For the superstitious, Friday, July 13 could be an anxious day, but for the bovine-minded, it could be a lucky day. As part of its third annual Cow Appreciation Day event, Chick-fil-A® is offering a free combo meal (breakfast, lunch or dinner) to any customer who isn’t “too chicken” to visit any of the chain’s 1,300-plus restaurants fully dressed as a cow on July 13.
Last year’s Cow Appreciation Day celebration—and the resulting turnout—confirmed that Chick?fil-A has a strong following of customers willing to go to great lengths to show their appreciation for cows (not to mention, to receive a free combo meal). More than 4,000 customers visited Chick-fil-A restaurants throughout the country dressed in cow-themed costumes, complete with black-and-white spots, furry ears, cow bells, and homemade sandwich boards with their personalized renditions of Chick-fil-A’s “Eat Mor Chikin®” Cow messages.
“Cow Appreciation Day has turned into its own pop culture phenomenon and it’s a natural fit with our ‘Eat Mor Chikin’ Cow marketing campaign,” said Steve Robinson, Chick-fil-A’s senior vice president of marketing. “We’ve always known that Chick-fil-A has had a loyal customer following, but Cow Appreciation Day is a great reminder of just how passionate our customers are.”
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.