Moo-ove Over Burgers!

The “Eat Mor Chikin” cow. You’ve seen one before, right? They adorably misspell words. They proudly proclaim their distaste with burgers. Also, they hilariously market for Chick-Fil-A resturants.  You might have some questions about the lovable and silly cows. What’s the story behind the cows? As stated in the Atlanta Journal Constitution, the “spelling-challenged cows and their ‘Eat Mor Chikin’ signs have lasted more than 15 years — an eternity in the advertising world.” Did you know that? An even lesser known fact about the cows is that the campaign was created to last no longer than 18 months! Those cows have successfully dug their hooves into Chick-Fil-A marketing soil. They don’t seem to be budging soon!

What genius mind birthed the idea? Allow me to introduce you to the parents of the Chick-Fil-A cows. An advertising company based in Dallas, Texas conjured up the cows back in 1995. The company is named Richards Group. According to The Dallas Morning News, “with 2009 revenue of $169.5 million (up 1.5 percent from 2008), the Richards Group ranks as the nation’s largest independent advertising agency and the 12th-largest overall ad agency based on U.S. revenue, according to industry publication Advertising Age.” The company is very thrilled with their friendship with Chick-Fil-A.  In a press release from Chick-Fil-A,  the company provides a vital quote towards understanding the purpose of the cows. “‘Chick-fil-A came to The Richards Group with big dreams and a small budget,” said Stan Richards, founder and principal for The Richards Group. ‘They needed a campaign that would help them raise awareness and compete against the big burger chains, while preserving their unique philosophies and culture.’”

The cows have been bringing in a steady stream of clients for both companies for 17 years now.  Again in a press release from Chick-Fil-A, the company describes the  “zany storylines involving Cows parachuting into a football stadium to billboard campaigns featuring the Chick-fil-A Cows’ famous quotes such as “Lose That Burger Belly,” the “Eat Mor Chikin” marketing campaign has propelled the Cows into national brand identities for the Atlanta-based chain.” But, the cows are not only a big deal for the restaurant and restaurant goers. The cows received national attention and “in 2007, the Chick-fil-A “Eat Mor Chikin” Cows were recognized as one of America’s most popular advertising icons in a public vote sponsored by Advertising Week and became the newest members of New York’s Madison Avenue Advertising Walk of Fame.” Now, if you know something about advertising and Madison Avenue in New York (or watch Mad Men!) then you are aware of what an accomplishment Richards Group and Chick-Fil-A achieved with their cows that cannot pass a spelling test.

It is quite incredible how a campaign with a maximum shelf life of 18 months could morph into “the focal point of Chick-fil-A’s in-store point-of-purchase materials, promotions, radio and TV advertising, and clothing and merchandise sales!” Have you seen the advertisements on television? I have even witnessed the commercials airing during the Super Bowl! The cows are (in my opinion) hilarious and highly entertaining!

I’ll let you decide for yourself:

My Chick-Fil-A Videos

Here are some videos I created about Chick-Fil-A.

Here’s a video entitled “Corporate Headquarters Special Features”

Here’s a video entitled “Exploring”

Exploring Chick-Fil-A Corporate Headquarters

Have you heard of Red Oak, Georgia? If not, you are most likely familiar with Atlanta, Georgia. Red Oak is close to the city but not near the hustle and bustle of downtown.  Red Oak is home to the corporate headquarters of Chick-Fil-A. I traveled to the headquarters in March. The office building sits on many acres of gorgeous woodlands. The building is secluded in a private location with a luscious forest of trees and beautiful creeks. Bright sunlight illuminates the driveway and the pond glistens in the same light. Bird songs fill the air as the breeze gently rustles the leaves.  The driveway twists and turns before the office reveals itself.

Brightly colored flowers bloom and welcome visitors to the front door. The mission statement plaque inscribed with the words: “To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A” stands next to the entrance.

A beautiful, rushing waterfall cascades over pale brown stones and rocks. Ivy climbs up and over the walls of the fall. Pink flowers peek out from under the ivy. Fallen leaves swirl down the small stream at the bottom of the waterfall. The sun warms the rocks.

A bell tower begins to strike the turn of the hour. The bells then play a hymn. A life-size statue of Truett Cathy sits on a bench waiting for visitors to sit next to him for a photo opportunity.  We must pause the journey here. A visit to the headquarters is not complete without a mention of the company’s founder. His name sits on the Forbes list of the world’s billionaires.  His name is S. Truett Cathy. However, Mr. Cathy’s achievement is self-made. His success story is simple to reiterate. The Georgia Encyclopedia states, “In 1961, he developed the product that would make his fortune—the pressure-cooked chicken breast sandwich. In 1967, soon after creating the sandwich, Cathy opened the first Chick-fil-A restaurant, in the Greenbriar Shopping Center in Atlanta” Mr. Cathy shares his fortune with his staff by providing a grand corporate headquarters.

The large glass doors lead to the open, five-story tall lobby. A spiral staircase commands the left corner and the twin glass elevators stand in the right corner.

A special museum hides away in a private area to the side of the reception. A model of the original Dwarf House that inspired the Chick-Fil-A restaurants captivates visitors’ attentions. The replica is equipped with a mannequin cook standing at a grill behind a counter with menus and stools. (That’s my mom in the photo!)

A jukebox and cigarette machine sits in the corner on the checkered floor. A glass case holds a timeline showcasing the introduction of the signature entrees to the Chick-fil-a restaurants. The museum also contains a vault. The secret recipe for the Chick-Fil-A sandwich rests inside the vault. Only a select few know the contents of the coating of a Chick-Fil-A sandwich. The secrecy of the recipe adds a level of exclusiveness to the sandwich.

Another mystery in the office is found downstairs in the cafeteria.  Some fans of Chick-Fil- A may be unaware of the magnitude of the corporate office. The cafeteria is quite a spectacle.  The immense dining area contains a specialized kitchen. A brick oven for fresh pizzas stands toward the right.

Along the cafeteria sits coolers filled with specialty juices and fresh, sliced fruit. A small dessert nook resides towards the left. The area may be small but the desserts offered are far from miniscule. Fresh baked goods line the counter. A milkshake machine sits behind them.  A circular salad bar receives much attention from the staff members. Bright leafy greens sit in their bins waiting to be topped with shredded carrots, cheese, or cucumber slices.  The packets of Chick-Fil-A dressings wait in their bins as well. A Chick-Fil-A kitchen would not find completion without the iconic Chick-Fil-A sandwich’s presence. A small sandwich warmer is constantly stocked during lunch hours. 

A private gym is located close by for staff use after indulging in the cafeteria. The gym is encouraging and inviting with motivational phrases on display. The treadmills and spin bikes sit at attention in their rows. The machines face a large window that displays the beautiful woodlands surrounding the office. Large studios with wooden floors also call the gym home. The staff members may take an aerobics class inside the studios.  Any staff member working out may find access to a large cooler stocked with Powerade ready for use during a challenging workout.

In addition to the welcoming environment, the office contains special architectural pieces. Of course, the amazing spiral staircase has a story to accompany its majesty. In the early 1980s, Truett Cathy wished to include a spiral staircase in his corporate office. But, the contractors presented him with plans that did not suit his taste. They drew a plan that displayed a spiral staircase. The plans included a staircase with a steel pole for support. Mr. Cathy did not want to include a steel pole. He wanted the staircase to have a look of fluidity instead. He knew that the Coca-Cola building displays a continuous spiral staircase. The contractors scrapped their plans and present Mr. Cathy with a new design. Each floor supports each level of the staircase instead of one support beam.   This design provides a grand appearance. The crimson carpeting and golden handrail command any visitor’s attention.

Walking along the breezeway towards the new addition of offices in the building one may notice something that looks like a large grassy field. However, the bright green grass is not simply a lawn. The grass is actually a rooftop for a warehouse. Mr. Cathy wanted something “green.” The rooftop is both environmentally friendly and lusciously green in color.

Some special hides behind nearly every corner at the corporate office of Chick-Fil-A. The building is an extremely welcoming place from the mission statement in the front to the nature paths in the back. The cow mascots abounding bring a sense of cheer to the atmosphere. Every staff member wears a nametag for a welcoming environment. All things Chick-Fil-A surround the offices.

Here’s a photo of my dad’s name tag and a photo of his office.

The corporate building of Chick-Fil-A in Red Oak is unique. The grounds are beautiful and the people inside the building are extremely pleasant. Moreover, if you’ve never heard of Red Oak and enjoy Chick-Fil-A, the corporate office may be a place worth visiting. I certainly enjoyed my visit!

All photography is original.