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

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

The longtime chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America.During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company’s steady then explosive growth from 184 stores...

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Title:Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand
Author:Steve Robinson
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Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand Reviews

  • Bill Pence
    There is no organizational culture I respect more than that of Chick Fil-A. I have eaten at numerous Chick Fil-A restaurants across the country, gotten to know our local Operator, read about their culture from Ken Blanchard and Patrick Lencioni, and read books by Chick Fil-A insiders Mark Miller, Tr...
  • Marie
    “Covert Cows and Chick-fil-A” is not an exposé. Instead it is written as an inside look from a long-time employee’s view. An employee who was there before the “cows” came home, so to speak. There are a LOT of faith references in the book. The reason for that is the founde...
  • William Brophy
    Excellent Book on Branding This book covers the history of Chick Fil A and in particular it's branding initiatives. You'll learn about the famous cows campaign, their college football legacy and the wonderful personality of founder Truett Cathy. Plus more! Highly recommended....
  • Gerald Matzke
    A book about the history and philosophy of a well known brand always catches my attention. The story of Chick-fil-A with its reputation as a Christian based organization was particularly intriguing. The book was written by an insider who spent 34 years as marketing director and his insight into the ...
  • Samantha
    As a non-Christian vegan, I picked up this book not because of my love of Chick-fil-A but pure curiosity. Because it was written from the perspective of the chief marketing officer, you get a very “close friend” view of the company’s growth and ideals. But it didn’t answer the qu...
  • Marco
    If you like your discrimination with a side of waffle fries, go ahead and buy this book....
  • Bookworm
    I always love books about eateries. Thought this would be no different. The food is overrated, I side-eye their business and find their cultish following a little weird. all the same, it seemed like this would be an interesting book to read.For some reason, I thought it was an outsider writing about...
  • BookTrib.com
    On Dec 31, 2012, Truett Cathy, the founder of Chick-fil-A, stood on the 50-yard line of the Georgia Dome, surrounded by seventy-two thousand screaming fans, awaiting kickoff at the Chick-fil-A Peach Bowl.How did Truett Cathy, who borrowed $6,600 in 1946 to build the Dwarf Grill in Hapeville, GA, bec...

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