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Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand

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The longtime chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America.During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company?s growth--from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015--and was a first-hand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes accounts of key moments, including the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic "Eat Mor Chikin" cow campaign. Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and the company's founder, Truett Cathy, Robinson explains the important traits that built the company's culture and sustained it through recession and many other challenges. He also reveals how every aspect of the company's approach reflects an unwavering dedication to Christian values and to the individual customer experience. Written with disarming candor and revealing storytelling, Covert Cows and Chick-fil-A is the never-before-told story of a great American success.About the AuthorSteve Robinson served executive vice president and chief marketing officer of Chick-fil-A, Inc. from 1981-2015. He now serves as a consultant and speaks to organizations and businesses about leadership development and brand strategy. A native of Foley, Alabama, Steve is the son of a farmer and entrepreneur. He holds an associate degree in business administration from Faulkner State Junior College, a bachelor of science in marketing from Auburn University, and a master?s in advertising from Medill School of Journalism at Northwestern University. Steve and his wife, Dianne, live in Atlanta. They have two children and four grandchildren.  

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The longtime chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America.During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company?s growth--from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015--and was a first-hand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes accounts of key moments, including the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic "Eat Mor Chikin" cow campaign. Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and the company's founder, Truett Cathy, Robinson explains the important traits that built the company's culture and sustained it through recession and many other challenges. He also reveals how every aspect of the company's approach reflects an unwavering dedication to Christian values and to the individual customer experience. Written with disarming candor and revealing storytelling, Covert Cows and Chick-fil-A is the never-before-told story of a great American success.About the AuthorSteve Robinson served executive vice president and chief marketing officer of Chick-fil-A, Inc. from 1981-2015. He now serves as a consultant and speaks to organizations and businesses about leadership development and brand strategy. A native of Foley, Alabama, Steve is the son of a farmer and entrepreneur. He holds an associate degree in business administration from Faulkner State Junior College, a bachelor of science in marketing from Auburn University, and a master?s in advertising from Medill School of Journalism at Northwestern University. Steve and his wife, Dianne, live in Atlanta. They have two children and four grandchildren.  

**We ship ONLY within the US and its territories. NO international shipping available.

Standard shipping (delivery in 3-8 business days)

$3.99 on orders from $0 - $19.99 via USPS Media Mail
$5.99 on orders from $20 - $48.99 via USPS Media Mail
Free Shipping on orders over $49 via USPS Media Mail

Customers in Puerto Rico and Hawaii, please note that Standard Shipping can take up to 21 business days.

Need your order sooner?

Express shipping (delivery in 3-5 business days)

$8.99 on orders from $0 - $19.99 via Priority Mail
$13.99 on orders from $20 - $48.99 via Priority Mail

$19.99 on orders from $49-$99.99 via Priority Mail

   

Please allow 10 days for your order to arrive. You will receive a tracking number for your order via email. To keep prices low we ship via the US Postal Service. This means sometimes you have to wait a little longer to get your order but it's always worth it!

Returns are easy, simply contact us and send your item to our returns centre for fast processing. We'll get you a replacement or refund in a snap!

Here are 5 more great reasons to buy from us:

so
   

You get a full 30 days to return your item to us. If it doesn't fit, it breaks, you've changed your mind or for no reason whatsoever simply send it back to us and we'll cheerfully refund you 100% of your order.

Returns are easy, simply contact us for a returns number and send your item to our returns centre for fast processing. We'll get you a replacement or refund in a snap!

In the unlikely event that you find your item cheaper at another online store, just let us know and we'll beat the competitor's pricing hands-down.

We insist that you love everything you buy from us. If you're unhappy for any reason whatsoever, just let us know and we'll bend over backwards to make things right again.

Ordering from Biblestore is 100% safe and secure so you can rest easy. Your personal details are never shared, sold or rented to anyone either.

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