In the fast food industry, there are some firmly rooted trend buyers anticipate in the sales process, most of them negative. Chick-fil-a has separated itself from its competitors and truly changed the sales experience that has become standard in the fast food industry.
When thinking of the average american fast food experience there are some pretty common interactions we can all think of. Most can relate to entering a drive-through and repeatedly explaining your order to an employee who seems both uninterested and inattentive. When thinking of an experience at many fast food restaurants, most of us can sympathize with getting an item not even remotely similar to what we ordered. I personally have had to go back into several restaurants or gone back through a drive-through because I was given something totally different then what I ordered, only to be met by a rude and curt employee. For some reason it seems that something as simple as requesting for, “No pickles Please” is nearly in-achievable in the standard fast food interaction.
Chick-fil-a has changed this interaction forever and brought a customer centered sales approach to hungry consumers across the world. When ordering at Chik-fil-a you are nearly always greeted by a smiling young employee dressed in the iconic red shirt neatly tucked into a pair of black pants. Not only do employees look the part, but the enthusiasm you are greeted with is a refreshing one that customers have come to count on when interacting with staff. You can be sure to see employees going above and beyond in busy hours, standing outside the drive through with ipads taking orders at every car to help pair customers with their orders faster. If you eat in the restaurant, you are often greeted by a well dressed, smiling manager asking how your meal is. Finally, customers can fully expect to leave the restaurant with the, “My Pleasure” that we are so used to hearing from Chick-fil-a employees as they close to the sale.
This experience is easily recognizable to anyone who has eaten at Chick -fil-a. Chick-fil-a’s seemingly unparalleled experience has made them something more than a fast food restaurant. Chick-fil-a has achieved a status among today’s generation that has reserved the brand a spot in pop culture, internet memes, common everyday conversation, and a seemingly cult like following of students across the nation. While many know the organization because of the ideals the company upholds and the various chicken products it serves, I believe a large part of the customer experience Chick-fil-a presents customers and the factor that keeps driving customers back for more is this sales experience where customers can be expected to be treated with the utmost care. This has not only driven the companies success but has won it national awards.
Business Insider reports the following about the restaurant:
- Chick-fil-A was named America’s most beloved fast-food chain in the American Customer Satisfaction Index’s annual survey.
- This is the fourth year in a row that Chick-fil-A has earned the No. 1 spot when it comes to customer service.
- Chick-fil-A’s fans rave about the chain’s customer service, polite employees, and cleanliness.
https://www.businessinsider.com/chick-fil-a-best-customer-service-in-fast-food-201-6
With a resume like this, i believe we can expect to see continued growth and success from this company. Rather than remaining complacent with poor service and frustrated customers, Chick-fil-a has challenged the industry to provide a quality buying experience from the ordering process to the last bite, and I expect more fast food restaurants to be forced to meet the sales experience standard set by Chick-fil-a.
BoweryJE22
Great article. The article mentions Chic Fil a’s upstanding customer service and relations. This relates directly to sales. They have established a brand that revolves around customer service and treating people the right. This is a great marketing technique and way to bring loyal customers into the store.
Chick Fil A is truly one of the most dominant businesses, not only in the restaurant market but also the market in general. Of course its because they have good and take pride in making good food but their loyal customers aren’t coming back for the food alone. They’re coming for their incredible service, which is almost like no other fast food restaurant.
PR has been one of the reasons Chick-fil-a has done incredibly well. Most people who go to Chick-fil-a love the food, the atmosphere, and the foundations of the company. Their commitment to quality service and food has really blossomed within the current trends towards better products.
Great post! Chick-fil-a surely does present a very positive sales experience in all circumstances. One time with an unexpected change of plans, the college took 3 buses of marching band students to Chick-fil-a. We filled the entire restaurant, and not only did they serve us with a positive attitude, but they also were able to serve us impressively fast. Chick-fil-a is a great example of a business with good sales technique.