It's that time of year again, Chick-fil-A's annual 'Cow Appreciation Day', which will take place Friday, July 11th at all restaurant locations - some 1400 - nationwide. The basic rules of engagement are as follows:
- You get 'bovined' up, dressing in some fashion as a cow
- Head to toe cow gear gets you a full combo meal
- Partial bovine dress - say a cow-spotted hat, scarf or other accessory, gets you an entree (sandwich sans the drink and waffle fries)
A lot of work and potential embarrassment for just a meal or sandwich you say? Well, last year, the Hendersonville, N.C. location was overrun by 350 cow-spotted customers from summer camps, daycares and preschools. Another group - self dubbed "The Herd" (see my Qik interview of some of them at my local grand opening earlier this year) - made it their mission to visit 30 Chick-fil-A restaurants in one day, travelling from Knoxville, Tenn. to Atlanta, Ga. during the 2007 Cow Appreciation Day.
"Cow Appreciation Day is a great barometer of how passionate our customers are," said Steve Robinson, Chick-fil-A's senior vice president of marketing. "If you're willing to dress up like a cow for a free meal, you're obviously a loyal and even raving Chick-fil-A fan. While the event is a natural tie with our cow-themed marketing campaign, Cow Appreciation Day is intended to be a fun day to reward some of our most loyal customers with free food. We enjoy watching the event grow year after year."
This, friends, is what Consumer Passion is all about. A free meal worth about six bucks is not the incentive to dress up (or dress your kids up) like a cow. It's an opportunity to express your love and loyalty for an exceptional brand, in this case, Chick-fil-A. Consumers are itching to reward great businesses with their dollars, their word of mouth praise, and their gratitude. Brands that consistently deliver superior customer service and that 'special sauce' that consumers know when they experience it ... are rare ... but don't have to be. Go to a Chick-fil-A this Friday and see what all the fuss is about. And while you're there, enjoy some great food, great service, and the site of other customers getting goofy for a brand they adore. For more info, visit CowAppreciationDay.com.
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