When Truett Cathy decided that every Chick-fil-A restaurant would close on Sundays, business analysts said he was throwing away 14% of potential revenue. For a fast-food chain competing against giants who operated seven days a week, it seemed like a competitive death sentence.
The Decision That Defied Logic
Cathy's reasoning was simple. He wanted his employees to have a day of rest — time for family, faith, and recovery. He'd worked seven days a week in his early diner days and knew what it cost. When he launched the first Chick-fil-A in 1967, the Sunday closure was non-negotiable.
"I was not so sure about my business judgment, but I was sure that I was trusting God to honour our decision," Cathy later wrote.
The Numbers Tell a Story
Today, Chick-fil-A generates more revenue per restaurant than any other fast-food chain in America — and they do it in six days while competitors operate seven. The average Chick-fil-A location earns roughly $9 million annually, far exceeding the industry average.
The company has never taken on debt. Never franchised through absentee owners. Every operator works in their restaurant.
What Made It Work
Closing on Sunday created a culture of loyalty. Staff retention at Chick-fil-A is dramatically higher than industry averages. Employees who feel cared for tend to care for customers. The Sunday closure became a brand differentiator rather than a liability.
Cathy didn't set out to build the most profitable fast-food chain in America. He set out to run a business that reflected what he valued. The financial results were a byproduct of that integrity.
What This Means for You
The decisions that feel costly in the short term sometimes create the most durable success. When you make choices based on your values rather than the spreadsheet, you're building something the spreadsheet can't measure — trust, loyalty, and a foundation that doesn't crack under pressure.