Our retail marketing final semester project included researching and persuading clients to expand a U.S. based retailer, Chick-fil-A, to expand internationally, to Rio de Janeiro, Brazil. We identified new expansion and franchising strategies, an updated target market, visual merchandising, advertising and promotion plans and pricing and production.
3. Chick-fil-A
● Based in Atlanta, GA
○ Truett Cathy - Founder, 1946.
● Largest quick-service U.S. chicken
restaurant chain
○ Famous for boneless chicken sandwiches
● Over 1,950 restaurants in 42 states and
Washington D.C.
● Annual sales of $6 billion in 2015 alone
○ 48 years of consecutive positive growth
● 8 innovative franchise opportunities
○ Small investment commitment of $10,000 to
operate
● Currently in the U.S., Chick-fil-A holds
20% of the chicken restaurant market
share
To glorify God by being a faithful steward of all that
is entrusted to us; and to have a positive influence
on all who come in contact with Chick-Fil-A.
-Chick-fil-A Mission.
3
4. ● WinShape Foundation
○ Youth Leadership Programs
○ Family/Marriage Programs
● “Eat-Mor-Chikin” Campaign
● Use of real food
○ No Antibiotics Ever campaign
■ 100% white breast meat
■ No fillers or additives
○ Simpler Ingredients and Balanced Options
● Mindful dining
○ Sustainability
○ Energy-efficient
○ Recycling
Chick-fil-A
Serving Better Food, Caring for People, and
Communities Matter
-Chick-fil-A Environmental
Stewardship Promise.
4
5. 5
Chick-fil-A boasts a menu based on chicken products
and fresh ingredients, tasty side dishes, enjoyable
desserts and “hand-made” preparation techniques for
many products such as our hand-breaded chicken and
freshly squeezed Chick-fil-A® Lemonade. Its menu
offers a variety of choices of delicious products that
can fit into a balanced, healthy diet.
Chick-fil-A’s Food Statement
6. Chick-fil-A Sales
● 48 years of consecutive positive growth
● System-wide sales in 2015 exceeded $6 billion
● Chick-fil-A generates more annual revenue than dozens of other chains that have more
than twice as many locations, such as KFC, Pizza Hut, Domino's, and Arby's
● To put it in perspective….
○ KFC has 4,370 U.S. stores, while Chick-fil-A has 1,887
○ Each KFC store makes $960,000 a year, while each Chick-fil-A store makes $3.1
million
○ That’s $4.2 billion for KFC in 2014, and $5.8 billion for Chick-fil-A
■ That’s with 57% fewer stores, each closed on Sunday
6
7. “Nearly every moment of every day we have the
opportunity to give something to someone else - our
time, our love, our resources. I have always found
more joy in giving when I did not expect anything in
return.”
- Truett Cathy, Founder of Chick-fil-A
7
9. Rio de Janeiro, Brazil
● Emerging country due to large and growing population
○ Second most populous municipality in Brazil and sixth
largest in the Americas
● Official language: Portuguese
● 87% urban population
● Makes up 55% of Latin America’s economy
● Over 50% of the population is under 30 years old
● Only 11% obesity rate
○ 52/70 ranked nations in the world, so generally a healthy
nation
● Large resource-base/market
● Categorized as an upper/middle income country
○ The Sudeste region – home to both São Paulo and
Rio de Janeiro – enjoyed the highest levels of consumer
spending per household in Brazil, at US $26,739 in 2013
9
10. Rio de Janeiro
● As of 2014, there are 6.35 million people in the city
of Rio de Janeiro
○ In the past 60 years the population has gained 7 million
people with a population growth of 150%
○ Estimated projections for 2025 show the population
will grow to at least 13.1 million people
○ By 2030, that number is projected to reach over 13.6
million citizens
● Luckily, expansive amounts of land make additional
urban development strategies a possible option for
this swelling city
○ It is one of two megacities in Brazil and South America,
the other being Sao Paulo
○ The Portuguese makes up the main population of this
bustling city, with more people of Portuguese descent
than Brazil’s capital, Lisbon
○ Other ethnicities that call this city home include those
of Asian, European and African descent
10
11. Impact of Tourism
11
● Rio de Janeiro’s hotels occupancy rate in 2010 showed an
average of 73.75% according to ABIH-RJ (Brazilian Hotel
Industry Association) and the hotel industry showed an
average rate of 295,44 Reals (US$8,411.35) and
approximately 1.6 million tourists stayed in the hotels
● Brazilians represent 60.62% of its tourists total and
international tourists are represented by 39.38% of the
city demand
- Americans are usually most seen on the streets;
however the international tourists came mostly from
Europe mainly from England, France, Germany and
Italy (ABIH)
● Reasons why people travel to Rio de Janeiro:
- 39.36% traveling on business
- 32.08% leisure purposes,
- 11.86% congresses conventions and fairs
● Rio de Janeiro has two main airports; domestic is called
Santos Dumont and Tom Jobim is the international airport
● Rio de Janeiro is a popular tourist attraction
- 908,667 tourists visited the city from December
2009 to February 2010
- The tourist flow increased 1.5% regarding the same
period last year according to Riotur, the city
tourism authority, with a total amount of US $1.88
billion provided by tourism activities
11
12. Popular tourist attraction
● Chick-fil-A would attract U.S. consumers and other
consumers visiting Brazil, as well as the people who
live there
Carnivals and Events
● Rio de Janeiro Carnival, an annual event, expected to
reach a total of nearly 5 million festival goers
○ Generating a profit of $431.9 million from
travelers
● 600,000 foreign tourists and 3.1 million Brazilians
participated in the 2014 FIFA World Cup Events
(games and Fan Fest)
○ Spending a total of R$4.05 billion in twelve
different host cities in Brazil during the month-
long event (Ministry of Tourism)
12
Rio de Janeiro Attractions
14. Chick-fil-A’s Values and Philosophy
Our Giving Tradition
● For the past 66 years, we have built a foundational commitment to service
○ Service to our customers
○ Service to our franchised restaurant operators and their team members
○ Service to our communities
“This begins in the restaurant – one customer at a time. We firmly believe in treating
every person who comes through our doors with honor, dignity, and respect”
● We serve our communities through volunteerism and giving
● We also make a commitment to take care of the people who take care of our communities
○ For example, by giving sandwiches to first responders in times of crisis, we honor the
commitment they make to serve all of us
○ Our philanthropic giving reinforces that commitment to service by helping children and
families in need. This is what makes us who we are.
14
15. Chick-fil-A’s Values and Philosophy
Closed on Sundays?
Our founder, Truett Cathy, made the decision to close on Sundays in
1946 when he opened his first restaurant in Hapeville, Georgia. He has
often shared that his decision was as much practical as spiritual. He
believes that all franchised Chick-fil-A operators and their restaurant
employees should have an opportunity to rest, spend time with family
and friends, and worship if they choose to do so. That's why all Chick-fil-
A Restaurants are closed on Sundays.
It's part of our recipe for success!
15
16. “I believe that being closed on Sunday says two important
things to people: One, that there must be something
special about the way Chick-fil-A people view their
spiritual life and, two, that there must be something
special about how Chick-fil-A feels about its people.”
- Truett Cathy, Founder of Chick-fil-A
16
17. Brazil’s Religious Views
A Melting Pot of Different Religions
● Due to the diversity of its cultures and its heritage, this country boasts an array of religious ideals and
affiliations
● Recent censuses have revealed that around 90% of the Brazilian population subscribe to some
religious ideal, making it more religiously inclined than any other South American country
● 75% of Brazil’s population claims to be Roman Catholic
○ In fact, there are more Catholics in Brazil than in any other country in the world
○ Many who identify as "Catholic" practice religions common to Brazil such as Umbanda and
Candomble
● In terms of Christian religions, the main churches in Brazil are: Catholic, Protestant, Methodist,
Episcopal, Pentecostal, Lutheran, and Baptist 17
19. Having a location that is a high producer of poultry
would benefit our retail in terms of reducing the risk
of running out of supply for the demand we may
generate when opening our store
Entry into Another Country
● Chick-fil-A has immense success in the U.S., so
spreading its market to reach another country with a
high consumption rate of poultry may also bring about
success in that specific region
○ Chick-fil-A is strictly chicken, with no beef, so we
needed to enter a market with high chicken
consumption
● Brazil is one of the leading poultry producers worldwide
- Its share in the world production raised from 2.2%
in 1974 to 14% in 1999
- During this period, Brazil went 10th to 2nd in
ranking of the largest world producers, only
below the U.S.
● In 1970, Brazil produced approximately 200,000 tons of
poultry, and by 1995, the production had increased to 4
million tons
- The industry grew 1,760% in the period of 25 years
with an average annual rate of 14.42%
● In 1999, according to ABEF, the annual per capita
consumption of poultry was 29kg, which exceeded the
consumption of pork
- By 2008, total red meat and poultry meat
consumption had risen to 89 kilograms per person,
31 kg above the 1993 level (USDA,2009)
19
20. ● USDA Agricultural Projections to 2018 indicate
that 2.9% annual Brazilian income growth will lead
to gain in consumer spending on food
- Consumption of red meats and poultry will
increase from 89kg per person in 2008 to
92kg per person in 2018
- Poultry will be the fastest growing
component of meat consumption increasing
from 45% in 2008 to 47% in 2018
- Beef consumption is projected to decrease
0.2% per year during 2008-18
This is important for our retail because we sell
strictly chicken, so we are aiming to enter an
area with a large and quickly increasing
percentage of per capita poultry consumption
20
Entry into Another Country
21. ● Brazilians are very health conscious
○ They use food as a means to take control of their
health
● Increase in full-time employment = hectic lifestyle that
goes with it
○ This has compromised the healthy Brazilian diet
● Brazilians want to eat healthy food, however they are not
as willing to sacrifice taste for healthiness
● Believe in buying organically grown food, and want to
avoid processed foods and unknown chemicals or
ingredients
How this is good for Chick-fil-A:
1. An increased hectic lifestyle will result
in more people eating out for meals,
which matches with the convenience of
Chick-fil-A
2. Chick-fil-A has good quality taste but
remains healthy, so our market would
not need to sacrifice taste for health
3. Chick-fil-A does not use growth
hormones, fillers, or additives in their
food, so Brazilians do not need to be
concerned about unknown chemicals
or ingredients
21
Health Trends in Brazil
22. ● Rio de Janeiro has already been immersed into U.S. Fast
Food Industry
○ KFC, McDonalds, Burger King, Domino’s and
Subway have been opened in Rio
Therefore, we believe our growth strategy is
not risky due to the fact that these U.S. fast food
competitors have been operating in Brazil successfully
● The Brazilian fast food market has seen rapid growth over the
past five years with the sector hitting sales of 50 billion Brazilian
real ($21.7 billion) in 2013 (up 82% since 2008)
22
Fast Food in Brazil
We are confident that when opening stores in
Rio de Janeiro we will beat out KFC just as we
have in the U.S. market
● Ranked 4th largest in the world, Brazil’s
foodservice sector was valued at US$146 billion in
2012
● Between 2008 and 2012, the Brazilian foodservice
market saw a compound annual growth rate
(CAGR) of 10.9% and is expected to continue to
expand with a CAGR of 10.6% through 2017,
achieving total sales of US$228 billion
● Middle class population in Brazil has grown, which
means more people have higher amounts of
disposable income
○ Driving up the sales where fast food chains
would definitely benefit from this
24. General global trend over the last couple of decades towards
less structured meal occasions, resulting from such factors as…
1. Busy lifestyles
2. Unconventional working hours
3. Rise in single households
4. Increased number of working women
● Euromonitor International predicts eating habits will
continue to evolve over the next few years towards less
structured meal times, greater use of prepared
ingredients and increased snacking
● According to the survey, consumers in the emerging
markets of Brazil, China and India are the most prolific
snackers
Brazilians proved most likely to regularly order a
home delivery or takeaway for home consumption
(25%)
● Takeaway meals are cheaper than dining in a
restaurant, and allow time-starved consumers to have
prepared meals without shopping, cleaning and
preparation, or simply have a treat on weekends
● In Brazil, consumers spend only about half as much on
food as Americans ($1,123 vs. $2,215), but as a share of
consumer expenditures per person in Brazil ($7,063),
spending on food is almost 2.5 times higher (~16%)
than the U.S. (6.6%)
● Brazil’s emerging middle class with disposable income
has helped fuel the popularity of fast food with nearly
1 in 10 Brazilians eating in a fast food shop at least
once a day 24
Eating Out or Eating In?
27. Expansion Via Franchising (What)
● Provide franchisees with business
model, training, operations
manuals, start-up package,
license, trademark, and on-going
support
● Duplicates effective, proven
business model already in place
elsewhere (U.S., etc.)
● Revenue generated from sales is
shared between franchisors and
franchisees
27
28. Benefits of Franchising (Why)
● Opportunity for accelerated growth
● Reduces our risk profile
○ Less financial investment required on
our part
○ Risk distributed between us (as
franchisor) and franchisees
● Local entrepreneurs have a better
understanding of the local market
and culture
28
29. Our Franchising Strategy (How)
● Build relationships with Brazilian
entrepreneurs
● Leverage brand recognition,
successful business model, etc. with
franchisee investments and
assumptions of risk
● Share revenue generated from sales
with franchisees
● Earn revenue (in addition to sales
revenue) from licensing fees, annual
fees, etc.
29
30. Challenges of Franchising
● Critical that we both understand and
adapt to local tastes, customs and
tradition
○ Example: KFC in China has BBQ squid and
egg tarts
● Less control over franchisee locations
than company-owned locations
● Can be difficult to establish a new,
reliable, quality supply chain locally
30
32. How Many Will We Open?
2 Freestanding Chick-fil-A’s
● We don’t want to risk only opening one store in case the
location it is in does not initially succeed do to a low
volume of customers
○ Therefore we are going to open two stores in Rio
de Janeiro to make sure that we allow more
chance of gaining customers in the area
● High tourism during the upcoming Olympics will bring
business from the U.S. and other countries
○ Therefore, having two stores open will allow us
to quickly serve customers and not have a long
wait period with the high volume of people
○ Because Chick-fil-A is very popular in the U.S., we
are confident this will lead to increase in sales
when U.S. tourism is at a high rate in the area we
are opening the stores
1 Food-Cart
● Rio de Janeiro is very popular with street food
○ It also allows us access to move along the
streets and spread the word out to the locals
that Chick-fil-A is also open in freestanding
stores
● The tropical climate and culinary melting pot of
influences from Africa, Europe and the Middle East
make Rio an incredible opportunity for wealth from
the street food scene
● Recent changes in legislation in Rio de Janeiro
regulate the operation of street carts, allowing their
owners to park their trucks on public roads and close
to bars and restaurants, even allowing them to place
chairs and tables for customer convenience
32
33. Types of Terms & Leases
33
Name of Fee Low High
Initial Franchise Fee $10,000 $10,000
Opening Inventory $20,000 $65,000
First Month's Rental of Equipment $750 $2,000
First Month's Lease/Sublease of Premises $2,100 $42,000
First Month's Insurance Expense $125 $5,250
Additional Funds (1st 3 Months of Operation) $98,000 $920,000
Total Estimate of Initial Investment $130,975 $1,044,250
37. How Are We Adapting?
OUR CHANGE
Flip Flopping Menu by Putting Grilled Chicken as First
Option, with Fried as the Second
● Offer side of beans since it is one of the most popular
food staples in Brazil, accustom to target market’s taste
● Add most popular side dish FAROFA!
- Farofa is a toasted cassava flour mixture
- It is eaten in South America
- Can be found commercially produced and
packaged but is often prepared at home based
on family recipes using ingredients such as flour,
butter, onions, and meats or vegetables
- Beans or fruit are also common additives in
farofa dishes
- Stuffed foods, such as poultry dishes, are often
prepared with this yuca mixture
● Adding Brazilian condiments that are popular
- ketchup - ketchup
- mostarda - mustard
- maionese - mayonnaise
- molho de pimenta - pepper sauce/hot sauce
- molho de churrasco - barbeque sauce
- molho inglês - worcestershire sauce
- molho de soja/shoyu - soy sauce
- molho de alho - garlic sauce
- vinagre - vinegar
- molho para salada - salad dressing
Sales of sauces, dressings, and condiments increased by 56.6% in
value over 2012-2013, with table sauce sales having grown by
43%, and wet cooking sauce by 87.8%
Between 2013 and 2017, these figures are expected to rise
further, hovering around a 22% increase in constant value terms
37
39. Our New Target Market
When moving into Brazil, Chick-fil-A’s new primary target market
would be growing middle class males and females with
children
● Our expected secondary target market includes
individual men and women in the same economic class
Target Market Choice
Our Current U.S. Target Market
Research says our primary target audience reaches females
within the age range of 18-44 who live in the southern
region of the U.S.
- Those women who have children are 11% more likely to
eat at Chick-fil-A
Chick-fil-A strives to provide quality meals to
those who enjoy southern comfort food, but
also enjoy healthy options
Whether one is looking to lower their caloric intake,
eat fewer carbohydrates or reduce fat in their diet,
Chick-fil-A has options throughout their menu to help
with our target market’s goals
39
40. IMPORTANCE WEIGHTS PERFORMANCE BELIEFS
Performance
Attributes
Middle
Class
Individuals
Middle Class
Male/Female with
Children
Chick-fil-A KFC Pão de Açúcar
Price 7 8 5 6 8
Convenience 7 10 7 8 8
Nutritional Value 8 8 8 6 4
Service 8 8 10 5 6
Values 5 6 8 4 5
Quality 7 7 9 7 7
Overall Evaluation:
Target Market 1 331 255 210
Target Market 2 365 289 298
40
*10= very important, 1= very unimportant
(overall evaluation is the sum of the performance beliefs multiplied by the importance weights)
Multi-Attribute Attitude Model
41. IMPORTANCE WEIGHTS PERFORMANCE BELIEFS
Performance
Attributes
Middle Class
Individuals
Middle Class
Male/Female with
Children
Chick-fil-A KFC Pão de Açúcar
Price 7 8 5 6 8
Convenience 7 10 7 8 8
Nutritional Value 8 8 8 6 4
Service 8 8 10 5 6
Values 5 6 8 4 5
Quality 7 7 9 7 7
Overall Evaluation:
Target Market 1 331 255 210
Target Market 2 365 289 298
Target Market 2 (Middle Class Families) aligned more closely with Chick-fil-A’s values,
beliefs and consumption trends, making this group our primary target audience 41
42. Target Market & Customer Buying Behavior
Consumer Traits
Common psychographic traits of Brazilians:
● Brazilians typically have strong culinary sense
● Very apparent food and drink traditions
● Content with their quality of life
● Strong association with brand loyalty and quality
Therefore, it is important for Chick-fil-A’s Brazil store to
align with natives when offering their product and
services
Consumer Behavior for our Target Market
● Currently, there is a large growth in the Brazilian
economy with an emergence of a larger middle
class with an increased income per person
○ Brazilian consumers have tempered optimism in
their financial security and are optimistic about
future economic success
● Growing materialism and brand consciousness
○ 77% say quality is extremely important
● Current consumers are willing to spend more on
indulging themselves, rather than restricting their
spends to basic necessities
Brazilians are beginning to seek convenience and
therefore spend more on eating out
42
Top three performance benefits our target
market segments care about:
1. Nutritional Value
2. Convenience
3. Service
43. Target Market & Customer Buying Behavior
“Southern food- Give them anything and they will fry it for you” 43
Brazilians are more for eating
in and enjoying their food with
the perk of quick service
Brazilians place more emphasis
on eating healthier options
The U.S. market is more on-
the-go when it comes to
picking up Chick-fil-A
Desire for
good quality
food at a
decent price
Importance of
good quality
service
BRAZIL UNITED STATES
45. Intratype & Intertype Competitors
Intratype Competitors: Quick-Service Restaurant
- KFC (Main Competitor)
- McDonalds
- Burger King
- Subway
- Habibs
- Bobs
Intertype Competitors: Grocery Stores
- Pão de Açúcar
- Carrefour Bairro
- Mercadorama
- Nacional
45
Pão de Açúcar is considered an Intertype
Competitor because it is a supermarket that not
only sells frozen ready-to-cook chicken, but pre-
packaged or prepared meals that an individual
could walk in and quickly pick up that would be
ready to eat at their own convenience
These retailers are considered Intratype
Competitors due to the fact that they are
all quick service locations that sell a
variety of chicken
46. Primary Competitor: Kentucky Fried Chicken (KFC)
● Based in Louisville, KY
○ Colonel Sanders - Founder, 1952
○ Parent Company: YUM! Brands
● Famous for bone-in-chicken
● Annual sales of $16 billion in 2015
● First quick-service restaurant to
introduce reusable take-out food
containers
● World famous for “Original Recipe”
Fried Chicken
To sell food in a fast, friendly environment that appeals to
pride conscious, health minded consumers.
-KFC Mission. 46
47. ● As of 2014, there are 18,875 KFC outlets in
118 countries and territories located across the
world
● Entered Brazil in the first quarter of 2007 with
4 restaurants in Rio de Janeiro
● Currently there are 21 locations in Brazil
○ Most focused primarily in Rio de Janeiro
○ Remainder in Sao Paulo
● Aligned with the BFFC (Brazil Fast Food
Corporation); 100% franchised in Brazil
● Globally there are 300 products served
Primary Competitor: KFC in Brazil
47
48. Primary In-Direct Competitor: Pão de Açúcar (GPA)
● Based in Brazil
● Controlled by Companhia Brasileira de
Distribuição
○ Biggest Brazilian company in food retail
● Prides themselves on:
○ Sustainability
○ Quality of food
○ Company transparency
○ Human development
● Sell a variety of different types of chicken:
○ Frozen
○ Readily-prepared meals
○ Fresh
To ensure the best shopping experience to all of our
customers, in each of our stores.
-GPA Mission 48
50. Food Prices in Rio de Janeiro
Item Brazilian U.S. Chick-fil-A (U.S.)
Basic lunchtime menu (business district) R $31 (US $8.75) US $12 US $6.45
Combo meal in fast food restaurant (Big Mac
Meal or similar) R $23 (US $6.49) US $5.69 US $6.45
500 gr (1lb.) of boneless chicken breast
R $8 (US $2.26) US $3.98 ---
1 liter (1 qt.) of whole fat milk R $3.32 (US $0.94) US $0.88 ---
12 eggs, large R $7 (US $1.98) US $2.75 ---
1 kg (2lb.) of tomatoes R $5.82 (US $1.64) US $3.64 ---
500 gr (16oz.) of local cheese R $17 (US $4.80) US $4.84 ---
50
51. Our Overall Price Strategy
Pricing Policy
We will use Every Day Low Pricing for our price
strategy because prices will stay generally at a fixed
price, at a slightly higher price than the competition,
to reflect the quality of our food and high level of
service
We will use variable pricing in our price bundling and
our discounts from digital coupons
We would utilize price bundling in our combo meals
where you can get multiple items for one price, like a
chicken sandwich, fries, and a drink
51
We decided not to decrease or increase the
prices of Chick-Fil-A products
● Our prices are slightly higher than our competitors
○ Our price difference separates us from the
other products in the market
● Focus on the quality and taste of our food
○ Prices of our products display an accurate
representation of what Chick-fil-A offers its
consumers
If Chick-fil-A were to decrease its prices, we fear that the
consumers will assume that our quality has also
decreased.
By keeping our prices the same, we are able to
continue to reach our target audience’s desired
consumer needs
52. 52
Item U.S. Single Item Menu
Price
U.S. Meal Menu Price
Chick-fil-A Chicken
Sandwich
R $10.55 (US $2.99) R $20.64 (US $5.85)
Chick-fil-A Chicken
Deluxe Sandwich
R $12.67 (US $3.59) R $22.16 (US $6.45)
Spicy Chicken
Sandwich
R $11.47 (US $3.25) R $21.49 (US $6.09)
Spicy Chicken
Deluxe Sandwich
R $13.59 (US $3.85) R $23.61 (US $6.69)
8 Piece Chick-fil-A
Nuggets
R $10.55(US $2.99) R $20.64 (US $5.85)
12 Piece Chick-fil-A
Nuggets
R $15.49 (US $4.39) R $25.37 (US $7.19)
3 Piece Chicken
Strips
R $11.61 (US $3.29) R $21.70 (US $6.15)
4 Piece Chicken
Strips
R $15.35 (US $4.35) R $25.37 (US $7.19)
Our new menu prices
for our Brazil retail
store will be the
exact same as the
current U.S. fixed
price menu!
54. Coupon Advertising
Since Brazil is a very digital country, we decided
we would release digital coupons by expanding
the capabilities of the free Chick-fil-A app
54
Our Goal for the App
1. Make Chick-fil-A’s app more interactive
a. Tracking customer’s orders and
purchases
b. Offering digital coupons based on their
purchase
2. Introduce a rewards program within the app
a. For every $1 the customer spends, they
will earn 1 point
b. Once the customers reach certain point
levels, they will receive reward coupons
and discounts
i. For example, if a customer
reaches 100 points, they might
earn a coupon for a free chicken
sandwich
Current Chick-fil-A App
● Currently, allows users to
view the menu, order
online, and add money to
their account to pay
through their phone
● Very limited in capability
56. Advertising and Promotion Programs
OUR PLAN
Paid media (e.g., traditional and digital display advertising,
sponsorships, radio and television advertising, and paid search)
Digital Display Advertising (computer) account for 50%
Radio and TV advertising will account for 30%
Earned media (publicity)
People walking around with their Chick-fil-A purchases
and word of mouth 5%
Owned media (social media pages)
Facebook/Social Media pages 15%
FAST FACTS:
- Chick-fil-A’s FB page consists of 7,547,399
friends
- Chick-fil-A’s total advertising expenditure was
$51 million, up from $31 million in 2013
- Chick-fil-A remains one of the lowest fast food
advertising expenditure compared to U.S.
competition
- Brazil enjoys an international reputation for
producing some of the world's most creative
advertising
- Brazil is the fourth largest leading country
globally in terms of digital users with
approximately 139 billion
- 8 out of 10 young Brazilians are on Facebook
- 67 million Brazilians were using the mobile
internet in 2013
- 59.5% of Brazilians will be using the internet by
2017, growing at an exponential rate 56
57. Advertising and Promotion Programs
Television: Take a more forward approach in television
advertisements; Emphasizing our distinct features to
place us at the top of our market
- Evening soap operas (telenovelas) and sporting events
(soccer) are extremely popular; especially during the
hours of 7 and 8 o'clock
- The associated commercial slots form nearly perfect
media opportunities for advertisers; therefore, we are
aiming to choose some of the prime commercial spots
during these hours in order to get our presence known
within the first few months of our opening.
- Currently, TV advertisements account for a vast
majority, over 75%, of the company’s budget;
comparable to Brazil’s current advertising trends (⅔ of
Brazilian ad spend being used for television accounts)
- Creating more television ads that feature consumers
choosing Chick-Fil-A over the local competitors
because of our healthier choices, including emphasis on
our removal of all artificial trans fats from our menus
and condiments
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58. Advertising and Promotion Programs
Digital: Opportunity to reach consumers through cost-
effective digital marketing, products and services
- Push by the government to offer free Wi-Fi, we plan to
integrate ourselves with communication through
mobile, smartphones and tablets
- Mobile communication will be an integral part of our
brand’s marketing mix, especially with our goal being to
talk to the new emerging class
Social networking: Social media is essential to our
promotion in a new international location; Connect with
consumers over the web
- Facebook: continuing to grow in Brazil’s society, with
31% of the country’s citizens being active Facebook
users; new feature offers online ordering- key to
increasing our presence in Brazil and adding to their
desired convenience
- Youtube: Brazil is 6th in the world based on video
views; Competitors, like Burger King, have been largely
successful launching new products using large budget
video campaigns, therefore, we are aiming to create
video displays and demonstrations with Chick-fil-A’s
values
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59. Summer Olympics in Rio - 2016
The Olympics proves to be a perfect
opportunity to insert ourselves into the
market this summer and gain recognition,
while reaping the benefits of U.S. tourists
and athletes marketing our franchise
through word of mouth at little to no cost
Reasons why the Summer Olympics can help:
● 2016 Summer Olympics will generate around 480,000
tourists, which could even be surpassed based on the
positive effects of the World Cup in 2014 (IOC)
● Only 18,000 Brazilians went to Beijing in 2008, compared
with 50,000 who went to London in 2012, representing a
growing enthusiasm for Olympic sports
● Subsecretary of State for Tourism, Carlos Luiz
Martins, believes the success of the World Cup
will further enhance Rio’s reputation as a major
tourist destination
● In London, 8.8 million tickets were sold for events
in 26 different sports over 16 days
○ Many empty seats in the opening rounds
of the football competition – something
which is not expected to be a problem in
Brazil
● By comparison, the total number of tickets sold
during the World Cup was 3,429,873
○ Rio will have 28 sports on display, after
the addition of golf and rugby
How does this stack up to London’s Summer Olympics in 2012?
● 10,768 athletes from 204 National Olympic Committees
(NOCs) participated, according to Wikipedia
● More than 7,000,000 tickets were sold
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60. Advertising for the Summer Olympics
Advertising Appropriately
Another factor affecting attendances in 2016 will be the
large numbers of Latin American tourists who similarly
traveled to Brazil during the World Cup
According to Professor Mendes Bayard Boteaux of
Universidade Cândido: “They forgot to display
signage in Spanish. There were no information signs in
Spanish in Rio’s subway, for example. For us,
Portuguese can be very similar to Spanish, but for
Latinos it is often difficult to understand Portuguese.”
Advertising the City’s Hospitality
The foreigners who came expecting to find a real jungle in
2014, feared being robbed but instead saw that Rio is a
kind and hospitable city, and know that the Brazilians
cope with diversity really well.
This was very good for the image of Brazil and will
resonate well with our company values, especially
during the months of the Summer Olympics
We will take extra steps to ensure all our
summer advertising parallels the wide array
of visiting athletes, tourists and spectators
during this time
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62. Branding Approach
The interior of Chick-fil-A’s U.S. retail store follows their red
and beige color scheme
● The color red is known for its ability in marketing and
consumerism to enhance human metabolism and is
known to stimulate people to make quick decisions
○ Perfect color to act on the “buy now” feeling in
retailing
● The color tan is ageless and timeless, straightforward,
uncomplicated and natural
○ Working on that “down-home, family” environment
Chick-Fil-A tries to create in their restaurants
● Flowers are placed on inside tables to enhance the
feeling of “family-feel” that the company tries to instill in
their consumers
Therefore all of our packaging will be in red and tan, the
signatures of Chick-fil-A 62
64. Typical U.S. Store
● Sit on 1-1.5 acres that are able to accommodate
a freestanding restaurant with a drive-thru
○ Some double drive-thrus
● Also exist in:
○ In-line, end-cap, and drive-thru only locations
○ College and university campuses
○ Airports
○ Healthcare facilities
● Each Chick-fil-A is required to have:
○ Front counter serving area
○ Back-of-house prep and storage
○ Fully staffed point-of-sale registers on front
counter with dynamic routing capabilities
○ Central cash register system
● All Freestanding Chick-fil-A’s have:
○ An enclosed play area for children
■ Features healthy facts & mind-
stimulating games
■ Encourages daily play
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65. The U.S. Store Interior
● The design of the interior of Chick-fil-A
restaurants follows Chick-fil-A’s red and
beige color scheme
● Flowers are placed on inside tables to
enhance the feeling of “family-feel” that
the company tries to instill in their
consumers while inside
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Our Plan for Brazil Retail Locations
● We will add graphics, pleasant lighting, bright colors and
signage so that we always have a welcoming environment
● Aiming to match the more modern, sleek design of our
competitors in order to keep up with architectural trends
● Implementing Chick-Fil-A signage, including the famous
cow campaign, will stay consistent in our stores in Brazil
66. Visual Merchandising: Street Carts
Street food is a large segment of the food supply
chain for urban populations that is expected to
expand along the projected population growth
for large and medium-sized cities in Brazil
● Recent changes in legislation in Rio de Janeiro
regulate the operation of street carts, allowing
their owners to park their trucks on public roads
and close to bars and restaurants, even allowing
them to place chairs and tables for customer
convenience
● Little food regulation standards exist however, so
Chick-Fil-A has a chance to thrive with being one
of the only street cards to whole-heatedly promote
in consistently fresh and healthy products,
whether in free-standing or street cart vendor
● Our street cart will be an
original way to increase brand
awareness
● Many full service restaurants
are trying this new format to
reach more consumers and
promote their brands
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● The very first Chick-Fil-A street-cart will follow the
guidelines of food presentation described for our stores as
well, but will take a different route of presentation due to its
innovative and unique design
● The cart will mix the traditional Brazilian street cart look
(small, portable, etc.) with the modern, branded Chick-Fil-A
look (red color scheme, cow graphics, friendly and inviting,
etc.)
● Our food products will be organized logically and visually
appealing; appearing in a clear food warmer that allows the
buyer to view fresh, newly cooked product
67. “The joy you get in being in the restaurant business is
not ringing the cash registers, but the compliments
that you receive on your employees and on your food.”
- Truett Cathy, Founder of Chick-fil-A
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68. Chick-fil-A in
Rio de Janeiro
Works because of the emerging
middle class, pre-existing success
of the quick service market, and
increasing poultry consumption
rate in Brazil!
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