#CowAppreciationDay Background Information
In 2005, Chick-fil-A introduced #CowAppreciationDay which soon became its largest, single-day customer appreciation event celebrating the quick service chain’s “Eat Mor Chikin” Cows, according to the company website.
For the past 13 years, Chick-fil-A has celebrated this day by giving away a free entree to any customer who dresses in cow attire or wears a cow-like accessory. “Cow Appreciation Day is the one day of the year when it’s okay to dress udderly crazy in exchange for free food, read in a report written by Chick-fil-A. Back in 2016, over 1,600,000 people found their way to one of the 2100 Chick-fil-A’s involved in this event.
“Every year we are amazed at the number of customers who participate in Cow Appreciation Day,” said Jon Bridges, Chick-fil-A’s senior vice president and chief marketing officer.
“Fans also can share pictures of their costumes on social media by using the hashtag #CowAppreciationDay. Additionally, all free-standing Chick-fil-A restaurants will have an active Cow Appreciation Day Snapchat filter that will allow guests to share their experience with friends and family.”
Chick-fil-A in Hot Water
On July 11th, 2017 Chick-fil-A celebrated it’s annual #CowAppreciationDay, but this year it came with an unexpected twist that put the company in hot water. Animal Rights advocates walked through the doors of its Pinellas Park, Florida location and pretended to slit the throats of people dressed like cows in order to protest the annual celebration. Kayla Leaming, an organizer with Direct Action Everywhere, explains, “We came in there with the approach to show the reality of this is what’s happening to these animals.”
Despite the significance of the event Chick-fil-A is still supporting animal cruelty, but rather than trying to protect and advocate for animals as a whole, its main concern is only for cows. If people start to join the movement, there could potentially be a decline in the number of cows who are typically killed for our own personal consumption, but unfortunately those numbers might also cause a rise in the number of chickens who are killed.
Although this may be true, Chick-fil-A is still in fact advocating for cows which is more than many companies have done. If Chick-fil-A gives this movement its full attention then it gives room for other companies to put their full attention towards protecting other animals like chickens. Sometimes when one thing becomes a top priority, it allows us to take a more in-depth approach when trying to raise awareness around serious issues. If we focus on too many things at once, we might not be capable of giving a cause the type of respect it deserves.
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