Most brands spend millions chasing loyalty. But the deepest form of loyalty—evangelism—isn’t bought. It’s earned.
Cult Brands don’t just attract customers. They create believers. These brands build emotional bonds so strong that customers don’t just return—they recruit others, defend the brand, and incorporate it into their identity.
A Story Worth Believing In: Mr. Steve and Chick-fil-A
Take Chick-fil-A.
For over two decades, Stephen Bellissimo—affectionately known as “Mr. Steve”—visited the Oldsmar, Florida, location every morning. He sat at the same booth, enjoyed breakfast, and chatted with the team. What began as routine became ritual.
But what made it special wasn’t just the repetition—it was the way the Chick-fil-A staff treated him. They didn’t just know his name or his order. They knew him. They asked about his day. They checked in on him when he missed a morning. They celebrated his milestones. They made him feel seen and valued—not as a customer, but as part of their family.
When Mr. Steve turned 100, the restaurant threw him a surprise party and gifted him free Chick-fil-A for life. During COVID, they adapted the celebration to his driveway, ensuring he still felt the love. On his 104th birthday, they welcomed him back and placed a permanent plaque on his favorite booth.
Mr. Steve’s story isn’t just heartwarming—it’s instructional. It shows how consistent, personalized care can transform a customer from anonymous to iconic.