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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: $33.37

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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

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

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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.

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  • Kindle Customer
  • 24-10-2020

"be remarkable not ordinary"

loved it. I thought it would be a CMO branding guide but it was more

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  • Kevin Mortez Washington
  • 10-10-2020

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.

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  • Basem Aggad
  • 15-09-2020

exemplary faith and an extraordinary corporation

one need not to be a Christian (or a believer for that matter); to appreciate and applaud the story of CFA and the people behind it. The power of conviction and pursuit to give meaning and purpose to one's life beyond material gains. Beyond that, the book serves an excellent book in both business strategy, marketing and branding for those interested. Loved every bit of it.

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  • A.
  • 31-05-2020

Good storyline

The narrator could have been a bit more enthusiastic, but was descriptive. After increasing the speed to 1.5x - 2x it went more smoothly. There were a couple boring chapters and a couple of great ones overall a quality read.

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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!