Chipotle Mexican Grill has been a very successful company since its inception in 1993. One of the biggest reasons for the company’s success is because of its marketing mix. Chipotle’s marketing mix of price, place and promotion will be analyzed to see which has provided success to Chipotle. This analysis will also help identify a marketing mix weakness of Chipotle. Chipotle’s pricing Strategy Chipotle’s pricing strategy is a very moderate approach but provides substantial value to customers. On average a Chipotle product costs about $7.00, not including taxes (Knoji, 2016). Taco Bell on the other hand focuses on providing value priced items ranging from $0.99 to $4.00. Qdoba which is Chipotle’s closest competitor charges more than Chipotle …show more content…
Chipotle’s main message focuses on reminding customers that their food is healthy and made with high quality ingredients from sustainable sources. Chipotle has utilized its brand message to appeal to Millennials and the new customer trend of healthier food. Chipotle’s brand message has integrated many forms of media for their marketing. Chipotle has a very strong social media presence where Chipotle is viewed very positively (Ginther, 2014). Another form of media is their innovative media presence where they have depicted short videos that show the bad effects of other food suppliers. They use innovative media through television and YouTube to show that their sustainable sources of food are the best choice. Chipotle also uses print on their napkins, wrappers and drink cups to appeal to their market. Chipotle is also very well known for using promotions as a marketing message as well (Zureikat, 2014). Chipotle also uses public relation events like their Cultivate festival to support their market message to consumers. All their channels of marketing are directed to supporting and increasing their brand message, “Food with
Chipotle kept their menu simple, but still managed to provide over 65,000 customization options, and customer’s can choose to order online or through a mobile app. The company was incredible successful with recognitions from Wall Street Journal and Fast Company
Chipotle Queso: The Key to Happiness Growing up I loved the flavors of Chipotle; the smoky meats, the charred peppers and the blend of delicious sides. One may ask why choose this advertisement for a company like Chipotle, because of the many persuasive images, textual messages, and vibrant visuals found in this mouthwatering piece. I consider this advertisement similar to an urgent announcement in which Chipotle is warning their customers to get excited that they finally have queso. Each and every day society craves food and as we all know, Chipotle competes with multiple restaurants in the mexican fast food field. My question is, what makes Chipotle stand out from the rest?
Chipotle’s advertising contains an abundance of facts and simple fonts. The company uses the colors brown, white, and red in their ads. The paper bags at Chipotle portray fun facts in pig latin and the paper cups are covered in Chipotle’s philosophy of cultivating a better world. On the contrary, Qdoba’s advertising is filled with an array of colors and bold fonts. Qdoba’s paper bags are covered with cartoon drawings and it’s logo.
Company Background Chipotle’s mission statement is “Food with Integrity”. Chipotle about Us (2011) states that “Food with Integrity is our commitment to finding the very best ingredients raised with respect for the animals, the environment, and the farmers. It means serving the very best sustainable raised food possible with an eye to great taste, great nutrition and great value. It means that we support and sustain family farmers who respect the land and the animals in their care.
However our participants didn’t feel this way about chipotle as one mentioned “it is not overrated because the food is good” 2. Young people today are looking for a quick and easy meal but demand the quality be up to par. This is why they are drawn to Chipotle over other fast-food competitors. When asked what came to mind when they heard the word Chipotle one person mentioned “fresh” I think this is valuable because it show past advertising has worked amongst the age group we were trying to enhance. By a show of hand we discussed dating habits and it was very clear young people are eating out a lot.
Chipotle is one of the most successful restaurant in the U.S. but every organization got some weakness and problems, today I would like to share with you what is the biggest chipotle’s problem ever that cost this restaurant a lot of money and lose trust from costumers and bad image in the media which is POISONING !! :- The fifth-biggest multistate sustenance harming flare-up of 2015 was the E. coli episode connected to nourishment served at Chipotle eateries in nine states. No less than 52 people were sickened, 20 of them were hospitalized. The episode was one of a few nourishment harming flare-ups connected to Chipotle this year including a Salmonella flare-up that sickened more than 60 individuals in Minnesota.
In the ad, “The Scarecrow,” the restaurant Chipotle attempts to demonstrate its commitment to providing a natural, healthy foods by contrasting it with its competitors manufactured alternatives. The ad begins by showing a colorful farm scene, complete with barn, scarecrow, and rolling hills in the background. Almost immediately, the camera moves away from this picture and as it does so, the picture loses its colour and the words “CROW FOODS INCORPORATED” appear in a dark, bold font on the side of the building the painting is shown to be on. A scarecrow is then seen walking towards the building, being watched by a metallic crow sitting on a fencepost.
They manipulate and persuade the audience to feel sympathy and pity for their brand, feeling that they are the only one that actually care,wanting to take the first leap into changing the fast food stereotype. Few day later, after Chipotle release that video. A website called Laugh or Die created their own version of the Chipotle video called Honest Scarecrow. The video imagery is the exact same but, with a sarcastic twist on the video. In Honest Scarecrow, Funny or Die persuade fast food eaters to not be so persuaded to
In our print ad we state that each burrito contains “80+g of carbs and 40+g of protein”. This demonstrates to the audience that the burritos are a better choice over other fast foods because they are more nutritious. Also, we stress the fact that the burritos are available in “endless combinations” and are thus suitable for Frat groups since each person can order a burrito according to their own tastes. Finally, by indicating that one can place an order online in lieu of visiting a shop and waiting in line, we show that Chipotle is a speedy and conviennent meal option.
Researching a company is not that time consuming or confusing. If you want to research to learn more information about a company such as chipotle, find exactly what you want to know about and start searching! Chipotle is a good start to looking for healthier foods on the go. Like everything else the most healthy organic cooked meal can be found in your own home!
Today we live in a glоbal econоmy in which the time taken for peоple to mоve between continents has been significantly rеduced and in which Internet and other connections make instant connections possible. So to be succеssful these days, even small businesses must plan their marketing strategies to attract cоnsumer interest outside of their local markets. Although there are risks involved, there also are plenty of аdvantages to expanding a business worldwide. If you don’t offer a product on the world market, a competitor probably will. Some types of businesses are more аppropriate than others for global market expаnsion.
They do this by still using the elements of selling or informing their audience about a specific product as well as giving thanks to their customers. Then according to the survey Alvarez took, what
In order to spread awareness they launched an initiative to change the way people think about what they eat. At the same time they were able to build on their “Food with Integrity” vision. Also, in 2011 they had the “Cultivate a Better Worlds” campaign which aimed to tell consumers why Chipotles sources sustainable foods. They also created a Cultivate Foundation which focuses on providing farmers with sustainable resources to farmers while encouraging regenerative agriculture practices
Abstract Chipotle Mexican Grill is a well-known company that deals with fast food and has made significant and distinctive progress compared to other companies in the fast food industry. The company not only prepares food in front of customers but also makes sure that food is made with integrity. The integrity is enhanced by finding, evaluating, and choosing the right ingredients, which are from animals, farmers, and the environment (chipotle.com). These are the principles that serve to direct and guide the organization and help position it as a leader in the industry.
With its mission statement of “Food with Integrity” Chipotle has seen success over the last decade. But with the increase of raw material input increasing, Competitors using pricing strategy to compete for its market share and the economic Chipotle is facing some though decision on if it should continue with its “Food with Integrity” which it can ill afford in these difficult times. In this paper, we will try address ways in which Chipotle can reposition its efforts to focus more on this unique offering without affecting their “Food with Integrity” Concept. By doing so, we believe that it can capture the important and growing segment of customers who are the health-conscious, organic-friendly consumer.