Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand

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.
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 thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company&rsquo
s 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--and was a first-hand 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&apos
s founder, Truett Cathy, Robinson explains the important traits that built the company&apos
s culture and sustained it through recession and many other challenges. He also reveals how every aspect of the company&apos
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.