Chick-fil-A Target Market and Consumer Base
One of the many reasons why Chick-fil-A has continued to succeed is the customer-centric nature of its operations. Since the brand’s inception, it has been committed to serving its customers good food, particularly, its chicken sandwich.
Chick-fil-A’s target market has evolved from factory workers to a broader customer demography including individuals and groups within the middle and upper class. children, teenagers, and adults.
A brand’s target market refers to the individuals or groups for whom a brand created its products or services. These are mostly considered the most profitable and suitable consumers by the brand. Thus, all promotional efforts and marketing strategies are aimed at attracting that particular consumer base.
Chick-fil-A has its origin in a diner called the Dwarf Grill which was started in 1946 by Truett Cathy and his brother, Ben in the Atlanta suburb of Hapeville. During this time, the diner was open 24 hours daily with Truett and Ben working different 12-hour shifts. They later renamed the diner to the Dwarf House.
Due to the resounding success of the diner and Truett’s discovery of a pressure-fryer that could cook the chicken sandwich in the same time it took to cook a hamburger, he registered the business Chick-fil-A in 1961. It was however in 1967 that the first restaurant under this name was opened in Atlanta’s Greenbriar Shopping Center.
According to the brand, Chick-fil-A currently has the highest same-store sales and is the largest quick-service chicken restaurant chain in the United States based on annual system-wide sales.
The brand employs over 140,000 individuals whom they refer to as team members. The company has 2,600 restaurants across the United States, Canada, and Puerto Rico which include both company-operated and franchised restaurants.
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Who is chick fil a target market?
People also use Chick-fil-A’s catering services for family or official gatherings such as picnics and meetings.
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Chick-fil-A target market
- Middle and upper-class
- Factory workers and travelers
- Families
- Youths
- Shoppers
- Groups, teams, and consumers who buy for occasions
Chick-fil-A’s target market includes a wide range of individuals and groups as listed above. The brand has maintained its existing consumer base and has attracted several new patrons due to its excellent customer service and good food.
Middle and upper-class
Chick-fil-A’s target market is comprised mainly of individuals or families in the middle and upper class who enjoy eating a good meal from a quick service restaurant (QSR). These individuals have the needed disposable income to eat out either occasionally or regularly depending on their preference.
The brand’s consumer base falls within the above-stated category because the price of a meal at the restaurant is a little above what is obtainable at other restaurants.
For instance, while restaurant chains like McDonald’s serve meals for as low as $1, meals at Chick-fil-A commonly start at $3 upwards.
Factory workers and travelers
Factory workers were the first target market of Chick-fil-A when the brand started out due to its location near the Ford Motor Company Atlanta Assembly Plant. Hence the workers could easily get a meal from the restaurant before entering the Assembly in the morning, during their lunch break, or in the evening after work.
Travelers also constituted a significant population of the brand’s customer base during this period. This was due to the brand operating for 24 hours; travelers were assured of getting a decent meal from the restaurant at any time of the day or night.
In recent times, working-class individuals who are too busy to cook their own meals or who just prefer eating out are also part of the brand’s consumer base. This is due to the fast service the brand offers through its drive-thrus. since they can get all the meals they need from the restaurant.
Families
Families are another important customer base for Chick-fil-A. As a private family-owned brand, the company has always been supportive of the family unit and has made significant efforts to serve this consumer base.
One of the ways Chick-fil-A attracts families to its stores is by hosting or sponsoring family-friendly activities and sporting events. Most of the restaurants also have comfortable and appropriate seats for children and may also have play areas.
Other family-oriented initiatives launched by the brand include family-style meals and Mom’s Valet. The Family Style Meals include one entrée, two sides, and eight mini rolls to serve four people. There is also an option to add additional entrees, shareable sides, and beverages.
The addition of plates, utensils, and condiments to the family-styled meals makes it a perfect option for take-out to eat at home, in the car while traveling, or for a summertime picnic.
Mom’s valet is a service that allows mothers to place their orders at a drive-thru, and then eat inside at a reserved table. This initiative removes the hassle of trying to order while in the restaurant and also eliminates waiting time.
The clean and organized setup of Chick-fil-A restaurants is an additional factor that attracts families. The brand also has specially made meals for kids such as Chick-n-Strips and mixed fruits. The company additionally states that:
At Chick-fil-A we take a “cook less, more often” approach. By studying smart, lean manufacturing principles used in other industries, we have created new ways to serve our guests the freshest food possible while reducing food waste.
Chick-fil-A
All these factors and initiatives of the brand ensure that they adequately serve the families that patronize them by creating a conducive environment, healthy food options, and wonderful initiatives that foster and strengthen family connections.
Youths
Youths comprise a significant portion of Chick-fil-A’s target market. These are mostly kids who were formerly taken to the restaurant by their parents while growing up and have become the brand’s patrons too.
The brand has provided several avenues for attracting and keeping this consumer group. Common examples include sponsoring youth activities and creating easier ways of ordering food such as the website and mobile app.
Youths also constitute a larger percentage of the brand’s followers on social media as they are more tech-savvy than their parents and generally spend more time online engaging with their peers or taking classes. Thus, the brand is better positioned to reach them through its online platforms.
Shoppers
The exhausting nature of shopping makes a lot of shoppers stop for a quick bite either before or after shopping. Chick-fil-A has a considerable number of its outlets located in malls and major shopping centers. This has made it one of the go-to quick service restaurants (QSRs) for shoppers. Thus, shoppers are one of the brand’s target consumer base.
Groups, teams, and consumers who buy for occasions
An additional consumer base for Chick-fil-A is groups, teams, and consumers who buy for occasions. The brand serves this consumer base through its catering service.
Sports teams and groups such as book clubs and support groups can also order meals to feed their members. Individuals planning a birthday party, school reunion, office hangout, or any other occasion can also use this service to feed their guests without worrying about preparing the food themselves.
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Chick fil a target market strategy
Chick fil a has implemented several strategies to attract the target market that they serve. One of their strategies is serving freshly prepared, chicken-based meals. The brand’s consistency in serving good food has been an effective strategy in attracting consumers who are health-conscious and are on the lookout for healthy fast-food options.
Excellent customer service is one of the unique selling points of Chick-fil-A. The brand has made it a duty for its team members to be extremely polite and friendly when addressing customers. They usually respond to a customer’s “thank you” with “my pleasure”, and often refer to consumers by name instead of the usual number system that most QSRs use.
Team members also try to minimize waiting time by ensuring that they serve customers as fast as possible. They also exude an attitude of genuinely caring about the people they serve by smiling at them. These positive employee attitudes toward the customers create an emotionally engaging experience and keep a lot of consumers coming back.
The brand’s active involvement in most of the communities where it operates also fosters brand loyalty and patronage. Chick-fil-A often employs people who live within the neighborhoods where they operate they are also involved in donating or sponsoring community-based initiatives that are beneficial to the community. In the words of the brand:
Everyone’s job at Chick-fil-A is to serve. No matter our title or job description, our reason for coming to work is to generously share our time and talents. Whether it’s treating customers like friends, or serving our communities like neighbors, we believe kindness is a higher calling.
Chick-fil-A
Chick-fil-A also rewards loyal customers who register and become Chick-fil-A One members. They receive points for qualifying purchases and can use the points to make additional purchases. Depending on the consumer’s tier, they could also transfer points to family or friends.
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Conclusion
The target market of Chick-fil-A consists mainly of individuals who like chicken-based meals within the middle and upper class. It also includes families, teams, shoppers, groups, workers, and travelers.
The brand’s marketing strategies of consistently serving good food, providing excellent customer service, and being an active contributor to initiatives that are beneficial to its customer base have reinforced the brand’s position in the QSR industry as well as ensured consumer loyalty.
