Big Wins, Texas Style: What Chick-Fil-A Can Teach Us About Retention
This AEP, Let’s Grow Like McDonald’s Used To — But Keep Clients Like Chick-fil-A
Ok, y’all know I’m in Texas — and while we don’t do much fast food, if I had to choose, I’m picking Chick-fil-A over McDonald’s any day.
As we head into Annual Enrollment Season next week, I want to take a moment to wish each of you a successful and fulfilling season. This is the time when all your preparation, dedication, and heart come together. It’s our “Super Bowl,” as Colan would say with his sports analogies (lol), and we couldn’t be prouder of the passion you bring to serving Medicare beneficiaries.
I recently came across an article comparing McDonald’s and Chick-fil-A, and believe it or not, it reminded me of us here at UIG. McDonald’s has tens of thousands of locations, while Chick-fil-A has only around 3,000. Yet Chick-fil-A’s average revenue per store is about $9 million, compared to McDonald’s at roughly $4 million. (Don’t quote me—I’m going off memory!)
So, what’s the difference? McDonald’s focuses on constant promotions to attract new customers, while Chick-fil-A emphasizes retaining and deepening relationships with the ones they already have. Their growth comes from loyalty, not just volume.
That’s a powerful reminder for us as independent Medicare brokers. We work hard to earn our clients’ trust and guide them through important decisions—but that relationship shouldn’t end once the application is signed.
In past AEPs, many of us have focused on bringing in new clients, then waited until Open Enrollment (Jan. 1–Mar. 31) to reconnect with existing ones. While that’s common, it’s more important than ever not to put current clients on the back burner. If they don’t hear from you, they may look elsewhere for support—especially with all the changes coming in 2026!
Even a small touch—a quick email, a friendly call, or letting them know you’ll be available during OEP—shows you care and helps keep that relationship strong. Retention builds stability, referrals, and long-term success, much like Chick-fil-A’s strategy.
So this AEP, let’s do both: continue to grow with new clients and make sure our existing ones feel valued and supported.
Here’s to a fantastic AEP season. Thank you for all you do—and for the heart you bring to this business. Let’s make it one to remember, for both new and loyal clients alike.
Mai-Lee Coddington
Regional Sales Director, SW