Examine Your Customer Base Before Reaching For New Markets

November 20, 2019

In 2019, Chik-fil-A’s decision to end donations to socially conservative charities made waves across the political, religious, LGBT, and corporate worlds. Opinions were divided on whether it was a good idea or a disastrous move. Our owner, Dustin Siggins, interviewed a number of key observers as to what the future might hold for Chik-fil-A, and concluded that while the move might expand the restaurant’s customer base, it was more likely to drive away existing customers who would see the decision as caving in to pressure.

In writing the piece for PR industry trade publication PR Week, Dustin pointed out that companies with a more liberal political image have received boycott threats from left-of-center customers over the years, and said that Chick-fil-A could expect the same from conservatives and liberals no matter its donation policies. But he also predicted that it would take months or even years to get a clear picture.

Read the original article here.

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