Chick-Fil-A, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Founded in 1946, in Hapeville, GA, and headquartered in Atlanta, GA, Chik-Fil-A is a fast food chicken restaurant credited with inventing the boneless chicken breast sandwich. Since it's inception, Chick-Fil-A has grown to become one of the largest privately held restaurant chains.
|Main Telephone||(404) 765-8000|
|Main Fax||(404) 765-8140|
Chick-Fil-A, Inc. ContactsContacts (5/61)
|Dan C.||Chairman, President & Chief Executive Officer||GA|
Sample of Associated Brands
|Bubba C.||Senior Vice President & President - Dwarf House, Inc.||GA|
|Jon B.||Chief Marketing Officer||GA|
|Mike E.||Chief Information Officer||GA|
|Brent R.||Chief Financial Officer & Senior Vice President||GA|
|*****-***-*, ***.||****, ***||event & social marketing||unknown||present|
|*****-***-*, ***.||******* ******** ***.||public relations||unknown||present|
|*****-***-*, ***.||****** *** ****||AOR - Creative||2016||present|
|*****-***-*, ***.||******* *********||Media Buying, Media Planning||2016||present|
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Close Watch Update: No. 329 Chick-fil-A issues creative RFP for undisclosed project
Subject: TV, digital, social media, video, online, mobile, outdoor, sponsorship, adtech, martech
Company: distancing itself from KFC and beginning to rival McDonald's and Starbucks.
Opportunity: No. 329 on the Vulnerable Account Index (VAI) is reportedly reaching out to creative agencies for “an isolated project,” according to a statement. Consultant Brand Apart is overseeing the process. We’re not sure how far along the search is, but we’ll keep you posted as we learn more.
This search doesn’t appear to affect Dallas-based here). Therefore, agencies should keep a close eye on Chick-fil-A since a larger AOR review could be around the corner.
Sellers – Chick-fil-A’s national TV spending has been much higher this year compared to prior years. We’re not even into football season yet, historically when most of its TV buys land, and the fast feeder has already reached 66% of 2014′s national TV outlays, according to Moat reports. Also, more of these ads are mobile compared to 2014.
Media Spend: Chick-fil-A’s ad budget is much smaller than other QSR’s but it’s on the rise amid national expansion. Kantar Media reports that the chain spent $43.9 million on measured media last year, up from about $31 million annually in 2013 and 2012. TV made up the majority of budget last year at about 68%, with buys skewing towards Q4 to support sports programming, led by CBS for “College Football.” This makes sense given Chick-fil-A’s
TV Breakdown: Since January, $22.3 million has gone to national TV ads (heavy Q1 skew – see targeting right), up from only $6 million over the same period last year (heavy Q2 skew), iSpot.tv reports. For all of 2014, $33.6 million was spent on national TV ads compared to $5.8 million in 2013.
Digital Breakdown: Since January, 57 display ads have run with 67 publishers (48% mobile), 78% of which were placed directly, as opposed to via ad networks or exchanges. Most desktop activity has been with sports and media publishers like go.com, nba.com and usatoday.com, but portal and entertainment sites are a big part of the mix, as well. Mobile display, which began in June, has been largely with sports publishers, led by maxpreps.com, according to Moat.
In comparison, over the same period last year, 50 display ads ran on 541 publishers (4% mobile), Food publishers comprised most of the desktop and mobile activity, followed by sports and large paper sites. Sites reporting the most activity (in descending order) then included cbssports.com, gsn.com, maxpreps.com, go.com, sbnation, food.com, cafemom.com, weather.com and usatoday.com.
5200 Buffington Rd.
Atlanta, GA 30349
Chief Marketing Officer
Vice President, National & Regional Marketing