Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand Audible Audiobook – Unabridged
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.
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|Listening Length||7 hours and 21 minutes|
|Whispersync for Voice||Ready|
|Audible.com Release Date||June 11, 2019|
|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
Reviewed in the United States on February 16, 2020
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Simple, easy to read and a lot of good information.
He may talk too much about religious stuff but I guess it’s his culture and his decisiones were biased by that
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.