We now pause in our countdown to Chick-Fil-A Appreciation Day, Part II to appreciate the subject of Chick-Fil-A Appreciation Day, Part I:
Intense national media and social media attention — much of it negative — was heaped on the chain three months ago, after President Dan Cathy told a religious publication that his company was “guilty as charged” in supporting the biblical definition of the family unit.
Many gay rights groups called for boycotts, and company executives seemed to be put on the defensive. At the same time, supporters of the Atlanta-based chicken chain held rallies outside stores. The national media couldn’t get enough of it.
So much for “bad” PR. Consumer use of the chain was up 2.2% in the third quarter compared with the same period in 2011, says the Sandelman survey of more than 30,000 fast-food consumers conducted in markets where Chick-fil-A is located. Market share was up 0.6%, and total ad awareness was up a hefty 6.5%.
But it never would have turned out like that if people didn’t turn out and buy that chicken. Know what I mean?