If there is a restaurant that people wish they could open seven days a week, it has to be Chick-Fil-A; has proven that customer experience is the end goal, hence the ever-growing customer base. Unfortunately, its founder, Truett Cathy, decided it was best to open Monday through Saturday and allow her employees to rest and worship on Sunday. Regardless, closing one day does not affect your sale; In 2015, he sold about $ 3.1 million per store, topping KFC’s average of $ 960,000 for its stores in the U.S. His son, Dan Cathy, the restaurant’s current CEO, is worth billions of dollars thanks to the spirit. Truett entrepreneur. Still, most loyal customers hardly know the meaning behind the Chick-Fil-A logo, which has undergone some changes since the first store opened. We tell you more about how her favorite place to dine got its current name and logo.
The origin of Chick-Fil-A
After being discharged from the army, Truett Cathy thought it wise to seize the opportunity she saw; a Ford plant had many employees who needed to be fed. Therefore, in 1946, Truett and Ben, his brother, opened a restaurant near the auto plant and named it “Dwarf Grill.” Unfortunately, his brother died in an accident, leaving Truett to operate the business on his own. Changed the restaurant’s name to “Dwarf House.” The idea of making a chicken sandwich came from watching their customers use the roll and chicken to make sandwiches; therefore, Truett made the job easier by doing it for them.
However, being the creative man that he was, in 1961, Truett discovered a new way to make chicken breasts using the same amount of time it takes to make a fast food burger. She pressure cooked the perfectly seasoned hand-breaded chicken breasts in peanut oil before serving them on toasted butter buns and two pickles; the only condiments available in the restaurant then. The new menu item became a customer favorite, and by then all he could think of calling it was “Chicken Fillet Sandwich.” Truett even wanted to register the name given the success. According to Business Insider, a lawyer told him that he needed to tell it apart, either misspelling a word or twisting it.
Truett didn’t give up on finding the ideal name or a new product; So after much thought, he realized that since steaks refer to the best cuts of meat, his boneless chicken breasts might as well borrow the name. Consequently, he came up with the “chicken fillet.” Plus, Truett also knew that the chicken was a premium grade A pick; therefore, he also added the “A”. Nice Branding Agency, in their article on branding lessons we can learn from the restaurant, “Grade A” could refer to the exceptional quality of service that Truett was determined to provide to customers. With this new development, the company name changed to “Chick-Fil-A” and was registered by Truett in 1963.
The evolution of the logo
In 2012, Louie Giglio posted on Twitter that his father created the Chick-Fil-A logo in 1964. Louie Giglio is said to have collaborated with Evan Armstrong to create the logo. According to some sources, the first logo was Doodles, the rooster, in which all the letters were in capital letters with the first “D” and the “S” slightly larger. The “S” was not the conventional letter; It was designed with the upper curve being the head of the rooster, complete with the eyes, the beak and the comb. However, most sources do not recognize it as the restaurant’s first logo.
The first design was drawn on a napkin in 1967 and became the restaurant’s symbol from 1967 to 1970. It only featured the head of a rooster, which appeared to be smiling and was drawn in black except for the crest and wattle which were red. . Next to the smiling chicken head were the words “Chick-Fil-A” with “Chick” and “fil” in black, while the hyphens and the letter “A” were all in red. The ‘A’ was also written as a grade that would be made, except for academic papers.
In 1970, the logo changed again; the freestanding chicken head was removed and incorporated into the restaurant’s name. As a result, the letter “C” in Chick-Fil-A was designed to curve inward at the top to form a head. The eye and the comb were red this time, the comb looked like four fingers and the beak resembled that of a parrot. The letter “A” had its font changed to look like the rest of the letters; it was black. In 1985, a small change occurred; …