Executive Summary This case study explores Chick-fil-As social media disaster, which took place early July

of 2012. After publically taking a stance on gay marriage, Chick-fil-A found themselves in the center of many social media attacks by everyday social network users, politicians, and numerous celebrities. The successful chain earned an anti-gay reputation and lost loyal customers. While the social media disaster did not destroy the overall success of Chick-fil-A, a close look is taken on what happened and what could have been done to prevent the negative attention received from social media.

In 1946, a man named Truett Cathy started up a restaurant called Dwarf Grill located in Hapeville, Georgia. In the early 1960s, Cathy was credited with the creation of Chick-fil-As boneless chicken breast. In 1967, Cathy opened up the first authentic Chick-fil-A restaurant in an Atlanta shopping mall. The private, family-owned restaurant became the second quick-service chicken restaurant chain in the country. Additionally, Chick-fil-As traditional restaurants are accompanied by mall-in restaurant chains, drive-thru only outlets, Dwarf House restaurants around the Atlanta area, and a chain of 50s-style diners called Truetts (Company Fact Sheet). In July of 2012, the Christian restaurant chain announced its stance on same-sex marriage. In an interview with Baptist Press, Truett Cathys son, Dan Cathy, stated that the company is very much supportive of the family -- the biblical definition of the family unit,
(Sieczkowski).

Soon after the public announcement, the establishments statement was in the middle of a social media disaster, especially, Twitter. Customers expressed their outrage at what they felt was a hateful stance on gay marriage. The outrage felt toward Chick-fil-As even took a step further on Twitter, a social media website, suggesting serious claims to start protesting the fastfood chain. Below, is one of the less controversial tweets by Twitter user, Renee, referring to the restaurants blunder.

Celebrities, such as actor Ed Helms, have also commented on Chick-fil-As anti-gay statement. In addition to Helms, Rosanne Barr, Grant Gustin from the hit television Glee, and Boston Mayor, Tom Menino, U.S. House Minority Leader, Nancy Pelosi spoke out against the restaurants stance on gay marriage.

Edwin Lee, San Francisco Mayor, tweeted, Closest Chick-fil-A to San Francisco is 40 miles away and I strongly recommend that they not try to come any closer. While Chick-fil-A certainly had their share of negative comments from Twitter, Facebook, and Tumblr, not everyone was so quick to wash their hands of the company. Republican Speaker of the Alabama House of Representatives, Mike Hubbard, tweeted, Treated my staff to breakfast from Chick-fil-A to support free speech, family values and delicious chicken biscuits. As Hubbard tweeted his love for Chick-fil-A, professional hockey player, Tim Thomas, used Facebook to state that he fully agreed with Chick-fil-A, therefore, had no problem with their stance on gay marriage. Rick Stantorum, republican politician and

author, is another big name who shows no displeasure. In fact, Stantorum supported Chick-fil-A on August 1st, which the company declared Chick-fil-A Day. To stand up against Chick-fil-A Day, gays across the country declared August 3rd National Same Sex Kiss Day, which was supposed to take place at or in any local Chick-fil-A restaurant. Primarily through Facebooks event feature, word was passed around the internet and pictures were posted on Facebook, Tumblr, and Twitter.

With all of the negative attention Chick-fil-A received, the Atlanta-based chain's brand approval ratings have plummeted in the wake of Chick-fil-A President Dan Cathy's controversial remarks, (Chick-fil-As Brand). Ultimately, Chick-fil-A posted a subtle response to the public on their Facebook page. The post did not retract the statement made earlier in the year, but it did attempt to clarify their false anti-gay claims floating around in social media. In addition to the Facebook post, Chick-filA also reported that they were no longer donating to groups who expressed anti-gay rights (Hsu).

What can we learn from this social media blunder? Its simple. Even successful businesses can lose clients by taking a stance on controversial topics. This is America; therefore, everyone is entitled to an opinion, including business owners. However, the public also has a voice and through social media can express it to thousands of people before a company has the opportunity to do some damage control. Chick-fil-A is still a thriving business and is expected to continue on a successful path for some time, smaller businesses may not be so lucky. Also, Chick-fil-As response was quick: early July the statement was made but by mid-July they had the opportunity to avoid an anti-gay reputation that could have spiraled beyond their control. In the end, speaking out on a controversial topic permanently lost the restaurant loyal customers and left a blemish on their reputation.

Works Cited "Chick-Fil-A's Brand Approval Rating Plummets After Anti-Gay Controversy: Report. The Huffington Post 30 Jul. 2012. The Huffington Post. Web. 2 May 2013. "Company Fact Sheet." Chick-fil-A. CFA Properties Inc., n.d. Web. 2 May 2013. Hsu, Tiffany. "Chick-fil-A Tax Forms Show No Donations to Anti-gay Groups.Los Angeles Times 28 Jan. 2013. Los Angeles Times.Web. 2 May 2013. Sieczkowski, Cavan. "California Chick-Fil-A Offers Free Meals To Gay Marriage Supporters." The Huffington Post 28 Mar. 2013. The Huffington Post.Web. 2 May 2013.