1 Online News Room Alexis Mortenson Brianna Bradford Walter Antillon Katie Lutz Joseph Toby

 Situation Analysis  For 66 years Chick-fil-a has been serving communities with their famous chicken sandwiches and undeniably welcome manners. Chick-fil-A has 1,614 restaurants in 39 U.S states and has worked its way into the heart of many communities. Chick-fil-a has always worked their hardest to provide top of the line customer service, but is now being scrutinized for its affiliation with religious organizations. The president of Chick-fil-a, Dan Cathy, reported making comments about opposing same-sex marriage opportunities. Chick-fil-a has also been accused of funding anti-gay marriage organizations so that they may have the resources to protests and spread their right-winged values. This news put Chick-fil-a right into the publics eye.  As mentioned previously, The Chick-fil-a culture and service tradition in our restaurants is to treat every person with honor, dignity, and respect—regardless of their belief, race, creed, sexual orientation, or gender. Chick-fil-a will continue to produce top of the line fast food in accordance with their mission statement, and will give to charities that promote educating youth, strengthening families, enriching marriages, and support local communities. Because it is not the intent of Chick-fil-a to support political or social agendas. 2

 Strengths:  -Support from individuals with the same beliefs and values  -Chick-fil-a appreciation day was initiated, and record breaking sales were made on this day.  - Gives scholarships to students in local communities and also Chick-fil-a employees.  - Donate to food drives to fight hunger.  - Top of the line fast food and service. 3

 Weaknesses:  - Bad media coverage  - Loss of customer loyalty and sales due to controversy  - Protests being held outside of stores  - Harassment of employees due to store beliefs, loss of some employees as well. 4

 Opportunities:  -Scholarships  -The Chick-fil-a Bowl-formerly the Peach Bowl  -Chick-fil-a Kyle Petty Charity Ride Across America  - Job opportunities  - Increased knowledge about the company and services. 5

 Threats:  -Lose Chick-fil-a’s reputation of being a family friendly environment.  - Lose reputation of being a nonpartisan company  - Competitors such as KFC, AFC Enterprises and Zaxbys.  - Loss of loyal customer service to religious or political beliefs. 6

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 PRESS RELEASE  Atlanta, GA In recent months Chick-fil-a’s franchise has been mischaracterized. Chick-fil-a has been criticized due to its involvement with Christian charity groups that denounce same sex marriage. Chick-fil-a first and foremost will always be a family business that holds its religious beliefs highly. The Chick-fil-a culture and service tradition in our restaurants is to treat every person with honor, dignity, and respect—regardless of their belief, race, creed, sexual orientation, or gender. We will continue this tradition in the over 1600 restaurants run by independent owners.  Chick-fil-a never meant to hurt their relationship with any customers. Chick-fil-a president Dan Cathy states, “we're not anti- anybody,” adding, “our mission is to create raving fans.”  Controversy first began in January of 2011 when it was revealed that a Chick-fil- a branch in Pennsylvania sponsored a marriage seminar given by an openly anti-gay group. Through all of this one thing must be remembered, we are a restaurant company focused on food, service and hospitality. Our intent is not to engage in political or social debates.   It is no surprise that Chick- fil-a is a business based on religion, with their biblical beginnings and their longtime tradition that no Chick-fil-a is to be open on Sundays. Cathy says, “We know that it might not be popular with everyone but thank the lord we live in a country where we can share our values and operate freely.”   But because of the controversy this has caused, Chick-fil-a has decided to reevaluate their corporate charity funding. Announcements of the new foundations and charities that Chick-fil-a will soon support will be revealed next month during a press conference with Dan Cathy, president and CEO of Chick-fil-a, next month. By making financial investments in educational and charitable organizations, we aspire to have a positive impact in our society.   If you would like to contact someone regarding the recent controversy, or would like to receive more information about Chick- fil-a and our beliefs please visit 8

Public Relation Contacts  Brianna Bradford Phone: (386) St. Augustine,FL  Walter Antillon Phone: (904) St. Augustine,FL Alexis Mortenson Phone: (631) St. Augustine, FL Katie Lutz - Phone: (850) St. Augustine, FL Joseph Toby Phone: (904) St. Augustine, FL

 Background Info:  Founded in 1946 by S. Truett Cathy  Originally known as the “Dwarf Grill”, changed it’s name to Chick-fil-A Inc. in 1961 after the discovery of the chicken sandwich  The first Chick-fil-A opened in Atlanta, Georgia in 1967  New franchises boomed during the 1970s and 1980s  Mission Statement: “Be America’s Best Quick-Service Restaurant” 10

 Chick-fil-A’s current headquarters are in the Atlanta suburb of College Park, Georgia  As of April 2012, Chick-fil-A has 1,614 restaurants in 39 U.S states  Chick-fil-A is predominately associated with the Southern United States  They are hoping to expand in the American Midwest and Southern California  Chick-fil-A has a “closed on Sunday policy” because of the biblical principles set forth by it’s founder 11

 Chick-fil-A operates on a different business model than most restaurant franchises, retaining ownership of each restaurant  In 2010, Chick-fil-A made an average of $2.7 million per restaurant, bypassing McDonalds who ranked in at $2.4 million per restaurant  “Eat Mor Chikin” is the chain’s widely known advertising slogan, developed by The Richards Group in

FAQs  What is Chick-fil-A’s Response to the Recent Controversy? Chick-fil-A stays out of political and social debates, but recently certain events have been misunderstood. In the light of these events, it’s important to us to give some context and clarity about who we are, what we believe and what our priorities concerning corporate ideology. Our corporate commitment includes supporting God and His followers, as well as their beliefs. We use these principles when educating youth, strengthening families, enriching marriages, and supporting communities. In spite of the recent misunderstanding, we’re dedicated to treat each individual with honor, dignity and respect, regardless of their belief, race, creed, sexual orientation or gender.  So, what is Chick-fil-A’s Understanding of Social Responsibility, then? We believe it’s our social responsibility to educate today’s youth, to strengthen families and relationships, to enrich marriages and to support all communities.  What Social Reactions has the Controversy Caused for Chick-fil-A? The controversy caused several social groups to develop unprecedented negative attitudes toward us. Some went as far as to protest outside of our numerous restaurants.  Has the Controversy affected Chick-fil-A’s business/sales? No, it has not. Our customers are loyal to Chick-fil-A for our food more than our personal beliefs. The controversy has however caused certain misplaced uneasiness for many of our customers; those that we are trying to correct and clarify.  What Actions has Chick-fil-A Taken on the Issue? We have publicly apologized for the misunderstanding of our message and we have corrected its public interpretation. We have shown our sincerity in the matter by donating to various social groups involved.  What is the next step for Chick-fil-A? Now that we have cleared the controversy for many of our concerned customers, it’s our mission to make sure this sort of misunderstanding never occurs again. We will continue to serve our customers great food, provide the public with positive messages and help the community in any way possible.

 S. Truett Cathy-Founder, Chairman and Chief Executive Officer of Chick-fil-A  Cathy started the business in 1946 with the opening of the Dwarf Grill which eventually grew to become the first Chick-fil-A in In 2011 Cathy celebrated his 65 anniversary with the restaurant, as well as the 44th anniversary of the Chick-fil-A restraint chain. Cathy also has a foundation that annually awards 20 to 30 students wishing to attend Berry College in Rome, GA with scholarships up to $32,000. In addition to this scholarship, the Chick-fil-A chain has given more than $30 million in $1,000 scholarships to Chick-fil-A restaurant employees since Cathy has received countless rewards over the years, including William E. Simons Prize for Philanthropic Leadership in Cathy Built his life and business based on humility, hard work, and biblical principles.

 Dan T. Cathy-President and Chief Operating Officer Cathy is President of one of the nation’s largest family owned business. Cathy has served as the President and Chief Officer of the 1,608 restaurant chains since Cathy prefers to take to the road rather than sit in an office, this way he can meet the Chick-fil-A team members and be more connected. He received a Bachelor of Science degree in Business Administration from Georgia Southern University. He also earned his Airline Transportation Pilot License. Cathy’s career at Chick-fil-A started when he was 9 years old and he has not intentions of stopping it anytime soon.

 Don Perry, Vice President of corporate public relations for Chick-fil-A Don Perry worked for the Chick-fil-A company for over 29 years until he passed away on July 27th,2012. Perry was known as the developer and overseer of communications and publicity programs. He was also known as the spokesperson for Chick-fil-A, and was a well-liked and well- respected media executive in the Atlanta and University of Georgia communities. Perry started his career working with GE as the in house news bureau for almost 12 years. He graduated from the University of Georgia's school; of journalism where he has a degree in public relations. He also received an award from Grady's Colleges John Holliman Jr. award for a lifetime achievement in Mass Media. Perry provided Chick-fil-A with every aspect of the marketing function and will be missed.

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Products Breakfast  Chick-fil-A Chicken Biscuit  Plain Biscuit  Bacon, Egg & Cheese Biscuit  Sausage, Egg & Cheese Biscuit  Chick-fil-A Spicy Chicken Biscuit  Chick-fil-A Chick-n-Minis  Chicken, Egg & Cheese on Sunflower Multigrain Bagel  Cinnamon Cluster  Chicken Breakfast Burrito  Sausage Breakfast Burrito  Multigrain Oatmeal  Roasted Nut Topping  Cinnamon Brown Sugar  Mixed Fruit Blend  Yogurt Parfait  Yogurt Parfait with Chocolate Cookie Crumbs  Yogurt Parfait with Granola  Has Browns  Chick-fil-A Chicken Platter  Chick-fil-A Bacon Platter  Chick-fil-A Sausage Platter

Products Salads & Wraps  Chargrilled Chicken Cool Wrap  Chicken Caesar Cool Wrap  Spicy Chicken Cool Wrap  Chargrilled & Fruit Salad  Chargrilled Chicken Garden Salad  Chick-fil-A Chick-n-Strips Salad  Southwest Chargrilled Salad  Tortilla Strips  Garlic and Butter Croutons  Harvest Nut Granola  Honey Roasted Sunflower Kernels  Blue Cheese Dressing  Buttermilk Ranch Dressing  Caesar Dressing  Fat Free Honey Mustard Dressing  Light Italian Dressing  Reduced Far Berry Balsamic Vinaigrette  Spicy Dressing  Thousand Island Dressing

Products Side items  Chick-fil-A Waffle Potato Fries  Carrot & Raisin Salad  Chicken Salad Cup  Chicken Tortilla Soup  Cole Slaw  Fruit Cup  Heart Breast of Chicken Soup  Side Salad

Products Desserts  Chocolate Milkshake  Cookies & Cream Milkshake  Peach Milkshake  Strawberry Milkshake  Vanilla Milkshake  Cookie Sundae  Fudge Brownie Sundae  Mini Sundae  Chocolate Chunk Cookie  Fudge Brownie  Ice Cream

Products Drinks  Iced Tea – Sweet  Iced Tea – Unsweetened  Chick-fil-A Lemonade  Chick-fil-A Diet Lemonade  Coca Cola  Diet Coke  Dr. Pepper  Dasani Bottled Water  Simply Orange Juice  100% Colombian Coffee

Products Kids Meals  Chick-n-Strips Kid’s Meal  Chick-fil-A Nuggets Kid’s Meal  Chick-fil-A Grilled Nuggets  Waffle Potato Fries Kid’s Meal  Fruit Cup Kid’s Meal  Cinnamon Apple Sauce  Milk  Chocolate Milk  Apple Juice

Products Trays  Chick-fil-A Nuggets Tray  Chick-fil-A Chick-n-Strips Tray  Chick-fil-A Coll Wrap Tray  Chick-fil-A Chick-n-Minis Tray  Cool Wrap and Chicken Salad Sandwich Tray  Chicken Salad Sandwich Tray  Chick-fil-A Cinnamon Clusters Tray  Chick-fil-A Fruit Tray  Chocolate Chunk Cookie Tray  Fudge Brownie Tray  Cookie and Brownie Tray

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