2005 Consumers' Choice in Chains: Chicken
Chick-fil-A

When Chick-fil-A’s latest freestanding restaurant opened on July 14 in Nashville, Tenn., chain President Dan Cathy was there to present the first 100 patrons a year’s worth (52 coupons each) of combo meals.

The scene has been repeated across the country in the chain’s year-old “First 100 Fans” program, which pays respect to the brand’s most loyal and committed customers. So far, Chick-fil-A has given out more than $2.5 million in coupons at new-store openings.

This summer saw another promotion: Cow Appreciation Day, celebrated by Chick-fil-A on a chainwide scale for the first time. Anyone who showed up at one of its more than 1,200 restaurants dressed as a cow received a free-combo-meal coupon. No questions asked.

The events of those two days hint at some of the reasons Chick-fil-A is an 11-time winner of R&I’s Consumers’ Choice in Chains award. Deep appreciation of its customers and a sense of humor (including the decade-old ad campaign featuring cows imploring everyone to “Eat Mor Chikin”) help make Chick-fil-A special for many diners.

“If you make a commitment to the business, set high standards, attract great team members and operators, and always put customers first, you create lasting relationships with those customers and they become raving fans,” says Tim Tassopoulos, senior vice president for operations.

He adds that if they are going to remain devoted fans, customers never can be taken for granted. Chick-fil-A has inaugurated a new program it calls “Second Mile Service,” encouraging managers and crew members to actively extend service levels beyond the expected. New staff apparel being designed is another example of the chain’s continuous effort to improve diners’ experiences in its restaurants, Tassopoulos says.

Long-Term Thinking
Chick-fil-A’s deep-seated commitment to service echoes its unabashed Christian underpinnings. Its corporate statement of purpose includes the exhortation to “glorify God by being a faithful steward of all that is entrusted to us and to have a positive impact on all who come in contact with Chick-fil-A.” In a show of family values, restaurants are closed on Sundays and $20 million in scholarship awards has been given to employees. “Good reputation” is one of several attributes for which the chain received consumers’ highest marks in its category.

Food quality is another area in which Chick-fil-A scored at the top of its category, and it guards that reputation and legacy as well. “We’re very deliberate about what we put on the menu,” says Tassopoulos. “We don’t chase fads. Our products were healthy before nutrition became the major issue it is today.”

Last year, Chick-fil-A began a systemwide rollout of an expanded breakfast menu, including two burritos; a chicken, egg and cheese bagel sandwich; and Chick-n-Minis (bite-size chicken nuggets). This summer saw a second phase with introduction of Café Blends coffees and Cinnamon Cluster breakfast pastry.

“It wasn’t about adding products,” Tassopoulos says of the breakfast line. “It was about enhancing a daypart that’s important to our customers. We have fewer menu items than some of our competitors, but I think our standards are higher. It’s a reflection of our long-term perspective. We’re about lasting relationships.”

Gold Winner
Better than half of the managers at El Pollo Loco’s 325 units began as hourly workers. That corporate commitment to promoting from within, mentoring and building careers results in employees who are dedicated to customer satisfaction, the Irvine, Calif.-based chain believes.

El Pollo Loco garnered the category’s top marks for both menu variety and value, and it works to further strengthen its standings in those areas. Citrus-marinated flame-grilled chicken—available in two- through 12-piece meals with choice of side dishes—continues to be the signature product, but the concept augments its menu with an array of Pollo Salads and Pollo Bowl entrées that maintains a focus on chicken while adding preparations and flavors. Salsas are house-made daily for each unit’s salsa bar. To better serve young and budget-conscious customers, the chain introduced Dollar Deals menu choices, including a taco al carbon and cheese quesadilla.

Already rated highly for convenience by its customers, El Pollo Loco has introduced a new unit prototype with enhancements for both staff and diners and is aggressively franchising to increase its store count and to enter new markets.

Crystal Winner
Popeyes Chicken & Biscuits was into bold flavors before they were the rage. Its distinctive, Cajun-spiced chicken has cultivated devoted fans for more than 30 years and now in more than 1,800 units.

Ensuring that each of those locations delivers ROE or “return on experience” is the chain’s motivating philosophy. Dependable and consistent quality of food and service are ROE drivers. Last year, a mystery-shopper program was added systemwide and improvements in drive-thru efficiency are being implemented.

Popeyes’ menu continues to evolve. Naked Chicken Strips (no breading or batter), introduced in January, have been its most successful new product in years, helping draw customers in afternoons and evenings to augment its strength at lunchtime. A new chicken sandwich is in development.

Parent AFC Enterprises’ decision last year to divest Church’s Chicken, Cinnabon and other brands now allows it to focus all corporate attention on growth and refinement of the Popeyes concept. A new “Heritage” décor package emphasizing its New Orleans roots is being rolled out.