The document discusses Zambrero's Plate4Plate initiative, which donates food to developing countries. It aims to attract university students through its focus on social responsibility. Pax Cult is mentioned as a similar company that donates 10% of its profits to sustainability-focused organizations chosen by customers. The document also examines the tricomponent attitude model and how situational factors and health-consciousness influence consumers.

2. Corporate Social Responsibility
Targeting socially aware young
consumers
Plate4Plate initiative

3.  Fashion company Pax Cult is a
similar organization using
philanthropy as part of their
business model. Pax Cult
donates 10 % of its profits to an
organization of the customers’
choice, such as companies with
a recycling program or
sustainable products.

4.  Consumer attitudes: university students
 Limited dining time: Zambrero as a
‘Mexican Subway’, somewhere between
casual dining and fast food
 Health conscious: Zambrero is a natural fit
 How can Zambrero deliver: Focus on social
responsibility: Plate4Plate initiative since
2011 to donate food to developing
countries & the Emagine Foundation for IT
centres in underdeveloped countries to
attract university students

5. Situational effect on consumers
University students late after
class
Quick dinner before a movie

6. Health conscious consumers
Rise of the vegan

7.  Plate4Plate: influence on consumers

8. Tricomponent Attitude Model
Cognitive component:
consumers believe products and
services provide certain attributes

9. Tricomponent Attitude Model
Affective component:
influence of emotions and
feelings on product evaluation

10. Tricomponent Attitude Model
Conative component:
expressing the consumer’s
intention to make a purchase

11.  Increasing number of competitors in
Mexican quick-service market
 Zambrero welcomes this, as it is making
consumers more aware of the market and
Zambrero itself
 Maintaing competitive advantage