The document contains information about Chipotle Mexican Grill, a chain of restaurants specializing in burritos and tacos. It provides details about the company's mission, product offerings, market segmentation and targeting strategies, SWOT analysis, competitors, and marketing strategies. Chipotle aims to target health-conscious millennials by focusing on using organic ingredients and sustainably raised meats. Its marketing emphasizes fresh, natural foods and avoids traditional advertising in favor of grassroots promotions.

1. ace presentations
SIMPLY EXCELLENCE

2. CHIPOTLE MEXICAN GRILL
Food With Integrity

3. CHIPOTLE MEXICAN GRILL
Food With Integrity
Muhammad Hussain
Chief Executive Officer
Pakistan
20141-17712
Shahmeer Aslam
Executive Director Sales
Pakistan
20141-18000
Sadia Saeed
Executive Director
Promotions Pakistan
20141-17424
Haider Raza
Executive Director
Logistics Pakistan
20141-17180
Mahira Khan
Chief Marketing Officer
Pakistan
20141-abcedefg

4. Vision
 “The Idea is that is to get people to think,
to find more information.
We are trying to bring in through entertainment
and spark conversations…”
- Steve Ells, Founder of Chipotle

5. Mission: Food with Integrity

6. First Mover: Fast Casual Dine-In Concept
 Niche upcoming market: Fast Casual
 Fast Casual Dining Offers:
Higher Average Tickets
More Upscale Fare
Better Décor and atmosphere when compared to fast
foods restaurants
No Drive through
Able to offer high quality food ingredients that are created
faster and less expensive than full service restaurants

7. • Chipotle Mexican Grill, Inc. is a chain of restaurants in the United States and
Canada specializing in burritos and tacos. It was founded by Steve Ells in
1993 and based in Denver, Colorado.
• The restaurant is known for its large burritos, assembly line production, and
use of natural ingredients. The company has released a mission statement
called Food with Integrity, which highlights its efforts in using organic
ingredients, and serves more naturally raised meat than any other restaurant.
• Chipotle is one of the first chains of fast casual dining establishments.
Chipotle - Introduction

8. Product Offering
1. Burritos
2. Tacos
3. Bowls
65,000 Different
Combinations
PS. Pricing – all pricing
is exclusive of taxes.
Burrito 300+ RS
Bowl 300+ RS

10. Market Segmentation and Targeting
Demographic
• Youth X Y
&
Millennials
• 20+
• Muslims
• Educated
Bachelors
• Married
And
Children
Psychographic
• Personality
• Food
Lovers
• Outing
People
• Variety
Seekers
• Health
Concious
Behavioral
• Weekly
and
Weekend
• Awareness
Required
• Eids
• T20
Matches
• South Asia
• Pakistan
• Karachi
• Lahore
• Islamabad
Geographic

11. Market Segmentation and Targeting
 These are also family consumers which 68% of them were married with
35% in a two-person household to be a couple and 43% in a three to four-
person household married with children.
 Chipotle look for grubbers and health nuts who love to eat large amounts
or have a healthy meal.
 Chipotle target people who are environmentally conscious that follows
'Food with integrity' mission, active lifestyle, socially focused, tech savvy,
image conscious, and financially unfocused customers.

12. Market Segmentation and Targeting
In a tough economy, Chipotle offers more
financially cautious buyers greater value
with a 1.25lb burrito. The millennium
generation, that had experienced an
economic recession, has adopted a new
lifestyle and spending.

13. SWOT – Analysis: Strengths
● Innovative product.
● Pricing.
● Strong influence
● Strong brand equity
● Strong financial position
● Reputation management
● Community Involvement

14. SWOT Analysis- Weakness
● Limited menu.
● Higher price point than competitors.
● Lack of brand awareness.
● Different taste mix in Pakistan
● Food Market Saturated

15. SWOT Analysis- Opportunities
● Lots of Geographic growth.
● Emerging markets and expansion abroad
● 40% Saturated
● Product branding.
● Asset leverage.

16. SWOT Analysis- Threats
● Hangami Halaat. Law and Order
● Political
● Bribery
● Taxes
● Competition
● Economic Slowdowns
● Rise on prices due to expansion.

18. Competitors of Chipotle
• CHIPOTLE COMPETES WITH OTHER FAST CASUAL
CHAINS SUCH AS CALIFORNIA PIZZA KITCHEN,
PIZZA HUT AND EVEN GLORIA JEANS
• DESI LOCAL FOOD : THE DESI THEMED FOOD
SERVES PRIMARILY COMPETITION AS THE ARE
FAMILIAR WITH THE LOCAL TASTE. THESE FOOD
INCLUDES DIFFERENT KINDS OF PARATHAS WHICH
ARE ALSO INEXPENSIVE.

19. Competitors of Chipotle
 Subway: Its more vegetarian hence healthy. This is not
effective for meat lovers in Pakistan. Chipotle has meat
too and its organic.
 Subway competes against chipotle with their
sandwiches. Subway fresh choice dine-in like none
other but still its only sandwiches and nothing else

20. Competitors of Chipotle
 California pizza : it offers a fast dine-in but for pizza lovers only
 McDonald's: It has dominated the fast food dining industry
largely through its franchising efforts consistent good quality
and successful marketing campaigns. In order to meet the
customer satisfaction McDonalds comes up with new menu
which is family targeted.

21. ID Key Resource Improvement Strategy
1 Marketable Cuisine Adapt menu to address demographic
2
Brand
Improve brand awareness in Pakistan with similar US promotions
3
Business Acumen
Improve via strong JV partner for expansion into right markets and conduct business operations
Key Weakness
Consistent Key Strengths
• Financial Stability
• Available Capital
• Restaurant Efficiency
Recommendations:- Chipotle Moving to Pakistan

22. Recommendations:- Chipotle
Moving to Pakistan
Decision: Go (with the Right Partner)
Strategy RisksProfitability
 Rs.1000M Initial FDI
 40% Contribution
Margin
 8-Year Breakeven
Point
 12.5% Return on
Investment
 “Few Things Well”
 Use Joint Venture
 Three Locations
 Karachi
 Islamabad
 Lahore
 JV for Social and
Legal Risk
Mitigation
 Controlled Political
and Technological
Risks
 Volatile Rupee: Rs.
100+

23. Chipotle Advertisement.

24. Chipotle`s Marketing Strategy
 “We don’t have an information shortage, we have an
attention shortage.”
-Seth Godin
 New ways of spreading your messages and ideas
Sharing (blogs, permission-based RSS information, APPS,
consumer fan clubs) are quickly proving how well they work.
Traditional ways of interrupting consumers (TV ads, trade show
booths, junk mail) are losing their cost-effectiveness.

25. Chipotle`s Marketing Strategy
 The game of marketing has changed significantly over the
past decade. It’s not price – it is relevancy, difference, and
value. Chipotles knows this and has built its strategy around
these concepts.
“You just can’t say it. You have to get people to say it to each other.”
– James Farley, Ford CMO

26. Marketing Strategy- Chipotle
 Chipotle Mexican Grill is stepping up digital and in-store
marketing to promote itself, but don't expect TV commercials
from the chain, even as its growth slows.

27. Chipotle`s Marketing Strategy
GMO free

28. Chipotle`s Marketing Strategy
 Products that are remarkable
Remarkable products talked about. Marketing starts with having products and
services that are better than the competition, making them remarkable and worthy of
being discussed by your customers.

29. Chipotle`s Marketing Strategy
 Your best customers are worth
Your best customers are far more valuable than your
average customers. It starts with knowing who your
customers are, then knowing the best of the group.

30. Chipotle`s Marketing Strategy
 Chipotle has targeted millennials for its primary customer segment.
 Its strategy is to win over millennials by solidifying its reputation for freshness, and offering
a healthier fare than its competitors.
 The brand also gained reputation by shying away from traditional media, because younger
audiences feel like it’s less authentic and less easy to connect with.
 It’s working at a more grassroots level to build support too, like with its Cultivate food and
music festival and its Farm Team loyalty program — both are focused on humane food
sourcing and organic farming.
 In addition, Chipotles announced it would become the first U.S. restaurant chain to remove
as many GMO (Genetically Modified Organism) foods from its menu as possible.

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