Steve Robinson was the longtime chief marketing officer for Chick-fil-A. Now he shares the inside story of how the company turned prevailing theories of fast-food marking upside down and established one of the most successful and beloved brands in America.
During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was part of the company's steady then explosive growth from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015. As a member of the marketing team and as chief marketing officer, Robinson both witnessed and participated in the company's uncanny development into an incredible global success. Discover the story of Chick-fil-A's transformation into one of the world's most beloved, game-changing, and profitable brands. From the development of the Eat Mor Chikin campaign to the decision to stay closed on Sundays to the the creation of the company's corporate purpose, Robinson offers a front-row seat to the innovative marketing, brand strategies, and programs that launched a culture customers describe as "Where good meets gracious."
Building on his personal interactions with the gifted team of company leaders, restaurant operators, and Truett Cathy himself, Robinson details the important traits that built the company's culture and have sustained it through recession and many other obstacles. He explains every aspect of the company's approach reflects an unwavering dedication to Christian values and to the individual customer experience. Covert Cows and Chick-fil-A is written with disarming candor and revealing storytelling. Discover is the never-before-told story of a great American success.