chick-fil-a media kit

326 W. Magnolia Ave. • Auburn, AL 36830 334-826-7630 • www.chick-fil-a.com/magnoliaavenue

326 W. Magnolia Ave. • Auburn, AL 36830

334-826-7630 • www.chick-fil-a.com/magnoliaavenue

John Smith Editor The Auburn-Opelika News 2901 Society Hill Road Opelika, AL 36801 April 27, 2010 Mr. Smith, Chick-fil-A’s popularity in Auburn is obvious. The menu, elite customer service and multiple locations combine to generate consistent business. Most people are aware that Chick-fil-A’s menu does not change very often. In fact, the last menu item added was the Cool Wrap, introduced in 2001. At Chick-fil-A we pride ourselves on our menu, and each individual item is derived from careful testing and preparation. Chick-fil-A is introducing a new Spicy Chicken Sandwich on June 7. This menu item has been in the works for the last decade, and we expect it to have a significant, positive impact on business. The week of May 31-June 5 will serve as a premiere week for customers to sample the new Spicy Chicken Sandwich. Before the premiere, however, we would like to invite you to a special pre-tasting on May 15 to experience the quality and care that created this menu item. For more information, you can visit Chick-fil-A’s Web site at www.chick-fil-a.com, or www.getspicychicken.com for more information on the premiere week. If you have any questions, you can reach me at (205) 602-1906 or [email protected]. Sincerely, Kaitlyn Parsons Public Relations Director Magnolia Avenue Chick-fil-A



Contact Information: Kaitlyn Parsons, Public Relations Director Phone: (205) 602-1906 E-mail: [email protected]

MAGNOLIA AVENUE CHICK-FIL-A FACT SHEET

• Chick-fil-A is located at 326 W. Magnolia Ave. directly across from the Auburn

University Shelby Center for Engineering Technology.

• The location opened on Oct. 1, 2003 and is the first Chick-fil-A to serve milkshakes.

• Chick-fil-A has sold more than 209 million chicken sandwiches, which is more than 13,280 miles of sandwiches when laid end to end.

• Chick-fil-A’s mission is to be America’s best quick-service restaurant. Chick-fil-A has earned various awards and recognition, including the 2008 Men’s Health “Healthiest Restaurants for Kids” award and the 2008 BusinessWeek/J.D. Power “Customer Service Champs” award.

• Truett Cathy, founder, opened the first Chick-fil-A in 1946 located in Hapeville, Ga.

• Cathy created Chick-fil-A’s philanthropy, the WinShape foundation, in 1984. It consists

of programs such as retreats and camps to “shape winners.”

• The Chick-fil-A menu focuses on nutrition and offers 10 menu items with 10 or fewer grams of fat. The entire menu is free of trans fat.

• There are 1,450 privately held restaurant chains in 38 states. Based on 2009 annual sales,

Chick-fil-A is the second-largest quick-service chicken restaurant chain in America.

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Contact Information: Kaitlyn Parsons, Public Relations Director Phone: (205) 602-1906 E-mail: [email protected]

BOB MCFADDEN OPERATOR

Bob McFadden believes that everyone has a different Chick-fil-A story.

“All of us employees have diverse backgrounds, but we all have the same character

DNA,” he says.

McFadden’s story began with a long-time love of Chick-fil-A. After gaining his master’s

in business administration from Kennesaw State University in 1999, he interviewed with Chick-

fil-A’s corporate office, where he worked for eight months.

McFadden then realized he would rather work as an operator. He could be in the store

daily and feel closer ties with the Chick-fil-A family. McFadden’s childhood Sunday school

teacher, Wayne Farr, was a Chick-fil-A operator, so McFadden grew up witnessing the influence

that a Chick-fil-A operator had and the time the position required.

McFadden opened the Auburn University Magnolia Avenue location on Oct. 1, 2003,

after transforming a struggling Cincinnati location into a success from 2000-2003.

McFadden enjoys living in the South, where he grew up. He appreciates the closeness

that the community and the students share.

“In most college towns, that is rare. But in Auburn, it’s a united front,” he says.

McFadden resides in Auburn, Ala. with his wife Stephany and their two sons.

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CLIENT: Chick-fil-A Contact Information: TIME: :30 Kaitlyn Parsons, Public Relations Director DATE: April 27, 2010 Phone: (205) 602-1906 E-mail: [email protected]

CHICK-FIL-A BRINGS BACK POPULAR PEACH MILKSHAKE FOR SPRING

ANNOUNCER: HEY CHICK-FIL-A CUSTOMERS, THE PEACH MILKSHAKE IS BACK FOR SPRING! YOU LIKED IT SO MUCH LAST SUMMER THAT WE ARE BRINGING BACK OUR HAND-SPUN PEACH MILKSHAKE. COME GET YOURS TODAY, BECAUSE THEY ARE ONLY AVAILABLE UNTIL JUNE TWENTY SIXTH. VISIT YOUR AUBURN CHICK-FIL-A AND ENJOY THE REAL PEACHES, OUR OWN CREAMY ICEDREAM AND WHIPPED CREAM INSIDE A PEACH MILKSHAKE. IT’S PERFECT FOR A HOT SUMMER DAY! CHICK-FIL-A LOOKS FORWARD TO SEEING YOU SOON TO GET A REFRESHING, CREAMY PEACH MILKSHAKE. REMEMBER, THEY WILL BE GONE ON JUNE TWENTY SIXTH SO COME GET YOURS TODAY!

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CLIENT: Chick-fil-A Contact Information: TIME: :60 Kaitlyn Parsons, Public Relations Director DATE: April 27, 2010 Phone: (205) 602-1906 E-mail: [email protected]

CHICK-FIL-A INTRODUCES NEW SPICY CHICKEN SANDWICH ANNOUNCER: CHICK-FIL-A IS INTRODUCING A NEW SPICY CHICKEN SANDWICH ON JUNE SEVENTH. THE SANDWICH IS CHICK-FIL-A’S ORIGINAL CHICKEN SANDWICH INFUSED WITH SPICES. THIS EXCITING NEW SANDWICH HAS BEEN IN THE WORKS FOR TEN YEARS, AND IS CHICK-FIL-A’S ONLY NEW ENTRÉE ITEM OFFERED SINCE THE COOL WRAP IN TWO THOUSAND AND ONE. DOES JUNE SEVENTH SOUND TOO LONG TO WAIT FOR THE SPICY CHICKEN SANDWICH? YOU CAN TRY IT EARLY! IN APPRECIATION OF OUR CUSTOMERS, CHICK-FIL-A IS HOLDING A PREMIERE WEEK MAY THIRTY FIRST THROUGH JUNE FIFTH TO ALLOW YOU TO PREVIEW THE NEW SPICY CHICKEN SANDWICH. BEGINNING

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of 2 MAY TWENTY FIRST, YOU ARE INVITED TO GO TO WWW DOT GET SPICY CHICKEN DOT COM AND MAKE RESERVATIONS TO VISIT YOUR LOCAL CHICK- FIL-A DURING PREMIERE WEEK TO TRY THE SANDWICH. THE LICENSEE CHICK- FIL-A IN THE AUBURN UNIVERSITY STUDENT CENTER WILL NOT BE OFFERING THE SPICY CHICKEN SANDWICH, SO VISIT YOUR MAGNOLIA AVENUE OR TIGER TOWN LOCATION. CHICK-FIL-A IS EXCITED TO SEE YOU BETWEEN MAY THIRTY FIRST AND JUNE FIFTH TO TRY OUR NEW SANDWICH!

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FOR IMMEDIATE RELEASE Contact Information: April 27, 2010 Kaitlyn Parsons, Public Relations Director Phone: (205) 602-1906 E-mail: [email protected]

CHICK-FIL-A’S ‘EAT MOR CHICKIN’ COWS CAMPAIGN BRINGS CONTINUED SUCCESS TO CHAIN

Famous cows’ creativity still popular after 15 years

AUBURN, Ala. – We’ve all seen them. The black and white Chick-fil-A Cows urgently

pleading customers to “Eat Mor Chikin.” You can spot them painting a message on billboards,

waving to you outside the Magnolia Avenue Chick-fil-A and even on television commercials.

These Cows have been entertaining customers for 15 years. Their goal is to transform

avid beefeaters into chicken lovers, so they can stay out of the slaughterhouse.

The Cows have creative schemes. On 3-D billboards, life-size cows equipped with

overalls, paintbrushes and paint appear to be in the middle of writing a message such as “Eat

Mor Chikin.” The Cows also dress up in various costumes while holding up signs with

announcements including, “Lose That Burger Belly,” “Punt the Burger, Pass the Chikin,” “Skip

Beef not Brekfust,” “We Like Chikin Yes We Du,” and “Give Chikin a Chance.” They have

been involved in various plots such as parachuting into a football stadium or sneaking into an

office building after hours to turn on lights in rooms that make the message “Eat Mor Chikin”

visible from outside.

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The Cows have been such a success that they are now the focal point of Chick-fil-A’s

advertising and promotions. They even have their own page on Chick-fil-A’s Web site,

www.chick-fil-a.com/#thecows, where the Cows guide viewers through a self-created slideshow,

the Cow calendar and Cow merchandise available for purchase. The page features the familiar

misspelled words and simple sentences distinct to the Cows. Occasionally, a Cow wearing a

Chick-fil-A hat will peek out to look at viewers.

The calendar is available for purchase, and on each page the Cows are featured in

different animations along with a coupon for a free menu item. Each month features a different

menu item.

Auburn students love the Cows, says undergraduate student Katherine Payne. “Those

Cows are hilarious,” Payne says. “Every time they come on T.V. I stop what I’m doing to watch

their commercials. I love that they have such strong personalities. The idea is so original.”

The Cows were introduced in 1995 by The Richards Group, a Dallas-based advertising

firm. The Cows were first seen painting “Eat Mor Chikin” on a 3-D billboard. The campaign

exploded, and was integrated with Chick-fil-A’s in-store point-of-purchase materials and media

commercials within a year.

The Cows are a perfect way for the chain to generate publicity, says Stan Richards,

founder and principal for the Richards Group. “They needed a campaign that would help them

raise awareness and compete against the big burger chains, while preserving their unique

philosophies and culture.”

The Cows have received many recognition and awards, including initiation into New

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York’s Madison Avenue Advertising Walk of Fame in 2007. Since they made their debut, Chick-

fil-A sales are up more than five-fold from over $500 million in 1995 to more than $2.96 billion

in 2007.

Steve Robinson, Chick-fil-A’s senior vice president of marketing, says that the Cows

have been more successful than the chain ever thought possible. “The Cows started out as part of

our advertising campaign, and now they have become part of our passion and our brand.”

“The Chick-fil-A Cows are all over the place,” Auburn student Ryne Scott says. “I mean,

everyone knows who the Cows are. As soon as I see them, I think of a chicken sandwich and

immediately want Chick-fil-A.”

Auburn Cow lovers can show their appreciation locally on July10 of each year, deemed

Cow Appreciation Day in honor of the “Eat Mor Chikin” Cows. Customers can receive a free

combo if they visit a Chick-fil-A dressed as a cow. If customers bring in a cow accessory, they

will receive one free entrée. Bob McFadden, owner of the Magnolia Avenue Chick-fil-A, has

discretion over the decision to accept “partial cow attire.”

“Cow Appreciation Day is a huge success,” McFadden says. “It’s a great way to give

back to our customers and allows them to have a little fun.”

The Cows’ antics are popular with customers. Their presence now goes almost hand-in-

hand with Chick-fil-A’s name. Their self-preservation is both humorous and pathetic in an

endearing way. They have an unpredictable nature that prevents boredom with the campaign.

You never know where the Cows will end up next, but it sure is fun to look for them.

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MAGNOLIA AVENUE CHICK-FIL-A ADOPTS HABITAT FOR HUMANITY PROJECT

Employees to help build house in May

AUBURN, Ala. – The Magnolia Avenue Chick-fil-A is adopting a Habitat for Humanity house

for its annual special project. Employees will assist in constructing the house during each

weekend of May.

“Chick-fil-A has the attitude to help out when we can,” Bob McFadden, operator of the

Magnolia Avenue location, says. “When you can give back, you give back.”

Every year, Chick-fil-A takes on a special project to help the community. This year,

employees will help rebuild a house on South Donahue Drive.

The house belongs to Janet and Robert Jones. The Jones are unemployed and have been

unable to find jobs in the past year. Their roof caved in and the couple has not been able to fix it

because they lack necessary funds. They have been staying with Janet’s sister who lives nearby.

“We are so grateful to Chick-fil-A and Habitat for Humanity for helping us with our

house,” Janet says. “There have been nights when I have just cried and cried wondering when we

could go back home.”

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The work will begin the first weekend in May and will continue for four weekends.

Employees will assist in the construction when they are not at work.

Amelia Jackson, Chick-fil-A employee and Auburn student, is in charge of planning the

special project each year. She selected the Habitat for Humanity project this year because of the

Jones’ severe need.

“After hearing their story, I was sold,” Jackson says. “The economy is so bad right now,

and the Jones are such sweet people who just can’t find jobs. They can’t live without a roof on

their home. I’m so glad we can help out.”

Chick-fil-A helps the community in more ways than one. The restaurant hosts Spirit

Nights that allow customers to sign the backs of their receipts to donate a portion of their

purchase to an Auburn University student organization. Chick-fil-A donates its time as well, in

events such as the Habitat for Humanity project.

“Our way of giving back shows customers that we are a part of the community and we

want to help out,” McFadden says.

For more information on Chick-fil-A’s project, visit www.chick-fil-

a.com/magnoliaavenue.

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CHICK-FIL-A INTRODUCES NEW SPICY CHICKEN SANDWICH JUNE 7 Customers can preview sandwich May 31-June 5

ATLANTA, Ga. – Chick-fil-A is introducing a new Spicy Chicken Sandwich on June 7. The

creation has been in the works for the last decade.

The Spicy Chicken Sandwich is the chain’s original Chick-fil-A sandwich infused with

spices.

Chick-fil-A has not introduced a new menu item since the Cool Wrap in 2001. The chain

focuses on creating superior food options rather than many different items.

“We don’t focus on the quantity we serve, we focus on the quality of our service,” Bob

McFadden, operator of Auburn University’s Magnolia Avenue branch, one of the chain’s most

popular franchises, says. “We try to become better before we become bigger.”

McFadden cites Proverbs 22:1, “A good name is to be chosen rather than great riches,” as

Chick-fil-A’s mantra. The new sandwich is a significant event in Chick-fil-A’s history because,

according to McFadden, it is one more step toward maintaining Chick-fil-A’s “good name.”

The sandwich will be available grilled or fried. It is served with spicy pepper jack cheese,

and can be ordered as a club sandwich, as well.

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All Chick-fil-A locations will have a premiere week May 31-June 5 to allow customers a

taste of the new Spicy Chicken Sandwich. Beginning May 21, customers are invited to visit

www.getspicychicken.com and make a reservation to visit their local Chick-fil-A during

premiere week to try the product.

None of the licensee restaurants, including the Georgia Tech University location, will

offer the Spicy Chicken Sandwich.

For more information on the release of the Spicy Chicken Sandwich, visit Chick-fil-A’s

Web site at www.chick-fil-a.com.

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FOR EDITORIAL CONSIDERATION Contact Information: April 27, 2010 Kaitlyn Parsons, Public Relations Director Phone: (205) 602-1906 E-mail: [email protected]

CHICK-FIL-A’S CLOSED-ON-SUNDAY POLICY MAKES A STATEMENT

It’s morning. As you wake up, you think about what you want to eat for breakfast. Your

refrigerator is empty, or maybe you just don’t feel like whipping something up. Suddenly, you

know exactly what you want, and you need it right now. It’s just right – it’s warm, filling, tasty

and fast.

It’s Chick-fil-A’s Chicken Biscuit.

You hop in your car and drive to your local Chick-fil-A. You get more excited about the

wonderful food you are about to indulge in as you travel. Then, you pull up to the drive thru

window to order and wait for the normal, “It’s a great morning here at Chick-fil-A! How can I

help you?” to enthusiastically resonate from the speaker. But nothing happens.

You look around and notice that there are no cars in the parking lot. There are no lights

on in the building. Then it hits you.

It’s Sunday. Chick-fil-A is closed.

You drive home in defeat, wondering why it has to be Sunday. You got so excited about

that tasty biscuit, and now you can’t have it.

Before I joined the Chick-fil-A family, this scenario played out in my life multiple times.

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For some reason, Sunday always seemed to be the one day of the week I wanted Chick-fil-A the

most, yet it was the one day that I could not have it. I know that this has always been a

predicament for my friends and family as well.

Everyone seems to ask the burning question: Why can’t Chick-fil-A just be open on

Sunday? They would get more business! They would make customers happier! People don’t

really take the Christian Sabbath seriously anymore. So, why not just open? I’ve heard customers

say all of these things, and believe it or not, there is an answer.

There are multiple reasons why Chick-fil-A installed this policy, and I have learned that

not only is it a great implementation, but a necessity for Chick-fil-A’s identity.

Truett Cathy, founder of Chick-fil-A, decided to close the restaurant on Sundays when he

opened the first one in Hapeville, Ga. in 1946. He did not want to deal with money on the Lord’s

Day.

The Chick-fil-A family knows that Cathy based his personal and business life on hard

work, humanity and Biblical principles. Because of these values, the Closed-on-Sunday policy

has been a mandatory rule for the entirety of Chick-fil-A’s existence.

Chick-fil-A’s Corporate Purpose is: To glorify God by being a faithful steward to all that

is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A. This

purpose is reflected in the Closed-on-Sunday policy.

Employees should have a day to rest, spend time with loved ones or worship, if they

choose to do so. Everyone needs to replenish. Cathy believed that closing on Sunday attracts

quality people who realize the importance of values and who realize that Chick-fil-A cares about

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its people. This policy is not only spiritual, but practical as well.

It’s different, and that’s what is so great about it. Chick-fil-A has stood by this standard

without exception for 64 years. Many businesses and restaurants open on Sundays, but Chick-fil-

A will not.

The extra business does not matter. Chick-fil-A believes that if we take care of our

customers and make every visit an enjoyable experience for them, the people will keep coming,

even if we are closed for one day of the week.

Cathy says that this policy is “the best business decision I ever made.” Chick-fil-A

restaurants often generate more business per square foot in six days than other quick-service

facilities get in seven. In 2008, Chick-fil-A received more than $2.96 billion in sales, and has had

sales gains for 41 straight years.

The Closed-On-Sunday policy gives Chick-fil-A its identity. It represents the principles

the chain was built on so long ago. It shows consistency to our customers. It says that Chick-fil-

A stands by its founding values no matter what. It says, “Hey, we choose to do something a little

different, and it’s for good reason.” And aren’t these good things? Don’t you want to take your

business to a place that emphasizes a balance between work and family?

I encourage customers to support Chick-fil-A’s policy, even if sometimes it may feel

unbearable to go for one Sunday without a chicken biscuit or chicken sandwich. Enjoy your

Arby’s or Subway on Sunday and know that tomorrow, Chick-fil-A will be there with its friendly

service, great food and satisfying experience.

Bob McFadden has been the owner and operator of the Chick-fil-A on Magnolia Street in

Auburn, Ala. since the location opened in 2003.

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Contact Information: Kaitlyn Parsons, Public Relations Director

Phone: (205) 602-1906 E-mail: [email protected]

Leigh Jordan, Auburn University student, has worked at Chick-fil-A for two years. Her smiling face represents Chick-fil-A’s superior customer service.

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Requests for printable or online versions of this photo should be submitted to Kaitlyn Parsons via e-mail with publication and contact information included.



Contact Information: Kaitlyn Parsons, Public Relations Director

Phone: (205) 602-1906 E-mail: [email protected]

The Magnolia Avenue Chick-fil-A is located across from Auburn University’s campus, making it a convenient and popular restaurant for students. This location was the first Chick-fil-A to serve milkshakes.

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Requests for printable or online versions of this photo should be submitted to Kaitlyn Parsons via e-mail with publication and contact information included.

chick-fil-a media kit

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