Move over, blue crab. Baltimore loves its Chick-fil-A.
That's according to Dan Cathy, president and chief operating officer of the fast-food chain. While on a recent swing through Baltimore, Cathy said the Baltimore-Washington area ranks as the highest average sales market, generating more per Chick-fil-A restaurant than any other market in the nation.
Chick-fil-A Inc. has built a following of devoted customers over the years with its chicken-heavy menu and quirks. Its ads use standing cows who encourage people to "Eat Mor Chikin." New store openings bring die-hard fans from miles away for a chance to win a year's worth of free weekly meals. And customers can ask for a behind-the-scene tour of the kitchen.
With 23 stand-alone restaurants and seven additional mall locations in the Baltimore region, this market is an important one for the family-owned, Atlanta-based chain. Two new stores, one in Hunt Valley and another in Chester, are expected to open in August.
In fact, Baltimore was one of only two test markets for the chain's new spicy chicken sandwich, which made its nationwide debut in June.
Cathy — a son of the restaurant's founder, a devout Christian whose religious beliefs inform company policies — frequently visits the chain's stores and stopped by the Lansdowne Station store last week. He spoke to The Baltimore Sun about the new sandwich, why Baltimore played a crucial role in launching the new entree and how he got a trumpet-playing gig at Camden Yards while he was here.
Question: Why was Baltimore chosen a test market for the new spicy chicken?
Answer: The demographics were representative of the kind of markets that we're going to be at across the country. … And this is indicative of the markets that we're in, like Austin, Texas; Houston, Atlanta, California.
If it could play well in Baltimore, it's going to play well in the rest of the country. … This is a very demanding, sophisticated customer base that you have here. They have a lot of options, and they have a lot of discriminating taste. And they are very vocal with us. It has made us a stronger brand.
Q: When did the testing start?
A: It started here 2 1/2 years ago. This was a very expensive product for us to roll out to all of our restaurants. We had to figure out the right combination of equipment because we have many locations in food courts and shopping malls. And we wanted the product to be available there as well. So all the additional equipment, venting and fire issues related to it, it was a very complicated deal.
Q: How is the spicy chicken sandwich selling since it was introduced?
A: In our free-standing restaurants across the country, the average sales were up 9 percent. At shopping mall locations, they were up 5 percent, which is huge in today's economy. That will probably drop off a bit. We think it will plateau to a level higher than we would have otherwise.
Q: How has Chick-fil-A weathered the recession?
A: Many of our operators decided not to participate in the recession this year. [Laughing]
I think we have emotional equity. We have a lot of emotional endearment that has already been built in the minds of our customers, that while they may have to cut back on a lot of things, this is a special treat to eat Chick-fil-A.
They may not be going to Ruth's Chris Steak House or going to have a $15 or $20 lunch someplace. It's still an affordable treat for them and their family. We actually had sales increases.
Q: Chick-fil-A restaurants are closed on Sundays. Have you felt pressure to reconsider that policy?
A: There have been times that we have reaffirmed that decision.
We don't operate outside the U.S. In the '90s, we thought there might be some markets internationally we might not go into because of our policy of being closed on Sunday. In the U.S., we're located in some theme parks, but we're not in all theme parks and a lot of stadiums because we would be required to open on Sundays.
We've forfeited a lot of business opportunities because of that policy. But I like to tell people that our food tastes better on Monday because we're closed on Sunday.
Q: Why do you think Chick-fil-A grand openings have become so popular?
A: Part of the fascination with our grand opening is the little announcement that we make: The first 100 customers get Chick-fil-A free for a year. They come in at 6 a.m. on Thursday morning, and they get a box of 52 Chick-fil-A value meal coupons that's good for a Chick-fil-A sandwich, waffle fries and a beverage of their choice.
People come the day before and they camp out. You need to camp out.
We started that about six years ago in Phoenix, the first market that we did it because we were on our way to California, and California is a very, very competitive market. We knew we had to something to distinguish ourselves and be different from other restaurants that opened up.
It was so popular. People were coming with tents and sleeping bags. We had no idea that it would be that kind of response.
Q: How did you get the gig of playing the national anthem on your trumpet at Camden Yards? [He played at the July 19 game.]
A: Rumor has it. You'll have to come to the game.
Q: Maybe you could bring some luck to the Orioles.
A: Maybe so. Hopefully better than the last time I played at the Braves game. The Braves and Cincinnati were playing, and they lost, 8 to 1. And I've never been invited back. [The Orioles lost the game when Cathy played by 8-1 to the Tampa Bay Rays.]
Q: Is there anything else you want to add?
A: We didn't talk about our corporate purpose. What really drives us to do all this.
It's a very simple statement: To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A.
Q: One last thing, where did the name Chick-fil-A come from?
A: At the original restaurant, when we put this item on the menu, we called it a chicken steak sandwich. But other restaurateurs wanted to serve this product, and we found that we could not register a chicken and steak sandwich because it was too generic.
So one afternoon, my dad thought, you know, the breast meat is known as the filet mignon of chicken, and the [U.S. Department of Agriculture] has grading standards.
It's a phonetic play off that filet mignon: Chick-fil-A and with the A as in USDA grade A. We paid an artist in Atlanta $75 to develop that logo. The best advertising dollars we ever spent.
See more business leaders interviewed by The Baltimore Sun