Get Your Free Audiobook

Non-member price: $33.37

After 30 days, Audible is $16.45/mo. Cancel anytime.

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

What listeners say about Covert Cows and Chick-fil-A

Average Customer Ratings
Overall
  • 5 out of 5 stars
  • 5 Stars
    3
  • 4 Stars
    1
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0
Performance
  • 5 out of 5 stars
  • 5 Stars
    3
  • 4 Stars
    1
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0
Story
  • 4.5 out of 5 stars
  • 5 Stars
    2
  • 4 Stars
    2
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0

Reviews - Please select the tabs below to change the source of reviews.

Sort by:
Filter by:
  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    4 out of 5 stars

excellent

invigorating and inspiring that such amazing things can be achieved within the context of a strong faith ideology

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars

Gold nuggets a plenty!

Fascinating story, and so many valuable business learnings! I will listen to this again, and again...

  • Overall
    4 out of 5 stars
  • Performance
    4 out of 5 stars
  • Story
    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

In the spirit of reconciliation, Audible Australia acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.