Subscribe

Chick-Fil-A: Yay or Nay?

Chick-Fil-A: Yay or Nay? Chick-Fil-A: Yay or Nay? Chick-Fil-A: Yay or Nay?
10/21/15
1/3
by Masafumi Abe
ChickFilA Protestor

 

Earlier this month, Chick-fil-A, a fast food restaurant specializing in chicken sandwiches, opened up a three-story dining space in the heart of midtown Manhattan. It has been about 3 years since the company faced harsh criticism from the public over comments made by the founder’s son Dan Cathy, the company’s president, in opposition to same-sex marriage.

ChickFilA Protestor

Since then, Chick-fil-A has been a hot target for many protestors – people fighting against violence towards animals and LGBTQ individuals. However, despite the proverbial dark cloud that casts over Chick-fil-A, the brand new Manhattan branch is a huge success thus far. The Wall Street Journal reports food assembly spaces had to be doubled to meet demand and roughly 75 people will have to work during peak hours. In fact, the chain is so confident New Yorkers will love its food that it has already begun construction on a second Manhattan location, just a few blocks up from the first location.

Now the question still remains – can an outwardly conservative company like Chick-fil-A expect to see continued success as a business? Let alone in arguably one of the most liberal cities in the country? I, personally, am a believer in Chick-fil-A’s future success because, despite the negative press, Chick-fil-A delivers what the customers want; it's the highest ranking fast food restaurant in the U.S. for customer satisfaction, according to the American Customer Satisfaction Index Restaurant Report 2015. This creates a silly tension among the consumers regarding the fast food chain – does my enjoyment of a delicious Chick-fil-A sandwich outweigh my political correctness?

Here are some interesting insights on the Chick-fil-A brand among the general population*:

  • Chick-fil-a is perceived to be more “High Quality” than 88% of the brands in the US market today, making it the 7th highest quality brand in the dining category*

  • Chick-fil-A scored the highest on the imagery attribute “Cares for Customers” in the dining category

  • Though it is in the 48th percentile for “Progressive” and 52nd percentile for “Restrained” (on the high end in this category), its brand preference was comparable to that of McDonald’s and Wendy’s, fast food giants with more foot print in the market.


ChickFilA Brand Preference

Still not sure where you lie on the issue? Relax. We’re talking about a chicken sandwich here. Here’s a great bit by comedian and actor Jerrod Carmichael on the topic to relieve your tension.

*Dining category includes 60+ fast food, fast causal, and casual dining restaurants

 

archive

2017
2016
2015
2014
2013
2012
December
September
All Content © 2017 BrandAsset Consulting
Subscribe

Subscribe to BAViewsletter, our monthly newsletter, and to weekly BAViews, our blog, to keep up to date with BAV’s latest insights.

BAViewsletter

Our monthly newsletter with the latest insights on specific subjects.

BAViews: Our Blog

A weekly article written by our specialized staff on relevant subjects.

Name*
Email*
Company*
Title
cancel
subscribe

By checking the box, you are indicating your consent to receiving further communication from us. For our opt-out process, please read our Privacy Policy.

Thank you
for subscribing!

Please check your inbox
to confirm your email address.

close
Contact Form

Fill out the form below letting us know what you’d like to talk about and we’ll get back to you.

Name*
Email*
Phone
City
Country
Job Title
Company
Subject*
Comments*
cancel
submit

We do not share your information, please read our Privacy Policy.

Thank you!

Your message has been submitted successfully.

close