Too Chicken to Convert? A Chick-Fil-A Dilemma

Name: Too Chicken to Convert? A Chick-Fil-A Dilemma (English version)
SKU: 9B13A030

Matthew Thomson; Seung Hwan (Mark) Lee; Valerie Ho

Product #:9B13A030

Supplier:Ivey

Discipline:Marketing

Setting:United States, 2012

Details:Case (PDF) • 4 pages • 2013-10-08

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The president and chief operating officer of Chick-fil-A is a devout Christian who publicly operates his restaurants according to Biblical principles. A recent controversy has surrounded his public opposition to gay marriage. As a result, the company is being accused of discrimination and prejudice. Are the company’s deeply rooted Christian values hindering the business?

Learning Objectives

This case is intended for an introductory marketing course and is designed as supplementary material to stimulate discussion on religion and business. Specifically, this case presents a company that is struggling in the public media because of its strong stance on Christian values. This case engages students to discuss marketing in the context of upholding religious values.

This case provides opportunities for students to express their opinions from two perspectives: as the consumer and as the chief operating officer. The instructor can introduce the subject matter by providing examples of companies that operate according to their religious values. The case presents the broad-level question “Do religion and business mix?”

Too Chicken to Convert? A Chick-Fil-A Dilemma

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Learning Objectives