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Covert Cows and Chick-fil-A

How Faith, Cows, and Chicken Built an Iconic Brand
Narrated by: Milton Bagby
Length: 7 hrs and 21 mins
4.5 out of 5 stars (2 ratings)

Non-member price: $19.30

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Publisher's Summary

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 34-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.

PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.

©2019 Steve Robinson (P)2019 Thomas Nelson

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    4 out of 5 stars

For the marketing brilliance

If you're not a christian you may find it hard to get through the religious speak. It is worth listening to for anyone into marketing, branding and creating/revamping a your brand

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  • Pascal Deleu
  • 18-06-2019

Interesting, even more for a non-religious person

This is clearly not a typical book, at least for me. It talks about a person that is deeply religious that starts and manages his business based on his religious belief. At the same time, he underlines that he tries not to impose his religious belief on his clients. This is obviously not an easy task, when religion is described as the very foundation of this corporation. It does consequently leave a gaping whole in the story of the company and its top management. How does it treat its own staff or its business partner when they don't follow their religious belief? What happens if a staff gets a divorce, an abortion, comes out as being gay or takes on another job on Sunday?

For a person like me that does not live in this type of religious environment, this book is a the same time instructive and a little scary.

2 people found this helpful

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  • francisco traboux
  • 18-02-2020

Great for small business owners!

such a great experience through out the whole book, it will make you cry, laugh, sad, and most important that anything can be accomplished with hard work, ethics and honesty. much RESPECT to everyone that works at chick-fil-A. an awesome experience for me as start my reading journey.

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  • Justin & Lindsay
  • 04-12-2019

so many great lessons

what a amazing story of a amazing man and a iconic company across the US

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  • Dave
  • 29-11-2019

Like an encyclopedia being read

I genuinely enjoy business books, but this was so tough of a listen that I stopped 30 minutes and moved on. Only the second time Ive given up. The material is dry and the narration is horrendous, like a 1960s movie narrators voice.

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  • Justin
  • 10-10-2019

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!!

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  • Brennen
  • 21-08-2019

Excellent book, even better company!

Steve Robinson does an excellent job of laying out the core corporate principles of Chick-fil-A, and their found Truett Cathy. They are the gold standard of what a true family owned, Christian business should strive for, and Robinson provides great insight of what made them so great. Would highly recommend!

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  • Student Startup, Inc
  • 15-08-2019

Chick fil A for the win!

I really enjoyed finding out the concepts behind the experience I enjoy so much at Chick fil A!

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  • Jed
  • 11-07-2019

Im biased, because I love the sauce.

I loved it.
Simply written, big overview and not a ton of details which I would have enjoyed. But overall, a waited for, great book.

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  • Berry
  • 25-06-2019

Hard to Finish. Truetts books are better.

This book was a chore to get through. I dreaded coming back to it each time because of the narrator (I cringed every time he said brand... bruhyanduh is more like it) and that the first half of the first half is a very bland autobiography.

if you are generally interested in CFA's history this is an OK book. S. Truett Cathy's book Howd you do it Truett is much much better. If you are interested in this book for learning anything about being better in business just skip it.

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  • Anonymous User
  • 22-06-2019

Chick-Fil-A

Great company with great values. What an inspiration for me to follow within my company. The lessons that Chick-Fil-A teaches are easy to follow. Just a simple My Pleasure goes a long way. I wish I got to meet Truit, at least We have his legacy to learn and grow from.