This past week, I decided to visit my local Chick-fil-A over my lunch break. Normally, I would just take the drive-thru, but this time, I decided to go inside. Little did I know, this decision would give me one of the best business lessons I’ve had in weeks.
As soon as I walked in, I noticed something that immediately caught my eye, a “Drive-Thru Goals” board hanging on the wall. At first, it seemed like just another operational detail, but I soon realized it was a perfect example of how strategic planning can drive success. After getting my food, I asked the cashier if I could snap a picture. A few quick approvals later, I had my picture. And a valuable lesson.
Here’s what I learned from that moment, and how it applies to real business success.
Why Core Values Matter
Chick-fil-A’s “Drive-Thru Goals” board wasn’t just a random set of metrics. It reflected their core values. In business, core values are the foundation of everything. They’re not just words you put on the wall; they drive the behavior that shapes your brand. Chick-fil-A’s core values of hospitality and attentiveness aren’t just talked about—they’re actively practiced every day. When core values are clear and consistently followed, they shape the customer experience and produce results that matter.
The result of this? Your core values become your brand. When you think of Chick-fil-A, the first thing that comes to mind isn’t the chicken. It’s the phrase “My Pleasure.” While you come for the food, you stay for the experience. Chick-fil-A has perfected the art of providing a sit-down experience, even through the drive-thru.
Scorecards Matter
What gets measured, gets improved. Every business strategy should have metrics attached to it, this is the principle behind Chick-fil-A’s scoreboard. By tracking metrics like car count, speed of service, and order accuracy, every employee knows the most important things they should focus on.
Scorecards create clarity and accountability. They show exactly what needs to be done and help everyone stay on track. When you consistently measure KPIs, you not only spot areas for growth but also celebrate wins—reinforcing the behaviors that get results.
Make It Known
Company goals should be communicated clearly and communicated often. It’s not enough to announce them once and hope they stick. Regular reminders and reinforcement through spaced repetition allow teammates to truly absorb and internalize what matters most. Whether through all-hands meetings, team dashboards, or weekly updates, the rhythm of communication should keep goals front and center.
When everyone understands the “why” behind company objectives and how they connect to their daily work, alignment and accountability follow. Visibility drives engagement. Just like Chick-fil-A’s drive-thru board keeps everyone focused on what matters. Consistently reinforcing your company’s goals keeps your team rowing in the same direction.
Make It Actionable
Setting goals is important, but they need to be actionable to work. Chick-fil-A’s board didn’t just show numbers. It had actionable steps, like making conversation with guests while they wait and don’t turn your back on guests.
Goals need clear actions attached to them, so people know exactly what to do to make progress. This is about creating an execution plan that supports the bigger picture, not just random targets that don’t connect to the daily work.
When you want your team to be more hospitable, don’t just tell them, show them what hospitality looks like.
How This Leads to Success
Strategic plans, scorecards, and core values often get dismissed as fluff. But do they actually work? In Chick-fil-A’s case—and in many other successful companies—they absolutely do.
When core values, scorecards, transparency, and action align, success follows. Chick-fil-A’s approach ensures every team member stays focused on delivering excellent service and a fast experience. This alignment between values and action leads to higher performance and happy customers.
Chick-fil-A isn’t just beating its competitors. It’s dominating. In 2022, Chick-fil-A’s sales surpassed the combined total of its five biggest competitors, despite only having a third of the locations, being closed on Sundays and operating at less hours.
They don’t just dominate in sales, they dominate in people. In an industry plagued by turnover, Chick-fil-A excels. The company’s operator turnover rate is just 5%, compared to the industry average of 35%. For hourly workers, Chick-fil-A’s turnover rate is around 60%, while the industry average is over 100%.
When you hire based on core values, train on those values, and give employees a purpose, they stick around and contribute more.
The Takeaway
The lesson here is simple: strategic planning, when done right, leads to success.
If you’re unfamiliar with strategic planning, this blog post is a good place to start: How to Use Strategic Planning Services to Take Your Business to the Next Level.
Whether you’re leading a small team or a large company, aligning goals with your values, making those goals visible, and ensuring they’re actionable will get you results. Chick-fil-A has mastered this approach, and the proof is in their performance.
Want to talk with one of Strategic Growth Advisors about your strategic plans?
