Consumer Journey Map - Chick-fil-A

MKT 533 Consumer Journey Map Assignment by Michael Flatt.
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25. So, what makes Chick-fil-A so successful?  Based on my analysis through this assignment, I strongly believe that by putting principles and people above profits, Chick-fil-A has created a unique position and value proposition in the fast food marketplace.  While the company's beliefs have been met with strong opposition, Chick-fil-A remains unaffected due to a combination of quality food, strong messaging, and great employees. Inventions, People, Foods, Food Quality, Fast Food, Value Proposition, Business Planning, Food, Marketplace
25. So, what makes Chick-fil-A so successful? Based on my analysis through this assignment, I strongly believe that by putting principles and people above profits, Chick-fil-A has created a unique position and value proposition in the fast food marketplace. While the company's beliefs have been met with strong opposition, Chick-fil-A remains unaffected due to a combination of quality food, strong messaging, and great employees.
23.  In old age now, Alex continues to be engaged with the brand.  He wears silly hats to the restaurant with his grandchildren that he received from all those raving fans events Chick-fil-A had throughout the years.  Other customers take note of Alex's seemingly fun and jovial mood, which they attribute to the Chick-fil-A brand. Fan Art, Hats, Silly Hats, Silly, Old Age, Grandchildren, Fun, Alex, Restaurant
23. In old age now, Alex continues to be engaged with the brand. He wears silly hats to the restaurant with his grandchildren that he received from all those raving fans events Chick-fil-A had throughout the years. Other customers take note of Alex's seemingly fun and jovial mood, which they attribute to the Chick-fil-A brand.
22. Fully engrossed in the brand's message by now, Alex now creates rituals around going to Chick-fil-A.  He uses his iPhone app to schedule his bi-weekly visit to Chick-fil-A by putting a reminder in his scheduling app.  Americans perceive fast food restaurants as a part of our distinct culture and Chick-fil-A has reached the pinnacle of that perception with its target consumer in Alex. Flims, Sanat, Muziek, Scenes, Witch, Neve Campbell, Witch Aesthetic, Mystique, Paranormal
22. Fully engrossed in the brand's message by now, Alex now creates rituals around going to Chick-fil-A. He uses his iPhone app to schedule his bi-weekly visit to Chick-fil-A by putting a reminder in his scheduling app. Americans perceive fast food restaurants as a part of our distinct culture and Chick-fil-A has reached the pinnacle of that perception with its target consumer in Alex.
24.  They key takeaway from this consumer journey map is that by putting smiles on people's faces through friendly, well-trained staff, a nice eating environment, and strong value system, Chick-fil-A is able to better influence its target consumers than nearly any other fast food chain in the United States.  If it can take this concept overseas, watch out. Quotes, Positive Attitude, Bad Deed, How To Be Likeable, Positivity, Bad Mood, Let It Be, All Smiles, Smile
24. They key takeaway from this consumer journey map is that by putting smiles on people's faces through friendly, well-trained staff, a nice eating environment, and strong value system, Chick-fil-A is able to better influence its target consumers than nearly any other fast food chain in the United States. If it can take this concept overseas, watch out.
20. Chick-fil-A is always thinking about the consumer.  In addition to focus groups, the company runs a quarterly phone survey with customers from each of its restaurants (with a free sandwich being one incentive).  By doing so, Chick-fil-A is able to better predict consumer behavior by age, which allows them to tailor their offerings to Alex as he becomes older. Restaurants, Consumer Behaviour, Surveys, Company, Behavior, Focus Group, To Focus, Focus, Older
20. Chick-fil-A is always thinking about the consumer. In addition to focus groups, the company runs a quarterly phone survey with customers from each of its restaurants (with a free sandwich being one incentive). By doing so, Chick-fil-A is able to better predict consumer behavior by age, which allows them to tailor their offerings to Alex as he becomes older.
21. Alex is older now and he has a son of his own named Jake.  He coaches Jake's basketball team and has instilled a ritual of taking the team to Chick-fil-A after every win as a mini-reward.  The kids love the chicken sandwiches and milkshakes and Alex has effectively shared the Chick-fil-A brand with impressionable teenagers, all a win for the company. Friends, Family Photos, Humour, Parents, Baby Coming, Family Kids, Kids Parenting, Family, Parenting
21. Alex is older now and he has a son of his own named Jake. He coaches Jake's basketball team and has instilled a ritual of taking the team to Chick-fil-A after every win as a mini-reward. The kids love the chicken sandwiches and milkshakes and Alex has effectively shared the Chick-fil-A brand with impressionable teenagers, all a win for the company.
19. When Alex returns from his trip, he engages with Chick-fil-A via social media expressing his desire for the company to consider expanding internationally.  To his surprise, Chick-fil-A responds in less than 5 minutes.  Alex doesn't know this, but Chick-fil-A uses data to respond to over 35,000 mentions per month. Social Media, Social Marketing, Apps, Blog Social Media, Social Network, Social Media Marketing, Networking, Marketing, Media Marketing
19. When Alex returns from his trip, he engages with Chick-fil-A via social media expressing his desire for the company to consider expanding internationally. To his surprise, Chick-fil-A responds in less than 5 minutes. Alex doesn't know this, but Chick-fil-A uses data to respond to over 35,000 mentions per month.
18.  As part of Chick-fil-A's growth strategy, the company is purely focused on the domestic U.S. market.  This is a fine strategy in the short-term, but at some point Chick-fil-A needs to consider international expansion, especially since a segment of its consumers are white collar workers who invariably travel for business.  By not having Chick-fil-A as an option on his trip to China, Alex can now be influenced by KFC, one of Chick-fil-A's arch rivals. China, Kfc, Domestic, Business, Term, Trip, White Collar, Growth Strategy
18. As part of Chick-fil-A's growth strategy, the company is purely focused on the domestic U.S. market. This is a fine strategy in the short-term, but at some point Chick-fil-A needs to consider international expansion, especially since a segment of its consumers are white collar workers who invariably travel for business. By not having Chick-fil-A as an option on his trip to China, Alex can now be influenced by KFC, one of Chick-fil-A's arch rivals.
17. He sees A TON of KFCs.  This is slightly disappointing to Alex as he was hoping there would be a Chick-fil-A around somewhere.  After a quick Google search, he realizes that Chick-fil-A has not yet expanded internationally.  So, what does he do?  He eats at KFC. Travel, Yum Brands, Brand, Business Networking, News, Homey, Analyst
17. He sees A TON of KFCs. This is slightly disappointing to Alex as he was hoping there would be a Chick-fil-A around somewhere. After a quick Google search, he realizes that Chick-fil-A has not yet expanded internationally. So, what does he do? He eats at KFC.
16. As Alex becomes more emotionally involved with the brand, he now considers the restaurant to be part of his "go to" destinations.  There's only one problem.  His job requires him to travel to China to close a deal with a customer.  Upon arriving in Hong Kong, he thinks there must be a Chick-fil-A somewhere around the island.  After all, Hong Kong is nearly as Western as they get in the East Asia.  However, instead of finding a Chick-fil-A, what does he see all over China? Travel Agent, Travel Insurance, Overseas Travel, State Of Florida, Frequent Flyers, Passport Renewal, Mexico Travel, Insurance Companies
16. As Alex becomes more emotionally involved with the brand, he now considers the restaurant to be part of his "go to" destinations. There's only one problem. His job requires him to travel to China to close a deal with a customer. Upon arriving in Hong Kong, he thinks there must be a Chick-fil-A somewhere around the island. After all, Hong Kong is nearly as Western as they get in the East Asia. However, instead of finding a Chick-fil-A, what does he see all over China?
15. One avenue Chick-fil-A uses to sustain loyalty and to keep target consumers like Alex engaged is through creative ad campaigns.  While the "Eat Mor Chikin" initiative had a humor appeal to it, this campaign has a deeper emotional connection.  It talks about how much the world has changed in 50 years (showing images of furniture from different eras), but how the chicken sandwich has been one constant.  This sense of reliability and availability is something that stays in a consumer's mind. Chicken Sandwich, Chicken, Sandwiches, Eat Mor Chikin, Stays, Eat, Target, Ad Campaigns
15. One avenue Chick-fil-A uses to sustain loyalty and to keep target consumers like Alex engaged is through creative ad campaigns. While the "Eat Mor Chikin" initiative had a humor appeal to it, this campaign has a deeper emotional connection. It talks about how much the world has changed in 50 years (showing images of furniture from different eras), but how the chicken sandwich has been one constant. This sense of reliability and availability is something that stays in a consumer's mind.
14. Chick-fil-A has now created a long-term customer and what does it do to continue nurturing these types of relationships?  It gets raving fans like Alex to show their love for the brand by dressing up as cows on the company's made up “Cow Appreciation Day."  Those who dress up win a free chicken sandwich.  Alex dresses up in his favorite onesie and takes part in this Chick-fil-A tradition. Diy, Dressing, Cow Appreciation Day, Free Food
14. Chick-fil-A has now created a long-term customer and what does it do to continue nurturing these types of relationships? It gets raving fans like Alex to show their love for the brand by dressing up as cows on the company's made up “Cow Appreciation Day." Those who dress up win a free chicken sandwich. Alex dresses up in his favorite onesie and takes part in this Chick-fil-A tradition.
13.  As a "raving fan," Alex becomes more critical of Chick-fil-A's offerings.  For instance, he wishes the dipping sauces had bolder, spicier flavors and he isn't sure why there isn't a Sriracha sauce.  Many companies wait until the next release of product to talk to their customers, but Chick-fil-A is different.  They survey Alex, answer his questions on social media, and eventually implement his suggestions to create new dipping sauces with the addition of a Sriracha sauce. Coleslaw, Fast Food Restaurant, Restaurant Food, Chick Fil A Nuggets, Bars In Hollywood, Original Chicken Salad Recipe
13. As a "raving fan," Alex becomes more critical of Chick-fil-A's offerings. For instance, he wishes the dipping sauces had bolder, spicier flavors and he isn't sure why there isn't a Sriracha sauce. Many companies wait until the next release of product to talk to their customers, but Chick-fil-A is different. They survey Alex, answer his questions on social media, and eventually implement his suggestions to create new dipping sauces with the addition of a Sriracha sauce.
12. Chick-fil-A now considers Alex to be one of its "raving fans."  This is the company's nickname/persona for a small group of consumers (10-15% of the 7-10 million people eating at its restaurants each week) that visit Chick-fil-A four or more times each month.  Chick-fil-A gives Alex free coupons regularly to hand out to people who have otherwise never been to the restaurant, in addition to several other initiatives that keep him feeling close to the brand. Coupons, Group, Free Coupons, People Eating, 10 Things
12. Chick-fil-A now considers Alex to be one of its "raving fans." This is the company's nickname/persona for a small group of consumers (10-15% of the 7-10 million people eating at its restaurants each week) that visit Chick-fil-A four or more times each month. Chick-fil-A gives Alex free coupons regularly to hand out to people who have otherwise never been to the restaurant, in addition to several other initiatives that keep him feeling close to the brand.
11. Week after week, Alex continues to visit Chick-fil-A for lunch.  He's now become a mini brand advocate who invites others to eat with him at the restaurant and he follows the company's social media accounts religiously.  He uses these social media updates to get deals, chat with other consumers, and to keep up-to-date with what's going on at the company. Mansions, Exterior, Orlando, West Michigan, Restaurant Exterior, Mall
11. Week after week, Alex continues to visit Chick-fil-A for lunch. He's now become a mini brand advocate who invites others to eat with him at the restaurant and he follows the company's social media accounts religiously. He uses these social media updates to get deals, chat with other consumers, and to keep up-to-date with what's going on at the company.