Athens Chick-Fil-A: A Master of College Student Marketing

Athens Chick-Fil-A: A Master of College Student Marketing

The Barnett Shoals and Beechwood Chick-Fil-As have proven to be masters of digital marketing over Instagram for their target audience of UGA students. As most of us have heard, college students are commonly described as in love with social media and poor. Those in charge of the athens_cfa Instagram account have tapped into the truth behind these statements to very effectively reach their target market.

For these two Chick-Fil-A stores, their integrated marketing communications plan has heavily emphasized consumer promotions. There are frequently posts on this account that advertise for free or discounted food simply for mentioning the post. Furthermore, these locations offer special promotions to differentiate themselves from other locations. A recent example of this would be offering chicken minis for lunch instead of just for breakfast for a certain time period.

Another way that these locations specifically target college students at UGA is by having “college nights” each Thursday. From 5-9pm, they allow college students to come in and get a free dessert or entrée with their meal purchase simply for showing their student ID. This is a way of meeting the need for low pricing, or more value per dollar, for this market segment.

Lastly, to make their products more accessible for students, Chick-Fil-A Beechwood introduced a food truck, the first for Chick-Fil-A, as a mobile store to meet students and the community where they are at. This shows wisdom on the part of Chick-Fil-A, as a college town is a great market to launch such a venture. These locations have skillfully used their brand awareness and digital promotions to procure a loyal and frequent buyer base of local students. As long as they are able to continue meeting students in ways that make it easy and appealing to buy their products, they will continue to be successful.  


Davis Gray

Davis Gray

February 6, 2018at 3:00 am

Great article and good points made. I agree, whoever runs their social media really know what they’re doing. I love Chick-fil-A and their social media marketing always keeps it on my mind.

Camila Dominguez

Camila Dominguez

February 6, 2018at 8:06 am

This is a very interesting post, due to the success of Chick-Fil-A´s marketing effort. The fact that they take advantage of social media to increase customer base and loyalty is reaching its objectives and embracing that their potential customers are college students with a limited budget. This crafted marketing towards students creates higher customer engagement since it seems the brand cares for the customers, given them good discounts and free food. Finally, the fact that they have also introduced the food truck it creates greater brand presence and is convienent for the customer.

Tyler Cain

Tyler Cain

February 6, 2018at 8:07 am

Yeah, they are for sure one of the most successful “fast food” franchises in the area, especially when it comes to the college market. They are constantly doing promos for free items through their social media that really hits with their college aged target market.

Ansley Heard

Ansley Heard

February 6, 2018at 9:44 am

I didn’t realize there were so many promotions via social media for the Chick-fil-a’s in Athens. Thank you for bringing me up to date on this! I’m definitely going to follow the accounts now.

Anna Bell

Anna Bell

February 6, 2018at 9:50 am

I agree that these Chickfilas are marketing the right way. Personally, the promotions that they had in place during my freshman year led me to make going to the beechwood Chickfila a part of my weekly routine. Now as a junior, I rarely go a week without going to Chickfila at least twice.

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