Chipotle's digital marketing efforts could be improved by focusing on their digital ordering app. While the company faced setbacks like an E.coli outbreak in 2016, their digital ordering app saw growth. Statistics show online and mobile ordering accounted for 7% of sales last year, leading to more orders per day. Online orders tend to be 23% larger on average than in-store orders. The presentation recommends Chipotle continue and increase social media marketing while emphasizing their digital ordering app, as online and mobile food ordering is growing much faster than normal restaurant traffic. Focusing more marketing resources on the app could help Chipotle bounce back from past issues.

1. Final Presentation: Digital Marketing Improvement
Doubling Down on Digital:
Why focusing Chipotle’s Digital Marketing Efforts on Digital Ordering may help them
Bounce Back
By Cole Gavigan

2. Introduction: Past
Predicaments
• 2016 E.coli outbreak
• Growth of digital-ordering app
Brought increase in ease of ordering for
customers
• Digital marketing improvement based on
increased focus on digital-ordering app

3. Stalemates and
Successes
• Stalemates
E.coli outbreak
Underutilization of digital-
ordering app
• Successes
Attention to social media
platforms
Interaction with followers
Efforts to improve public image

4. Why the Digital Ordering
App?
• Emphasis on accurate pickup times, reducing time
for online orders
Pushes customers to Chipotle website
Direct funnel toward main promotional source
Exposes customers to more beneficial
information
• Uptake in sales
Remote orders accounted for nearly 7% of
sales last year
Leads to 130 additional orders per hour, 1,430
additional orders per day

5. Browser Benefits
• Online orders are 23% larger than in-store total on
average
$4 more on average than non-digital orders
Most likely due to convenience factor
Additional $2 million of labor due to mobile
and digital order influxes
• 30% of diners since 2014 (ages 18-54) have
ordered via website/app
Consider tie in with target markets
Increase marketing efforts to attract additional
orders

6. Forging the Future
• Digital restaurant ordering is growing 300% faster than
normal dine-in traffic
• Online platform allows for instant menu changes
Makes for happier customers and improved order
accuracy
• Online ordering helps brands collect critical customer
data
Records customer ordering patterns via prior
transactions
Ability to determine regular online customers &
their orders
• Allows for a more well-rounded customer experience

7. Considering Concerns
• Loss of human interaction
 Misconception as customers still interact with worker upon order
pickup
 Allows staff member to focus solely on creating customer’s food
 App creators focus on giving customers satisfying virtual experience
• Desire to stick with traditional methods
 Digital-ordering app only leads to more profits (increased order
price)
 Restaurant keeps all transaction revenue, no Middleman site
 App allows factoring in consistent annual fee into expenses
• Online ordering site bidding war/competition
 Owning/operation your own app prevents this
 Allows marketing staff to focus on giving user the most enjoyable
experience
 Temkin Experience Rating Chart

8. Re-evaluated
Recommendations
• Continue creation of original content on social
media platforms (Twitter, Instagram Facebook,
etc.)
• Increase video content creation/distribution
Scarecrow campaign
• Increase events with tie-in coupons
lead to customer interaction, promotional
opportunities
• Continue improve response time/action for
customers
• Place emphasis on digital marketing, digital-
ordering app

9. Cultivated Conclusion
• Major 2016 setbacks lead to future
improvements
Focused placed on growth/improvement
of digital-ordering app
• Statistics from online app use last year
combined with statistics from other digital-
order websites/apps in food industry
• Drastic benefits from putting more time and
money from digital marketing into digital
ordering app

10. Works Cited Page
• "As Real as It Gets." Chipotle. Chipotle, 24 Apr. 2017. Web. 24 Apr. 2017.
• Beltis, AJ. "9 Reasons to Implement a Restaurant Online Food Ordering
System."Toast: Restaurant POS. Toast, 24 Aug. 2016. Web. 17 Apr. 2017.
• "Chick-fil-A, Chipotle, and Hardees Earn Top Customer Experience Ratings
for Fast Food Companies." Customer Experience Matters®. Temkin Group,
21 Mar. 2017. Web. 24 Apr. 2017.
• Gustafson, Krystina, and Sarah Whitten. "Here's Chipotle's Plan to Win
Customers Back This Year." CNBC. CNBC, 02 Feb. 2017. Web. 17 Apr. 2017.
• Quintero, Sr. Money Movement Specialist at ADP Follow, Jennifer.
"Chipotle: Social Media SWOT Analysis." LinkedIn SlideShare. LinkedIn, 08
Nov. 2015. Web. 24 Apr. 2017.
• Zeiler, Social Media Director at The Frank Gathering | Frank Karel
Endowment Follow, Aaron. "Chipotle Social Media Strategy." LinkedIn
SlideShare. LinkedIn, 02 Oct. 2016. Web. 24 Apr. 2017.