chick-fil-a content 2015

Jessie Wood

Chick-‐fil-‐A

Why: “To glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come into contact with Chick-fil-a.” Chick-fil-A stands out greatly when it comes to doing what is expected and then some. For this reason, I thought it was important for me to include a characteristic they are passionate about called ‘The Giving Tradition.’

“For the past 66 years, we have built a foundational commitment to service – service to our customers, service to our franchised Restaurant Operators and their Team Members, and service to our communities

This begins in the restaurant – one customer at a time. We firmly believe in treating every person who comes through our doors with honor, dignity, and respect. We teach it to everyone who comes to work at Chick-fil-A, and it’s something that they take with them throughout their careers – whether they choose to stay with Chick-fil-A or go on to other promising careers. But to us, service goes beyond our restaurant doors. We serve our communities through volunteerism and giving. We also make a commitment to take care of the people who take care of our communities. For example, by giving sandwiches to first responders in times of crisis, we honor the commitment they make to serve all of us. And our philanthropic giving reinforces that commitment to service by helping children and families in need. This is what makes us who we are.” Who: “…All who come in contact with Chick-fil-A” -More specifically, Families, especially with young children

-Customers who need a healthier choice in fast food

Jessie Wood

Social Media + Website +App Content Facebook- Raider Park Location- Lubbock, Texas: https://www.facebook.com/ChickfilAatRaiderPark/info?tab=page_info

• 5,218 Likes • 3,220 Visits • Cover Page- New Frosted Lemonade • Profile Picture- Chick-Fil-A @

Raider Park

• Videos- Employees wishing customers a “Merry Christmas” and Activities with Kids

• Page Information includes: Address, Store Hours, General Manger, Phone Number, Corporate Website Link, Payment Options, etc.

Content on Facebook- over the past month -April 11, picture of the Chick-fil-A cow with a DJ from the MDA Muscle Walk of Lubbock: 5 Likes -April 7th, Chick-fil-A suggested buying a large drink since the weather is heating up, a large drink such as a gallon jug of tea or lemonade: 1 Like -April 2nd, Uploaded an info-graphic of positions they are hiring for, provide direct link to apply, and lists their starting wages: 7 Likes, 1 Share, 2 Comments - March 31, “Like us on Facebook, show us you liked the page, and get a free chicken sandwich”: 308+ Likes, 84+ Shares, 30+ Comments- Chick-fil-A responded to customers! -March 26, College Night! Bring College I.D. from 5 p.m.-9 p.m. & receive free 8-count chicken nuggets with any purchase: 49 Likes, 15+ Shares, 4+ Comments - March 20, From 10 a.m.-2 p.m., Kid’s Crafts and Game Morning (crafts were St. Patrick’s Day related): 48 Likes, 1 Share, 5+ Comments Instagram- @chickfila

• 491 Posts • 182K Followers • 19 Following • Website link in bio • ~25 posts per month

• ~6K+ Likes • ~50+ Comments • Posts include videos and photos • Actively using hashtags

Jessie Wood

Twitter- @ChickfilA • 20.7K Tweets • 8,070 Following • 551K Followers • 4,077 Favorites

Content on Twitter- over the past month - Averaging 2-3 posts per day - Humorous tweets -Photos -Responds to mentions (even negative tweets as shown in this screenshot) -Posts tweets according to holidays

Ex: #NationalSiblingsDay; Chick-fil-A tweeted, “The one day you should give them your last Waffle fry #NationalSiblingsDay Ex: April Fools; Chick-fil-A tweeted a video introducing a mighty chicken mini bigger than ever #chicknmighty, followed by another video tweet of the same video but ending in #AprilFools

Chick-fil-A Website- http://www.chick-fil-a.com -The Home page is simple, clean, and well organized -Chick-fil-a’s website has 9 tabs listed:

• Menu • Order Food • Company & careers • Cows • Kids & Family

• What’s Your Story • Locations • FAQs • Connect

-Under the ‘Connect tab,’ Chick-fil-A provides links to their Facebook, Twitter, YouTube, and Email Insiders Website Calls to Action: -Encourages you to share your Chick-fil-A story and read about others -Learn more about a statement of investigation of potential data breach, healthy food options, and Kids Explorer.

Jessie Wood

Chick-fil-A App: The app scrolls vertically and provides the options: Home, Find, Menu and More ‘buttons’ for a more mobile friendly handling -Chick-fil-A invites you to join Mobile Pay -The App content changes daily, but normally consists of a meal choice and a featured story -The App does not provide any discount/coupons, however; at some locations, Chick-fil-A will provide a separate text number that will send out coupons for that specific location only. App Calls to Action: -Invites you to join Mobile Pay -If you allow your mobile phone to enable your location, the app will locate the closest Chick-fil-A to your location -Shares featured stories (family’s personal experiences)

Connecting the App Chick-fil-A has an App, responsive design, and a desktop design. The most effective designs are the App and the desktop view. When I first typed in Chick-fil-A on my phone, the responsive design popped up, and the tabs listed was the only content showing; there are no graphics or CTAs. At the bottom of the page, I could choose to view the ‘full site’, which turned out to be easier. The first notification to pop-up on the page is the option to download their new mobile app. Chick-fil-A’s app was a great investment for their company. The app is enjoyable to look at and super easy to find information. The best feature of the website is how organized it is, however; the responsive design could be improved, but then again maybe that is what encourages people to add take the initiative to add the app.

Jessie Wood

Secret Shopping: I went into our Chick-fil-A at Raider Park for lunch today. Every time I have gone to this Chick-fil-A, every one has always been so nice and friendly. After getting my food and finding a seat, a few minutes after taking a few bites an employee came by to make sure everything tasted alright. After conversing for a few minutes, I asked them if she knew if they had an app? She then replied with “yes we do! It’s a free app and you should just be able to type in Chick-fil-A and find it!” I was very pleased with her response and did not really expect much more to be said about the app. Conclusion: Based on my research and experience with Chick-fil-A, I have noticed the only media site where they are promoting their app is on the responsive design. I find this unusual considering their responsive design is the least effective layout of their content. Chick-fil-A’s desktop layout is already clean and simple, so they could definitely add one more flyer to inform their audience they have an app. On their social media sites, especially Twitter and Instagram, they could add ‘Add our free Chick-fil-A app today” and that would already inform audiences they have an app. Chick-fil-A definitely should post on their social media sites incentives for reasons why their customers should add the app. I have learned that apps are another extremely effective platform, therefor; the company needs to promote it across all of their other websites and social media accounts. I have learned there are always reasons why my audience could/should add my app. While I am giving my audience incentives to add the app I am creating content for my company and creating that relationship!

Jessie Wood

Content on Social Media

1. “Need help locating a Chick-fil-A near you? Download our free app to find a restaurant near you!”

Facebook Twitter Instagram

Jessie Wood

2. “Running late on your way home from work? No worries, we’ve got you covered. Just download our free app, place your order from your mobile device, and we’ll have dinner ready!”

*Since Twitter only allows 140 characters, this tweet can be shortened to: “Running late on your way home? Download our free app, place your order, and we’ll have dinner ready!”


3. “Help us, Help you! Download our free app and tell us about your Chick-fil-A dining experience!”


Jessie Wood

Content Calendar for Social Media

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Content #1

C L O S E D

Facebook & Twitter between

10:30 a.m.-12:00 p.m.


10:30 a.m.-12:00 p.m.

Facebook, Twitter, & Instagram between 10:30 a.m.-12:00 p.m.

Content #2

C L O S E D

Facebook, Twitter,

& Instagram between 3:00 p.m. -8:00 p.m.

Facebook, Twitter, & Instagram

between 3:00 p.m.-8:00 p.m.


3:00 p.m.-8:00 p.m.

Content #3

C L O S E D

Facebook & Twitter

between 1:30 p.m.-3:30

Instagram between

1:30 p.m.-3:30

Facebook & Twitter between 1:30 p.m.-3:30

Instagram between

1:30 p.m.-3:30


1:30 p.m.-3:30

#EatMoreChicken

chick-fil-a content 2015

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