Chick Fil A, widely known for its connection to Christian values established by its original owner, S. Truett Cathy, being a faithful Southern Baptist, has become the third-largest fast-food chain in the U.S. under Starbucks and McDonalds. Not only has the brand been tied into values that Christians uphold such as honesty, service, and dedication, but it also closes its doors on Sunday as a way to respect the Sabbath and allow the employees a day of worship if they wanted. However, does that help the business?
Dan, Bubba, and Trudy, family heirs to the fast-food chain made a covenant or a promise that they would never change the principles or ideals, including the closing of business on Sundays when they took over the business. Quoting the three, they said, “We will be faithful to Christ’s lordship in our lives,” the covenant says. “As committed Christians, we will live a life of selfless devotion to His calling in our lives.” This foundation would continue to live on long after S. Truett Cathey stepped down in his 90’s as the President and CEO. According to an analysis done by Business Insider, closing on Sundays would generate a loss of around 1 billion dollars in annual sales. Not only did it give times for employees to relax and recharge on their day off, it also created a dependency for customers as they knew that they wouldn’t have access to their food on Sunday. It drove business during the other six days of the week! This closure of the business also generated a communal effect to it. People felt like the chain was apart of their community almost like a part or a church or a NPO. According to business analyst, Yutong Yuan, this propelled Chick Fil A to staggering profitability margins that quadrupled other major chains such as KFC.
As a motto to live by, Chick Fil A adopted their brand values based on scripture found in Matthew 5:41 stating, “Whoever compels you to go one mile, go with him two.” This type of customer service drove sales that were not dependant upon a seven day week. So, should all businesses decide to close on the Sabbath, maybe not, but for those who stand behind their beliefs, whether they be tied to Christianity or not, create true brand value for the customers who see commitment, value, and dedication to their needs.
Reference Links
https://www.chick-fil-a.com/board-officers/board-of-directors/dan-cathy
https://www.chick-fil-a.com/careers/culture
https://www.businessinsider.com/how-chick-fil-a-took-over-america-2019-8
https://www.businessinsider.com/chick-fil-a-closes-on-sunday-why-2019-7
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