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Chipotle Brand Audit

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  • 1. BRAND AUDIT JJ BASSETTE STEPHANIE FERNICOLA JOANNE ZHU KAYLA HENRY KAITLIN FLAGG SHAKYRA MOORE
  • 2. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 2 POSITIONING STATEMENT “Chipotle is t he only upscale, quick Mexican res taurant t hat provides infinitely cus tomizable, filling meals at locat ions nat ionwide wit h t he highes t quality ingredient s and a commit ment to fair t rade.”
  • 3. POPs / PODs Posit ioning Brand Mant ra 4 P’s Brand Element s CLASS: Food! CATEGORY: Quick Service! TYPE: Mexican! COMPETITORS: Secondary Sources CBBE Model Overall Equity 3 POPs !   Food Selection (Burritos, Quesadillas, Salads)! !   Convenient! !   Customizable! !   Efficient! ! PODs !  !  !  !  !  !  !  Meat Selection (Barbacoa, Sofritas)! Sizable Portions! Quality Ingredients! Simple Menu! Upscale Location! Assembly-Line Waiting! “Food with Integrity”!
  • 4. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 4 POPs / PODs CATEGORY: Chipotle’s product descriptor is “Mexican Grill,” and coupled with their signature tin-foil wrapped burritos, this was enough to have 97% of our survey responses correctly identify Chipotle as a Mexican restaurant.! COMPETITION: Chipotle has set the standard for quick service Mexican food; it’s most similar competitor (around USC) Freebirds has failed to develop a reputation for quality, even while directly fashioning their store and service after Chipotle’s model. Further, Chipotle’s quality and large portions have helped set it apart from other popular, more traditional “fast food” options, like Taco Bell and Subway.! DESCRIPTORS STRONG/FAVORABLE: Customizable Burritos, High Quality, “Barbacoa mmmmm”, Top-notch quality and customer satisfaction! ! UNIQUE: Large Portions, Brown Bags, “Integrity”, Premium Price!
  • 5. PERCEPTUAL MAP Posit ioning Brand Mant ra QUALITY High! 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 5 Low! High! COST Low! Chipotle has a reputation for the highest quality products among Mexican food competitors, and this is shown above. Students were asked to rate the quality of the restaurant offerings on a scale of one to five; Chipotle led with 60% of respondents saying the had the highest quality. Compared to Freebirds with only 11% of respondents agreeing they had high quality food. None of the respondents thought Taco Bell had high quality food. In fact, 56% said they had low quality. Chipotle still struggles with its perception of being very costly; even though Freebirds and Chipotle are similarly priced, Chipotle came in with the highest price perception with 69% of respondents said they had high price. When compared to Freebirds 49% of respondents said they were neither high nor low price. Taco Bell had the highest amount of respondents saying they had the lowest price, 83% agreed Taco Bell had a low price. When respondents were asked about three things they disliked about Chipotle, 50% listed price as one of their main components.!
  • 6. MENTAL MAP: Posit ioning Brand Mant ra (All responses actual student responses)! Burritos! 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 6 Integrity! Mexican! Expensive! “Chill”! Tasty! Positive! Long Lines! Guacamole! Negative! Overwhelming! Natural! Worthwhile! Variety! Salty! Feast! RECOGNIZED BRAND VALUES: 1.  Chipotle obtains ingredients of the highest quality, in a fair and ethical manner.! 2.  Chipotle allows its customers to customize their orders to precisely what they want.! ! RECOGNIZED BRAND WEAKNESSES: 1.  Chipotle may need to slightly reconsider its premium pricing strategy, particularly for its guacamole.! 2.  Chipotle’s booming popularity might also contribute to long service times for customers, which could deter potential sales.!
  • 7. MENTAL MAP: Posit ioning Brand Mant ra (All responses actual student responses)! Chipotleesque! Gross! 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 7 Integrity! Rock’n’Roll! Overpriced! Convenient! Fake! Trendy! Negative! Positive! “Heavy”! Burritos! Bland! “Monster”! Unhealthy! Fun! Hippy! RECOGNIZED BRAND VALUES: 1.  Consumers clearly recognized Freebirds’ unique Rock’n’Roll store theme, which led to it having a light, fun atmosphere.! 2.  Freebirds’ location is a primary selling point, especially among USC students.! RECOGNIZED BRAND WEAKNESSES: 1.  Freebirds’ food is seen as largely undesirable by consumers, unwilling to patronize the business in spite of its prime location.! 2.  Similar to Chipotle, Freebirds faces the issue of its food being seen as overpriced.!
  • 8. MENTAL MAP: Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 8 (All responses actual student responses)! Shameful! Guilty Pleasure! Hangover Food! Delicious! Positive! Greasy! Fast! Disgusting! Negative! Fake! Dirty! Doritos! Unhealthy! Junk! Cheap! Fatty! RECOGNIZED BRAND VALUES: 1.  Taco Bell’s low-cost pricing strategy has evidently gotten through to customers; when asked to describe Taco Bell in a single word, “Cheap” was by far the most popular response.! 2.  Taco Bell has succeeded in positioning itself as a “fast food” option, being viewed as significantly faster than both Freebirds and Chipotle.! RECOGNIZED BRAND WEAKNESSES: 1.  The quality of food is seen as unhealthy, greasy, and even dangerous, prompting the most emotionally negative response from respondents.! 2.  Consumers appreciated the variety of sandwiches available, while all remaining at a low price.!
  • 9. MENTAL MAP: Posit ioning Brand Mant ra (All responses actual student responses)! Healthy! 4 P’s Brand Element s Tasty! Positive! Sandwich! Cheap! Overrated! Secondary Sources CBBE Model Overall Equity 9 Boring! Quick! Value! Negative! Unsatisfying! Fresh! Mediocre! Convenient! RECOGNIZED BRAND VALUES: 1.  Subway has succeeded in positioning itself as a healthy option when compared to other “fast food” offerings; it was the only brand to be labeled both “healthy” and “quick”.! 2.  Consumers appreciated the variety of sandwiches available, while all remaining at a low price.! RECOGNIZED BRAND WEAKNESSES: 1.  Subway is seen as so standard an offering to be boring; while there is little to complain about, there’s few Strong/Favorable/Unique associations with Subway.! 2.  Similarly, Subway’s quality is neither seen as particularly high or particularly low, putting it in an “average/ mediocre” category with a slightly negative connotation.!
  • 10. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 10 TARGET MARKET TARGET MARKET: College Students, Young Professionals! ! CRITERIA: College Students and Young Professionals (aged 18-28) are generally pressed for time but with large disposable incomes, and often follow routine spending patterns. They’re identifiable geographically through college campuses and professional centers, and are best reached by a strong store location, second by word-of-mouth, and thirdly, by social media networks, such as Facebook.! TYPE: Geographic segmentation should begin at store planning level, with store locations only opening in places with a built-in market. Secondly, Chipotle should try to spur word-of-mouth growth with store presence at local (or campus) events.! BENEFIT: By focusing on this market, Chipotle can attract a large following of loyal customers, who have large disposable incomes and are often in need of a quick bite to eat or upscale place to meet for lunch.! IN-TYPE SUBSTITUES: Freebirds, Taco Bell, Baja Fresh, Qdoba, La Salsa, Verde, El Pollo Loco, Rubio’s, Poquito Mas, Del Taco! IN-CATEGORY SUBSTITUTES: Subway, Pizza Studio, The Counter, Soy, Carl’s Jr., McDonald’s, Jack in the Box, Little Caesars!
  • 11. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity BRAND MANTRA EMOTIONAL DESCRIPTIVE BRAND FUNCTION How benefits are delivered! Type of experience or benefit! Experience or benefit! Personalized Mexican Food Experience EMOTIONAL Unlike most Mexican food restaurants, Chipotle gives the customer the freedom to customize their meal. The personalization reinforces their dedication to putting the customer’s needs and wants first.! DESCRIPTIVE Chipotle is socially-conscious as they are dedicated to serving food with the highest ethical standards. As stated on the company’s website, “Food with Integrity is our commitment to finding the very best ingredients raised with respect for the animals, the environment, and the farmers.”! BRAND FUNCTION 11 SociallyConscious Chipotle’s main function is to serve great Mexican food. Many respondents also indicated that eating at Chipotle is an experience. Although it is a fast environment, the restaurant provides its customers with more than just a quick meal, but also an experience.!
  • 12. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 12 PRODUCT PACKAGING: Chipotle is known for its signature foil wrapped burrito. While it is customary of many Mexican restaurants to serve burritos wrapped in foil for easy eating and the preservation of warmth, Chipotle has capitalized on this image and made it the central icon for their restaurant. The symbol has become so iconic that the company now uses it in its simplistic advertisements, which sometimes depict nothing but the foil wrapped burrito. When shown three pictures, one of a foil wrapped Chipotle burrito, a Freebirds burrito, and a Taco Bell burrito:! !  79% of survey takers were able to correctly identify the foil wrapped Chipotle burrito.! !  21% confused it with the foil wrapped Freebirds burrito.! ! TANGIBLE BENEFITS: Chipotle offers a selection of burritos, tacos, nachos, bowls, and quesadillas with a variety of meat and fillings which are relatively healthy. They claim to serve “food with integrity,” meaning that the animals they use are naturally raised typically without chemicals or hormones, the vegetables are family farmed, organic, or local whenever possible.! !  95% of survey participants agree that Chipotle is tasty/satisfying.! !  59% of survey participants consider Chipotle to be healthy.! CUSTOMIZATION/PERSONALIZATION: The assembly line format allows the customer considerable customization when creating their meal. They may choose between five different types of meat, two types of beans, two kinds of rice, and four different salsas in addition to other ingredients such as corn and vegetables. While Chipotle may not have as many choices as their competitors such as Freebirds, customers are still allowed quite a bit of efficacy due to the different menu items and ability to add and omit each ingredient.! ! INTANGIBLE BENEFITS: Because of the variety in the menu, there is something for almost everybody to eat. You can see and smell them cooking and assembling the food leading to an increased appetite. This in combination with the laid back, youth-friendly, atmosphere has led Chipotle to become a hot spot for high school and college students who are looking to get a large meal for a decent price. The music they play caters to this crowd to keep the environment lively.!
  • 13. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 13 PRODUCT ATTRIBUTE % OF RESPONDENTS WHO FOUND IT UNIQUE TO CHIPOTLE Atmosphere! 53%! Employees! 23%! Food Selection! 71%! Drink Selection! 9%! Location! 31%! Products! 71%! Nutritious! 53%! Healthy! 59%! Customer Service! 45%! Low Price! 19%!
  • 14. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 14 PRICE VALUE PRICING: Chipotle uses the value pricing method. Through their pull strategies, Chipotle has created a high demand for their food. Lines are usually wrapped around the restaurant to the door during meal times. Because of this perceived high value of their food, they are able to charge higher prices. This also goes for the sides such as guacamole, which costs $1.90. This is 30 cents more than that of the beefy 5 layer burrito, and 20 cents more than the chicken burrito at their competitor Taco Bell.! ! HIGH COST?: Due to the high quality of the ingredients used at Chipotle, the cost-plus strategy may be playing a small role in the initial generation of the price at the restaurant. In fact, 81% of survey respondents consider other restaurants to have a low price compared to Chipotle.!
  • 15. PRICE Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity SURVEY RESULTS ON CHIPOTLE AND COMPETITORS PRICING 70! 60! 50! 40! Chipotle! Freebirds! 30! Taco Bell! 20! 10! 0! Low Price! 15 Mid-low Price! Average Price! Mid-High Price! High Price !
  • 16. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 16 PROMOTION PULL STRATEGIES: Chipotle uses mostly pull strategies in their marketing campaign. Aside from giant billboards, they rely mostly on word of mouth marketing. 78% of respondents first ate at Chipotle because of friends or family. They have very few commercials, and the couple they have produced are more internet friendly as they are short stories focused on the message of serving food with integrity. Only 1% of survey takers ate at Chipotle because of a televised commercial. Chipotle also offers gift cards for purchase at every location. The company also features a mobile app that provides Chipotle locations and the ability to order ahead at select locations.! ! FARM TEAM: The Farm Team is Chipotle’s exclusive loyalty program which is only extended to customers from store managers. They have access to a separate website where they can earn rewards for their purchases. Farm Team members must also take quizzes, watch videos, and learn about the company. ! ! BUZZ MARKETING: Chipotle engages in buzz marketing through the use of their secret menu item, the Quesadilla Burrito, otherwise known as the Quesarito. Because it is not listed on the menu, customers must talk about it, or generate buzz, to let others know it exists. Because it is a tasty item, this strategy is successful. Buzz marketing also comes into play with their promotional strategies during holidays. This year, they are offering a $3 burrito to anyone who comes in dressed in costume. In previous years, they offered free burritos to anyone who dressed as a burrito. This generated considerable buzz as customers wrapped their selves in foil to go claim their free meal. ! ! ONE TO ONE MARKETING: Chipotle engages in one to one marketing in the sense that each burrito is customized to the customer’s liking.!
  • 17. Posit ioning Brand Mant ra 4 P’s Brand Element s PLACEMENT LOCATIONS: Chipotle operates currently through two direct channels: company stores and online ordering/mobile app ordering. There are over 1,500 Chipotle locations across 45 different states in the U.S., the United Kingdom, Canada, France, and Germany. Chipotle is placed conveniently near busy areas such as by high school and college campuses and in busy shopping centers. 40% of survey respondents feel that Chipotle is as easily accessible as its competitors Taco Bell, Freebirds, and Subway.! Secondary Sources CBBE Model Overall Equity 17 A Chipotle location near USC!
  • 18. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 18 IMC MODEL SOCIAL MEDIA: Chipotle has Facebook, Twitter, Pinterest accounts.! WEBSITE: Chipotle’s company website provides general information for the company, it’s food, and it’s values, as well as online ordering.! EVENTS: Chipotle caters individual customer events but do not hold any large, well-known events on their own.! ADVERTISING: Chipotle advertises mostly through billboards, a couple short films, word of mouth marketing.! MOBILE: Phone app, mobile ordering, Scarecrow mobile game. ! EMAIL MARKETING: Customers can sign up for emails and be entered in a drawing for a burrito party for 10. ! PUBLIC RELATIONS AND PROMOTIONS: The company frequently talks about their “Food with Integrity” program. Most communications from the company have to do with this. ! TELEVISION, RADIO, AND PRINT: Chipotle advertised mostly through print ads. ! ! Overall Chipotle has a decent integrated marketing campaign. In order to stick with buzz marketing and word of mouth marketing, Chipotle could strengthen their campaign through hosting and sponsoring events. This would increase buzz and attention brought to their brand.!
  • 19. Posit ioning BRAND ELEMENTS Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 19 BRAND NAME SYMBOL SLOGAN CHARACTERS MEMORABLE J   J   K   J   MEANINGFUL K   J   J   L   APPEALING J   J   J   L   TRANSFERABLE J   L   K   J   ADAPTABLE J   J   J   J   PROTECTABLE L   L   J   L   J = POSITIVE K = NEUTRAL L = NEGATIVE
  • 20. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 20 BRAND ELEMENTS SYMBOL: THE FOIL WRAPPED BURRITO Memorability: When showed the symbolic foil wrapped burrito, 74% of the people surveyed were able to identify it as a Chipotle burrito, so this symbol of Chipotle is very memorable to the consumer.! ! Meaningfulness: The size of the burrito in this picture is relatively big. It is fitting as Chipotle’s portions are known to be big. Of the free responses people provided, 12 people associated Chipotle with the feeling of fullness or satisfaction.! ! Transferrable: Using a burrito as a symbol will automatically make Chipotle very food related. Therefore, if they ever decide to expand into other categories, this symbol would not be very transferrable.! ! Protectable: Even though a foil-wrapped burrito is a symbol that people generally associate with Chipotle, it is not very easily protectable because everyone will be able to produce this burrito and use it as their symbol.!
  • 21. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 21 BRAND ELEMENTS SLOGAN: “FOOD WITH INTEGRITY” Memorability: Because Chipotle rarely advertise their slogan, only 45% of the people surveyed was able to recognize the slogan.! ! Meaningfulness: Chipotle pride themselves in serving food that are organically grown, also known as “food with integrity.” Tying their slogan with the philosophy of their foods will make it more meaningful to the customers and also help them understand the quality of the ingredients. ! ! Transferability: Because the word “food” is in the slogan, it is not as flexible. However, because it is still a relatively general slogan, should Chipotle ever decide to do category extensions, this slogan would will be transferable.!  
  • 22. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 22 SECONDARY SOURCES OF BRAND EQUITY THE CHIPOTLE STORY The first Chipotle was opened by Steve Ells back in 1993 in Denver, Colorado. Two years later, two more locations opened. In 1999, the first Chipotles to open outside of Colorado were in Minneapolis and Columbus. When it first opened, Ells was not expecting it to be as big of a chain as it is today. Now that Chipotle’s a great success, he’s still dedicated to researching ways to serve quality food with ingredients with integrity.! ! FOOD WITH INTEGRITY Chipotle is dedicated to finding quality ingredients that are produced with integrity. Currently, 40% of their beans are organically grown and 100% of all the meats (chicken, pork and beef) came from naturally raised animals. Also, Chipotle supports local family farms by striving to get at least 50% of each restaurant’s ingredients from local farms within 350 miles from the location of the restaurant.!
  • 23. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 23 BRAND RESONANCE PYRAMID RESONANCE JUDGEMENTS FEELINGS PERFORMANCE SALIENCE IMAGERY
  • 24. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 24 SALIENCE DEPTH OF AWARENESS: The survey indicated that the vast majority of respondents recognized a Chipotle burrito even without a logo. We found that 77% of respondents were able to identify the picture of a Chipotle burrito from a selection of three different pictures of unlabeled burritos from Chipotle, Freebirds, and Taco Bell.! ! BREADTH OF AWARENESS: When respondents were asked to recall their first choice of fast Mexican food, the majority of respondents, at 49%, answered Chipotle. If respondents are hungry, 76% said Chipotle would be their first choice of restaurant to eat when given Chipotle, Freebirds, Taco Bell, and Subway as options.!
  • 25. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 25 IMAGERY USER PROFILES: Chipotle caters to students and young professional students ages 18-28, who are generally on a time schedule with a degree of disposable income.!   PURCHASE AND USAGE: Chipotle exclusively uses a direct channel of distribution with their products only sold at Chipotle locations. Beginning with the first Chipotle location, opened in 1993, there are now over 1,500 locations in the United States and Canada. The stores operate year-round, on a seven-day per week basis.!   PERSONALITY AND VALUES: Chipotle’s values are displayed in it’s simple philosophy, “Food with Integrity”. The company prides itself on its use of fresh, naturally raised meats and produce. Chipotle’s interactive website features an in depth look into the supplies from which they receive their ingredients, as well as an explanation of what “naturally grown” means.!   HISTORY, HERITAGE & EXPERIENCE: Many of the survey respondents claimed that Chipotle was a great place to go with friends. One respondent stated that Chipotle was “Relatable, Familiar, Comfortable”. Another respondent stated, “I grew up eating it. I used to eat it all the time in high school”.!
  • 26. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 26 PERFORMANCE CHARACTERISTICS: The top answers when asked for unique attributes/qualities for Chipotle were: “Products”, Food Selection”, “Healthy”, “Atmosphere”, and “Nutritious”.!   PRODUCT: The survey indicated that respondents were impressed by Chipotle’s consistency in their products at every location. When asked for one word to describe Chipotle, the top two descriptors were “Yummy” and “Delicious”.!   SERVICE: Chipotle prides themselves on their fast paced environment to deliver quality customized meals. However, respondents complained about the consistently long line and wait time.!   STYLE & DESIGN: Chipotle is known for their simple, yet eye-catching tin-foil used to wrap their burritos and tacos. Even without a logo, respondents associated a burrito wrapped in foil with Chipotle. In addition, respondents were very positive in their reaction to the Chipotle atmosphere, stating that it was “cool” and a “fun place to hang out”.!   PRICE: Price seems to be a big issue for Chipotle. The highest percentage of respondents, over 50%, said “Price” was an attribute/quality they dislike about Chipotle. Respondents also felt that a “Low Price” was an attribute/quality that other restaurants had to an advantage over Chipotle. In addition, if all fast food Mexican restaurants were priced the same, an overwhelming majority of 86% of respondents would dine at Chipotle over Freebirds, Taco Bell, or other restaurant.!
  • 27. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 27 FEELINGS EXCITEMENT: One of the most common feelings people have when going to Chipotle is hunger. 57% of respondents said they felt excited about eating at Chipotle restaurants. When asked to pick unique attributes about Chipotle, 53% of respondents also said that the atmosphere was a unique feature to the restaurant.! ! SATISFACTION: There were also feelings described after visiting a Chipotle location: 42% of respondents said they felt satisfied after eating Chipotle, whereas 80% of respondents felt full after visiting a Chipotle.!
  • 28. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 28 JUDGEMENTS QUALITY: Value:! !  When respondents were asked to compare the quality of food between Chipotle, Freebirds, and Taco Bell, 60% said Chipotle had the highest quality.! !  93% of respondents said Chipotle had the highest quality of ingredients among Chipotle, Freebirds, and Taco Bell.! Satisfaction:! !  The survey asked the respondents to remember why they first visited a Chipotle, as well as what made them return to a Chipotle. 83% of respondents said they returned to Chipotle because of the excellent quality of the food.!   CREDIBILITY: Expertise/Trustworthiness:! !  When comparing attributes of the brand, 44% of respondents said Chipotle had great customer service, which was unique to the brand.! Likability:! !  Respondents were asked to choose words that describe Chipotle best in order to show the likability of the brand on a variety of dimensions. 57% of respondents said Chipotle is practical. 51% said Chipotle had a variety of options as well as being trendy. Finally, 50% of respondents said that Chipotle had a friendly environment.! !  When asked which restaurants respondents feel personally attached to and why, 73% said Chipotle, and they all mentioned they either felt attached because of the taste or the quality of the food.!   CONSIDERATION: 37% of respondents eat Chipotle 2-3 times a week.!   SUPERIORITY 71% of respondents said Chipotle had a unique food selection compared to competitors.!
  • 29. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 29 RESONANCE BEHAVIORAL LOYALTY: If all restaurants were priced similarly, 61% of respondents said they would choose to eat at Chipotle.!   ATTITUDINAL ATTACHMENT: We asked respondents to chose which restaurant they feel attached to and why. 73% of respondents selected Chipotle. Explanations for why ranged from “consistent quality and taste”, to “I used to eat it all the time back in high school”. The respondent that had the highest attachment to Chipotle mentioned, “I lived off of Chipotle in college; old habits die hard. Also, I have the Chipotle iPhone app so I can order ahead and skip the line.”!   COMMUNITY: The Chipotle Cultivate Foundation is non-profit organization established by Chipotle Mexican Grill to continue and strengthen its philanthropic efforts.! !  “Our Mission is committed to creating a more sustainable and healthful food supply and to raising awareness concerning food issues. This is realized through the support of family farmers and their, communities, educators and programs that teach younger generations about food matters, along with support for ranchers and farmers who are working to develop more sustainable practices.”! !  Over the last several years, Chipotle has contributed more than $2 million to help fund initiatives that support sustainable agriculture, family farming, culinary education, and innovation that promotes better food.!   SUPERIORITY Social Media:! !  2,133,921 likes on the company’s Facebook page, www.facebook.com/Chipotle! !  264, 017 followers on the company’s Twitter page, www.twitter.com/ChipotleTweets! Contests & Promotions:! !  In the Adventurrito challenge, Chipotle celebrated their 20th anniversary with a three-week long treasure hunt. In the promotional materials, the company said that, “Adventurrito, that will take participants through a series of 20 online puzzles and daily prizes that will lead to the ultimate grand prize: free burritos for 20 years.” During the entire course of the contest, Chipotle gave 20 winners free burritos for a year.! !  Chipotle recently launched “The Scarecrow” mobile app game and mini-film, featuring a scarecrow as the main character on his journey to bring wholesome food back to the people by providing an alternative to the processed food that dominates his world, in hopes to educate customers on the sources of their food. “The more people learn about where their food comes from and how it is prepared, the more likely they are to seek out high-quality, classically prepared food like we serve in our restaurants,” said Mark Crumpacker, chief marketing officer at Chipotle.! !
  • 30. Posit ioning Brand Mant ra 4 P’s Brand Element s Secondary Sources CBBE Model Overall Equity 30 OVERALL BRAND EQUITY RATING 8/10 GOLDEN BURRITOS BRAND POSITIONING (9/10): Chipotle has successfully positioned itself as a consistently high-quality, quick service Mexican restaurant that remains attractive to customers. Its product is perceived to be more healthy than its competitors (especially when compared to Taco Bell), and consumers are willing to pay a price premium for the taste. The customization aspect of its service, while not entirely unique anymore, is also a large draw for the company, with many of our respondents knowing their own personal Chipotle order by heart. This excitement about the product leads to strong consumer-initiated word-of-mouth marketing, which allows Chipotle to not have to invest heavily in promotion. In all, they’ve created a product people are willing to pay for and tell others about!! ! BRAND ELEMENTS (7/10): The evaluation of the equity of Chipotle’s brand elements is based on their symbol and their slogan. Even though Chipotle’s brand symbol of a foil-wrapped burrito had a high recognition, Chipotle had a low recognition for their slogan. Chipotle was success in creating an impact in the consumer’s mindset regarding their symbol. In addition, as their slogan “Food with Integrity” does highlight their corporate philosophy about serving high quality food made with humane/organic ingredients, Chipotle loses equity for the lost opportunity of having more consumers realizing their slogan.! OVERALL RATING (8/10): The high quality of ingredients has earned Chipotle high customer approval. Its customers exhibit a large degree of brand loyalty as they would help drive word-of-mouth buzz and repeated sales. Consumers exhibited strong emotional ties with the brand, with 87% of the participants feeling “attached” to Chipotle, significantly higher than the 1.7% for Freebirds, 10% for Taco Bell and 21% for Subway. When asked to describe each restaurant in a single word, Chipotle was the only one to garner responses like “perfect,” “Heaven,” and “AMAZING.” Lastly, consumers are demonstrably willing to wait in line and pay a premium for their own tin-foil-wrapped burrito feast. As a whole, the Chipotle brand is strong and valuable, with an appeal about as large as a double-wrapped quesadilla-style burrito. Hope you’re hungry!!