McSabbath

Posted: June 25, 2009 by Matt Horan in ReEmergent Church
Tags: , , , , , ,

By Matt Horan

             Ever see those billboards about McDonald’s new chicken sandwiches?  They have worked hard to break in to the fast-food chicken sandwich market ruled thus far by Chic-fil-A.  Billboards around the Tampa Bay area display pictures of massive chicken biscuits and chicken sandwiches to tempt the drivers along area highways and byways.  Free giveaways have been there for the taking so that Chic-fil-A fans can venture over and give the new guy a chance without making a financial investment.  They got me to try it.  My wife did too.  I haven’t noticed any shorter lines at my local Chici-fil-A lately, but the new chicken options at McDonald’s area surely not a secret.  They’ve been fairly effective in spreading the word.

            They made an interesting choice when developing the billboard slogan that can be seen around the Bay area.  Surely you’ve seen them.

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          The slogan is, “All white meat.  All week long.”
          As they try to make inroads against Chic-fil-A’s chicken products, is there another angle from which they are pressing?  What is the significance of mentioning the availability of their products “all week long” other than to suggest that this is an improvement over the Chic-fil-A schedule that leaves them closed on Sundays? 
          Surely no one at McDonald’s would claim that Chic-fil-A is mistaken in their decision to take a stand and say that a day of rest is important in this hypercompetitive world.  However, using it in their quite public advertising campaign is a deft inclusion of the issue—using Chic-fil-A’s “closed on Sunday” policy to their competitive advantage.
          I often wonder how frequently leaders in the corporate offices of Chic-fil-A wonder aloud about the dollars available from the after-church lunch crowd, or the potential drive-thru dollars available from travelers returning home from weekends away.  Will this campaign be one more reason to think about them again?
         Chic-fil-A’s decision to remain closed on Sunday is a reminder to our high-pressure, fast-paced society that rest is important.  A day spent with family, with friends, and perhaps with their faith community is not “unproductive” time.  In fact, can we be productive without intentionally taking time to rest, and without taking time to invest in relationships with our families and friends, and without taking time to stir and deepen our faith?  Every time someone thinks about going to a Chic-fil-A on a Sunday, they are reminded that they have taken a stand to preserve time to rest.  Perhaps, thanks to McDonald’s ad campaign, we can be reminded of it some more.

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Comments
  1. Terry Horan says:

    Another cheap shop in the quest for the almighty dollar. Good for Chick-fil-a. They’ve got their priorities straight!

  2. themattscott says:

    “I often wonder how frequently leaders in the corporate offices of Chic-fil-A wonder aloud about the dollars available from the after-church lunch crowd, or the potential drive-thru dollars available from travelers returning home from weekends away. Will this campaign be one more reason to think about them again?”

    I work at Chick-fil-a, I spend a few weeks each year on the road helping open up new stores and I rub shoulders with a fair number of corporate guys, so I can give you a pretty accurate answer to this question. While there are a few that do ask the question, the majority opinion is still against opening on Sundays. While a Cathy is still at the helm of the corporation you can take a pretty safe bet that Sunday’s will remain the sabbath for CFA.
    While I don’t agree with a lot of what CFA does (both on a corporate level and on a store to store basis), I really do appreciate both the Sabbath, and the fact that as a company CFA will be entirely debt free by 2011.

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