Collected, analyzed, summarized, and synthesized secondary data obtained from 74 articles obtained from sources such as client's and competitors' owned and earned media, Advertising Age, Brand Channel, Fast Company, Motley Fool, Google Finance, Pew Research, Nielsen, Gallup, Boston Consulting Group, or The Harris Poll to (a) complete 360-degree assessment of a client's marketing environment and (b) discover initial insights for solving a client's problem; Created 19-page deliverable summarizing outcomes of the secondary data research and analyses.

1. The Research League
Nikki Heng Casey FugateMonica Murphy
1. Executive Summary (Nikki)
2. Social Media Analysis Table (Monica)
3. Financial Data Analysis Table (Casey)
4. Competitive Analysis Tables (Strength & Weaknesses) (Casey)
5. Generational Analysis Table (Monica & Nikki)
6. Internal SWOT Analysis Table (Nikki)
7. External SWOT Analysis Table (Nikki)
8. SWOT Analysis Summary Table (Nikki)
9. Segment Profile of Strategic/General Target Market (Nikki)
10. Target Marketing Strategic Summary Table (Nikki)
11. Perceptual Map Figure (Monica & Nikki)
12. Marketing Mix Summary Table (Nikki)
13. Reference List in APA Format (Nikki, Casey)
10/23/2016

2. Executive Summary
1. How do Superbrands use their Social Media?
All brands understand the importance of creating an emotional connection with their customers through all
social media platforms.
2. Who is the best of the best?
The best will be looked by their net income.
3. What are the strengths of all Superbrands?
All superbrands understand the marketing mix.
4. What are the weaknesses of all Superbrands?
All Superbrands have to adapt to new changes within the environment.
5. Who are the general market?
Gen Z, Millennial, Gen X, Baby Boomers and Silent Generation.
6. What are the strengths and weaknesses that Chipotle have?
Chipotle is an easily identifiable brand. However, they suffer with providing the end of their promise.
7. What are the opportunities and threats that Chipotle have?
Chipotle have an opportunity to expand their locations. They also face a limited suppliers due to their high
expectations.
8. Who are the general target markets?
Millennials
9. Who can provide fast and healthy food?
Chipotle and Panera.
10. What is the Marketing Mix for Chipotle?
Product, Price, Promotion and Place.
The Research League

3. Table 6. Social Media Table Analysis
Chipotle Buffalo Wild Wings Starbucks Panera Bread The Cheescake Facotry
Website
• Inside look of the kitchen • Bar and Grill related food and beverages • Merchandise collec8ons • Panera at Home • Cakeplay app
• Original movie for ad • Sports • Online community • Video interac8ons with Panera products • Legendary Cheesecakes
• Dietary op8on • Promo8ons • Environment friendly • Posi8ve impacts • Made fresh everyday
Facebook
• Animated ingredients ad • Wing Tuesdays and Boneless Thursdays • Open jobs • Live chats with fitness experts • Seasonal cheesecake promo8ons
• Fes8val and Market events
• Shows big screen TV's to promote them and
football season
• Interna8onal • Book signing • Catchy slogan/statuses
• Tough Mudder • Sports/ bar & grill appealing videos • Seasonal headline • Family oriented
• Promotes healthy food op8ons and recipe
links
Instagram
• 383K Followers • 95K Followers • 11.5M Followers • 21.8K Followers • 419K Followers
• Prodcut-centric • Wings, beer and sports • Coffee-centric • Combina8on products • High/ quality photography
• Eye cathcing , use of abstract and bright colors • High qualilty/ appealing photos • Real life/ real world situta8ons
• Promotes their healthy food that "does
good"
• Mostly cheesecake based photos
Twitter
• 808K Followers • 674K Followers • 11.7M Followers • 429K Followers • 14.7K Followers
• High customer interac8ons • High promo8on of sports, wings, and beer • Current events related tweets • Word + Image tweets • Promotes seasonal cheesecakes
• Comical tweets • Sports related interac8ons • Giving back • Promo8ng their new bacon
• High customer engagments and men8ons/
tags
YouTube
• Animated short films • Blazin' Wing Challenge • Up standers • No-No list • Inside the culture
• Ingredients reign • TV commercials • Coffee recipe • TV commercials • Different cheesecake videos
• Process not processed • Superbowl talks • Giving back • Promo8ng clean food by the end of 2016 • Healthy & vegan
Pinterest
• Cul8vate fes8vals • 2.6K Followers • Coffee DIY • Take care of yourself • Cheesecake based (photos)
• Burritos on wheels • No available boards • Store designs • Fuel your body • Presenta8on of cheesecakes
• Weddings • • Starbucks cup art • What they do in the community •
Bottom lines
With a transparent look of all the process in the
kitchen on their website, Chipotle understands
different dietary op8ons and proud to show off
their burritos throughout Instagram. In addi8on,
their unique animated short films, ingredients reign
episodes and comical tweets create engaging
interac8ons with their customers. Chipotle also
step outside of the store to create cul8va8ng music
fes8vals with burritos on wheels to celebrate food,
ideas and music.
By crea8ng a unique brand geared towards
sports, bar food and beer, but also bringing in
people for the friendly atmosphere of just
catching a drink with friends, Buffalo Wild
Wings has been utmost successful. With a
high ajribute of promo8ons through social
media, they have been able to grab ahold of
the "Bar and Grill' market.
As an interna8onal company, Starbucks is able to give
back through their community, employees and the As
an interna8onal company, Starbucks is able to give
back through their community, employees and the
environment. They value hard working individuals to
be up standers. In addi8on, they created an online
community for customers to give feedback and ideas
to be part of the Starbucks team that lead to an
expansion of the brand for merchandise collec8ons.
By crea8ng unique combina8on meals
through Panera at home, Panera has created
demands for their product from restaurants
to grocery stores. They have high interac8on
with their customers through Facebook live
chat with fitness experts through Q&A’s to
increase awareness on how to take care fuel
your body with Panera Bread’s products.
With high customer engagements, catchy
slogans for their statuses, and being known
for their legendary cheesecake selec8ons,
The Cheesecake Factory has grabbed ahold of
the dessert marekt when it comes to casual
dine in restaurants. In addi8on to their
extravagant, well presented cheesecakes,
they also provide a healthy list of op8ons for
dinner (including vegan food), therfore when
you indulge in the cheesecakes for dessert
you don't feel overly stuffed, or unhealthy.
Major Finding
All brands understand the importance of crea8ng an emo8onal connec8on with their customers through mul8ple outlets such as music, environment friendly missions and high value on social responsibili8es. In addi8on, by
having ac8ve interac8ons with the customers through all social media plamorms they are able to build unique and different rela8onships with their customers.
The Research League

4. Table 4. Who is the best of the best?
Chipotle Starbucks Panera Bread Buffalo Wild Wings Cheesecake Factory
Revenue $4,501.22 $19,162.70 $2,681.58 $1,812.72 $2,100.61
Total cost of revenue $3,064.52 $7,787.50 $876.21 $1,050.66 $504.03
Gross Profit $1,436.70 $11,375.20 $1,805.37 $762.06 $1,596.58
Total selling/general/admin. expenses $530.12 $6607.80 $1076.64 $237.86 $844.12
Total Operating Expense $3,737.63 $1,523,220.00 $2,439.99 $1,674.23 $1,935.36
Operating income (income before taxes) $763.59 $3,930.50 $241.59 $138.49 $165.25
Net Income $475.60 $2,757.40 $149.34 $95.07 $116.52
Gross margin 10.57% 14.39% 5.57% 5.24% 5.55%
Return on investment 12.72% 0.18% 6.12% 5.68% 6.02%
Return on marketing investment (estimate) 89.72% 41.73% 13.87% 39.97% 13.80%
Bottom line: Given the Net Income totals above, It appears that Starbucks is the best of the best. Chipotle is in second place however which is not a bad place
to be considering the size of the competition.
$4,501.22
$19,162.70
$2,681.58
$1,812.72
$2,100.61
$475.60
$2,757.40
$149.34
$95.07
$116.52
$0.00
$1,250.00
$2,500.00
$3,750.00
$5,000.00
$6,250.00
$7,500.00
$8,750.00
$10,000.00
$11,250.00
$12,500.00
$13,750.00
$15,000.00
$16,250.00
$17,500.00
$18,750.00
$20,000.00
$21,250.00
Chipotle
Starbucks
Panera Bread
Buffalo Wild Wings
Cheesecake Factory
Revenue
Net Income
The Research League

5. Table 10a. Competitive Analysis - Strength
The Research League
Chipotle Panera Starbucks Buffalo Wild Wings Cheesecake Factory
Company
No Long term debt [17] Panera 2.0 [41] Worldwide (23,043 coffeehouses in more than 68
countries)(1)
From 2011 to 2015, the company’s revenues
increased from $784 million to $1.8 billion(8)
Strong presence across all regions of USA(9)
Enormous Growth Poten8al [65] Stock has climbed 1.4% [47] Revenue Growth 16.5% increase over US $16.448
billion (2014)(1)
Rise in revenue of over 131%(8)
Cheesecake Factory has a history of producing reliable,
steady, and sustainable growth(10)
Meritocra8c promo8on system [48] Operates PaneraCares [51]
Revenue US $19.163 billion (2015)(1)
Revenue from franchised restaurants increased
from $67 million to $98 million(8)
Steady and reliable growth with low risk(10)
Brand
Local Grower Support [1] Modernizing brand [41] Brand awareness and excellent reputa8on leading
to very high customer loyalty(1)
Strong brand equity in the U.S.(6) Polished-casual restaurants(10)
Jobs for Refugees [48] Extending the Panera brand into a nonprofit
organiza8on [51]
Starbucks is standing as one of the most
recognized and respected brands in the world(1)
Paying ajen8on to the calendar for spor8ng
events(7)
Well-known as one of the premier fast casual
restaurants(10)
#1 fast food restaurant with fresh ingredients [35] Brand is growing though stock purchases
daily [47]
Starbucks has one of the world’s strongest and
most popular brands(2)
Buffalo Wild Wings focuses on beer, wings, and
sports(7)
Known for high-quality foods(10)
Product
Burritos, Burritos Bowl, Tacos and Salads [17] New ordering system for flawless
prepara8on of food [41] Diversified Products(1) Unique sauces and seasonings(6) Casual comfortable seung(9)
Food with Integrity [1] First na8onal brand to serve “Clean
Bacon” [47] Environmentally friendly products(1)
More than 190 restaurants have added tableside
tablets(7)
Fresh quality ingredients(9)
Track and trace system [35] Sophis8cated food items [60] Ethically sourcing high-quality coffee(1) Their chicken is more than just chicken(8) Large assorted menu(9)
Channels
Online Ordering through iPhone and Android
ordering applica8ons [17]
Over 2,000 stores [47]
University campuses(1) Over 1000+ loca8ons spread across the US(6) Over 175 restaurants offer a wide variety of menu(9)
Postmates, Orderup, Tapingo, Favor Apps [1] Cafes offer a certain ambience [60]
Opera8ng in 40 countries worldwide(1)
As of December 2015, the franchisees operated
573 restaurants(8)
Offer take out op8ons(10)
Catering [1] Located in 45 states and Canada [41]
Higher growth in markets such as China(1)
From 2011 to 2015, the overall unit count of
Buffalo Wild Wings (BWLD) has increased from
817 to 1,169(8)
Sells merchandise(10)
Promotion
806 K Twijer Followers, 379 K Instagram Followers,
3,021,477 Likes on Facebook, 5,334,972 Checked in
[39]
Ambi8ous tv marke8ng “Make today
bejer” [60]
Effec8ve use of the Starbucks Card, store loyalty
program and mobile ordering apps to encourage
repeat purchases(1)
Associa8on with sport ensures a frequent
clientele(6)
They promote themselves as a premier op8on for
food(9)
"“Do Good With Burritos” – Host a fundraiser and
keep 50% [1]
MyPanera Loyalty program [60]
Loca8on based promo8on(3)
Customer experienced enhanced by offering live
sports and special menus(6)
They have a good reach on social media(Social Media
Table)
Animated Short Films [1] Promo8ng within grocery stores by allowing
customers to purchase and make their own
Panera at home [53]
They differen8ate themselves from other
companies which helps them have a big market
share(3)
Promos, giy cards etc are value added services for
customers(6)
420k instagram followers(Social Media Table)
Price
Reasonable for High Quality Food [5] PaneraCares runs off of a “Pay what you
can” philosophy [7] Good quality to jus8fy costs(3) increasing menu prices an average of 3.0%(8)
Prices are actually lower than some other upscale
restaurants(9)
College Students or Low Income Price Range [48] Coupons loaded onto MyPanera card [46]
One of the first companies to adapt to mobile
payments(3)
net earnings growth will exceed 28%(8)
The Cheesecake Factory has been able to offer an
affordable experience and s8llgenerate an ajrac8ve
profit margin(9)
Discounted pricings through holiday events [14] Consumers have become brand loyal and
are willing to pay a higher price [11]
Offering High priced items with low cost items to
jus8fy cost(3)
Buffalo Wild Wings sees 18% 2015 net earnings
growth(8)
Their desserts are hgihly priced but because of the high
qualit, price does not seem to effect demand(9)
Bottom Lines
Chipotle is an easily iden8fied company that offers
fresh ingredients throughout the U.S. They have high
interac8ons with their consumers on all plamorms of
social media. They also opened up a huge channel of
e-commerce on mobile devices.
Panera is a company that wants to be seen in
all facets of the country. The combina8on of
thousands of stores, a strong loyalty
program, the nonprofit work they are so
passionate about coupled with the new
technology they are introducing, they are
successfully accomplishing their goals and
staying on the cuung edge of the
compe88on
Starbucks is an elite company that does a lot of
good prac8ces in order to generate revenue and
con8nue to control a large por8on of the market.
Buffalo Wild Wings is a successful company when it
comes to the sports restaurant market and will
con8nue to dominate.
The Cheesecake Factory is one of the best High-end fast
casual restaurants on the market and is well known as
such.
Major Finding
Although it is difficult to state one specific thing to make a successful fast casual restaurant, the data have shown that there is a rela:onship between success and a high social media following within the brands. In addi:on to the interac:ons with their
customers, all brands also builds an emo:onal connec:on by promo:ng different values that reaches out to their audience closely.

6. Table 10a. Competitive Analysis - Weakness
The Research League
Chipotle Panera Starbucks Buffalo Wild Wings Cheesecake Factory
Company
Low presence in Canada, Europe and Asia (17)
Parted ways with lead agency (Cramer-Krasselt) in
2011 (45)
Overdependence on revenue from the Americas
segment(1)
As their revenue grows, so does their opera8ng
costs(8)
Their Revenue is not as high as the other companies in the
analysis(Financial Analysis)
Low Presence of ShopHouse and Pizzeria Locale
(65)
Slower growth rate than compe8tors (46) Had to close stores because of limits on growth(5)
Compe8ng in the highly compe88ve restaurant
business(8)
Compe8ng in a very compe88ve market(10)
Double digit drop in revenue (61) No delivery available (yet) (46)
Opening new stores and launching a blizzard of new
products create only superficial growth(5)
Reached a satura8on in the U.S. can slowdown
growth(6)
The lack of presence overseas limits their growth(9)
Brand
Associa8on with E.Coli (61)
Technology growth to grow the brand is slow
moving (10)
New products took away from the brands coffee
they were known for(5)
Brand is known for sports so it is unajrac8ve to
non sports fans(7)
High calorific value in the food tarnished brand image(9)
Public Poli8cal Stance (61) Using misleading messages to grow the brand (30)
The brand experience declined as wai8ng 8mes
increased(5)
Brand only represents their wings and beer
products(7)
Their brand is viewed as "too high class"(9)
Tex-Mex centric may turn people off (14)
Losing their lead adver8sing agency hurt the brand
through bad press (30)
The price premium for a Starbucks coffee seemed
less jus8fiable for grab and go customers(5)
The brands tagline is "Wings Beer Sports" which
may turn away poten8al customers(7)
The brand is oyen viewed as too expensive(9)
Product
Systemic Crises (57) High calorie foods (46) Generalized standards for most products(2)
High fat, high calorie food can turn off health
conscious people(6)
Unhealthy sugar filled desserts(10)
Limited Menu (65)
Dropped a lot of money to improve product line,
and demand didn’t really grow that much (42)
Imitable products(2) Not many healthy op8ons on the menu(6)
Many people are unaware of their products other than
desserts(10)
High Calorie Food (1)
Wide variety of products leads to inconsistency
(46)
Complicated menu of drinks(5) Almost all of their food is fried(6)
They also offer alcoholic beverages which could push some
people away(10)
Channels
No Drive Thru (65) Not open late (46)
less aligned with cultural demands in some
markets(2)
They have many restaurants which can cause self-
cannibiliza8on(8)
Low interna8onal presence as compared to bigger food
chains(9)
No late night hours (1)
Keep opening new stores, customer base isn’t
growing fast enough (42)
Compe88on from low-cost coffee sellers(2) They do not have delivery services(6) They do not have a large amount of stores(9)
Loud music (1)
Modernizing the cafes is proving to be a 8me and
money consuming venture (41)
Slow growth in Europe indicates poor posi8oning and
wrong compe88ve strategy for those markets(1)
They only have loca8ons in the U.S(6) They do not make very many sales on the web(9)
Promotions
Decrease number of social post (39) Hard to turn social media buzz into dollars (10)
Overdependence on coffee sales with no ability to
influence the vola8le price of coffee beans(1)
Restric8ve concept which appeals mostly to sports
enthusiasts(6)
They lack a big presence on Twijer(Social Media Table)
Limited Adver8sement (1)
Promo8ng using fear has a nega8ve connota8on
to the public (30)
The new rewards system is unpopular(4)
Increased from $26.1 million in 2011 to $60
million in 2015(8)
Their promo8ons are mostly cheesecake based(Social Media
Table)
No con8nuous rewards program (1)
Not very interac8ve with consumers on social
media (55)
They are now rewarding based on total dollars spent
instead of number of drinks(4)
They use promo8ons for sports games and
overspend on adver8sing(8)
Their instagram lacks photos of other menu items(Social
Media Table)
Price
High Stock Price (65)
No coupons or incen8ve to cut costs on social
media (54)
Higher price points(2) increasing menu prices an average of 3.0%(8) More expensive than most fast casual op8ons(9)
More expensive than other compe8tors (1) More expensive than compe8tors (46)
High prices when compared to other major coffee-
serving chains(1)
Wings are priced higher than those at other wing
joints(8)
Their desserts are oyen seen as overpriced(10)
Upcharges for extras (1) No real combo meal op8ons available (46) The rewards system is making people spend more(4)
They charge extra for ranch while other companies
give it for free(8)
The food is expensive and it is high class(9)
Bottom Lines
With the success of popular demands for their
product, Chipotle suffer with long lines during
peak hours and are not able to operate during late
night hours or deliver for the expand of their
customer base.
Panera is making large strides to be more innova8ve
but with no more customer base coming in, they are
just spending money to spend money. Panera also
needs to enhance their rewards program to keep
customers loyal.
Starbucks makes a lot of money and has a large
por8on of the market share but they have a lot of
issues that need to be adressed in order for them to
have even more success.
Buffalo Wild Wings effec8vely markets to sports
fans, but tends to miss many of the other customers
out there because they do not have healthy op8ons
to ajract health-concious individuals.
The cheescake factory is a successful company, however they
need to make some changes to their pricing and promo8onal
tools in order to become an even bejer company.
Major Finding
Although all superbrands are well known to most, they have li@le to no connectons to all. They follow closely to promote or communicate within their small target market greatly. As a result, they miss an opportunity to promote or communicate with the general
targets.

7. Generational Analysis
The Research League
Name Generation Z Millennials Generation X Baby Boomers Silent Generation
Demographics Age 6-20 years old[1] 18-33 years old[2] 34-49 years old[3] 50-68 years old[4] 69-83 years old[5]
Gender 48% iden8fy as exclusively heterosexual [64]
48.7% Females 49.7% Females 51.9% Females
51.3% Males[6] 50.3 Males[7] 48.1% Males[8]
Family Status 80% think same sex marriage should be legal [66]
28% Married 65% Married 66% Married 60% Married
68% Single[9] 19% Single[10] 10% Single[11] 4% Single[12]
Children N/A 60% have no children in household [67] 32% have no children in household[67] 86% have no children in household [67] 98% have no children in household [67]
Job 17% wants to start a business [65]
68% are civilian employed either par-8me or full-8me:
Management, Professional, and Related [13] [14]
83% are civilian employed either part-8me or full-8me:
Management, Professional, and Related [15] [16]
65% are civilian employed either part-8me or full-
8me: Management, Professional, and Related
[17] [18]
81% are not in labor force[19]
50% are par8cipa8ng in an internship [65]
Educa8on
50% will be university educated [65]
Most have obtained a high school diploma and at least
some college experience [20]
25% will be university educated [65] Most have obtained a high school diploma and
bachelor's degree [22]
Most have obtained a highschool diploma and
bachelor's degree [23]
52% use YouTube or other social media for school research
assignments [65]
33% will be university educated [65]
85% research online [65]
33% watch lessons online to educate themselves [65]
Income $14,244 [24] $61,003 [25] $73,200[26] $65,843[27] $40,378[28]
Loca8on 86% Metropolitan [29] 86% Metropolitan[30] 83% Metropolitan[31] 80% Metropolitan[32]
Ethnicity
55% Caucasian, 24% Hispanic, 57% Caucasian, 21% Hispanic, 61% Caucasian, 18% Hispanic, 72% Caucasian, 11% Hispanic, 78% Caucasian, 8% Hispanic,
14% African-American, 4% Asian[33] 13% African-American, 6% Asian, 3% Other[34] 12% African-American, 7% Asian, 2% Other[35] 10% African-American, 5% Asian, 2% Other[36] 8% African-American, 4% Asian, 1% Other[37]
Religion "Pluralist Genera8on" [64]
56% Religious, 35% Non-religious, 8% In between[38] 70% Religious, 23% Non-religious, 6% In between[39] 78% Religious, 17% Non-religious, 5% In
between[40]
85% Religious, 11% Non-religious, 4% In
between[41]
Psychographics Interest
Listen to music, Read, Watch TV, Connect with Friends and
Family, Exercise [58]
Watch TV, Connect with Friends and Family, Listen to
Music, Read, Travel [58]
Watch TV, Connect with Friends and Family, Read,
Travel, Listen to Music [58]
Watch TV, Read, Connect with Friends and
Family, Travel, Listen to Music [58]
Read, Watch TV, Connect with Friends and
Family, Travel, Garden [58]
Virtual Reality [63]
Values
Healthy ajributes are very important and willing to pay
premium for it [61]
Loyalty, morals, realism, privacy, socialbility [43] Work/family balance, loyalty[44] Poli8cs, work, equalism, loyalty [45] Patrio8sm, family, respect, hard work, giving back
[46]
77% are extremely interested in volunterring to gain work
experience [65]
Traits
Ajen8on span of 8 seconds [64] Diversity focused, op8mis8c, poli8cal savvy, independent
[48]
Adaptable, self-sufficient, self- Ambi8ous, mul8-taskers, Task-oriented, organized,
driven, independent, pragma8c[49] independent, work-centric[50] strong work ethic[51]
Mul8-tasking[47] Mo8vated to achieved [52]
Behavioral Stores
MAC, Michael Kors, Nike, Amazon, Chubbies [57]
Wal-Mart, Target, Nike, Forever 21, American Eagle [54] Grocery Store [71] Importance in customer service [75]
Brands
MAC, Michael Kors, Nike, Amazon, Chubbies [57] Nike, Apple, Samsung, Sony, Wal-Mart, Target, Microsoy,
Coco-Cola, Jordan, Pepsi [54]
Chobani, Cu8es, Stevia, Tide, Naked Juices, Dove Frozen
Treats [60]
Pom, Angry Orchard, Command Hooks, McCafe
Ground Coffee, Gorilla Tape [60]
Music
Lorde [62] Beyonce, Coldplay, Jus8n Timberlake, Jimi Hendrix, Nirvana,
Green Day, Rihanna, Jay Z [55]
Beck, Nirvana, Dr.Dre, Red Hot Chilli Peppers, Pearl Jam,
Madonna [68]
The Rolling Stones, Bob Dylan, The Beatles, Led
Zeppelin, The beach Boys, John Lennon [72]
Glenn Miller, Benny Goodman, Duke Ellington,
Count Bassie [76]
TV/Movie Modern Family [62] Social Network, Daily Tonight, Cable News [53]
Indiana Jones, Back to the Future, The Shining, Star
Wars, Breakfast Club, Beverly Hills Cops [69]
The Graduate, Easy Rider, The Godfather, Jaws
[73]
The Wizard of Oz, Gone with the Wind, It's a
Wonderful Life, Guess Who's Coming to Dinner
[77]
Places 52% Big City/Urban Neighborhood, 28% Suburbs, 14% Rural
Countryside [61]
54% Big City/Urban Neighborhood, 26% Suburbs, 16% Rural
Countryside [61]
46% Big City/Urban Neighborhood, 26% Suburbs, 23%
Rural Countryside [61]
36% Big City/Urban Neighborhood, 25% Suburbs,
34% Rural Countryside [61]
32% Big City/Urban Neighborhood, 22% Suburbs,
40% Rural Countryside [61]
Atlanta, Pijsburg, Memphis, Boston, Aus8n, San Diego,
Seajle, Houston, Denver, Charloje [56]
Atlanta, Washington D.C, San Francisco, Portland,
Ba8more [58]
Pijsburg, Orlando, Detroit, Boston, St. Louis [58]
Celebri8es Lele Pons [62]
Beyonce, Coldplay, Jus8n Timberlake, Jimi Hendrix, Nirvana,
Green Day, Rihanna, Jay Z [55]
George Clooney, George Lopez, Eddie Murphy [70] Oprah Winfrey, Paula Abdul, Tim Allen [74]
Marilyn Monroe, Robert F. Kennedy, Mar8n
Luther King Jr., Neil Armstrong [78]
Online Facebook, Virtual Reality [63] 51% Instagram, 42% Snapchat [53] Facebook, Email Facebook, Email Facebook
Facebook, Twijer, LinkedIn
Bottom Lines:
Genera8on Z are 6-20 years old is the first mobile
genera8on. They are globally diverse. Therefore, they are a
"pluralist genera8on" because they believe in diversity and
the coexistence of all race and gender in a society. They
believe that it is very important to gain experience such as
par8cipa8ng in an internship for a greater career path. The
online world is very important to them as they use it mainly
for educa8on and communica8ons. By growing up with full
access of technology, they love to mul8-task with all
technical gadgets to shop, communicate and educate. As a
result, their ajen8on span will only last 8 seconds.
Millennials are 18-33 years old.They are more job focused
than having a rela8onship with a significant other.
However, they s8ll believe that it is important to be social
and loyal with their friends and family. Aside from that,
their favorite pas8mes include watching tv, reading and
traveling. They enjoy products from large companies such
as Walmart, Nike, Microsoy, and Apple. Most music
listened to by millenials now coincides with "pop" music,
and hip hop. Much of this genera8on's entertainment is
based in social media, i.e. the movie Social Network, and
the fact that over 50% of them have Instagram. They are
heavily concentrated on being poli8cally correct. First
genera8on to be less than 60% caucasian. Most popular
celebri8es are also musicians.
Genera8on X is the group of people aged 34 to 49 years
old. They are by far the most civilian employed living
gerera8on, with over 80% of employed in civilian
posi8ons. As a direct result they are also the highest
paid genera8on, averaging nearly 10k dollars more than
any other living genera8on annually. This genera8on is
hallmarked by self sufficiency, independence,
adaptability, and the compromise of a work and family
balance. The majority of this genera8on are married.
They also very much enjoy going to the grocery store,
with some of their favorite brands being Tide, Dove, and
Chobani. Some of this genera8on's most popular
movies include classics such asIndiana Jones, Star Wars,
and The Shining, with actors such as George Clooney and
Eddie Murphy. As with the other genera8ons, Facebook
is very popular.
Like the Silent genera8on, this genera8on is
highly religious, but this genera8on is most highly
characterized by its music. Groups like The Rolling
Stones, Led Zeppelin, and The Beatles, are now
considered classics and among the best selling of
all 8me. Most baby boomers no longer have
children living in their household. They enjoy
poli8cs, listening to music, and watching TV.
They enjoy hearty brands such as Angry Orchard,
and Gorrilla Tape. Movies applauded by this
genera8on include The Godfather, and Jaws, with
celebri8es such as Oprah Winfrey and Tim Allen.
Facebook is also very popular among the baby
boomers.
The silent genera8on is characterized by a strong
family oriented group of people aged 69 to 83
years old. They are the most religiously inclined
genera8on, with over 80% claiming to be. They
are also epitomized by patrio8sm. This
genera8on is highly task oriented, and is the most
rural subsiding of any living genera8on. This
genera8on enjoys doing things such as reading,
traveling, gardening, and using Facebook. People
of note from this genera8on include Mar8n
Luther King Jr., Marilyn Monroe, and Neil
Armstrong.

8. The Research League
Table 8a. Internal Analysis
Strengths Weakness
Company
•No Long term Debt17
•Low presence in Canada, Europe and Asia17
•Enormous Growth Poten8al65
•Low Presence of ShopHouse and Pizzeria Locale65
•Meritocra8c promo8on system48
•Double digit drop in revenue61
Brand
•Local Grower Support1
•Associa8on with E.Coli61
•Jobs for Refugees48
•Public Poli8cal Stance61
•#1 fast food restaurant with fresh ingredients35
•Tex-Mex centric may turn people off14
Product
•Burritos, Burritos Bowl, Tacos and Salads17
•Systemic Crises57
•Food with Integrity1
•Limited Menu65
•Track and trace system35
•High Calorie Food1
Channels
•Online Ordering through iPhone and Android ordering applica8ons17
•No Drive Thru65
•Postmates, Orderup, Tapingo, Favor Apps1
• No late night hours1
•Catering1
•Loud music1
Promotion
•806 K Twijer Followers, 379 K Instagram Followers, 3,021,477 Likes on
Facebook, 5,334,972 Checked in39
•Decrease number of social post39
•“Do Good With Burritos” – Host a fundraiser and keep 50%.1
•Limited Adver8sement1
•Animated Short Films1
•No con8nuous rewards program1
Price
•Reasonable for High Quality Food5
•High Stock Price65
•College Students or Low Income Price Range48
•More expensive than other compe8tors1
•Discounted pricings through holiday events14
•Upcharges for extras1
Bottom Lines
Chipotle is an easily iden:fied company that offers fresh ingredients throughout
the U.S. They have high interac:ons with their consumers on all plaEorms of
social media. They also opened up a huge channel of e-commerce on mobile
devices.
With the success of popular demands for their product, Chipotle suffer with long lines during
peak hours and are not able to operate during late night hours or deliver for the expand of
their customer base.

9. The Research League
Table 8b. External Analysis Opportunities Threats
Suppliers
•Get products from local farmers29
•E Coli from current suppliers12
•Lessen requirements on suppliers18
•Limited Suppliers18
•Offer different kinds of food6
•Suppliers taken up by exis8ng compe8tors12
Channels
•Drive-Thru24
•Difficulty managing construc8on and development33
•Delivery33
•Offered in US only15
•More loca8ons around busy college campuses15
•Shiy in dining habits62
Competition
•Con8nuous rewards Program33
•Locally owned companies33
•Do more fundraising and dona8ons33
•Offer delivery33
•Open up off branches of chipotle serving different food66
•Cannibaliza8on of customers70
Target Customers
•Invest in other eatery concepts to gain more customers33
•Customer availability33
•Gain compe8tors customers70
•Interna8onal markets cause more in depth planning and thinking due to differences33
•Increase eye catching adver8sements22
•Mul8 unit, mul8 market Mexican food and burrito concepts which are expanding na8onally33
Society & Culture
•Expand to different countries15
•Interest in specific foods20
•High Value on Fresh food29
•Interest in healthy food20
•High value on vegan and vegetarian food33
•“Food with Integrity” poses for risks and challenges33
Economy
•Store expansions62
•Plumme8ng Stocks12
•Food prices62
•Changing interest rates and interest income20
•Tax on food16
•Execu8ve compensa8on 5x industry norm19
Political & Legal
•Laws requiring fresh food standards20
•Court cases due to e-coli20
•Mandatory food provider for all campuses58
•High leasing contracts20
•Mandatory delivery to college campuses58
•Food regula8ons20
Technology,
communications, and
transportation
•Enhance phone app33
•App not available to all opera8ng systems33
•Offer live chats with employees33
•Offer delivery at all loca8ons33
• Delivery partners33
•Rapidly change in soyware systems16
•
Natural Environment
•Grow their own vegetables29
•More pes8cides in foods33
•Rid of all gene8cally modified organisms33
•Sales fluctuate due to season change33
•Dim ligh8ng33
•Limited resources29
Bottom Lines
With a high value on fresh food, and the opportunity for store expansions,
Chipotle could become a dominant choice in gaining compe:tors customers.
Also, with an addi:onal channel like delivery to receive the product, it could
increase sale and improve customer’s sa:sfac:on due to the shiJ in dining
habits.
Due to the limita:on of suppliers aJer the E-coli breakout, Chipotle has suffered because of the
increased interest in healthy food, more pes:cides in their foods, and a lack of resources.

10. The Research League
Table 8c. SWOT Analysis Summary
Strengths
Chipotle is an easily iden8fied company that offers fresh ingredients throughout the U.S. They have high interac8ons with their consumers on all plamorms of social
media. They also opened up a huge channel of e-commerce on mobile devices.
Weaknesses
With the success of popular demands for their product, Chipotle suffer with long lines during peak hours and are not able to operate during late night hours or deliver
for the expand of their customer base.
Opportunities
With a high value on fresh food, and the opportunity for store expansions, Chipotle could become a dominant choice in gaining compe8tors customers. Also, with an
addi8onal channel like delivery to receive the product, it could increase sale and improve customer’s sa8sfac8on due to the shiy in dining habits.
Threats
Due to the limita8on of suppliers ayer the E-coli breakout, Chipotle has suffered because of the increased interest in healthy food, more pes8cides in their foods, and a
lack of resources.
Major Finding
Despite opera:ng in a low-income environment, Chipotle’s unique brand and fresh product meets the wants and needs to a wide range of consumers with different
lifestyles. The consistent in price, customer service, and fresh ingredients keeps the customer’s return rate. However, with the high demand for their product, late
night consumers suffer the availability of the products and services due to Chipotle’s current opera:ng hours.

11. The Research League
Table 11. Segment Profile
Name Millennials
Demographics Age 18-33 years old[2]
Gender
48.7% Females
51.3% Males[6]
Family Status
28% Married
68% Single[9]
Children 60% have no children in household [67]
Job 68% are civilian employed either par-8me or full-8me: Management, Professional, and Related [13] [14]
Educa8on
Most have obtained a high school diploma and at least some college experience [20]
33% will be university educated [65]
Income $61,003 [25]
Loca8on 86% Metropolitan [29]
Ethnicity 57% Caucasian, 21% Hispanic, 13% African-American, 6% Asian, 3% Other [34]
Religion 56% Religious, 35% Non-religious, 8% In between[38]
Psychographics Interest Watch TV, Connect with Friends and Family, Listen to Music, Read, Travel [58]
Values Loyalty, morals, realism, privacy, socialbility [43]
Traits
Diversity focused, op8mis8c, poli8cal savvy, independent [48]
Mo8vated to achieved [52]
Behavioral Stores Wal-Mart, Target, Nike, Forever 21, American Eagle [54]
Brands Nike, Apple, Samsung, Sony, Wal-Mart, Target, Microsoy, Coco-Cola, Jordan, Pepsi [54]
Music Beyonce, Coldplay, Jus8n Timberlake, Jimi Hendrix, Nirvana, Green Day, Rihanna, Jay Z [55]
TV/Movie Social Network, Daily Tonight, Cable News [53]
Places 54% Big City/Urban Neighborhood, 26% Suburbs, 16% Rural Countryside [61]
Atlanta, Pijsburg, Memphis, Boston, Aus8n, San Diego, Seajle, Houston, Denver, Charloje [56]
Celebri8es Beyonce, Coldplay, Jus8n Timberlake, Jimi Hendrix, Nirvana, Green Day, Rihanna, Jay Z [55]
Online 51% Instagram, 42% Snapchat [53]
Facebook, Twijer, LinkedIn
Bottom Lines:
Millennials are 18-33 years old.They are more job focused than having a rela8onship with a significant other. However, they s8ll believe that it is important to
be social and loyal with their friends and family. Aside from that, their favorite pas8mes include watching tv, reading and traveling. They enjoy products from
large companies such as Walmart, Nike, Microsoy, and Apple. Most music listened to by millenials now coincides with "pop" music, and hip hop. Much of this
genera8on's entertainment is based in social media, i.e. the movie Social Network, and the fact that over 50% of them have Instagram. They are heavily
concentrated on being poli8cally correct. First genera8on to be less than 60% caucasian. Most popular celebri8es are also musicians.

12. The Research League
Summary of Target Market
Unique and Different Product/
Brand Attributes
Customer's Unsatisfied
Needs
Most Important and Easily Communicable Product/Brand
Attributes
Burritos, Burritos Bowl, Tacos and
Salads [17]
More Job focused than
marriage or children [9]
Fast filling meal during work break
Food with Integrity [1]
Heavily concentrated on being
poli8cal correct [43] Transparency fom growth within the soil to the finished burrito bowl
Track and Trace System [35]
High concentra8on on social
media [53] Easily track and trace the suppliers through social media
Bottom Lines
Chipotle provides a filling burrito, taco
and salad that is serve with integrity
when it comes to how it is prepared
and serve to their customers. As a
result the track and trace system is in
place to iden8ty and recall any
hazardous products.
Millennials are now more job
focused than marriage or
having children. They dedicate
most of their communica8on or
connec8ng 8me aside through
social media. Therefore, they
struggle physical social skills.
They also struggle with trust
from poli8cal correctness.
With a fast filling meal during work breaks, Millennials do not have to
worry about making a meal or being late to work because of meal prep.
In addi8on, with the transparency within the kitchen, they can trust the
process behind the scenes. They can also easily track and trace any
product throughout social media with a click of a bojom.
Major Finding Chipotle targets Millennial that are very focused on their job that have trust issues within the public and lack of concentra8on outside of social
media. Chipotle present their product and service to be fast, transparent and easily tracked through social media to provide a convenience
service while working and a clear outlook on how the products are made or come from.

13. The Research League
Perceptual Map

14. The Research League
Summary of Marketing Mix
Product Price Promotion Place
•Burritos, Burritos Bowl, Tacos and
Salads [17]
•Reasonable for High Quality Food [5]
•806 K Twijer Followers, 379 K Instagram
Followers, 3,021,477 Likes on Facebook,
5,334,972 Checked in [39]
•Online Ordering through iPhone and Android
ordering applica8ons [17]
•Food with Integrity [1]
•College Students or Low Income
Price Range [48]
•“Do Good With Burritos” – Host a fundraiser
and keep 50% [1]
•Postmates, Orderup, Tapingo, Favor Apps [1]
•Track and Trace System [35]
•Discounted Pricing though Holiday
Events [14]
•Animated Short Films [1] •Catering [1]
Bottom Line
A filling burrito, taco and salad that is
serve with integrity when it comes
to how it is prepared and serve to
their customers. As a result the track
and trace system is in place to
iden8ty and recall any hazardous
products.
Reasonable price for high quality food
that is afforable for college students
or low income individuals. In addi8on,
discounted pricing is provided
throughout promo8onal holiday
events.
There's a high customer interac8on throughout
all social media plamorms. They also promote
"Do Good With Burritos" to keep a closer fan
based locally by helping the community host a
fundraiser and only keep 50%. In addi8on, they
also created animated short films to connect
globally.
One is able to receive the product of Chipotle
through online ordering via Chipotle's
Applica8on. It is also possible to order through
third party applica8ons such as postmates,
orderup, tapingo, or favor apps for it to be
delivered to you. Chipotle can also be apart of a
bigger gathering through their catering services.
Major Findings
Chipotle is an easily iden:fied company that offers fresh ingredients throughout the U.S. They have high interac:ons with their consumers on all plaEorms of social
media. They also opened up a huge channel of e-commerce on mobile devices.

15. The Research League
References 1
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16. The Research League
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The Research League

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