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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.

Incredible Pizza, Tulsa, OK - "Incredible Pizza features a family atmosphere that will take you back to the 1950s as you're greetedundefined"

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.

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.

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.

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.

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…