Contemplating upon Chick-fil-A, one cannot but give the company’s creative team credit for recognizing the role that a strong online presence may play in boosting marketing success. To be precise, the company’s website embodies itself as a platform for better understanding the core values embedded in the concept that the Nation’s Largest Chicken Chain adheres to. Obviously, Chick-fil A, Inc.’s overhauled website employs a very different approach to appeal to the 21st century diverse customers; through a truly well-designed company website, an American fast food restaurant chain narrows attention on to a single focus – uncovering customer needs and wants. Together with Chick-fil-A’s customer-centric approach, the company website gravitates towards ensuring competent assistance, albeit with great emphasis on exhibiting both programs and initiatives for the family.
Yes, Chick-fil-A positions itself as the family-friendly organization; and it is particularly about a professionally designed website that, on the one hand, constitutes a sense of community for the customers, whereas, on the other, represents America’s chicken-themed chain as a truly family restaurant. Significantly, Chick-fil-A’s site includes the multitude of feature stories, recipes, and videos, which in turn helps reinforce a sense of belonging. More importantly, however, the company website incorporates pricing on the menu along with discounts and specials for families. When checking out the site, people will invariably be exposed to one pivotal piece of content meant to encourage more families to eat meals together. “Created by a conservative Christian child of public housing, S. Truett Cathy in Georgia, in the mid-20th century” (Bellanfante, 2015, p. MB1), Chick-fil-A puts a lot of effort into being pro-family organization and strengthening traditional family values, respectively.
It can be said with certainty that social responsibility matters a lot to a business; to be exact, it demonstrates the extent to which the company has a principal interest in creating positive social impact. In regard to Chick-fil-A, “the fast-food juggernaut” (Strom, 2015, p. B6), saving natural materials here occurs as higher-priority goal. Specifically speaking, napkins and foam cups are made from 100 percent recycled content. The ethical analysis of Chick-fil-A reveals that the company can only offer jobs for law abiding legal citizens. It is not an exaggeration to say that Chick-fil-A intends to raise environmental consciousness by means of implementing a robust environmental system. According to the company’s code of ethics, ensuring job safety, promoting good behaviour and improving employee wellness are those essential aspects that Chick-fil-A is mostly concerned about. Notably, the company condemns violence in all of its forms. On the reverse side, integrity and honesty are qualified as the pillars of business success. In respect to families, Chick-fil-A’s campaign aims to make it possible for them to cross the line from being satisfied to being happy to eat at fast food restaurants.
- Bellanfante, G. (2015, October 9). Chick-fil-A and the Politics of Eating. The New York Times, p. MB1.
- Strom, S. (2015, September 15). Chick-fil-A Brings Its Sandwich, and Its Values, to New York. The New York Times, p. B6.