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"The amount of time their name has been in various forms of media has been more valuable than any advertising they'd spend on in a year," he said.
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"I guarantee you it's already brought in more traffic, and sales are up because of this," said Lotman, who founded brand licensing agency Global Icons. "Campus Pride is pleased with our meetings and discussions with Chick-fil-A President Dan Cathy and Chick-fil-A executives about the future direction of Chick-fil-A in upholding their values of 'dignity and respect for all,'" Executive Director Shane Windmeyer said Wednesday.īranding experts, such as Jeff Lotman, said the change was a smart one by Chick-fil-A. Campus Pride, a national group for gay college students, decided to suspend its "5 Simple Facts About Chick-fil-A" campaign, which highlighted the chain's anti-LGBT links. LGBT advocacy groups, such as the Civil Rights Agenda in Illinois, said they were "encouraged" by the company's latest decision. Sons Dan and Donald are estimated to be worth $1.5 billion each, according to research company PrivCo.
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Truett Cathy was named the 89th wealthiest American by Forbes with a net worth of $4.2 billion. The company is family-run 91-year-old founder S. Outside of its July comments, Chick-fil-A spokesman Jerry Johnston said Wednesday that the company is "not offering any response" to Moreno's statement. The restaurant chain said as much this summer, as it tried to tamp down fallout from Cathy's incendiary comments. The company document, called "Chick-fil-A: Who We Are," also will state that the chain will "treat every person with honor, dignity and respect - regardless of their beliefs, race, creed, sexual orientation and gender."
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In 2010, the fast-food company gave nearly $2 million to such causes, according to the report.īut on Wednesday, Moreno said the chain sent him a letter saying that its nonprofit WinShape Foundations arm "is now taking a much closer look at the organizations it considers helping, and in that process, will remain true to its stated philosophy of not supporting organizations with political agendas." Moreno wouldn't release the full contents of the letter.Ĭhick-fil-A also agreed to amend an official company document to reflect that its "intent is not to engage in political or social debates," Moreno said. Supporters swarmed restaurants around the country in early August, as protesters gathered outside, for Chick-fil-A Appreciation Day, launched by former presidential candidate and conservative Mike Huckabee.Ī report from LGBT advocacy group Equality Matters found that from 2003 to 2009, Chick-fil-A donated more than $3 million to Christian groups that oppose homosexuality. In short order, mayors from New York, San Francisco, Los Angeles and elsewhere weighed in on the issue, joined by other politicians, celebrities and hundreds of thousands of consumers.
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Terry Dickson: Chick-fil-A culture wars show there's no escaping how you were raised He said that the company "had a poor record when it came to acknowledging equal rights for all our citizens" and that it discriminated against lesbian, gay, bisexual and transgender job seekers and workers. In July, as Cathy's comments inflamed passions nationwide, Moreno threatened to block a new Chick-fil-A restaurant planned for his area. He said he now will give Chick-fil-A the support it needs to open shop.