The needs of the restaurant’s customers include the need for quality food, as well as relaxation, as the company positions itself as a family-type restaurant. Customer requests may include special offers for children, such as playrooms. Equally important, customers may want to get more for the same price or see new dishes on the menu. Customers may also want communicative but intelligent advertising that meets their aesthetic needs. The clients’ demand may include good quality and low prices that match the quality and prices of competitors.
The restaurant creates value through a focus on tradition, courteous service, and delicious plates. Chick-fil-A attracts consumers through marketing campaigns such as bright advertisements and incentives. For example, every July the restaurant invites visitors to dress up in a cow costume and receive free service. About 1.8 million Americans took part in the campaign last year. Some features of service, such as eye contact when serving a table, are presented as an additional incentive for visiting restaurants.
Chick-fil-A’s performance is generally in line with customer expectations, although the company has had some problems with order picking and costing in the past. The case describes a case when the wife of the CEO of the restaurant received poor service – she was served the wrong dish and was billed higher than the actual bill. After that, the woman directly turned to her husband, who promised to fix the problem, and even gave an interview about it.
Chick-fil-A has a marketing orientation, which means working for a consumer audience that is well-versed in modern market trends. This strategy takes into account the values, culture, and behavioral traits of the market (“Market orientation,” 2022). Therefore, focusing on the most widely demanded characteristics, the company adapts to different markets. The potential of constantly improving the services is among the biggest advantages of this type of marketing management orientation.
For now, Chick-fil-A has a decent promotional strategy that seeks to raise awareness and promote sales. Having a well-established brand is a basis for this strategy, and making bright ads works as a hook. Incentives and free meals are other hooks that make consumers stop and pay attention to the service (Bhasin, 2021). Appeal to traditions and food quality aims to keep loyal customers and persuade new clients to join the chain.
References
Bhasin, H. (2021). 10 Types of Promotional Strategies effective for Marketing.
Market orientation. (2022). CFI.