Friday, March 16, 2018

Chick-fil-A Marketing Copy (sample 3)

Marketing Copy for Chick-fil-A's In-House Awards Publication
Winning Operator's 'Symbol of Success' Write-Up

writing job requirements/parameters
- operator interview, write copy, collaborate
with operator re: edits, operator approval before 
submission of final copy
- word counts: intro-53, q&a's-55 (each), winning ideas-29
- billing hours (approximate): 3-4
Image result for chick fil a

Operator John Doe strongly recommends hiring a professional coach or doing graduate  
studies in executive leadership. The two years he spent earning his degree at the 
University were well worth his time, resulting in 50% growth at his Restaurant. John 
maintains, “There’s no way to do that organically.”

How do you best share Chick-fil-A’s Vision-Values?
Develop a Vision with a coach or mentor. Ours is stated in two sentences with four 
corresponding Values and printed on a 4’x8’ banner. We regularly discuss our Vision-
Values while coaching, teaching, mentoring, and disciplining. If your Leadership Team is 
aligned with the Vision, your Team Members will receives consistent messaging.

What steps are you taking to pursue business beyond the Restaurant?
These ideas are borrowed from Tony Hsieh, CEO of Zappos. First, give your Team a 
perception of growth and progress by showing them a roadmap to success  Define how 
to get from here to there. Next, foster a community of connectedness within the store. 
Finally, share your Vision with everyone, everywhere.

Winning Idea

“Ask for help. You are the average of the five people you hang out with the most. If you’re 
the smartest within your circle, who’s bringing your average up?”

Winning Idea

“When your Team is happy to be at the Restaurant, the Values they emulate translate to 
the Community. Your Team naturally grows the business for you.”

Thursday, March 15, 2018

Chick-fil-A Marketing Copy (sample 2)

Marketing Copy for Chick-fil-A's In-House Awards Publication
Winning Operator's 'Champions Club' Write-Up

writing job requirements/parameters
- operator interview, write copy, collaborate
with operator re: edits, operator approval before 
submission of final copy
- word counts: quick tips-29, story-260
- billing hours (approximate): 4-5
Image result for chick fil a

Quick Tips

  1. Seeking advice from Operators whose Restaurants have higher volume is invaluable to grow your Restaurant.
  2. As long as you have a few people who care about the business as much as you, you’ll succeed.

John Doe began operating his second Restaurant on Oct. 1, 2016. That December, he 

began to laser focus on drive-thru; as a result, he won Symbol of Success in 2016.

Building on that momentum, John continued to invest in drive-thru throughout 2017, 
adding more order-takers as needed. He knew  finely tuned drive-thrus would minimize 
congestion in his lobbies, opening up the front counters up for more sales. Accordingly, 
front counter sales grew along with drive-thru sales.

Confident with their drive-thru process, John and his Team Leaders have decided to 
work toward a breakthrough with Chick-fil-A™ One in 2018. They’re excited about its 
potential to grow frequency of customer visits. They plan on educating current customers 
on the app and leveraging its features to encourage them to return more often.

With two Restaurants to run, John needed the full loyalty of his two top leaders. So in 
2017, he doubled their incomes and offered healthcare, effectively giving them career 
salaries with full ownership and autonomy. With such a large labor investment, John 
was certain his stores would be precluded from winning Champions Club. But his leaders 
—whose buy-in had changed in response to his generosity — didn’t accept his premise.
Wanting to win for him, they kept trying to find money and tighten labor. The Restaurants 
went into November with a 14 percent profit and then skyrocketed in December.

“You can’t outgive God,” John concludes. “I gave more than I had ever given before, 
accepted defeat, and it still came back with me achieving my dream.”

Chick-fil-A Marketing Copy (sample 1)

Marketing Copy for Chick-fil-A's In-House Awards Publication
Winning Operator's 'Champions Club' Write-Up

writing job requirements/parameters
- operator interview, write copy, collaborate
with operator re: edits, operator approval before 
submission of final copy
- word counts: quick tips-29, story-260
- billing hours (approximate): 4-5
Image result for chick fil a

Quick Tips:

1) Grow Well.  Pursue balanced excellence in all areas: sales, profit, CEM, talent, many dayparts, and many destinations.

2) Reinvent Continuously. Doubling sales in 3 years required reinventing leadership, training and wage structures as well as his own role.

After winning consecutive Symbol and Champions his first two years as an Operator, John 
Doe got back to the basics in 2017 by executing existing strategies with excellence and serving 
“hot, fresh food, fast, in a clean environment, with a smile, and a ‘My Pleasure’ every time, all 
the time.”

John Doe made evolutionary changes to strengths and revolutionary changes to weaknesses.
He applied his best lunch practices to dinner, cross-pollinated day and night TMs, and offered 
breakfast giveaways (peaking at 1,500 free entrees one morning) to build capacity and change 
a “slow breakfast” mindset.  These changes contributed to higher retention, high growth during 
the transition valleys and peak shoulders, busier dinners, consecutive $1M annual sales 
growth, and a Champions “three-peat.”

“Always stay ahead of the demands of growth,” John Doe advises. “We study teams that are 
where we want to be, then ‘Act as If’ we are already there in terms of organizational and  
service behaviors.”

“We learned to get good at innovation before we needed to be,” he adds, “So when demand 
caught up, we were working on implementing the next innovation.”

John Doe is proud to have reached his team’s Big, Hairy, Audacious Goal of transforming a 
$3M store into a $6M store in three years. He’s also proud of the five team members who 
received CFA Leader scholarships as well as his certified trainers who travel the country.  

In 2018, John Doe will continue to follow former Operator coach John Doe’s advice, “When you 
see the growth opportunity is there, put the pedal to the metal and don’t let up!”

Non-profit News Article: "Area residents take life changing mission trip"

News article written to benefit local non-profit organizations.

writing job requirements/parameters
- trip participant interviews, write copy, collaborate
with participants re: edits, participant approval before
final submission
- written gratis due to non-profit nature of article
- total hours (approximate): 8

GEMS (click HERE for more information)
Goats For The Old Goat

DAYS for Girls International
(click HERE for more information)
Days for Girls International

Published in Cross Timbers Gazette - click HERE for the link

Area residents take life changing mission trip

On a mission: Pam Moore (second from left), South Sudan’s Minister of Health Dr. Riek Gai Kok, Heather Olsen and Darrin Peterson.
by Susie Boyce Angerbauer, Contributing Writer
“Please thank your families for letting you come here. And thank them for recognizing that we’re human beings.”
This heartfelt parting statement, made by South Sudan’s Minister of Health Dr. Riek Gai Kok, was given to three southern Denton County residents as they departed South Sudan at the end of their humanitarian visit in February.
After a brutal 40-year war, the African country South Sudan, that gained its independence in 2011, is the world’s newest nation. In February of this year, famine was officially declared in two of South Sudan’s states. Famine has not been declared anywhere else in the world for the past six years.
Among other shocking statistics, for a region to be in a state of famine, one in every 5,000 inhabitants die every day. Because one-million inhabitants are currently on the brink of starvation, the official famine is expected to spread throughout many more South Sudanese states.
Two years ago, Fox News White House Correspondent Ellen Ratner contacted Founder and CEO of LifeSeasons Darrin Peterson (a Copper Canyon resident) to ask him to be Vice President of the non-profit she established to provide essential support for the South Sudanese. Her organization is called GEMS, which stands for Goats, Education, Medicine and Sustainability.
Peterson’s answer was an unequivocal: “yes!”
His visits to South Sudan have been transformative.
“South Sudanese mothers are faced with decisions none of us can even conceptualize,“ he explains, “Without the basic necessities of food, water and medical assistance, many mothers must decide which of their children to let live. When considering these and other dire situations I witness, I am firmly committed to use any means at my disposal for the welfare of this developing country and its remarkable, resilient citizens.”
Peterson has come to understand that the South Sudanese are good people who have fought unremittingly for freedom, but are also working exhaustively for survival.
President George W. Bush was highly instrumental in helping South Sudan win its independence and is, therefore, highly regarded among the South Sudanese. One educator in South Sudan explained that Bush was the “midwife” during the birth of their country.
As the country grows from infancy, its citizens do not need or wish for just a handout, but rather a hand up as they rebuild their country’s infrastructure after 40 years of war and genocide.
This February, Peterson and Ratner returned to South Sudan, this time joined by Chapter President Pam Moore (Highland Village) and Public Relations Board Member Heather Olsen (Double Oak) of the Highland Village Chapter of Days for Girls International– an organization created to empower girls and women worldwide with more dignity, health and safety through quality sustainable menstrual management.
During their visit, group members: administered medical and psychiatric aid to those suffering from PTSD, delivered goats purchased through donations to GEMS (one female goat can sustain a family for up to a year), distributed Days for Girls feminine hygiene kits (which allow South Sudanese females to attend school and work without missing a single day), and donated wheelchairs (also purchased through donations to GEMS) to polio victims.
Moore was deeply affected while visiting the women suffering from PTSD.

Darrin Peterson listens as a South Sudanese girl quietly whispers a prayer in his ear.

“These women have been traumatized by the war,” she said with deep emotion, “It’s hard to imagine all they have seen. The murders, rapes, starvation and brutality they have experienced for decades is incomprehensible. A new chamber has opened up in my heart for these people and I want to do whatever I can to help. In addition to many more kits, my hope is that we can help them set up micro-enterprises.”
Olson’s personal experience with a child proved to be life-changing.
“I met an infant in Aweil state who was visibly sick,” she said. “Her eyes were yellow and she had edema, which are often signs of malaria. I hated being unable to do anything for her there. Here, I could take her to Rapid Med, get medicine and be on our way.  Her family has no such luxury.  There was no clinic within 30-miles of her village and no transportation to get to a distant one. Most likely, there was no money to pay for medicine. So her face will be with me always and I pray for her survival against all odds.
“My trip to South Sudan has compelled me to act. I left feeling the need to bear witness of their sufferings and work to alleviate it as much as possible. I want to help people understand, because we have nothing to compare it to here. The South Sudanese are dying for lack of basic necessities.  I hold the belief that every person is a child of God who needs our help.”
South Sudan is on the other side of the world, but North Texans can still help.
For example, a local Flower Mound family contacted GEMS, asking how they could assist. With the partnership from a corporate charitable fund matching program, the family purchased one wheelchair for each polio victim in the state of Awei.
Because of one Flower Mound family, 14 South Sudanese polio survivors no longer have to drag themselves along the ground, wearing flip flops on their hands, to move from one place to another. The wheelchairs gave these survivors two precious gifts: mobility and dignity.
At the end of their visit, Peterson’s encounter with a young child has settled itself deep into his heart.
“While on my knees, hugging the children goodbye, a sweet little girl folded her hands and whispered in my ear,” he said. “She spoke Dinka and I spoke English, but our souls understood each other. Her simple prayer was, ‘God, please help these people help us.’  I can never forget my starving brothers and sisters in South Sudan.”
How To Help
Millions of South Sudanese citizens are in desperate need, and many North Texans are in a position to help in ways both large and small.
To learn more about ways to contribute time, money or resources, visit the GEMS website:, which offers several ways to donate, including purchasing goats, wheelchairs, and jewelry made by women suffering from PTSD.
For details about how to help GEMS with their current sustainability projects, email: or visit (international chapter); and, (local chapter’s email)—to learn how and where to help assemble, sew or donate items for feminine hygiene kits.

Professional Bio: Darrin Peterson, Founder and CEO of Life Seasons

Professional Bio for Darrin Peterson, Founder and CEO of

Darrin Peterson is a game changer.

He changed an industry by co-founding OrderDog, an internet startup, later voted  
“One of the top 25 ideas that changed the [natural products] industry.” Five years 
later, its founders and investors earned significant profits through a strategic merger.

Darrin's unique understanding of how natural supplements support good health 
motivated him to further elevate the industry by founding LifeSeasons. A leading 
manufacturer of nutritional supplements that combine the wisdom of nature with the 
progress of science, LifeSeasons is a multi-million dollar company whose innovative 
formulas are sold throughout the world.

He helps change and save lives daily as Vice President of GEMS, a nonprofit that 
provides life-sustaining support for the millions of starving people in South Sudan.

And last but absolutely first, Darrin's wife and ten (not a typo) children change Darrin's 
game the most, in all the best ways.

Click HERE for more information about LifeSeasons