Cows that don’t know how to spell, certainly know how to sell. They have charmed their way into the hearts of millions of food eaters all over North America. Cows painting sloppy misspelled letters – two cows assisting each other and on a mission to save themselves and their buddies from becoming burgers for a  fast food nation, touting chicken sales – “Eat more Chikin”  The marketing strategy has certainly worked. Now a cheeky bovine steals a kids burger in a car while his parents are not watching.

Chick Fil-A the only restaurant chain by Truett Cathy, founder and president, who believed Sundays were a holy day to be observed and a day where families have to be together, has kept his chain restaurants closed each Sunday. In an interview with QSR, the leading quick service magazine for the food and service industry, he said “It is a way of letting people select a day to eat elsewhere, let them compare our meals to our competitors. We have been able to make more money on six days than what our competitors have made in all seven days.” The strategy has worked handsomely in his favor. Chick Fil-A is the second biggest franchise in the nation. – “Chick-fil-A's sales have nearly quadrupled during the past decade, from $570 million in 1996 to in excess of $2.275 billion in 2006 alone.”

Chick- Fil- A’s cow ad campaign has picked up momentum, started fan clubs with loyal diners loving the meek bovines. To this extent, Chick-fil-A has offered free chicken sandwiches to all its really daring customers who can come to their store dressed in a cow costume. It’s all about questioning your loyalty to your brand. The staunch loyalists end up eating a free chicken sandwich.

With additional promos as giving away free food for a whole year (combos) to the first 100 adult customers, the franchise has gained popularity with the public. So much so, the chicken sandwich is a hot item.  

A simple concept as president Jimmy Collins puts it, “ A lovable chicken sandwich that had a consistent taste, with two pickles in a bun, combined with tireless efforts by Truett Cathy, the founder” made Chick-fil-A what it is today. Chick-fil-A has successfully completed 40 years.

And no, the meek bovines have no plans of going to school anyday soon and getting their spelling right! Their misspelling is what keeps the crowds coming. They love it.