We are constantly learning the power of giving to the community. One of our clients, Chick-fil-A, proves that giving to the community merits customer loyalty (which merits ever-increasing sales). Chick-fil-A took the top spot among QSR chains in average sales per unit of $3.16 million per store. How does Chick-fil-A beat out their competitors, even McDonalds, the long-standing industry leader?
The Commercial Appeal published an article about Chick-fil-A’s habit of giving to the community. The article featured a Chick-fil-A “Mother-Son Date Knight” where a Chick-fil-A store operator paid for a limo to usher one mother and her boys to the event free of charge.
A total of 12 Chick-fil-A locations in the Memphis Metro area contributed to this family-building event. Chick-fil-A donated a portion of the proceeds to Memphis Athletic Ministries (MAM). Gib Vestal, chairman at MAM, said “This donation will greatly assist MAM as we expand our homework help program for under-resourced youth to all 11 MAM centers this fall.” MAM helps more than 1,000 children from 8-12 years old. Chick-fil-A regularly runs such events. This particular Mother-Son Date Knight took place at the Pink Palace, was medieval-themed, and featured a red carpet walkway.
Chick-fil-A provided the guests (all one thousand families) with the opportunity for a Chick-fil-A dinner, memorable photos, a mother-son dance, and arts and crafts for only $35. Chick-fil-A also gave away several free VIP passes for the event. These passes were given to families, like the Matthews family, who were in need of quality bonding time. Oh, and Chick-fil-A threw in all Pink Palace attractions with a variety of IMAX and planetarium showings, at no extra charge. This year Chick-fil-A passed KFC for the top chicken franchise. Coincidence? Many companies may feel that they cannot afford to give to their community because budgets are too tight, and sales are too low. The question shouldn’t be if your company can afford to give to your community, but can your company afford not to?