CONTEXT:

Chick-fil-A (CFA) had been one of the most successful quick-service restaurants (QSR) in terms of revenue growth over the past decade, growing from the #14 restaurant in the U.S. in 2010, to #8 in 2015. To maintain its strong growth, it was beginning to expand well beyond its ‘back yard’ of the South, and increasingly into markets with large Hispanic populations.

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The Insight:

Research revealed that awareness of CFA amongst Hispanics, while lower than other segments, was still relatively high. However, what it also revealed was that while Hispanics were aware of what CFA sold, they had very little understanding of the brand or the values behind its caring “my pleasure” service culture that had fueled both their multiple industry awards and customer loyalty.

Our Strategy:

GET: Latinos who are aware of what Chick-fil-A sells, but aren’t familiar with the values that drive the company
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TO: Understand that Chick-fil-A is not just any fast-food company
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BY: Showing that Chick-fil-A celebrates the same, care-for-your-community beliefs that are central to Hispanics’ own lives.

The Idea:

For the introductory brand campaign catered to the Hispanic market, we devised an idea that was derivative of CFA's “my pleasure” strategy of greeting everyone with a smile and showing genuine care for all guests. For Hispanics, this became “Buen Provecho”; a parallel to “Bon Appetit!” but with well wishes that transcend just enjoying one’s meal. To bring this to life, our campaign, rather than turning the spotlight on CFA, celebrated the caring values displayed by real Hispanic community members and the values that bring the brand and Hispanic guests in their community together in authentic ways.

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Video

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Results:

In 2018, CFA’s dollar share of the Hispanic market was just 3.8%. Since then, CFA’s dollar share has grown 376% faster than non-Hispanic white growth, and is now at 6.3%. This exponential growth has CFA now in the top five QSR’s, in terms of Hispanic HH penetration, and has helped CFA grow from the #8 QSR in the U.S. in terms of revenue to #3 in 2021.