It is commonly said in the Hollywood celebrity scene that any publicity is good publicity. In the case of Chick-fil-A, that phrase might actually be true.
Despite the non-stop waves of negative publicity the fried chicken company received over the summer after company head Dan Cathy said they were “guilty as charged” for donating millions to anti-gay groups, Chick-fil-A is actually thriving.
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A survey published on USA Today found that 2.2 percent more people consumed Chick-fil-A products in the third quarter of 2012 compared with the same time last year. The poll also showed that ad awareness for the fast-food brand went up a sizeable 6.5 percent, and its market share value also rose 0.6 percent.
The results come from a survey of more than 30,000 consumers.
Chris Goddard, president of PR agency CGPR, said he can’t seem to understand how the company’s numbers went up, since they did “everything wrong in the book.”
"Their president shot from the hip, and his PR team was not equipped or prepared [to respond]. It was a PR disaster and a clear case of what not to do in a crisis," he told USA Today.