Chick-fil-A: Mission & Vision Statement Analysis

Previously known as the Dwarf Grill, Chick-Fil-A is one of the largest quick-service chicken restaurants; it’s the second-largest chain in the U.S. It has been operating for decades, creating one of the best buttermilk chicken fried sandwiches. The company was founded in 1946 by Trett Cathy. Chick-Fil-A has an interesting business approach as it often connects to religious values.

The company has some unique attributes, namely- the emphasis on workers needing to be religiously practising. The eccentric connection that the company establishes between its company culture and religion makes it a favourite among the people. The moral levels of this company are insanely high as well.

Chick-fil-A Mission Statement

The Mission statement Of Chick-Fil-A: “To be American’s best quick-service restaurant at winning and keeping customers.”

Chick-Fil-A wants to be on the top of the echelon and assert its dominance over other companies that operate in its industry. Therefore, its mission statement emphasizes that the company will do what is necessary to be the best bar none.

Chick-fil-A Mission Statement Analysis

The statement can be categorized into three distinct sections:

  1. Become the best in America
  2. Win Customers
  3. Retain Customers

Become America’s best: Perhaps this statement is the most important as the goal is clear. Chick-Fil-A serves over a thousand burgers per day, and their burgers have a very distinct taste. The meat is juicy, and the sides with the sauces are delicious. The service time is very fast, and then you have Chick-Fil-A’s innovation and the goal to make the best burgers every time to add to its success. 

Win Customers: To say that Chick-Fil-A’s success comes because it has mastered the art of fast food would be flawed. It’s a huge factor, yes, but not the only factor. Besides the skilful culinary art that the restaurant illustrates, it’s their marketing team and various PR events that can intrigue new customers.

Retain Customers: Retaining customers is crucial for a business like Chick-Fil-A because a considerable sum of their income flow comes directly from returning customers. In addition, the loyal customers also get to have various benefits like on-the-house food, a good connection with the chefs and employees and so on. Also, Chick-Fil-A has made the factor of returning customers’ taste a profit-maximizing multiplier. This is yet another reason why the business has managed to expand so profoundly in various areas.

Chick-fil-A Vision Statement

The Vision statement Of Chick-Fil-A: “To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A”.

The vision of the company stresses a big amount on the Christian values it holds.

Chick-fil-A Vision Statement Analysis

Chick-Fil-A’s vision statement can be categorized into three sections, much like its mission statement.

  1. Glorification of God
  2. To influence people
  3. Brightening the day of others

However, one crux to its vision statement is its niche-like appearance towards the outer public who do not hold the Christian value. The company’s vision statement is lacking in various departments, to put it frankly.

It can fend of people who are not of Christian faith, the statement is too religion-centric and does not reveal much about its ambitions, and finally, the statement in its entirety is vague fails to provide anything of great sustenance.

Glorification of God: The Christian root of Chick-Fil-A resurfaces itself in its vision as much as it did in its mission statement. The company tries to portray that the food served by them is a steward to God. This has had a positive effect as they were able to push through culinary barriers and exceed expectations multiple times.

This is initially how they reached the top of the fast-food industry. The added responsibility that comes with calling themselves the stewardess adds to the expectation they have of themselves.

To influence people: Chick-Fil-A feels a constant need to satisfy their customers in any way or form possible. One of the ways we feel happy throughout the day is when we have a meal that we enjoy, and Chick-Fil-A takes it to heart.
They make consistent good burgers where the meat is always tender and the signature taste always comes through. People come back to have a taste of their burgers and this has been true throughout the decade.

Brightening the day of others: Chick-Fil-A prides itself because it spreads happiness and positivity to its customers. The goal is to make people have a smile as they are going through their strenuous day. One of the main reasons behind their profound success is that they treat customers with utmost respect and diligence.
So many customers often return to the restaurant just to get that decent social interaction, and with that, they would always have a meal making the company’s income flow rigid.

Chick-fil-A Core Values Analysis

Chick-Fil-A’s success comes from three things primarily. These are good quality, the marketing strategy, and their high values. They serve with enthusiasm and respect with ever-present kindness. In any case, when we inspect Chick-Fil-A’s values, we see four main points surface upward.

The values of Chick-Fil-A are :

  1. We’re here to serve
  2. We’re better together
  3. We’re purpose-driven
  4. We pursue what’s next

We’re here to serve: The first point of the 4 explains the company’s attempt at making the customer happy through their service. They ensure that the customers are happy and they are having a good time as they enjoy their food.

We’re better together: Everything great that has been achieved has been done in harmony with others. Chick-Fil-A ensures that their employees and staff work together in harmony as it increases efficiency, motivation, and positivity.

We’re purpose-driven: The purpose is to deliver the best food at the least required time possible while ensuring satisfactory feedback from the customers. The consistency of the food is maintained through different underlying measures.

We pursue what’s next: It is essential to learn from the past and keep your eye on the future. When a business gets stagnant, it starts to erode and die. Being in the top isn’t enough as the competitors are constantly improving, which necessitates that Chick-Fil-A’s keeps evolving.

FAQ:

What is Chick-Fil-A’s Motto?

“Eat Mor Chikin”, created by the Richards Group back in 1995, is the most used advertising slogan of Chick-Fil-A. It basically dictates, “Eat more chicken.”

What is the Chick-Fil-A’s Strategy?

Chick-fil-A incorporates an integrated consumer-focused strategy. The food must taste great, the consistency must be the same, and the environment must be family-friendly.

What is Chick-Fil-A’s Philosophy?

Chick-Fil-A’s philosophy is shown in their vision statement. It has its roots in Christian values: To glorify God and be faithful in their service.

References

  • Kruse, K. (2016, August 9). How Chick-fil-A Created A Culture That Lasts. Forbes. https://www.forbes.com/sites/kevinkruse/2015/12/08/how-chick-fil-a-created-a-culture-that-lasts/?sh=d5bf1653602e
  • Last Updated: August 3, 2021Answered by Blog Admin. (2021a, September 15). What is chick fil a mission statement? Whoat Where Why. https://whoatwherewhy.com/what-is-chick-fil-a-mission-statement/
  • Nolan, J., Wicks, A. C., & Mead, J. (2018). Just a Sandwich? Chick-Fil-A and the Intersection of Mission, Religion, and Business Practice. SSRN Electronic Journal. Published. https://doi.org/10.2139/ssrn.3301944

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