“Herd” the news? Chick-fil-A’s ninth annual Cow Appreciation Day is this Friday, July 12. As part of the Atlanta-based restaurant chain’s celebration, Chick-fil-A is offering a free combo meal (breakfast, lunch or dinner) to any customer who visits one of its 1,700-plus restaurants fully dressed as a cow.
Customers dressed “head to hoof” in cow attire will receive a free Chick-fil-A Meal, which includes an entrée, side item and Diet Dr. Pepper (or beverage of choice). Customers who are too “chicken” to go all-out in cow attire will receive a free entrée of choice for wearing any cow-spotted accessory, such as a hat, scarf, tie or purse.
In 2012, nearly 800,000 customers visited Chick-fil-A restaurants dressed as cows for Cow Appreciation Day. The chain expects to host nearly one million cow-clad guests for this year’s event.
“Every year we are amazed at the number of new customers who participate in Cow Appreciation Day, as well as the customers who make it an annual tradition with their families,” said Steve Robinson, chief marketing officer for Chick-fil-A, Inc. He added, “Reaching the one million customer mark will be a huge testament to the fun our guests have with the Cow marketing campaign, as well as their love for our food. This is the one day a year when it’s OK to dress ‘udderly’ ridiculous and get rewarded for it. We look forward to seeing all of the innovative costumes – they just get better and better each year.”
Chick-fil-A has a web site – www.chick-fil-a.com/Cows/Appreciation-Day– dedicated to the event. The site offers in-depth details on the celebration, cow costume ideas, as well as downloadable cow spots, masks and other bovine-themed accessories customers can use to create costumes.
The chain also is conducting a photo contest that will be hosted on the Cow Appreciation Day web site. From July 12 to 31, participants can submit a photo in one of three categories – Best Calf/Calves, Best Cow, and Best Herd – for a chance to win great prizes.
The additional excitement around Cow Appreciation Day each year offers further proof that the passion for Chick-fil-A’s beloved bovines is stronger than ever. Robinson added, “For the past 18 years, the renegade ‘Eat Mor Chikin’ Cows have entertained consumers with their desperate, self-preserving antics in an effort to convert beef eaters into chicken fans. The Chick-fil-A Cows and the ‘Eat Mor Chikin’ campaign have enjoyed such widespread public success that the chain has evolved it into a fully integrated marketing program.” In addition to clever roadside billboards, the “Eat Mor Chikin” Cows are the focal point of Chick-fil-A’s in-store point-of-purchase materials, promotions, radio and TV advertising, and clothing and merchandise sales.
Atlanta-based Chick-fil-A, Inc. is a family owned and privately-held restaurant company dedicated to serving the communities in which its restaurants operate. Credited with inventing the chicken sandwich, Chick-fil-A serves nutritious, freshly prepared food in more than 1,700 restaurants in 38 states and Washington, D.C.
Founded by S. Truett Cathy in 1967, Chick-fil-A produced sales of $4.6 billion in 2012. Chick-fil-A was recognized in 2012 as one of America’s “Most Inspiring Companies” by Forbes Magazine and “Most Popular Large Chain” by Zagat Survey®, among other honors. More information on Chick-fil-A is available on the chain’s website, located at www.chick-fil-a.com.
