Covert cows and Chick-fil-A : how faith, cows, and chicken built an iconic brand / Steve Robinson, former chief marketing officer for Chick-fil-A.

By:

Robinson, Steve, 1950- [author.]

Publisher: Nashville, Tennessee : Nelson Books, an imprint of Thomas Nelson, 2019Description: xix, 215 pages : illustrations (some color) ; 24 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9781400213160 (hardback) :
1400213169 :

Subject(s):

Additional physical formats: Online version:: Covert cows and chick-fil-ADDC classification:

647.9573 23

LOC classification:

TX945.5.C4 R63 2019

Summary: "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."-- Provided by publisher.Summary: "The 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"-- Provided by publisher.

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Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	Main Library Nonfiction Stacks	647.9573 ROBINSON (Browse shelf(Opens below))	1	Available		31744160122517

Includes bibliographical references (pages 213-214).

"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."-- Provided by publisher.

"The 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"-- Provided by publisher.