Commentary: No way, Chick-fil-A

Dan Murphy  |  Updated: 07/26/2012

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Marketing experts always applaud a company’s efforts to define its brand image in ways that appeal to its intended audience.

They just don’t recommend that management accomplish that objective by attacking the lifestyles and beliefs of millions of potential customers.

Target marketing probably wasn’t his objective, however, when Chick-fil-A President Dan Cathy was quoted in a religious magazine saying, “I think we are inviting God’s judgment on our nation when we shake our fist at Him and say, ‘We know better than you as to what constitutes a marriage.’ ”

In the wake of his statement, and additional comments made on a radio show, restaurant brand consultants are warning that the Atlanta-based fast-food chain, which had enjoyed a rather benign image due to a humorous ad campaign featuring cows holding signs reading “Eat Mor Chikin,” stands to lose millions in revenue if customers associate the company with polarizing political issues instead of tasty food choices.

Even a 1% drop in revenue for the privately held company, which reportedly earns about $4 billion a year, could be costly.

On one side, the outrage over Cathy’s remarks was palpable.

Gay and lesbian groups called for protests at a store opening next week in California and urged same-sex couples to kiss at Chick-fil-A locations on National Same-Sex Kiss Day next week.

Muppets creator Jim Henson’s company—a unit of Disney—severed a toy deal recently launched with the chain. A statement on its Facebook page noted that, “The Jim Henson Company has celebrated and embraced diversity and inclusiveness for over fifty years and we have notified Chick-fil-A that we do not wish to partner with them on any future endeavors. Lisa Henson, our CEO, has directed us to donate the payment we received from Chick-fil-A to the Gay & Lesbian Alliance Against Defamation.”

News reports later revealed that Chick-fil-A personnel were telling customers the toys had been discontinued because of unspecified “defects.”

(And in a fascinating sideshow to toymageddon, allegations surfaced that Chick-fil-A’s PR people had attempted to quell the Muppet controversy by creating a fake teen-ager to refute the negative comments flowing on Facebook. The poster, named Abby Farle, admonished another poster who stated that the Muppet toys were dumped “because [Chick-Fil-A] were bigots” that, “They took back the toys weeks ago, Chris. Check your information.” Minutes later, other posters noted that “Abby Farle” had joined Facebook only hours earlier and under the subject line “Busted!” revealed that her profile photo was in fact a royalty-free head shot from image vendor Shutterstock.)

Meanwhile, Boston Mayor Thomas Menino and Chicago aldermanProco “Joe” Morenoboth announced efforts to block the chain’s efforts to expand in their cities.

In a Chicago Tribune op-ed piece, Moreno wrote that, “I heard the bigoted, homophobic comments by Chick-fil-A President Dan Cathy, who recently came out against same-sex marriage.There are consequences for one’s actions, statements and beliefs. Because of this man’s ignorance, I will deny Chick-fil-A a permit to open a restaurant in my ward.”

Of course, that response didn’t sit well with a lot of people, either, even those who paint themselves as sympathetic to gays. Numerous online comments and letters to the editor in both cities decried efforts to punish the restaurant chain merely for exercising its free speech rights.

Two sides to the debate

On the other side, predictably, were those who cheered on Cathy.

Ex-Arkansas governor and now Fox News TV host Mike Huckabee declared next Wednesday to be National Chick-fil-A Appreciation Day, in support of the company. Former presidential candidate Rick Santorum Tweeted that he was “eating at Chick-fil-A and pouring sauce over everything.”  And online petitions supporting Cathy’s stance on traditional marriage are drawing thousands of signatures.

In business,it’s axiomatic that the safest course is to steer clear of political or religious controversies. No matter how you frame your position, for all of the people who might support it, there will be many others who will disagree.

Yes, there is something admirable about standing on principle, about running a business with higher goals than the bottom line.

In this case, though, I can only wish that Cathy had chosen some other cause to embrace. Childhood hunger, poverty, obesity—there’s a long list of issues to which he could have connected his restaurant chain’s marketing.

Alienating millions of potential gay and lesbian customers—and no doubt more than a few employees—isn’t just bad business, it’s bad news for our larger society already divided along so many religious and political fractures.

Cathy and Chick-fil-A would have been better off to mimic the Muppets they were handing out to kids.

Their stance is all about acceptance for everyone who’s little, who’s green or who’s different from others.

The opinions expressed in this commentary are solely those of Dan Murphy, a veteran food-industry journalist and commentator.

 
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Eric Dean    
July, 26, 2012 at 10:57 AM

The lack of tolerance in America is getting more and more sickening everyday. Chick-Fil-A does not discriminate against homosexual people; they don't refuse them service; they don't ask them to sit in a specific section of the restaurant. So how can the personal beliefs of a PRIVATE company based on THEIR religion be attacked like this? Everyone does not have to support gay marriage/homosexuality. They are not "anti-gay" or "bigots" for their beliefs, they are simply HUMANS who have opinions and beliefs just like everyone else. Leave them alone.

KD Reeves    
Arington, VA  |  July, 26, 2012 at 11:46 AM

@Eric Dean: The company is avowedly anti-gay. When the corporation profits, it uses its monetary influence to advance a particular agenda that includes discouraging GLBT equality. Consequently, while you're right that it's a private company, it's hardly inaccurate to call the company discriminatory. You are correct that they will serve a GLBT person, and would not mandate they sit in a designated section. That's patently illegal. However, we private citizens have a right to call out the vocal leadership of the corporation, to shine a light on the corporation's non-food-related practices and activities, and promote a protest accordingly. If you believe an intolerance of intolerance is intolerance, then you're right: we in the GLBTQA community are intolerant of intolerance. We believe everyone has a right to love who they like, marry who they like, and buy - or not buy - chicken sandwiches. If Chick-fil-A only worried about the last of the three, the company wouldn't have a problem. When a company chooses to get involved in politics and its leadership speaks about values and human behavior, it can expect those statements and activities to impact the business. I, for one, think the opposite of intolerance is tolerance. If you prefer the double negative, that's fine, but I'd reconsider the notion that CfA isn't discriminatory as a company. It may be willing to sell a sandwich to a gay man, but the person that runs the company will spend part of the profit from the sale of that sandwich on promoting legislation, programs, and policies fighting that man's rights. I, and many others, consider that a form of discrimination.

Chuck Anziulewicz    
Spring Hill, West Virginia, USA  |  July, 26, 2012 at 11:50 AM

It's one thing to say you support "traditional marriage." After all, who DOESN'T? I have lots of Straight (i.e. heterosexual) friends, some married and some single, and if any of the singles finds a compatible person of the opposite sex to marry and make a solemn commitment to, no one will be happier than me.

But it is quite another thing to donate millions of dollars per year in company profits to organizations who work specifically to deny law-abiding, taxpaying Gay couples the same legal benefits and protections that Straight couples have always taken for granted.

I know a lot of people love the food at Chick-fil-A, but they also support their Gay friends, family members and co-workers, so much so that they have chosen to no longer eat there.

And if it's BOYCOTTS that make you uncomfortable, maybe you should tell that to the various anti-Gay organizations that have organized boycotts against Ford, Campbell's Soup, Pepsi, Starbucks, and J.C. Penney simply because those companies are supportive of the Gay community.

wakeupamerica    
July, 26, 2012 at 11:02 AM

it's funny that in america we can't agree to disagree. Mr. Cathy is stating his belief and the "opposing" view is stating theirs. As the saying goes, if you stand for something you will fall for anything. I am tired of the media, hollywood etc. painting a negative light for those that don't agree with same sex marriage. it's not anti-gay it's pro traditional family. Some people are prolife and some are pro choice. It's a difference of opinion. Let's grow up and quit with the whining.

Not Anti-gay    
Port Arthur, Texas  |  July, 26, 2012 at 11:15 AM

Amen wakeupamerica! What ever happened to the strong stance of tolerance among Americans? What kind of tolerance takes an aggressive stance against someone who simply wishes to take their own stance? In contradiction to what this article states, "the management" has not once "attacked" the lifestyles or beliefs of anyone! They have never stated that they are anti-gay. Simply, that they do not agree with their choices.

J R W    
Scottsdale, AZ  |  July, 26, 2012 at 11:09 AM

As with everyone else who misses the mark on the issue of beliefs, you do as well. Dan Cathy isn't homophobic. He doesn't hate or dislike gays. That wasn't what he said. He has a biblical position on marriage. It is a legitimate position that has thousands (at least 3 1/2) of years of support. Your response to this was that he should have said nothing?

The gay community, the lesbians, the transgenders and "other" alternative lifestyles that stand in opposition to his personal statements simply want him to NOT believe what he does. Dan I am sure would that they not believe the way they do as well. Perhaps there 15 minutes of fame will allow them to one day have a voice and espouse their right as Americans but for now they simply get to toss rocks because he did.

Oh, by the way, in the past the Cathy organization has stood against hunger, as well as with our troops and fed the homeless and disenfranchised. THOSE issues were not apparently news worthy.

Uh huh...God bless America

Robbie    
Waco, Texas  |  July, 26, 2012 at 11:10 AM

I totally agree with Chick-Fil-A! They do have the "right" to stand for what they believe! Each of us as U.S. citizens have that right. I choose to believe in our Lord Jesus Christ and His word. I will choose to eat at Chick-Fil-A. There are hundreds/millions of restaurants in the U.S. where every American no matter their personal belief can choose to eat at. Leave Chick-Fil-A alone!

DJ    
Maryland  |  July, 26, 2012 at 11:14 AM

It's not about "good business". It's about his PERSONAL views.
The business, Chik-Fil-A, does not discriminate. Not in hiring, not is service. The Constitution guarantees individuals the right to their beliefs. Anyone who doesn't understand the difference must have been educated in our modern school system. Anyone who's read the Constitution knows better. You may not like what he says, but you had better understand his right to say it, and be able to separate "the business" from someone's personal views. What do you have in Chicago? You have a Jewish mayor harassing a business over the owner's Christian views.
You have them coddling up to Louis Farrakhan, a "hater" if there ever was one, and who, himself made statements against homosexuals. The hypocrisy is blatant.
"Eat more Beef !!!"

Howell    
Mississippi  |  July, 26, 2012 at 12:50 PM

AS part of the "new wishbone coalition" my wife are going to eat at Chik-fil-a today and everyday (except Sunday) when we go out ot eat. I like what the manager stands for and appreciate his speaking out for the good of moral American values.

Janice    
http://gigabiting.com  |  July, 26, 2012 at 02:57 PM

The public outrage is long overdue.
Chick-fil-A has never made a secret of the bigotry and intolerance of its conservative corporate ethos. The company has openly (and sometimes illegally) factored a potential employee’s marital status and civic and church involvement in its hiring process, and gives millions of dollars in contributions to pretty much any organization that works to defeat gay marriage.
http://gigabiting.com/those-arent-fries-on-chick-fil-as-values-menu/

Cindy Coping    
Marana  |  July, 26, 2012 at 06:23 PM

First off, Mr. Cathy did not "attack" gays and lesbians. He just stated his personal religious belief that the gay lifestyle confronts the will of God. That is his First Amendment right, and the right of churches to teach that. He did not say it on behalf of anyone other than himself. America used to be a free country where stating your beliefs was considered your right, even if you disagree with the loudest members of our society. This whole thing is not about Mr. Cathy. It's about the mainstream media attacking the church. Mr. Cathy's beliefs are consistent with the doctrine of at least two of the world's five major religions. Where is the tolerance for Mr. Cathy's beliefs?

Tom Garner    
Oklahoma  |  July, 26, 2012 at 08:19 PM

Drovers and Dan Murphry need to stick with agriculture/cattle issues and buy your chicken elsewhere if you don't like what Dan Cathy believes.

jk    
kentucky  |  July, 31, 2012 at 08:21 AM

is this america? just making sure. As far as this goes it is a priovate company, therefore granted all the rights and privelages of a private citizen. If he wants to stand on what he believes more power to him, he has every right to do so without being stir fried in the public square, this same right extends to those who wish to further the same sex marriage agenda, more power to them, they are free to make their stand without fear of reprecaussion as well, that is if we are still in america..... are we? If you think he is a bigot and can't stand his views the answer is simple, don't eat there. But then that would only go to prove how childish this society has come and highlight that instead of being more tolerant of views other than our own we are merely becomeing more polarized.

maxine    
SD  |  August, 03, 2012 at 10:34 PM

Pretty sad when a person is verbally crucified for stating personal beliefs in the USA. We all shoulld be concerned that the same could happen to any or all of us for stating our own personal beliefs on any subject in this once proud nation born of the desire for freedoms and liberty.

Obviously, some people posting on this subject need to do a fact check re. hiring practices and treatment of staff at Chick fil A.

Wouldn't it be great if everyone recognized that while there may be rights to "love whomever (and does that include non-human species yet?) they choose", people would grow up and keep their sex lives private? Is it really a good idea for it to be a spectator sport as too many seem to insist upon these days?

Bob Neese    
Rutledge, MO  |  August, 06, 2012 at 10:30 AM

Interesting to look at this article in hindsight, and the postulation by the author that it's better to just keep your
mouth shut and opinions to yourself, regarding any issue that could be controversial.
Fast forward to Henderson's commentary last week.... that got over twice as many comments in a few hours, and then
the wimpish, non-controversial editing police at Drovers, pulled the piece....now scrubbed from this site....all
clean, sanitary, as though it never existed. I realize many were in a snit, misinterpreting Henderson's very
clear satirical commentary. I suppose it put a number of our industry in a poor light, reflecting an inability to
read and interpret, using a few basic English Lit. skills.
Bottomline, the masses are sick and tired of being called bigots and intolerant, when essentially all of the true
intolerance and bigotry is coming from the left as this minority trys to force their agenda upon the rest of us.
And it showed just what we think, with last week's overwhelming support of Chick-fil-A.
Let the chips fall where they may. Never, never be afraid to speak your beliefs. (Particularly, when they
are supported by all of history before us, and the unchanging foundation of Biblical Truth)
I note that some think the cattle industry should have no opinions, no involvement, no stance on these political/cultural issues.
That's nothing but sticking one's head in the sand. You may have no interest in such, but you can be guaranteed that all these issues will take an interest in you, and in our industry.

Rodger    
Missouri  |  August, 07, 2012 at 01:38 PM

Just an observation....

We are all in the meat business. Even Chick-Fil-A. I am disappointed that the author did no more research on the political issue that was shown and that the typical shallow reporting efforts are once again showing up.

If we cannot learn to stand up to those who would tear down the freedom to say what you want and to have whatever Christian beliefs one holds, we are in trouble. Deep Trouble.

Just the same if any part of the beef,pork, or for that matter any part of agriculture and food production comes under fire, we better learn to rally together. In the earlier, but now gone, work by Greg Henderson and now this gives me a bad feeling. That feeling is that we are seeing Chicken, or pork or fish or what have you as nothing but a competitor. We need to compete yes, but not at the detriment of the food industry in the US.

Lets manage or bias' and recognize what happened over one man saying what he believes can happen to any one of us at any time. At this point I think the readers of Drovers would have my back. Not sure about the ag media.


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