During his three decades as the head of marketing for Chick-fil-A, Steve Robinson was integrally involved in the company’s growth, and an architect of its innovative and distinct approach to connecting with customers. He recently wrote his first book, a memoir chronicling his time at the company, personal career and faith journey. Titled “Covert Cows and Chick-fil-A: How Faith, Cows and Chicken Built an Iconic Brand,” it details the important moments and pivotal decisions that helped turn Chick-fil-A into one of the most beloved and respected brands in the world. In advance of the book’s release, we asked Robinson to share more on his experiences and insights.
Have you herd the news? For Chick-fil-A’s 15th annual Cow Appreciation Day, bovine buffs of all ages visited their local Chick-fil-A restaurants to show off their udder-ly amazing “Eat Mor Chikin®” Cow costumes. That’s why you were probably seeing spots on Twitter, Instagram and Facebook—they were all for #CowAppreciationDay, of course! More than 15,000 posts moo-ved the day up to a top trend on Twitter as fans sported their outfits in exchange for a free entrée.
Whether it’s digging through the trash to find a customer’s keys, helping out a stranded driver or inviting a child make their own Icedream—these everyday moments all add up to define the “little things” that matter to us at Chick-fil-A.