Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand

Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand Review

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 thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company’s steady then explosive 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. As a member of the marketing team and as chief marketing officer, Robinson was both a witness and participant in the company's remarkable development into an indelible global success. Now he shares the story of Chick-fil-A's evolution into one of the world's most beloved, game-changing, and profitable brands. From the creation of the Eat Mor Chikin campaign to the decision to stay closed on Sundays to the creation of the company's corporate purpose, Robinson provides a front-row seat to the innovative marketing, brand strategies, and programs that created a culture customers describe as "Where good meets gracious." 

Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and Truett Cathy himself, Robinson explains the important traits that built the company's culture and have 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.

Title:Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand

    Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand Reviews

  • Marco

    If you like your discrimination with a side of waffle fries, go ahead and buy this book....

  • Bill Pence

    There is no organizational culture I respect more than that of Chick Fil-A. I have eaten at numerous Chick Fil-A restaurants across the country, gotten to know our local Operator, read about their cul...

  • Samantha

    As a non-Christian vegan, I picked up this book not because of my love of Chick-fil-A but pure curiosity. Because it was written from the perspective of the chief marketing officer, you get a very “...

  • Marie

    “Covert Cows and Chick-fil-A” is not an exposé. Instead it is written as an inside look from a long-time employee’s view. An employee who was there before the “cows” came home, so to speak....

  • BookTrib.com

    On Dec 31, 2012, Truett Cathy, the founder of Chick-fil-A, stood on the 50-yard line of the Georgia Dome, surrounded by seventy-two thousand screaming fans, awaiting kickoff at the Chick-fil-A Peach B...

  • Bookworm

    I always love books about eateries. Thought this would be no different. The food is overrated, I side-eye their business and find their cultish following a little weird. all the same, it seemed like t...

  • Michele Pfrogner

    Chick-fil-A is one of my favorite restaurants, not just for the food, but for its hospitality. For example, I have always been curious why employees answer "My pleasure" when thanked. Robinson's book ...

  • Cristie Underwood

    Chick-Fil-A is extremely successful and still stays closed on Sundays. They don't do a lot of advertising on tv. So, how is it possible for them to have such success? The author of this book explains ...

  • John Whitcomb

    The book was a great inside look at what makes this such a model organization. The values that have been such an important part of the culture of this company are rare to find these days. I will admit...

  • Sue Fernandez

    Thank you to Nelson Books and Net Galley for an ARC of this title in exchange for my honest review. I am a fan of Chick -Fil-A and honestly, I've long wondered what it is that makes their staff well t...