Chick-fil-A knows loyalty
Customer loyalty is one of the most often misused words in foodservice and retail circles. But that’s not the case at Chick-fil-A where devotees have been known to camp out days in advance to be among the first in line when a new location opens its doors. Now, come reports the chicken chain has been running a “hush-hush” invitation-only rewards program known as the A-List, a way to demonstrate how much the company values its best customers.
Chick-fil-A first started the program in 2013, according to CNBC. Currently offered in about half the chain’s restaurants, the A-List was “meant to honor” the chain’s “best and most loyal customers.” In the end, according to the Chick-fil-A site, the goal is for the operators of local restaurants to know their customers on “an even deeper level” to provide higher levels of service. While any customer can join the program, according to reports, membership is at the discretion of the local operators.
The Chick-fil-A site lists the benefits of becoming a member of its A-List program, including free food awards, insider content through the company’s monthly publication, “Just Because Offers” handed out on an ad hoc basis, and exclusive experiences.
In the end it all comes down to service, said Carrie Kurlander, vice president of public relations at the chain.
“Our founder, Truett Cathy, founded Chick-fil-A with a focus on great hospitality, learning from others who are at the top of their game in the hospitality industry,” Ms. Kurlander told CNBC. “Our use of, ‘It’s my pleasure,’ was inspired by Cathy’s appreciation of the Ritz-Carlton’s service model.”
- A-List – Chick-fil-A
- Chick-fil-A has a loyalty program. Here’s how it pays off – CNBC
- Chick-fil-A’s Loyalty Program Is About To Cause A Huge Scandal – delish
What is your reaction to details about Chick-fil-A’s invitation-only rewards program? Does the Chick-fil-A approach present any lessons — or perhaps warnings — for other companies?