For the past 15 years, I’ve had the privilege of serving at Chick-fil-A—first on Staff and now as a franchised Owner/Operator. In that time frame, I have see a lot of trends in the food industry, but one of the biggest competitive battles we've faced during this time has been the “chicken wars.”
When I first started with Chick-fil-A, very few competitors offered a chicken sandwich. Fast forward to today, and nearly every restaurant has some version of one. The question has become: Who can offer the best chicken sandwich? Thankfully, Chick-fil-A has consistently risen to the challenge. Our commitment to quality food, paired with genuine hospitality, has set us apart in a crowded market and fueled our organization’s growth.
But a new war is emerging—one that may have an even greater long-term impact on customer loyalty. This time, the battle isn’t just about food quality. It’s about value.
The Shift to Value
Over the past few years, economic shifts have made value a top priority for customers. As families look to stretch their dollars further, the decision of where to eat is increasingly driven by perceived value rather than just taste or brand loyalty.
To win in this environment, businesses must first understand the rules of engagement.
What Is Value?
At its core, value is what you get divided by what you pay. Many companies attempt to create value by simply lowering prices—through value meals, discount codes, or BOGO deals. While these strategies can generate short-term wins, they often come at a long-term cost: they devalue the brand.
Once a customer buys a product at a discount, they rarely perceive it as worth full price again. This is why people wait for sales or won’t shop at certain retailers without a coupon. Over time, a price-driven approach forces companies to cut costs, reduce quality, and ultimately erode the very value they were trying to create.
Just like you wouldn’t take a knife into a gunfight, businesses shouldn’t take a one-dimensional approach to value. Instead, a multifaceted strategy is required.
Rethinking the Value Equation
At Chick-fil-A, we define value beyond just price. We focus on what we give to guests and what they actually pay—not just in dollars, but in time and experience.
Food Quality: Value starts with food. It must be hot, fresh, properly portioned, and, above all, safe. This is non-negotiable.
The Guest Experience: Our value proposition extends beyond the chicken sandwich. It’s found in a clean dining room, spotless restrooms, fresh flowers on tables, and tabel-side service throughout your meal. It’s in Team Members who go out of their way to create remarkable moments for guests. These small touches don’t always cost more, but they increase the value guests feel.
As our founder, Truett Cathy, said: “Kindness costs very little but pays great dividends.”
Saving Guests Time: In today’s fast-paced world, time is as valuable as money. We add value in two key ways:
Convenience: Making it easier for guests to order, receive, and enjoy their meals.
Speed: Minimizing wait times so guests get their food faster, reducing stress and making their day a little easier.
By giving guests back their time, we’re delivering value in ways that go beyond price...ways that truly have a positive impact on their days.
Winning the War on Value
This approach isn’t just for restaurants. Any business can apply this value equation:
Deliver a quality product.
Offer something extra that goes beyond the transaction—something intentional and caring.
Make life easier and more convenient for your customers.
It doesn’t have to be expensive, but it must be meaningful. Businesses that understand this will see the value of their brand rise—and with it, the loyalty of their customers.
The war on value is here. How will you fight it?