S10-Ep26: Eat Mor Chikin: Chick-fil-A’s CMO on Their Recipe for Success

Guest: Steve Robinson, former Chief Marketing Officer, Chick-fil-A Chick-fil-A – and their cows – are now an iconic fast food brand. That type of brand recognition doesn’t happen by accident: it requires great leadership creating a culture of innovation. What can you learn from their success?   Steve Robinson unfolds the layers of leadership principles with real stories from Chick-fil-A’s history to demonstrate each one. Like other major brands, they’ve had PR bumps along the way, but worked through to continued success. Steve’s insights explain why – and it all wraps around leaders’ unique view of their stakeholders. Here's what Steve and Maureen cover: The four layers of Chick-fil-A’s “onion” of success; Why simple hospitality is a huge differentiator in business today; and The moment the beef industry started feeling chicken about this restaurant chain. Other episodes you'll enjoy: Why Rare Leadership Is Well Done at Omaha Steaks with Nate Rempe Love at First Slice: Pizza & Passionate Leadership with Tom Krouse A Dozen Lessons Learned Running Dunkin’ Donuts with Robert Rosenberg   For daily wisdom from our guests, be sure to follow us on LinkedIn. We’re on TikTok, Threads, and Twitter, too!   RESOURCES:   Steve’s book is Covert Cows and Chick-fil-A; it’s available in hardback at https://amzn.to/460LnmQ, on Kindle at https://amzn.to/3RVXhZs, and as an audiobook at https://amzn.to/3xPjBgn.   You can learn more about Steve and his consulting services at https://srobinsonconsulting.com.   And, of course, there’s more about Chick-fil-A itself on the company’s website: https://www.chick-fil-a.com.   Chick-fil-A’s founder wrote several books, too. One that complements Steve’s conversation in this episode is Eat More Chikin – Inspire More People: Doing Business the Chick-fil-A Way. It’s in hardback (used) at https://amzn.to/4bv8KWs.    Our host, Maureen Metcalf posts a newsletter every week on LinkedIn. You can subscribe here.    Maureen’s latest book is Innovative Leadership & Followership in the Age of AI. You’ll find details about it at https://bit.ly/LeaderInAI, or check out the Kindle version at https://amzn.to/44buVz8. Her other 10 books are available on Amazon here.      Books we’re reading for fun or personal development right now include: Everyday Ubuntu: Living Better Together, the African Way by Mungi Ngomane. Hardback (https://amzn.to/48Doh6j) and audiobook (https://amzn.to/48YCRF4) Nerve: Lessons on Leadership from Two Women Who Went First by Martha Piper & Indira Samarasekera. Paperback (https://amzn.to/3tOtzg4) and audiobook (https://amzn.to/41OYdT5) Jilly Truit murder mysteries by Beverley McLachlin: Full Disclosure – https://amzn.to/46TxW6Q (paperback) https://amzn.to/46VDL3Q (audiobook) Denial – https://amzn.to/46YCbhs (paperback) https://amzn.to/3GJc0AA (audiobook) Women and Leadership: Journey Toward Equity by Sherylle J. Tan & Lisa DeFrank-Cole   NOTE: As an Amazon partner, we may make a small commission from books you buy through these links.   -----------------------   OUR PODCAST TEAM:   Host & Executive Producer: Maureen Metcalf Editor & Executive Producer: Dan Mushalko Video & Graphics Editor: Devon Mushalko Assistant Editor & Raconteur: Luigi Morelli Adding Hospitality to Our Layers of Success: Jenna Reik Theme Music by Pavel Bekirov from Pixabay. CONNECT WITH US:  YouTube: @InnovatingLeadership  Threads: @innovativeleaders X/Twitter/Whatever New Name It Has This Week: @IL_Institute  LinkedIn: https://bit.ly/ILI-LinkedIn2  TikTok: @innovativeleadership Website: InnovativeLeadershipInstitute.com    Loved this episode? Leave us a review and rating!  -----------------------   About Our Guest:   Steven A. Robinson is a consultant, author and speaker on organizational culture design & leadership, brand strategy development, marketing planning, and distinctive advertising principles. He is the former Executive Vice President and Chief Marketing Officer of Chick-fil-A, Inc., 1981-2015. Prior to joining the company, Steve was the director of marketing for Six Flags Over Georgia theme park in Atlanta, Georgia. This role was preceded by marketing positions at two other Six Flags properties and communications manager at Texas Instruments. After beginning his career at Chick-fil-A as director of marketing, Steve went on to serve as vice president of the department before becoming chief marketing officer. In his most recent role, he was responsible for overseeing marketing, advertising, brand development, menu development, and hospitality strategies. In addition to serving on Chick-fil-A’s board of directors from 2016-2018, Steve serves on several boards for organizations and ministries, including FamilyLife, Fellowship of Christian Athletes of Atlanta, Links Players International, Atlanta Hall Management & College Football Hall of Fame, and the National Football Foundation. 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.