Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand

  • By digitaldiary
  • in
  • on June 18, 2019

If you’ve been following The Millennium Alliance for the past few months, you already know we are a big fan of Steve Robinson, Former CMO of Chick-fil-A and two time Keynote Speaker at our CMO assemblies. We are thrilled to showcase his latest project, Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand, available now.

During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company’s growth–from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015–and was a first-hand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes accounts of key moments, including the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic “Eat Mor Chikin” cow campaign.

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