In his debut book, former Executive Vice President and Chief Marketing Officer of Chick-fil-A, Steve Robinson shares with readers the secret to the growth and success of one of the nation’s fastest growing fast food restaurants. In Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand, Robinson takes people behind the scenes to show them how Chick-fil-A scaled up from 184 stores and $100 million in annual sales to more than 2,100 stores and $6.8 billion in annual sales during the 34 years Robinson served as CMO. Read that again marketer. 34 years as CMO.
With an emphasis on building relationships rather than focusing on transactions, Robinson shares some of the philosophies Chick-fil-A employs that may seem counterintuitive to business…and why it has worked so well.
In our conversation, Steve and I also talk about how advertising that entertains is more powerful than just average interruptive advertising.