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TechnoratiIt isn’t entirely a new concept. In fact, he didn’t even come up with it. Jesus did. But it’s clear that Dan Cathy, President and Chief Operating Officer for Chick-fil-A, lives by the idea behind second mile service. Matthew 5:41 says, “If someone forces you to go one mile, go with him two.”
While Jesus may have given that edict more than 2000 years ago, S. Truett Cathy, Dan’s father and the founder of Chick-fil-A, is the one who put second mile service into practice in the corporate and restaurant world. It isn’t enough to do the basics; go beyond what the customer is paying you to do. And it’s not just lip service from the top to the bottom. Every executive, including Dan, practices what they preach.
“We make sure the first mile is taken care of,” noted Dan. “And then we go beyond that to the second mile. We provide hostesses, carry trays if necessary, have table try liners. We’ve even gone so far as to change a tire for someone.”
It is that service coupled with strong work ethics and faith-based values that have brought tremendous success to Chick-fil-A, the second-largest quick-service chicken restaurant chain. Truett Cathy began his restaurant career more than 60 years ago with a single eatery in Hapeville, Georgia. The little restaurant was known as the Dwarf House and set the standard for quick-service restaurants. Cathy opened the first Chick-fil-A restaurant in 1967, is credited with creating the original breast of chicken sandwich and was a pioneer in mall fast-food establishments.
Approximately 375 major shopping mall restaurants are in operation today, and to meet the demand for convenience and accessibility, the restaurant began opening stand-alones in 1986. The chain now operates more than 728 stand-alone locations. Several drive-thru only outlets exist along with eleven Chick-fil-A Dwarf House restaurants (throughout metro Atlanta) and Truett’s Grill, which is a full-service ‘50’s diner-themed concept.
The company reached more than $2.6 billion in sales in 2007; a 16 percent increase. Since the first Chick-fil-A restaurant opened, the company has posted 40 consecutive annual sales increases, including double-digit increases the past 14 years straight.
Astonishing figures for a restaurant that is closed on Sunday. Truett Cathy has adhered to a few simple rules that have contributed to their success. Those rules continue to be emphasized today by Dan as well as his brother, Donald (Bubba), who is the company’s Senior Vice President. In addition to second mile service, the secrets to their success include listening to the customer, focusing on getting better before trying to get bigger, and placing an emphasis on quality.
The philosophy and mission of the company is to “glorify God by being a faithful steward to all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A.” The result of that philosophy is clear in the numerous accolades and awards received for customer service, retention rates for franchise Operators and team members, philanthropic efforts, as well as being closed on Sunday.
Truett Cathy believes 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. By giving employees Sunday off as a day for family, worship, fellowship or rest, the company attracts quality people. And people are the cornerstone of all that Chick-fil-A does as a chain.” Continue »
