Last Thursday I was driving to a client meeting in the Cincinnati suburb of Mason when I drove by a Chick-fil-A restaurant. It caught my eye for some reason; maybe it was the fact that there was a grand-opening sign but more likely because the grass around the restaurant was covered in tents. Luckily someone at the meeting I attended that morning told me about the “Chick-fil-A 100,” and I learned about yet another fantastic example of Marketing with Meaning.

If you are one of the unfortunate few who has never eaten at Chick-fil-A, let me just say you’re missing one of the greatest fast-food chains in the world. Like me, the brand grew up in Atlanta, Georgia. It began in 1967 with a killer chicken sandwich and has since spread to nearly every state and more than 1,300 locations. The brand has always retained certain eccentricities. Due to religious beliefs of the founders, Chick-fil-A is always closed on Sundays. And the brand is loved for its outdoor ads featuring cows who spell out “EAT MOR CHIKIN.”

Back in 2003 at store opening in Goodyear, Arizona, the local Chick-fil-A opened with a large parking-lot carnival. One of many promotions of the event was a promise to give the first 100 customers coupons for a free combo meal every week for a year. Since then, the company has offered a similar benefit for the first 100 at every store opening, which ends up attracting people who camp out in tents for several days and drive from hundreds of miles away. The video from a local news station below is one of many great snapshots of these events:

Chick-fil-A has discovered a very smart formula for success with these meaningful store opening events. The key business objective of any local store opening is to generate awareness and traffic as early as possible. The Chick-fil-A 100 makes for a picture-perfect local PR event. Local newspapers and TV stations can’t resist stopping in to see people waiting out all night for free meals, and the national attention and attendance from people who drive for miles to join in adds to the impact.

Aside from the initial awareness boost, Chick-fil-A benefits from the thousands of fans it creates each year through these opening-day events. Like people in London who sang together thanks to T-Mobile, those who join the opening-night experience enjoy a special moment that sticks with them forever. And, let’s face it: These experiences can really stand out as special in the rural communities and exhurbs where Chick-fil-A stores are mainly going up. No wonder that a contact of mine with a connection to Chick-fil-A told me that the brand has a higher Net Promoter Score than Apple.

The next Chick-fil-A opens in Gaffney, South Carolina, on May 28, a town also known for its large, peach-shaped water tower off I-85. Road trip, anyone?