think this book will appeal to two different audiences: businesspeople who want to learn more about how to grow and develop their business’ brand, and those who want to know the Chick-fil-A story.

5 people found this helpful

Helpful

Top reviews from other countries

PJF

Highly recommended!!

Reviewed in Canada 🇨🇦 on November 4, 2022

Verified Purchase

A wonderful book of how to build and run a business with integrity and how putting the customers first builds a lasting relationship. Once again the golden rule is shown to be the foundation of a great company! Congratulations to the Cathy family for building something beautiful!

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Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand Audible Audiobook – Unabridged

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