The word ‘character’ is not a buzzword in the business circles, and yet character forms the foundation of a successful business. Dictionary.com defines character as, “the aggregate of features and traits that form the individual nature of some person or thing.” Evidently, character is made up of mental and ethical traits that differentiate an individual or an entity from the others. Good character is valuable in one’s personal and business ventures. In fact firms that have “character” tend to perform better over time because they stick to their values even in hard times as seen in the case of Chick-fil-A.
There are various scripture verses that talk about character, the Bible views character as a strong moral fiber and a symbol of excellence. The Bible uses different Biblical leaders such as Abraham, Moses, Joshua, Elijah and even Jesus to demonstrate what desirable character is. The Biblical verse from the Old Testament (Joshua 1:9) states, “Have I not commanded you? Be strong and courageous. Do not be terrified; do not be discouraged, for the LORD your God will be with you wherever you go.” The verse encourages people to hold on to their values and beliefs even in difficult situations because God is with them wherever they are.
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Chick-fil-A is now considered one of the most profitable fast food chains in the U.S. According to Peterson (2016) Chick-fil-A generates more revenue per restaurant in comparison to any fast food chain in the US. In 2014, it generated $3.1 million average sales per restaurant, whereas competitors such as KFC generated $960,000 in 2014. Chick-fil-A had overall revenue of over $6 billion in 2015, and the company’s growth is impressive (Peterson, 2016).
Chick-fil-A’s success is impressive, and it is a reflection of the firm’s impressive marketing and ethical foundation. Russell (2013) notes that Chick-fil-A’s success can be attributed to the firm’s character, the firm is a family business and leaders treat employees like family. This is a strange phenomenon in that in most fast food chains, employees are expendable and they can be fired even for no reason. Chick-fil-A’s founder was an ardent Christian, and he built his business based on Christian principles. Chick-fil-A has not compromised on the principles since, and this is one of the main reasons it attracts and maintains its customers.
According to Peterson (2016) Chick-fil-A has about 2,000 restaurants in the U.S., and none of the restaurants are opened on Sundays. This is probably seen as a bad move by competitors in the fast food industry. Most fast food chains operate seven days a week, 24 hours a day in order to maximize profits. Chick-fil-A on the other hand closes on Sundays to allow employees to go to spend time with their families so that they can come back to work rejuvenated.
Peterson (2016) notes that Chick-fil-A has the best customer service, which is uncommon in the fast food industry. While the firm pays its employees slightly above the average hourly wage, it invests in training and advancing their careers whether it is in the fast food industry or not. Managers are encouraged to inquire about the career goals of employees and to help them achieve them.
To sum up, Chick-fil-A’s success in the fast food industry is astounding. The firm has a small number of locations in comparison to other players like KFC and McDonalds, and yet its profit margins are impressive. Chick-fil-A has managed to survive by sticking to its principles, it has defied the trends in the fast food industry that only focus on profitability and created a resilient team that deliver impeccable customer service to customers.
References
Peterson, H. (2016). Why Chick-fil-A's restaurants sell 3 times as much as KFC's. Business Insider . Retrieved from: http://www.businessinsider.com/why-chick-fil- a-is-so-successful-2016-5
Russell, M. (2013). Defining a positive ethical organization: Does Chick-fil-A exemplify a living code of ethics. Regent University. Retrieved from: http://www.regent.edu/acad/global/conferences/virtual/2013/pdfs/day1-russell.pdf
