Tuesday, June 26, 2012

Makes me want to eat mor chikin

Chick-Fil-A, or at least the local franchises here in Pittsburgh, do an excellent job of engaging followers on Facebook, and the picture below is a good example:

As every Chick-Fil-A junkie knows, the restaurant is closed Sundays, owing to its founding family's strongly held religious beliefs. Some customers find it endearing, others frustrating, which the graphic addresses. The company turns this simple fact of its business into an inside joke that it encourages its customers to share with one another. It also speaks to the shared experience of every frustrated Chick-Fil-A devotee who ever drove past one of its restaurants in vain on the Lord's Day.

Of course, by posting this, I open myself to teasing by friends who already think I'm obsessed with Chick-Fil-A. But the brands that inspire that kind of devotion are precisely the ones that, if they do it right, can reap the greatest returns from social media, because they are kind of brands that people want to talk about it, that people want to engage with even if there is no immediate benefit. (Like a coupon, for example.) My hat goes off to the folks who get it right.

1 comment:

Krista said...

That's pretty funny that they're keen to their loyal customers' feelings about being closed on Sundays.

I personally have never tried Chick-Fil-A, but can appreciate a good branding strategy and one that recognizes and responds to its customers' habits and feelings. It's a magical formula that most companies can't make up, but when it happens (like in this example) it's golden.