Target Markets

Chick-fil-A consumers are typically brand loyal and it is fair to suggest that many purchase to reinforce their self-concept.

CONSUMER SEGMENTS, DEMOGRAPHICS, PSYCHOGRAPHICS

Moms.
Chick-fil-A understands that moms are often decision-makers when it comes to family meals. Recently the company launched a “Mom’s Valet” service “which allows young mothers to order food at a drive-thru, and then eat inside at a reserved table.”

Families.
Chick-fil-A has always been supportive of the family. Many of the stores host family-friendly activities or sponsor family-friendly sporting events. Their restaurants are bright and clean and you never worry about taking your family there for breakfast, lunch or dinner. Most stores have comfortable seating and a clean indoor play area for kids. Some stores are even testing family meals, in hopes of stressing that family connection even further. Those actions help strengthen Chick-fil-A’s connection with middle and upper class teens and families who make up a large portion of their customer base.

Millennials.
Chick-fil-A has always provided family-friendly themes and many stores have provided youth activities for years. The kids who visited Chick-fil-A at a young age (consumers-in-training) eventually grew up and became consumers themselves. As such, it should be no surprise that the brand that is strong with Moms and Families is also one of the strongest brands among Millennials. These consumers may or may not yet have children, but they are more tech savvy than generations that precede them, and make up a good portion of Chick-fil-A’s social media following or users of the Chick-fil-A One app.

Faithful.
The company wears its values on its proverbial sleeve being closed on Sundays and sharing its biblical beliefs. When controversy erupted around the brand and same-sex marriage a few years ago, consumers flocked to the store, some of them first time patrons. While I don’t believe Chick-fil-A was engaged in religious marketing, it has a similar effect – and many who share the founder’s religious beliefs wanted to show their financial support. There were others who may not share the same views on marriage who also supported the brand because they believe the private company had the right to have its own opinion on a topic that reasonable people can disagree on.

Middle & Upper Class.
Chick-fil-A’s customer base is largely middle to upper-middle class. They may be frugal and not want to needlessly spend money, but they do have the disposable income necessary to comfortably eat out on a regular basis.

PERSONAS