Chick-fil-A Hates Radio

What??? Yes, it is true. Chick-fil-A hates radio. If there was a company that has cashed in on earned media on talk radio, it is Chick-fil-A. Here is the clash between content and cash.

Chick-fil-A is an awesome brand. The service and the food are amazing. The company’s values closely mirror the News/Talk audience. This company has built an amazing brand on spending huge advertising dollars on TV and radio rubes who give free plugs. Before being accused of being a Chick-fil-A hater, I love this restaurant.

I often write about reflecting your audience. It is an essential ingredient for radio success. A listener-focused experience means that your audience thinks that you’re speaking directly to them about things in their lives. Eating is a big thing. We all eat. We all grab something quick and delicious from time to time. Chick-fil-A is certainly a very popular choice. There is an old adage about why buy the cow when the milk is free. If you are getting free plugs on air and social media by influencers, why pay for them?

Radio is a business. Ultimately, our main job is to make money. The greatest source of income for radio stations is spot advertising. Most of our radio companies also monetize social media and websites. I like making money. I like the idea of your endorsement being the most precious commodity on your radio station. Why are you giving that away? In 2019, radio was less than 3% of Chick-fil-A’s advertising budget. They spent 100 million dollars on TV and $2,600,000 on radio. I am going to make a guess that radio has provided more that 10 million dollars on earned (Free) media for this company. I personally believe that you should really consider banning the discussion of any corporation that does not spend money on your station. We are giving away the farm. When radio espouses the delights of a major corporation for free, we are devaluing our worth.

Chick-fil-A spends a bunch on college football. We will be barraged with ads this season. The rest of the TV ads are really targeted to the opposite of the News/Talk core audience. These ads are very well produced. They are female focused. Moms are the target of these ads. Not very News/Talk oriented. Why then college football?

Chick-fil-A is an Atlanta based company and the original footprint was in the southeast. College football is a cultural staple in this region of the country. I lived in SEC country for a decade. If you are not going to the game, there will be a party to watch the game. It is like Super Bowl Sunday every Saturday during the football season. I grew up in the Twin Cities where there is NFL, MLB, NHL and NBA. I didn’t understand the insane passion for college football. Chick-fil-A did and that has been an advertising focus.

There is a justifiable and essential push of hosts putting aspects of their lives on social media. It shows connectivity for the audience. Many hosts post videos at events in their communities. Depending on the company, social media posts are as much a part of the job as hosting a show. All radio influencers are hunting for content. Many radio people are introverts and are really hermits. We are living in 2024. Your exciting life must be chronicled to encourage more listening. Chick-fil-A plugs are too easy and accessible. Sadly, Chick-fil-A hates radio and your plugs are the cheapest promotion in the world.

I have worked in buildings where plugging a non-advertiser was an offense that could get you fired. Not today though. I just HATE radio receiving short shrift. Our industry has demonstratable marketing successes that help build businesses from small to large. Commercial radio still receives approximately 90% of ears in your market on a weekly basis. We are HUGE.

With millions of websites, the rise of Artificial Intelligence, TV, streaming, satellite radio, podcasts etcetera, radio is still a major player. We are undersold. Radio gives stuff away. As an industry, we need to stop that. Our value is essential. I am a radio believer. I know that with segmenting audiences on every advertising platform, radio has been consistent and very resilient. I am sick and tired of radio not receiving the respect that we deserve.

Chick-fil-A loves your free plugs, but they will never pay for it if they continue to get free advertising. It’s not like Chick-fil-A is spending some money with your radio station. They are not. I can only think of a couple of times where Chick-fil-A spent a tiny bit of dough on non-traditional revenue events. They purchased a booth at a radio event geared at families. That is not a schedule. Chick-fil-A hates us.

Ok, looking for content? Use your platform to promote an advertiser or a business that could become a client for your company. Help promote your station’s brand. The local eatery will be excited and likely will share your visit. There is the opportunity to get more clicks, likes and shares from that business than from a large corporation.

Peter Thiele

Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He recently served as program director for WHO/KXNO in Des Moines, IA. Prior to that role he held programming positions in New York City, San Francisco, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.