This presentation is the culmination of a semester long research project on Chipotle's communication challenges following the foodborne illness outbreak in 2015. It addresses the findings from our secondary research, focus group, individual interviews, and survey, as well as our proposed solutions for Chipotle.

1. FINAL RESEARCH REPORT
SCOUT WILLŸSABINA LEYBOLDŸSABRINA KNIGHTŸMATT HIRSCH

2. HISTORY
• Founded in 1993 in Denver, CO
• More than 1,900 locations in North America
• Fast Casual Dining
• E. Coli and Norovirus, Aug. 2015 – Jan. 2016

3. CORE CHALLENGE
• Stock price dropped 42%
• Sales fell 14.6%
• Revenue dropped 7%
• Public perception
• Negative press
• $50 million marketing plan for Q1 2016

4. METHODS
• Secondary Research
• Focus Group
• Interviews
• Survey

5. FOCUS GROUP
• Demographics
• Method
– Category, competitors, brand perception
• Benefits & Limitations
• Binary Behavior

6. INTERVIEWS
• Demographics
• Focus on brand loyalty
• Influence of friends on visiting habits
• Effect of health outbreak
• Authenticity of Mexican food
• Variety, customer service, customization

7. SURVEY
• Demographics
• Purpose
• Hypothesis
• Method

9. DISCUSSION
• Limitations
• Overall Results
• Recommendations
– Promotions
– Transparency
– Assurance
– Target Audience