Often times companies, in order to improve their services, borrow ideas not only from their competitors but also from top companies operating in other industries (this practice is called benchmarking).
That is what Chick-fil-A did about two decades ago, borrowing a phrase from Ritz-Carlton, which would largely differentiate it from other fast-food companies. Employees respond to customers thanking them by saying "my pleasure," instead of "you're welcome" or "no problem."
Although it's a small gesture, the polite response fits Chick-fil-A's positioning as a chicken sandwich chain with hospitable service. This is evidenced by the placement of flowers on tables and employees going outside to take customers' orders at the drive-thru while they wait in their cars.
It all began in 2001 at the company's annual franchisee seminar. Chick-fil-A founder Truett Cathy recounted to attendees a story about his visit to a Ritz-Carlton hotel. Every time Cathy thanked a hotel employee, the worker smiled and responded, "my pleasure."
At that time, Chick-fil-A, which Cathy started in 1946 in Hapeville, Georgia, was trying to expand beyond the South and differentiate its brand on a national level from fast-food chains that offered mediocre service.
A devout Christian, Cathy attributed the success of his empire in part to his Christian faith (which is why he never opened his stores on Sundays). He believed that using that phrase would impress customers and set Chick-fil-A apart in the fast-food industry.
Therefore, although he asked Chick-fil-A managers and staff to start saying "my pleasure" when customers thanked them, many were hesitant. Ultimately, the phrase was adopted in 2003 when Cathy's son, Dan, who later became CEO, began saying "my pleasure" himself and asked other managers to follow his example.
Staff were also trained to greet customers with a smile, make eye contact, and speak with enthusiastic voices.
Today, "my pleasure," which is printed on souvenir T-shirts, is a phrase that characterizes Chick-fil-A, which remains a family-owned business and has 2,730 locations, reaching $16 billion in sales last year.
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