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Description
Covert Cows and Chick-Fil-A: How Faith, Cows, and Chicken Built an Iconic BrandThe 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 thirty four 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 over 2,100 stores and over $6. 8 billion in annual sales
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 thirty-four-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 over 2,100 stores and over $6.8 billion in annual sales in 2015--and was a first-hand 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.Binding Type: Paperback
Publisher: Thomas Nelson
Published: 08/25/2020
ISBN: 9781400213221
Pages: 224
Weight: 0.45lbs
Size: 8.30h x 5.50w x 0.60d
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