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Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand

2020

Purchase on Amazon

Synopsis

During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company’s growth--from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015--and was a first-hand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes accounts of key moments, including the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic "Eat Mor Chikin" cow campaign.

Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and the company's founder, Truett Cathy, Robinson explains the important traits that built the company's culture and sustained it through recession and many other challenges. He also reveals how every aspect of the company's approach reflects an unwavering dedication to Christian values and to the individual customer experience. Written with disarming candor and revealing storytelling, Covert Cows and Chick-fil-A is the never-before-told story of a great American success.

Suggested Reading

Eat Mor Chikin: Inspire More People: Doing Business the Chick-fil-A Way

Truett Cathy is a real-life Horatio Alger story. He grew up in a boarding house his mother operated, where he learned the principles of hard work, fairness, honesty, loyalty, and respect. When he opened a small restaurant in 1946 with his brother Ben, he put those principles to work and immediately ...

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One-Cow Revolution: Achieving Food Independence with a Grass-Fed Family Cow

For more than three decades, Shawn and Beth Dougherty have honed their frugal methods for managing a small-scale farmstead on marginal land. In One-Cow Revolution, they share their wisdom and affection for the blessing that is the human-dairy cow partnership, addressing key questions with clear answ...

Purchase on Amazon View Details

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