Posts Tagged ‘Chick-fil-A’

Chick-fil-A Boycott A Marketing Coup

steveparkhurst | August 1, 2012 in Advertising,Earned Media | Comments (0)

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I’m sure no one reading this post needs to be updated on the controversial scenario that has embroiled Chick-fil-A recently. Conservatives and Republicans had set today as the day they would support the national chicken restaurant chain to show appreciation for the stance that the owners of the restaurant chain with regard to gay marriage.

For the amount of business Chick-fil-A did today, and will still do today, I have begun to wonder how much they would have had to spend on the advertising to generate the number of customers they served today.

The people who decided to attempt to hurt Chick-fil-A’s business, probably did not count on the residual effects of their planned protest. By this I mean the number of people who went to Chick-fil-A for the first time or the first time in a long time. They were likely reminded of the quality of meal available at Chick-fil-A, and thus they likely will return at a later date for another meal, this means one customer was possibly two customers.

Ten years ago, this type of protest also might have carried slightly less weight. But now, people were tweeting and facebooking about their meals and their trips to Chick-fil-A…more advertising for free. And finally, the earned media via the news coverage of the day’s protest: lots of Chick-fil-A restaurants were featured on many local and national news segments. Chick-fil-A’s logo and clean restaurants were shown on tv channels everywhere, even if the tv’s were on mute, the visuals were powerful.

I’m willing to bet this boycott of Chick-fil-A did not hurt their business. In fact, I think this was a marketing coup for the national chain, for which they paid nothing.