REPAIRING THE RELATIONSHIP BETWEEN

CHICK-FIL-A AND THE GAY COMMUNITY

Purpose

The purpose of this project is to repair the relationship Chick-fil-A has with the gay

community. The focus is creating positive ties with the gay community and creating a level of understanding between the two

groups.

A Brief History

• Founded by Truett Cathy • Chick-fil-A was established in the early 1960s

and pioneered the idea of having restaurants in shopping malls with the opening of a Chick-fil-A in a suburban Atlanta mall

• Since then, the company has grown to be the second largest quick-service restaurant in the U.S.

• The company is still privately held and family owned

Winshape Foundation

• Founded in 1984 by Truett and Jeannette Cathy

• Includes Winshape Homes, Winshape College Program, Winshape Retreat, and many more

• Goal: To help “shape winners”

Core Values of Chick-fil-A

• Christian-based company• Corporate purpose: “To glorify God by being a

faithful steward of all that is entrusted to us, and to have a positive influence on all who come in contact with Chick-fil-A.”

• Committed to 3 core area:1. A 65-year history of operating the

business according to Biblical principles2. A 65-year history of providing genuine

hospitality for all people3. A 65-year history of serving families and

communities without a political agenda

What’s the issue?

• Accused of being anti-gay1. Sponsored an “Art of Marriage Conference”2. Reportedly donated $2 million to groups with anti-

gay agendas3. Provided lunch for a marriage-training event

sponsored by Pennsylvania Family Institute

• LGBT activists have had protests at several Chick-fil-A locations

• Students from at least 6 different universities have petitioned to not have Chick-fil-A locations on campus.

What’s the issue?

• Gay rights groups have charged Chick-fil-A with having an anti-gay agenda due to their donations to certain pro-family groups that denounce gay marriage

• Activists claim that the company’s ties with groups like “Focus on the Family” and other organizations trying to take rights from the homosexual community are evidence of its “homophobic” habits

Research

• Gay rights is still a relevant issue-Becoming more widely accepted in the

United States-A Gallup poll in May of 2011 revealed

that for the first time a majority (53%) of people believe same-sex marriage should be legal

-There is still strong opposition to gay rights making it a relevant issue for all Americans

Research

Similar case study—Target-In 2010, Target had a run-in with LGBT

after Target donated $150,000 to Minnesota Forward, a political action committee that supported Minnesota Republican governor candidate Tom Emmer who was an opponent of gay rights

-Target eventually apologized for the contribution

Research

Lessons learned from Target’s issue with the gay community:

1) Examine your support of controversial issues and people from all sides

2) A company’s relationship-building and outreach efforts to diverse segments of the market do get noticed

3) A good reputation takes years to earn, but it can be damaged in mere days or weeks

4) Put your money where your mouth is5) Loyalty cuts both ways

Key Publics

Chick-fil-A’s customersChick-fil-A employees

Gay community/gay rights groups

Goals and Objectives

Goal 1: Make Chick-fil-A’s stance on the issue of gay rights neutral while also keeping the core values of the company intact

-Objective 1: Inform key publics of the organizations supported by Chick-fil-A and exactly what they stand for other than issues concerning gay rights

-Objective 2: Make the values of Chick-fil-A clear- Objective 3: Make key publics aware of Chick-fil-

A’s other charitable contributions to the community- Objective 4: Make public aware of what exactly

the Winshape Marriage Retreat is and what its values are

Tactics

• Add a “Charities” tab on Chick-fil-A’s main website as well as on their social media sites that have an overview of what the groups they sponsor stand for and believe in

• Have families featured on social media sites and main website that were helped by Chick-fil-A’s Winshape Foundation

• Have each restaurant feature an employee who has participated in Chick-fil-A’s Leadership Scholarship Program once a month in each restaurant

• Include information on the Winshape Foundation on Chick-fil-A’s Facebook page

Have couples featured on the page speaking about their positive experiences at the Winshape Retreat

Goals and Objectives

Goal 2: Show there is no discrimination against the gay community

Objective 4: Support gay Christian groups

Objective 5: Get involved with the “It Gets Better” Project

Tactics

• Sponsor or advertise on the Gay Christian Network radio station

• Provide food at local gay Christian support groups• Organize an event co-sponsored by the “It Gets

Better” Project and provide free food along with information on the project

• Have Dan Cathy, President of Chick-fil-A, record a message for the “It Gets Better” Project website

• Press releases highlighting Chick-fil-A’s involvement in the project

Current Chick-fil-A Website

Modified Chick-fil-A Website

EvaluationMonitor viewers' comments on the donated It Gets Better Project video.Evaluate survey results that allow the approval or disapproval of Chick-fil-A's proactive outreach to the gay community.Complete a content analysis of news media covering the protesting gay community's attitude towards Chick-fil-A. - Compare the tones of news media from start of the campaign to the end of the campaign.

Resources

 Chick-fil-A. Web. 21 Nov. 2011. http://www.chick-fil-a.com/

Chick-Fil-A Fast Food Chain Donated Nearly $2 Million To Anti-Gay Groups In 2009."Breaking News and Opinion on The Huffington Post. Web. 21 Nov. 2011. http://www.huffingtonpost.com/2011/11/01/chick-fil-a-donated-anti-gay-groups-2009_n_1069429.html

Kayla Webley. "Controversial Chicken: Chick-fil-A’s Gay Rights Rumble | NewsFeed | TIME.com." NewsFeed | Breaking News and Updates from Time.com. News Pictures, Video, Twitter Trends. | TIME.com. Web. 21 Nov. 2011. <http://newsfeed.time.com/2011/01/31/controversial-chicken-chick-fil-a-gay-rights-rumble/>

Roth, Steve (2010, October 4). Key Issue in LGBT Community's Target Boycott: Sense of Betrayal. Retrieved from http://www.prsa.org/Search/anti%20gay%20marriage