Albany Chick-fil-A Makes Customers Feel Welcome
Tuesday, December 6th, 2011
Despite the chain’s premium pricing among quick service restaurants, sales increased in 2011 at the Chick-fil-A stores at Albany Square and in the Albany Mall. Chick-fil-A doesn’t offer a dollar menu or discounting. Instead it relies on a strong customer service philosophy and a community-based marketing plan.
“We provide customer service – the environment and the experience – that people are willing to pay extra for,” said Sara Wari, general manager of the Albany Chick-fil-A.
Wari believes that more businesses in Albany should take a service mindset that makes customers feel welcome and respected. “Customers know we’re glad to see them and I think more businesses here need to offer that,” she continued.
Chick-fil-A’s marketing plan revolves around maintaining an active presence in the community. That involves catering local business, school and community events.
“Lawrence Knighton does our outside sales and he is always knocking on doors at businesses and schools and providing information on our specials and catering,” Wari said.
Learning How to Provide the Chick-fil-A Experience
Hiring the right people is critical to delivering the welcoming experience customers expect at a Chick-fil-A. The chain has specific criteria that franchisees must look for in new hires.
“The first impression people make is so important. We want people with good interpersonal skills, who are friendly and make eye contact,” Wari said.
“We hire a lot of high school students and this is their first job experience. We like that because they don’t have any baggage from working anywhere else.”
Wari is confident that operating skills can be taught to almost anyone. As a result, finding people with a friendly, outgoing personality is the key hiring criteria.
Learning the Operations
Chick-fil-A has strict guidelines for franchisees to ensure the food is served safely and consistently. Those guidelines inform much of the employee training as do the daily operations in the store.
“Much of our training is on the job simply because it’s such a fast-paced environment that you can only learn it by doing,” Wari explained.
For example, training for a cashier’s position can involve working a five- to six-hour shift under supervision for three days in a row.
Respecting Employees
Chick-fil-A treats its employees with the same type of respect that it expects employees to show to customers. The company is known for its scholarship program for employees. In Albany, K.J. Wari – the franchise operator – offers a tuition assistance program that can help college students working at the stores pay for text books. Managers at the stores who are working to earn a bachelor or graduate degree can receive full tuition assistance.
“It’s part of what keeps employee turnover down and it reinforces the type of environment we want to have in our stores,” Wari said.
More information on Chick-fil-A is available online at www.chick-fil-a.com. For information on the local Albany Chick-fil-A stores, call (229) 889-1166.
