De La Salle Santiago Zobel School

Senior High School Department

Accountancy, Business, and Management Strand

Principles of Marketing

TERM 2: AU # 2: CHICK-FILA

Name/s: John Canlas Prince Anne Drew Gadista Saila Rijanna Espiritu Sanchez

Enrique Rafael De Borja Prats

Section: 11H

Topic: Controversial topic of LGBTQ Discrimination at Chick-fil-a’s management

Case Title: Navigating the Controversy: Chick-fil-A's Approach to Addressing LGBTQ

Discrimination Allegations and Building Inclusive Practices

Problem Statement

In 2012, Chick-fil-A, a prominent American fast-food chain specializing in chicken

sandwiches, became embroiled in a contentious controversy that centered around the

company's stance on LGBTQ+ rights. The catalyst for this controversy was the CEO of

Chick-fil-A, Dan Cathy, who publicly expressed his opposition to same-sex marriage.

This revelation came to light through various interviews and public appearances in
which Cathy articulated his conservative Christian beliefs and disclosed the company's

historical financial support for organizations advocating traditional marriage.

Cathy's statements quickly ignited a firestorm of reactions from different segments of

society. Supporters of Chick-fil-A praised Cathy for openly articulating his religious

convictions, commending the company's commitment to traditional values. Concurrently,

however, a substantial portion of the public, including LGBTQ+ activists and their allies,

vehemently condemned Chick-fil-A for what they perceived as discriminatory practices

and a failure to embrace inclusivity.

The controversy didn't merely exist in the realm of public opinion; it translated into

tangible actions. Calls for boycotts and protests gained momentum, with individuals and

organizations expressing their dissatisfaction by withholding patronage from the

fast-food chain. This grassroots movement sought to use consumer power as a means

of compelling Chick-fil-A to reconsider its position and financial support for groups

opposing LGBTQ+ rights.

Beyond the general public, political and civic leaders also became entangled in the

debate. Elected officials and city representatives voiced their opinions on the matter,

further polarizing the issue. Some politicians expressed support for Chick-fil-A, citing

principles of religious freedom and free speech, while others publicly criticized the
company and called for actions such as blocking new Chick-fil-A locations in certain

municipalities.

The Chick-fil-A controversy of 2012 transcended the confines of a fast-food chain

expressing its corporate values. It became a focal point in the ongoing societal dialogue

about the delicate balance between personal beliefs, corporate responsibility, and the

push for greater LGBTQ+ rights. The incident underscored the complex interplay

between businesses and social issues, prompting a reevaluation of the expectations

placed on corporations to either support or refrain from taking stances on contentious

matters. Ultimately, the Chick-fil-A controversy of 2012 left a lasting imprint on

discussions surrounding the intersection of personal values, corporate identity, and

social justice in the United States.

Identification of the Problem/s (and/or Sub-problems) - Prats

List down identified problems in the case.

- Workplace discrimination: The main topic of discussion is the fear and

discrimination experienced by LGBTQ employees at Chick-fil-A, as shown by

Kellie's experience.
 - Legal Gaps: The article highlights the lack of federal protection against

workplace discrimination for the LGBTQ community.

- Failure of ENDA to Become a Law: Despite being offered in multiple

Congresses between 1994 and 2014, ENDA did not become a law, signifying a

legislative failure to address the issue of LGBTQ job discrimination.

- The patchwork of State Laws: The article discusses the existing patchwork of

state laws, court decisions, and administrative efforts, emphasizing the

inconsistency of the legal environment that exposes many LGBTQ individuals to

discrimination.

- Equality Act Not Being Passed: The article concludes with the fact that, as of

2023, the Equality Act has not been passed, demonstrating the government's

ongoing unwillingness to address its failure to protect LGBTQ rights.

Formulation of Case Objectives - Prats

List down at least 3 objectives that you want to attain after studying and analyzing the

case and the problems you identified.

- To raise awareness of workplace discrimination

- To promote inclusive workplace policies

- To Advocate for legislative change

- To Highlight LGBTQ Discrimination

Alternative Courses of Action to address the Problem/s

Formulate at least 3 possible courses of action including their Advantages and

Disadvantages.

ACA 1: Open Dialogue and Engagement

Advantages:

- Engaging in open dialogue allows Chick-fil-A to explain its stance, fostering

understanding between the company and its critics.

- It provides an opportunity for Chick-fil-A to reevaluate its position, potentially leading

to a shift in corporate policies and a more inclusive approach.

- Actively participating in conversations about inclusivity demonstrates a commitment to

corporate responsibility and responsiveness to societal concerns.

Disadvantages:

- Open dialogue may not immediately appease all critics, and the company could still

face backlash from those who demand immediate changes.

- Without careful communication, there's a risk of misinterpretation, exacerbating

tensions and potentially damaging the company's reputation further.

- Internal stakeholders with strong traditional values may resist any perceived

concessions, leading to internal conflicts.

ACA 2: Community Outreach and Partnership

Advantages:

- Actively engaging with LGBTQ+ organizations and community groups showcases

Chick-fil-A's commitment to social responsibility.

- Collaborating with these organizations provides an opportunity for Chick-fil-A to

educate its employees and leadership on LGBTQ+ issues, fostering a more inclusive

workplace.

- Building partnerships with LGBTQ+ organizations can enhance the company's image,

especially if these organizations acknowledge and appreciate Chick-fil-A's efforts.

Disadvantages:
- Skepticism from both LGBTQ+ advocates and traditional supporters may hinder the

success of such initiatives.

- If not executed genuinely, these efforts may be perceived as token gestures rather

than genuine attempts at reform.

- Collaborative efforts may face internal resistance, particularly from individuals resistant

to changing the company's stance.

ACA 3: Reaffirmation of Traditional Values

Advantages:

- A reaffirmation of traditional values may strengthen loyalty among Chick-fil-A's existing

customer base, which aligns with the company's historical values.

- Staying true to its traditional values allows Chick-fil-A to maintain consistency in its

messaging and corporate identity.

- Avoiding concessions may prevent alienation of internal stakeholders who strongly

support the company's existing position.

Disadvantages:

- This approach may intensify criticism from groups advocating for LGBTQ+ rights,

potentially leading to sustained negative publicity and consumer boycotts.

- The reaffirmation of traditional values may limit Chick-fil-A's growth potential,

particularly in regions or markets where more progressive values are prevalent.

- Employees who do not align with the company's stance may become dissatisfied,

impacting morale and potentially leading to talent attrition.

Recommendation:

The Chick-fil-A controversy of 2012 presents a complex intersection of corporate

values, societal expectations, and the ongoing struggle for LGBTQ+ rights. With the fact

that the company is following Christian Traditions, The controversy underscores the

challenges companies face when their leadership publicly expresses views that alienate

certain segments of their customer base.

Potential Courses of Action:

1. Open Dialogue and Engagement:

 - Advantages: Fosters understanding, potential for change, demonstrates corporate

responsiveness.

- Disadvantages: Risk of backlash, potential for miscommunication, internal

resistance.

2. Community Outreach and Partnership:

- Advantages: Demonstrates social responsibility, opportunity for education, and

potential for positive public perception.

- Disadvantages: Skepticism and distrust, potential for tokenism, challenges in

implementation.

3. Reaffirmation of Traditional Values:

- Advantages: Maintains core customer base, consistency in messaging, avoids

alienation.

- Disadvantages: Continued public backlash, limited growth opportunities, potential

employee dissatisfaction.
Position and Rationale:

In navigating this complex case, the most viable course of action would be; ACA 1:

Open Dialogue and Engagement.

Why:

- Open dialogue allows Chick-fil-A to articulate its stance and engage in constructive

conversations, fostering understanding.

- It provides an opportunity for the company to adapt its policies in response to societal

changes, showcasing a commitment to progress.

- Actively participating in conversations demonstrates that Chick-fil-A is responsive to

public concerns and willing to evolve.

Strengths:

- Positions Chick-fil-A as a company willing to engage in meaningful conversations.

- Creates an environment for potential change and evolution.

- Demonstrates corporate responsibility and adaptability.

Weaknesses:

- May not immediately appease all critics, leading to potential ongoing backlash.

- Internal resistance from traditional stakeholders may pose challenges.

While no course of action is without challenges, open dialogue and engagement

align with the principles of adaptability, corporate responsibility, and a willingness to

listen. It recognizes the evolving societal landscape and provides an opportunity for

positive change. In a world where inclusivity and diversity are increasingly valued,

embracing open dialogue is a strategic move that positions Chick-fil-A as a company

willing to learn, grow, and respond to the expectations of its diverse customer base.

Link of the recorded presentation (limit your presentation to 5 minutes):

https://drive.google.com/drive/folders/1E6qEyKjN3iq-_It_NwPLd0kx0o0ke57P?us

p=drive_link

Note: Non-working link will be marked as ZERO.

References

Properly cite your sources and list using APA 7th Edition format.

References

Chickfil-a. (n.d.). Who We Are - More Than Chicken Sandwiches. Chick-fil-A. Retrieved

November 29, 2023, from https://www.chick-fil-a.com/about/who-we-are

Chick-fil-A and LGBTQ Discrimination. (n.d.). National LGBTQ Task Force. Retrieved

November 29, 2023, from

https://www.thetaskforce.org/chick-fil-a-and-lgbtq-discrimination/

Chick-fil-A at center of controversy. (n.d.). Los Angeles Times. Retrieved November 29,

2023, from

https://www.latimes.com/business/la-na-chick-fil-a-controversy-pictures-photogall

ery.html
Chick-fil-A’s anti-LGBTQ controversies, explained. (2019, November 19). Vox. Retrieved

November 29, 2023, from

https://www.vox.com/the-goods/2019/5/29/18644354/chick-fil-a-anti-gay-donation

s-homophobia-dan-cathy

Hooker, L. (2023, September 14). Chick-fil-A to try again in UK four years after LGBT

backlash. BBC. Retrieved November 29, 2023, from

https://www.bbc.com/news/business-66813904

Kirkland, J. (2021, June 3). Chick-fil-a's Owner Is Newly Connected to Anti-Equality Act

Donations. Esquire. Retrieved November 29, 2023, from

https://www.esquire.com/food-drink/restaurants/a36622217/chick-fil-a-owner-don

ations-against-equality-act/

Lucas, A. (2019, November 18). Chick-fil-A no longer donates to controversial Christian

charities after LGBTQ protests. CNBC. Retrieved November 29, 2023, from

https://www.cnbc.com/2019/11/18/chick-fil-a-drops-donations-to-christian-charitie

s-after-lgbt-protests.html

Rogers, K., Hannity, S., & Duke, D. (2012, July 19). Chick-fil-A CEO puts an end to

speculation, comes out … as anti-gay. The Guardian. Retrieved November 29,

2023, from

https://www.theguardian.com/world/us-news-blog/2012/jul/19/chick-fil-a-comes-o

ut-as-anti-gay
Tyko, K. (2023, May 31). Chick-fil-A faces calls for boycott over DEI job. Axios.

Retrieved November 29, 2023, from

https://www.axios.com/2023/05/31/chick-fil-a-dei-boycott-anti-lgtbq

Valinsky, J. (2019, November 18). Chick-fil-A will no longer donate to anti-LGBTQ

organizations. CNN. Retrieved November 29, 2023, from

https://edition.cnn.com/2019/11/18/business/chick-fil-a-lgbtq-donations/index.html