The Secret Success Sauce of Chic-Fil-A

Hi, everyone. This is Brian Wright, CEO of New Patient Group. I hope you had a wonderful holiday season. The importance of ongoing and repetitive employee customer service training cannot be overstated enough. Obviously, among many other reasons, it is why New Patient Group clients achieve the success they do. That being said, few companies focus on it and why there are only a handful that actually achieve a 5-Star Customer Service Level. One of the biggest mistakes business owners make is thinking their experience is already where it needs to be. I can tell you that mentality is a certain way to guarantee a Best Western Culture rather than a Ritz Carlton.  Simply put, if you do not provide ongoing training to your employees for every aspect of their job it is literally impossible to become (and remain) a 5-Star Experience. This is why there is only one Starbucks .. only one Walt Disney ... etc.. They all do it the same and it is the opposite of everyone else. They focus 90% of all efforts internally (employee training, management training, systems, culture, etc.) and their competition focuses 90% of their efforts externally (television, radio, etc.). Everything above is going to be an in depth article for a future time as I just wanted to get your mind in the right place before you read the following.

This is an article from Business Insider about why Chic-fil-A is crushing their competition.  The next podcast we will be launching dives deep into the psychology of 5-Star Customer Service and I cannot wait for it to be released. It is episode two of season two when you search for it. The following article is more proof about why we preach to dental, orthodontic and other alternative specialty doctors about changing the mindset you have about growth. I hope you enjoy the article and talk to you soon.

Source: Business Insider Author - Kate Taylor Date: April 16, 2017

The secret to Chick-fil-A's success is as simple as saying "please" and "thank you."The chicken chain is statistically the most polite chain in the restaurant business, according to a QSR Magazine's annual drive-thru report released in October. Employees at Chick-fil-A were the most likely of the 15 chains surveyed to say "please" and "thank you," and to smile at drive-thru customers. Chick-fil-A workers were also as the second most likely to have a "pleasant demeanor," only topped by the up-and-coming fast-food chain PDQ.

According to the report, Chick-fil-A employees said "thank you" in 95.2% of drive-thru encounters, based on data from nearly 2,000 visits to 15 restaurant chains. For comparison, KFC had a "thank you" rate of 84.9%. McDonald's rate was 78.4%, putting it in 14th place out of the 15 chains analyzed.

"It's all about speed and accuracy, but we know our customers appreciate that we can be nice while being fast and accurate," Mark Moraitakis, senior director of hospitality and service design, told QSR. "Eye contact and smiling go a long way in the drive-thru experience." Chick-fil-A has taken pains to make its drive-thru strategy as customer-friendly as possible, reports QSR. The chain has dedicated drive-thru teams, made up of compatible Chick-fil-A employees, and sends employees with tablets out to the drive-thru lane to take orders when lines begin to form.

While small pleasantries are easy to dismiss in the multi-billion dollar restaurant business, these little things have played a key role in setting Chick-fil-A apart from the competition. In 2015, Chick-fil-A generated more revenue per restaurant than any other fast-food chain in the US. The chain's average sales per restaurant reached nearly $4 million. Meanwhile, the average KFC sold $1 million in 2015.

Analysts have said that customer service is key to Chick-fil-A's success. Superior customer service drives higher sales per unit, contributing to the chain's ability to generate greater revenue than chains such as KFC, Pizza Hut, and Domino's with more than twice as many US locations.

According to Chick-fil-A, the chain has the upper hand when it comes to customer service because it invests more than other companies in training its employees. The chicken chain's unique business structure, in which each franchisee is only allowed to open one Chick-fil-A location, further allows for more hands-on supervision and training.

Source: Business Insider Author - Kate Taylor Date: April 16, 2017

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