Why Chick-fil-A workers always say 'my pleasure'

It's a small gesture, but Chick-fil-A replying to customers who thank them by saying "my pleasure," instead of "you're welcome," is part of a larger strategy.

But two decades ago, Chick-fil-A borrowed a tactic from The Ritz-Carlton that would become a central element of its brand culture: Employees replying to customers who thank them by saying "my pleasure," instead of "you're welcome" or "no problem."

Although it's a small gesture, the polite response fits into Chick-fil-A's positioning as a chicken sandwich chain with hospitable service, along with putting flowers on tables and employees going outside to take customers' drive-thru orders while they wait in their cars.