Covert Cows and Chick-fil-A

How Faith, Cows, and Chicken Built an Iconic Brand

By: Steve Robinson

Narrated by: Milton Bagby

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 growth--from 184 stores and $100 million in annual sales in 1981 to more than 2,100 stores and more than $6.8 billion in annual sales in 2015--and was a firsthand 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.

Enjoy a behind-the-scenes look at Chick-Fil-A’s visual marketing strategy with photos available in the audiobook companion PDF download.

Awesome book!

Steve Robinson is a great story teller and Milton Bagby is an amazing narrator. Together they framed the story and my heart was touched in hearing his story of my favorite restaurant.

Great insight

Great insight into the humble beginnings of a major national brand. The principles , leadership and teamwork talked about in this book are very inspiring, along with the strategies and rollercoaster ride that comes along with the restaurant business this book is a must read for those looking for insight from a brand that continues to evolve.

enjoyed

influential, inspiring, TO GOD BE THE GLORY amen HALLELUJAH amen brother ready to keep reading

Godly foundation for business

Biblically based philosophy that works every time it’s tried! Principled leaders using God’s word as their foundation.

Phenomenal insight into how to build an enduring brand and company!

Loved Steve’s storytelling style. Hundreds of gold nuggets in the connection between ones values and real business decisions. Authentic, values based leadership mixed with massive commitment and brilliant, creative, marketing strategies backed with a genuine love for people produces ridiculous success! If you want to achieve greater success in your business and leadership, this is a must read!!