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Covert Cows and Chick-fil-A

How Faith, Cows, and Chicken Built an Iconic Brand
Narrated by: Milton Bagby
Length: 7 hrs and 21 mins
4.5 out of 5 stars (10 ratings)

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Publisher's Summary

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.

During his 34-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 more than 2,100 stores and more than $6.8 billion in annual sales in 2015 - and was a firsthand 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.  

Enjoy a behind-the-scenes look at Chick-Fil-A’s visual marketing strategy with photos available in the audiobook companion PDF download. PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.

©2019 Steve Robinson (P)2019 Thomas Nelson

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Interesting, even more for a non-religious person

This is clearly not a typical book, at least for me. It talks about a person that is deeply religious that starts and manages his business based on his religious belief. At the same time, he underlines that he tries not to impose his religious belief on his clients. This is obviously not an easy task, when religion is described as the very foundation of this corporation. It does consequently leave a gaping whole in the story of the company and its top management. How does it treat its own staff or its business partner when they don't follow their religious belief? What happens if a staff gets a divorce, an abortion, comes out as being gay or takes on another job on Sunday?

For a person like me that does not live in this type of religious environment, this book is a the same time instructive and a little scary.

1 of 1 people found this review helpful

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Chick-Fil-A

Great company with great values. What an inspiration for me to follow within my company. The lessons that Chick-Fil-A teaches are easy to follow. Just a simple My Pleasure goes a long way. I wish I got to meet Truit, at least We have his legacy to learn and grow from.