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FALL 2015 CHICK-FIL-A PROJECT

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Agenda

Introduction to SIBC

Project Prompt

Current Value Assessment

In-Store Proposal

Out-of-Store Proposal

Branding Proposal

Conclusion

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WHAT IS SIBC?

ABOUT THE COUNCIL.

+ Student International Business Council

+ 500 active members from Notre Dame & Saint Mary’s communities

+ Our vision: Peace Through Commerce

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M&T TRUST | FRANK POTENZIANI

NOTRE DAMESTUDENT INTERNATIONAL

BUSINESS COUNCIL

ACCOUNTING

DIVISION

SOCIAL E-SHIP

DIVISIONCONSULTING

DIVISIONMARKETING

DIVISIONFINANCEDIVISION

BCSIBC

USDSIBC

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+ Semester-long projects with tangible impact

+ International internships and case competitions

+ Leadership: SIBC Executive Board & Board of Directors

DIVISIONS & LEADERSHIP

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CHICK-FIL-A PROMPT

An examination of the Chick-fil-A value proposition and its components.

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OUT-OF-RESTAURANT PROPOSAL

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Definition

ReputationMedia

Society’s Perception Memories

Brand Recognition

Customer Satisfaction

Out-of-store experience is a combination of the brand’s reputation, media, brand recognition, society’s perception, memories, and customer satisfaction.

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Industry Perception

1: http://academic.mintel.com.proxy.library.nd.edu/display/713697/?highlight#hit12:2: http://clinical.diabetesjournals.org/content/22/1/1.full

Grilled Chicken Sandwich

Grilled Chicken Nuggets

Grilled Chicken Wrap

Healthier Options

Premium Salads

Locally Sourced Greens

WrapsPremium Fruits &

Vegetables

Grilled Chicken

Sandwiches &

Nuggets

Chick-fil-A has an advantage over competitors because of its healthy options, real chicken, and 100% antibiotic free chicken.

Current Offerings Healthy Options

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The Truth

http://www.chick-fil-a.com/Antibiotic-Free

As Truett Cathy has always said: "Food is essential to life. Therefore, make it good."

Chick-fil-A’s commitment to antibiotic free chicken caters to consumer trends.

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Consumers’ Thoughts

http://academic.mintel.com.proxy.library.nd.edu/display/738167/?highlight#hit1 (2015)

Consumers recognize there are benefits to eating healthier and recognizing what is in their foods.

Perception of Fast Food Industry

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Informing Consumers

http://topdocumentaryfilms.com/food-inc/

Food, Inc., the documentary, shows consumers where meat is sourced for major fast food chains.

“For most Americans, the ideal meal is fast, cheap, and tasty. Food, Inc. examines the costs of putting value and convenience over nutrition and environmental impact.”

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Chipotle

http://www.fastcocreate.com/1680942/how-to-make-a-cannes-contender-chipotles-back-to-the-start

Through documentaries, short films, and infomercials, Chipotle has proven to consumers that there is value in its product.

Strategy

Over 15 million views

98% of people said these campaigns positively

impacted their view of the Chipotle brand

Reduces cognitive dissonance typically

associated with fast food industry purchases

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Proposal: “YouTube Series”

http://thoughtcatalog.com/dan-gheesling/2014/10/is-inside-chipotle-a-documentary-or-a-20-minute-advertisement/

Chick-fil-A needs to inform its customers of the value its food offers.