by Samuel Smith, The Christian Post
While Chick-fil-A has blossomed over the last several decades to become America’s third-largest restaurant chain, there was a time during the financial recession in the 1980s when it looked as though the Christian-run business was on the “brink” of closing as mall development stopped.
Steve Robinson, who served as Chick-fil-A’s chief marketing officer from 1981 until his retirement in 2015, detailed in a recent interview with The Christian Post that the most important element of the mall-based chicken sandwich chain’s “miraculous” recovery was the creation of the Chick-fil-A “corporate purpose.”
The corporate purpose, created at an off-site meeting of the Chick-fil-A executive committee in 1982, was the first time that the company’s biblical values were officially put down in one official statement.
“One of the really unique things about that [crisis in] 1982-1983 was it catapulted us to get clear about how we were going to market the business, to get very clear about how we’re going to empower operators to be the primary brand representatives in the community,” said Robinson, who has a new book designed to serve as a “biography of the brand.”
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