The importance of an organization outlining its values and behaviors cannot be understated. These are the principles and activities that align to a company’s mission, that tell a company’s story, that define a company’s experience, and that motivate a company’s team.
Therefore it’s no mystery why entreQuest’s official explanation was in an article titled “Values + Behaviors = Clarity” as transparency and understanding are direct results that can be felt companywide once the leaders have taken the time necessary to summarize its core beliefs. In this SmartCEO article (which is available at this link: http://www.entrequest.com/site/wp-content/uploads/2012/06/Values-Behaviors-Clarity_SmartCEO.pdf), there is a line that provoked us to pry a bit deeper into the concept of clarity: “When it comes to values and behaviors, many people are confused about what came first, just like the chicken and the egg.”
We’re not going to philosophize over poultry but why not crack open a case study on the second largest fast food chicken outlet in the country. Chick-fil-A (http://www.chick-fil-a.com/Home), privately held and family owned, did $3.5 billion worth of sales in 2010. It tails Kentucky Fried Chicken, which is owned and operated by international conglomerate YUM! Brands, but has been beefing up its revenue, so to speak, especially in recent years.
One would have to wonder if Chick-fil-A is this close to catching the Colonel, why not make the decision to grow business by going after the sales its giving away to the competition on Sundays when every one of its restaurants closes its doors. Such a tradition equates to one seventh of the week’s opportunities to meet the dietary desires of America’s chicken lovers being just tossed to the wind 52 TIMES A YEAR! Why?!
Because even though Chick-fil-A’s mission is simply stated as: “Be America's Best Quick-Service Restaurant,” the chain has demonstrably made up its mind that if it will rise to number one, it will succeed within the confines of its values and behaviors. One of which, of course, is to shut down on Sundays and the company's explanation is as follows:
“Our founder, Truett Cathy, made the decision to close on Sundays in 1946 when he opened his first restaurant in Hapeville, Georgia. He has often shared that his decision was as much practical as spiritual. He believes that all franchised Chick-fil-A Operators and their Restaurant employees should have an opportunity to rest, spend time with family and friends, and worship if they choose to do so. That's why all Chick-fil-A Restaurants are closed on Sundays. It's part of our recipe for success.”
Chick-fil-A's commitment to its original values and behaviors is unquestionably a contributor to its positive branding and rising revenue. Whether it has led to more refreshed, happier employees who deliver better experiences to their customers OR a chicken connoisseur clientele that remains loyal to Chick-fil-A all the more because of its respect for its traditions OR elongating the life of its sandwich prepping cooking equipment with a rest day for the machines, does it matter? Chick-fil-A has clarity around its entire operation from its executive leaders at the Atlanta headquarters to the frontline staff members behind the cash registers in each of its restaurants in 39 states and Washington D.C. Chick-fil-A lives by its values, works off its behaviors, and fulfills its mission.
entreQuest salutes the entire Chick-fil-A team for remaining true to its original recipe no matter what the competition is out there doing – there’s nothing chicken about that.
Joe Mechlinski is the President of entreQuest and has partnered with countless leaders to effectively improve their team’s performance, their clients’ experience, and their company’s profits.
