Chapter 1 Video Homework

Chick-fil-A: Customer Focus & Satisfaction

Instructor Note

This is an asynchronous assignment to be submitted prior to a class discussion of the video. Provide students with the video link, the multiple-choice questions, and the following instructions.

Student Instructions:

1. Watch the video about Chick-fil-A below (relevant portion: 1:05 – 8:36).

2. Answer the 20 multiple-choice questions below.

3. Select the one best answer for each question.

Start at 1:05

Chick-fil-A: America's Favorite Chicken

Watch on YouTube · Relevant portion: 1:05 – 8:36

Watch on YouTube ↗

20 multiple-choice questions based on the video

1. Based on the video, what is Chick-fil-A known for?

A. America's favorite pizza chain

B. America's favorite burger joint

C. America's favorite chicken fast food company✓

D. America's favorite seafood restaurant

2. According to industry surveys, America's favorite fast-food item at Chick-fil-A is ________:

A. Chicken Nuggets

B. Chicken Sandwich✓

C. Spicy Chicken Wrap

D. Chicken Salad

3. According to the video, what is Chick-fil-A's rank among U.S. restaurant chains by domestic sales?

A. 1st

B. 2nd

C. 3rd✓

D. 4th

4. According to the video, what is one unique aspect of Chick-fil-A's business model?

A. Consistency in menu simplicity✓

B. Focus on seafood

C. Large and varied menu offerings

D. Frequent changes in menu items

5. What is the practice of upstream ordering that Chick-fil-A uses in some locations?

A. Ordering via a mobile app

B. Taking orders while customers are still in line✓

C. Offering discounts during peak hours

D. Drive-through only service

6. How does Chick-fil-A differ from other fast-food chains regarding franchise ownership and selection?

A. Franchisees cover all costs of opening the restaurant

B. Chick-fil-A owns every location and selects operators✓

C. Franchisees are selected based on financial investment

D. Franchisees are not involved in restaurant location decisions

7. What is one skill Chick-fil-A looks for in franchise operators?

A. Cooking expertise

B. Sales and marketing skills

C. Financial investment acumen

D. Ability to develop people and leadership teams✓

8. How much initial investment is required to become a Chick-fil-A operator?

A. $100,000

B. $45,000

C. $10,000✓

D. $1 million

9. According to the video, how many Chick-fil-A operators does the company select annually from over 8,000 applicants?

A. 500

B. 200

C. 130✓

D. 50

10. Why does Chick-fil-A stay closed on Sundays?

A. To encourage workers to rest

B. To attend church

C. Both A and B✓

D. None of the above

11. As stated in the video, what values does Chick-fil-A use and reflect in its day-to-day operations?

A. Judeo-Christian values✓

B. Atheistic values

C. Secular humanist values

D. Buddhist values

12. According to the video, why has Chick-fil-A chosen to NOT go public?

A. To avoid scrutiny

B. Conservative growth strategy✓

C. Lack of interest from investors

D. All of the above

13. How does Chick-fil-A's employee greet others and customers, even in small interactions?

A. Neutral demeanor

B. Formal handshake

C. Warm greeting with a smile✓

D. No interaction is encouraged

14. What is the general sentiment of Chick-fil-A customers, according to the American Customer Satisfaction Index?

A. Low satisfaction due to slow service

B. Moderate satisfaction with menu variety

C. Low satisfaction with food quality

D. Very high satisfaction with service quality✓

15. What donation practices of Chick-fil-A have attracted scrutiny, according to the video?

A. Donations to various charitable causes

B. Support for environmental groups

C. Support for local school elections

D. Donations to conservative groups perceived as anti-gay✓

16. What aspect of Chick-fil-A's values and practices has attracted criticism?

A. Donations to conservative causes✓

B. Quality of service

C. Employee benefits

D. Menu simplicity

17. How does Chick-fil-A maintain a consistent culture among its employees?

A. Mandatory religious participation

B. Daily prayer services

C. Extensive interviews during hiring✓

D. Offering high salaries

18. Chick-fil-A's success of its restaurants in terms of revenue and profitability is due to:

A. Extensive menu offerings

B. Conservative growth and hands-on approach✓

C. Frequent changes in menu items

D. Aggressive marketing campaigns

19. According to the video, how many restaurants does Chick-fil-A currently have?

A. 1,500

B. 2,000

C. 2,598✓

D. 3,000

20. What factor does Chick-fil-A believe is a key differentiator in the way it operates?

A. Extensive menu options

B. Being publicly traded

C. Frequent changes in location ownership

D. Hands-on approach to franchise ownership✓