My Pleasure. Why No One Can Copy the Chicken Sandwich King

When you go to Chick-fil-A and say thank you what do they say back? “My pleasure.” It’s become a staple for them and beyond their super clean stores and wildly popular chicken sandwiches, they have created a culture that many are striving towards. If you were to compare the Mac Shack or Wild Wendy to Chick-fil-A I would guess that most people would have more positive thoughts on Chick-fil-A than to their counterparts across the street.?

If you think about it, they all are serving roughly the same thing. A sandwich, fries and a fountain drink. Yet, Chick-fil-A brings in one of the strongest positive cultures in business and even though they rock regular thirty minute lines inside and in their drive through, customers rarely moan and groan because they love the experience they receive.?

It all starts with positivity. If all you can do in your business is have a clean store front and be positive, you are upping your street cred, because so many businesses out there say that they want to live that lifestyle but rarely do.?

Do what your parents taught you. Say please and thank you and your welcome. Or in the Chick-fil-A case, my pleasure. It cements a positive culture and helps drive customers back to those same customers to rave about you.?

Now what do you do if that my pleasure saying begins to get copied because it's so good? What do you do to keep the positive flow in your store and the negative nancy style out. If the majority of thoughts in a Chick-fil-A are positive and when someone hear's my pleasure they think of Chick-fil-A but it begins to be used across the street how you feel about that?

Flattered, first. You feel great that your messaging is so powerful that others also know how to use it. But you also recognize that when your positive messaging is being used in a more negative environment you realize that people will start thinking of negative vibes in your store. Not good.?

I have a simple method that anyone in this position can follow. Now, you don't have to change your “my pleasure” messaging. You can keep doing it forever and there is nothing wrong at all about this. But many have asked me, so what do I do when I'm being copied. 1. Maybe the answer is talk to a lawyer. But 2. Maybe the answer is you keep doing the same thing over and ignore it or 3. Maybe the answer is you keep things fresh and follow the “Chick-fil-A My Pleasure Procedure”

The Chick-fil-A My Pleasure Procedure is as follows.?

1. Create an amazing campaign, message or tagline. Or something that people get behind as it becomes synonymous with your business or brand. “My pleasure”, “Just Do It” or “What are you watching on Netflix” from yours truly.?

1. Dominate the absolute crap out of it. Make it so big that it helps grow your brand. Think “wassup” from Budweiser or “Dilly Dilly” from Bud Lite. It becomes a term or a movement that you hear everywhere.?

1. Copy Cats. This part sucks but it's also super flattering because the folks across the street are going to see your success and what to copycat your message.?

1. RIP. Retire your message. This can be hard because it's a campaign that helped drive so much good to you. But it also may have run its course and you are looking for something new.?

1. Rinse and Repeat. To stay fresh, head back to step one and repeat this process. Now again, you don't have to do this. But I'm often asked if I keep getting copied what I do. There really are three answers. Nothing, change it or talk to a lawyer. If you can think of others, hit me up @zackmillersays everywhere.?

If you truly feel the need to follow this and retire your messaging, don't let it bother you. Allow it to bring on a new campaign that can start another new movement and engage with others and new customers. Times change. Every year a new car comes out slightly different than the year before and sometimes with drastic changes. Madden comes out with a new football game every year where the gameplay gets better and the rosters are updated.?

These businesses thrive off of the annual changes. If you adopt this kind of mindset and action it can allow you to also annually bring in new clients who are looking for that new fresh icon.?

I've personally been in situations where people copy the style of theme of emails that I produce. It's flattering. I sent out emails to subscribers that would show them what business events they should go to every week. I went through all of the areas that I live in calendars and databases and found events that folks should attend and curated why they should attend. It was a big hit. And similar to events I have put on, they are big hits and lots of people would attend and enjoy them. But when something gets so popular do you want to start looking like the others who are copying you or do you want to retire them on the top and create something new?

I love to retire stuff. Stuff is whatever business, campaign or thing that I am doing. It usually allows me to do so on top and I am a pioneer. Someone who creates a new path that others can follow. By being a pioneer or the godfather you allow yourself the ability to constantly create new ideas and angles that others want to get behind and champion. Creating movements that matter are rarely forgotten. And one of the best things about retiring on top is that you don't allow yourself or brand to start falling down. You can get all the positive juices and vibes flowing and remind people of all the success you've had in the past with all your ideas, campaigns and movements. Remember to get in the drivers seat and share the message you want others to share.