CASE STUDY

Chick-fil-A increases online revenue through customer engagement and loyalty

Extends legacy of customer focus, community service, business innovation, into digital world.
Project brief

Digital presence extends customer community

Chick-fil-A is known for its signature Chick-fil-A® Chicken Sandwich, served at 2,300 restaurants nationwide. With revenue of $9 billion, 2017 represented its 50th consecutive year of sales growth.

To extend its community-focused corporate philosophy and transform from a crowded informational website to a smart, customer-focused multimedia platform, the company turned to Platinum Sitecore partner and digital-innovation specialist, Arke. Chick-fil-A also joined the Sitecore Xccelerate Program, which helps select customers accelerate the use of Sitecore XP to realize strategic business value.

Chick-fil-A identified three strategic business objectives: to increase engagement, online revenue, and customer loyalty. To optimize customer journeys, Chick-fil-A leveraged Sitecore analytics. Chick-fil-A also used customer insights to prioritize customers’ functional needs. These include access to menu, location and “about” information, along with storytelling content.

About

Chick-Fil-A

Retail

North America

Products

XP

CHALLENGE

Personalize digital interactions

  • Increase customer engagement and loyalty
  • Increase online revenue
  • Extend focus on customer, community service to digital presence
  • Leverage storytelling to inform, engage
SOLUTION

Solutions used

OUTCOME

Leveraged context marketing to personalize digital content

  • Integrated online ordering to increase revenue
  • Through cross-selling, online breakfast catering orders rose 450%; Engagement Value rose 143%
  • Targeted campaigns raised new product page view 44%; catering orders 16%
  • “Fan” customer segment story page views rose 175%; Engagement Value 85%
Arke Systems

Arke Systems

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