Chipotle underwent a transformation in its marketing approach from focusing on its food products to promoting its vision of cultivating a better world. The seminar will examine how Chipotle shifted to a vision-led strategy, the rationale for the change, and the steps taken to realize this vision. Participants will learn to evaluate Chipotle's mission and vision, describe how and why its marketing approach changed, analyze its marketing mix, and assess ads to determine the overall marketing strategy. The agenda includes discussing key issues Chipotle addresses, an overview of the company and its strategy/vision, evaluating its communications, and reviewing two ads and the strategic thinking behind them.

1. Principles of Business: Stage 2 Marketing
Seminar:
Cultivating a better world: Chipotle
Topic Number:2

2. Overview
Over the last few years Chipotle has undergone a significant
transformation in its approach to marketing. From its product
centric marketing strategy where the key features in its
communication strategy comprised of highlighting their burritos
to a vision led approach. Today, Chipotle has not only highlighted
key issues relating to animal farming but have taken key steps
within their organisation to adopt more eco friendly practices.
In this seminar, we will look at how Chipotle moved to this vision
lead approach and how they have lived and breathed their vision.
We will initially look to understand the rationale of their change of
approach and impact it has had. Thereafter, we will look at the
steps they took to realise their vision. Finally, we will then go on
to evaluate two of their adverts and analyse how they
communicated their new approach.

3. 3
Learning outcomes of this seminar
• Critically evaluate and articulate Chipotle’s vision and
mission.
• Understand and be able to describe how and why Chipotle
changed its marketing approach.
• Utilise the marketing mix to describe the key steps Chipotle
took to implement their marketing strategy.
• Be able to evaluate an advert to be able to determine and
describe an overall marketing strategy.

4. Agenda for this seminar
What are the key issues Chipotle is standing up against?
Provide a brief overview of Chipotle, the company, strategy and vision
Critically evaluate the marketing communications approach
Review the two adverts and articulate the strategic thinking behind
them

5. Structure for the session
You will have
15 minutes to
discuss each
question.
We will have a
debrief at the
end of each 15
minutes to hear
your thoughts
on each area.
Feel free to ask
questions but
please do not
have separate
conversations
‘we are all in
this together’!

6. How it all began?
View Video: https://www.youtube.com/watch?v=wmH73Diqf5Q#t=58

7. What are the key issues
that Chipotle is standing
up against?

8. Provide a brief overview
of Chipotle, the
company, strategy and
vision

9. Critically evaluate their
marketing
communications
approach

10. Review the two adverts
and articulate the
strategic thinking behind
them

11. End of Seminar
Note: This recording is for your
personal use only and not for further
distribution or wider review.
© Pearson College 2013