Covert Cows and Chick-fil-A
How Faith, Cows, and Chicken Built an Iconic Brand
- Work, Money & Leadership
- Publisher: Nelson Books (Thomas Nelson)
- Published: 2020
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Publisher's Description
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. Covert Cows will help you… Discover unexpected, out-of-the-box marketing methods and new ways of approaching business problems. Understand the positive impact of building a business based on biblical principles. Receive an insider’s look at the evolution of one of America’s most beloved brands. Learn key marketing and business insights from the man who was the chief marketing officer for Chick-fil-A for thirty-four years. 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.
Endorsements (12)
“The Cow campaign became an endearing part of American pop culture largely because of an independent, family-owned business armed with conviction. . . . The successful launch of the Eat Mor Chikin movement required great courage from a CMO who saw an original idea and approved it based on his instincts.”
“This is a must-read for anyone who dares to dream big, is seeking purpose in their lives, has ambition, or wants a formula for business and life success.”
“This book is an excellent ‘backstage tour’ of Chick-fil-A from its prebrand days to how it became a nationally respected brand.”
“Covert Cows and Chick-fil-A could be assigned as supplemental reading for a graduate-level class in marketing . . . I also see this as a book that should be on the list of recommended readings for all undergraduate business students.”
“Steve Robinson used simple ingredients to create his successful marketing recipe for Chick-fil-A: a chicken sandwich, uneducated cows, and enlightened enlightened customers. In this book the genius himself reveals how he did it.”
“Steve captures the very essence of the Chick-fil-A culture and the legacy of our founder, S. Truett Cathy. This book should be required reading for all new Chick-fil-A Operators and it certainly will help any business person who wants to take their brand to a higher level.”
“You will enjoy reading this fantastic inside look at how and why Chick-fil-A grew from an idea into a national brand. Steve’s book outlines the foundation that this amazing company is based on: faith, family, loyalty, and lots of hard work.”
“Steve’s brand-building story is now required reading for my Northwestern University Medill IMC students and one I highly recommend for anyone who wants to better understand the extraordinary power of a higher-purpose-driven brand, a strong culture, clear and meaningful goals, and insightful strategies and execution.”
“If you are looking for a great read that is loaded with life lessons, wisdom, and values that will impact your life . . . you’ve found it! Steve does a fabulous job of telling the remarkable and compelling story of Chick-fil-A’s success and Truett Cathy’s model of purposeful leadership. Covert Cows and Chick-fil-A isn’t just entertaining; it will equip you to be a missional leader at work, at home, and in your community.”
Dr. Dennis Rainey
“Covert Cows is a stellar, inspiring read for anyone wanting to embrace wisdom and foster innovation innovation in the marketplace. Maybe you need a fresh start in this season of your life or business. Steve tells a wonderfully personal story of growth, humility, patience, and perseverance. Do yourself a favor, listen and learn from this generous man who lives daily in the favor of God.”
Dr. Gary Hewins
“If you are intent on creating a harmonious, profitable, and life-producing culture within your business, your organization, or your family, Steve’s in-depth look at this modern-day anomaly called Chick-fil-A is a must-read.”
“This is a wonderfully engaging and compelling book. I couldn’t put it down. Steve lets us see through his eyes the heart and soul of Chick-fil-A. This book is a tribute to enduring values and living and working for what matters most.”
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