"And then I remember the fact that this was the first Chick-fil-A of its kind in this community," Springs went on. "Part of the reason why I cried is when Jesus says, 'You will do even greater things than I' … when I first read that, I was, like, how in the world is anybody going to do greater than you, Jesus?" Springs said. Springs believes in Chick-fil-A as a force for good, through hiring, community building, and charity. Something overwhelming came over me when I realized the opportunity that I had to be the Truett of my community. When I got the opportunity to become an operator, I cried. Chick-fil-A asked for his high-school transcript. He says he wrote at least 12 essays and went through about 10 interviews, including three, some informal, alongside his wife. ![]() Springs was recruited for the job, but his application process still took a year and a half. Springs runs a Chick-fil-A location in Atlanta's Vine City neighborhood, one of the chain's first attempts to open in a lower-income urban area in a concerted effort to revitalize the community. Springs IV wouldn't call himself a Cathy clone, but he is well versed in the gospel of Truett. that, in some sense, are Truett Cathy clones." Building an army of 'Truett Cathy clones' "He figured out how to attract leaders who were great at being leaders - attracting and keeping great people," said Robinson, who recovered from 1981's coupon debacle to serve as Chick-fil-A's CMO for 34 years. Now it's looking to technology and international expansion to continue its ascendance.Īnd it's done it all while staying closed on Sundays, to respect the lord's day. Since backlash exploded against Chick-fil-A in 2012, the company has more than doubled annual sales and opened nearly 700 more locations. Anti-same-sex-marriage interviews from Dan Cathy - Truett's son and the current CEO - and controversial donations failed to slow growth. Chick-fil-A created an army of "Truett Cathy clones," true believers in the company's message of hospitality and fried chicken who spread this gospel of Chick-fil-A across America. Truett Cathy's beliefs became a rule book for running a restaurant. The company had recently started building its Atlanta headquarters, something that Truett Cathy, the founder and CEO, had begun to fear would be his "$10 million tombstone."Ĭonversations with more than a dozen current and former Chick-fil-A executives, operators, and other insiders describe how Chick-fil-A took the Christian principles of Truett Cathy and used them to establish a fast-food chain that's more efficient, more polite, and perhaps more beloved than any other. Chick-fil-A had opened most of its 255 or so locations in the past few years, draining the corporate bank account. Shopping malls - where nearly every Chick-fil-A restaurant was located at the time - were no longer being built. He'd started his job less than two years before and had just bungled his first big project, a coupon-related marketing debacle that cost Chick-fil-A $2 million.Īmerica was in an economic tailspin. He was Chick-fil-A's first chief marketing officer. It was 1982, the worst year in Chick-fil-A's still young history, and Steve Robinson was scared. The chain is now looking to fuel growth through tech and expansion, with its first international location opening this year.Chick-fil-A's sales have only improved following the controversy regarding CEO Dan Cathy's opposition to same-sex marriage, with annual sales going from $4.6 billion in 2012 to $10.5 billion in 2019.Its secret weapon is its rigorous franchise operator-selection process that finds and trains "Truett Cathy clones" who are deeply committed to the chain.Founder Truett Cathy's faith has been translated into business practices that have directly contributed to the fast-food giant's success.The chain's business model is unique among its competitors - it's a family-owned company explicitly guided by Christian values.Chick-fil-A is taking over fast food, leapfrogging rivals to become the third-largest chain in the US and tripling annual sales over the past decade.
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