PUR4932 Project 1

2. BACKGROUND
• FOUNDED IN 1993 BY STEVE ELLS
• HEADQUARTERED IN DENVER, CO
• SERVING FOOD WITH INTEGRITY
• USING NON-GMO, FRESH INGREDIENTS
• TREATING MEAT SOURCES ETHICALLY
• FAST-CASUAL DINING
• FOOD CUSTOMIZATION WITH OVER 65,000 COMBINATIONS
• MORE FOOD FOR LESS

3. DEMOGRAPHIC
• ALL GENDERS
• 18-34 YEAR OLDS
• UPPER MIDDLE CLASS
• WELL-EDUCATED
• URBAN/SUBURBAN

4. IDENTIFIERS
• FRESH
• FAST
• NATURAL
• CASUAL

5. GOALS
• PROVIDE SUSTAINABLY GROWN AND LOCALLY-SOURCED INGREDIENTS
• USE “RESPONSIBLY-RAISED” LIVESTOCK
• SUSTAIN THE FAST-CASUAL DINING EXPERIENCE

6. CHALLENGES
• MAINTAINING MOMENTUM IN COMPANY GROWTH AND SALES
• FOOD NOT THE HEALTHIEST IN TERMS OF CALORIES AND FAT
• LOWERING PRICES BUT MAINTAINING FOOD QUALITY

7. FULFILLING NEEDS
• PROVIDE THE FAST FOOD SERVICE IN A MORE SOPHISTICATED SETTING
• SOURCE FOOD TO THE PUBLIC FROM FARMS RATHER THAN FACTORIES
• OFFER A MORE HEALTHY ALTERNATIVE TO FAST FOOD
• SERVE VEGETARIAN-NON-MEAT OPTION (SOFRITAS) NATIONWIDE

8. CHIPOTLE SPEAKS
• “OUR VISION IS TO SERVE FOOD WITH INTEGRITY.”
• “WE RAISE OUR LIVESTOCK IN OPEN, FREE-TO-ROAM SPACES.”
• “CULTIVATING A BETTER WORLD IN THE FAST-FOOD INDUSTRY IS
WHAT WE STRIVE FOR.”

9. SOCIAL MEDIA MESSAGES
• TWITTER
• “COME IN AND CELEBRATE WORLD VEGAN MONTH THIS NOVEMBER WITH
YOUR NEW FAVORITE VEGAN DISH, SOFRITAS, SERVED BY YOURS TRULY.”
• INSTAGRAM

10. WORKS CITED
• HTTPS://CHIPOTLE.COM/FOOD-WITH INTEGRITY?_GA=1.83231381.2084552611.1444508160