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Problem
Many of our customers have given our restaurant chain low ratings and left negative
reviews on websites such as www.consumeraffairs.com.
Our overall rating on www.consumeraffairs.com is 1.5 out of five stars. Our biggest
competitor, Moe’s Southwest Grill, has a rating of three out of five stars. Most of these
low ratings were based on our guests having bad customer service experiences. Examples
include associates making rude comments, incorrect orders being placed and associates
appearing unenthusiastic and unhappy to be at work. Many of our guests simply feel like
they are not important to us.
Many unhappy guests have stated in reviews that they will not visit our restaurants
anymore, which means we will lose customers unless we are able to keep them happy and
make them feel important.
Example of a customer’s complaint on Consumeraffairs.com
“The food was disappointing. They rushed us through the line and one girl rolled her eyes
at my mom. The cashier was HORRIBLE. Had anger issues over just having to be there.
The food tasted over processed, salty, and not fresh. We will not be back.”
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Solution
To make our guests happy, we will launch a customer loyalty and rewards program that
will allow the guests to accumulate points they can redeem for discounts, meals, t-shirts
and other gifts.
Our loyalty program will operate through the Chipotle smartphone app and scannable
cards customers can receive at our locations. Besides the point system, our loyalty
program members will also receive free chips and guacamole for every fifth time they
visit a Chipotle location and receive a free burrito or bowl meal for every tenth visit.
After every fifth and tenth visit, the app will request the customer to leave a review of
his or her experience at Chipotle. This loyalty program will not only give customers the
incentive to earn free food, but will also make them feel important and rewarded for
being a valued friend and customer of Chipotle Mexican Grill.
We will create a four-month campaign to gain membership and raise awareness about our
new loyalty program. A free concert will be held in Denver to celebrate the launch of our
program. This will create an opportunity for customers to enjoy free food and music, on
the house, while learning about our new program and what it entails.
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4. !
Objectives
1. Informational objective: To raise awareness of the
new loyalty program among 50% of Chipotle
customers in Denver between April 10, 2015 and
August 1, 2015.
• Fifty percent of Chipotle customers in the
Denver area will be an ideal number because
Denver is Chipotle’s cultural hub, and Denver’s
customers will be able to pass along the trend to
their friends in other locations. The span of time
between April 10, 2015 and August 1, 2015 is
enough to raise initial awareness about the
program and to get customers excited about the
concert and signing up for the program.
2. Behavioral objective: To get 25% of Chipotle
customers in Denver and to sign up for the loyalty program
by August 1, 2015.
• Twenty-five percent of chipotle customers will
be our membership objective by August 1, 2015
because that number is large enough to spread
the word about our program and gain traction in
a large market like Denver. The number will
continue to grow after August 1, as more people
sign up and start enjoying the rewards.
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Target Audience
Our target audience for the Loyalty program
campaign will be Chipotle customers in the Denver,
Colorado area. We will be targeting this market
because it houses 71 Chipotle locations, which makes
it our largest market. Denver customers have a
special love for Chipotle and its food because our
first location was started here in 1993. Customers in
Denver will also look forward to the program launch
concert because it will feature local musicians and
speeches delivered by Chipotle executives at a
popular Denver park.!!
!
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Strategies
1. Social Media: We will use social media as one of our strategies to
meet our informational objective and our behavioral objective because
of social media’s ability to reach multiple members of our audience
immediately and keep them updated with the campaign as it
progresses. Social media platforms are also popular sources for news
and information regarding new trends, products, brands and events.
2. Print Media: We will use print media as a strategy to meet our
objectives because print media will extend our messages out to the
members of our audience who may not be online or using a smart
phone. Print media may also make a lasting impression on those who
come across our messages because the information is simplified and
not cluttered up with loads of other information as in social media or
digital media.
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Strategies Continued
3. In-store Promotions: We will use in-store promotions as a strategy to
meet our objectives because the messages will reach out to customers
who will already be in our stores and in our environment with our
products at the surface of their minds. In-store promotions will also
give our customers something tangible to take home with them rather
than a message they see on a sign or on a screen.!!
4. Special Event: We will use a special event to meet our objectives
because it is an easy way to gain awareness and make customers
happy. A special event will be our way of rewarding our customers
for choosing Chipotle, and it will give attendees the incentive to join
our program because the event will be based around the program
itself.
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Tactics
1. Social Media: Facebook, Twitter and Instagram
• Facebook, Twitter and Instagram will be our main social media
platforms to promote the campaign because most of our
followers and customers already keep up with our company on
these platforms. With only three social media platforms, we’ll
be able to focus in on our target audience and keep them
updated with messages and content on a daily basis.
2. Print Media: loyalty cards, billboard ads and flyers
• Billboard ads and flyers will provide our on-the-go customers
with information about the loyalty program and the launch
concert while they are driving around Denver or walking
through a college campus or public hubs in Denver. After the
program launches, the loyalty cards themselves will be a major
promotional tactic because customers who sign up at our stores
will receive tangible cards they’ll be able to show their friends
and family members, who in turn may want to join the program
to receive discounts and rewards too.
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9. !
Tactics Continued
3. In-store Promotions: loyalty cards, posters and ads printed on Chipotle
cups and bags.
• Posters are effective because they will reach out to members of our
target audience who are waiting in line for food or browsing around
the inside of our restaurants. The posters will be visually appealing
and will give bored customers something to look at and occupy their
minds with. The campaign ads on our cups and bags will be a
powerful tactic because they will contain coupons to be redeemed
for free chips and guacamole. Customers will not only learn about
the loyalty program this way, but they
will also be able to earn a free snack
from reading the ad.
4. Special Event: concert to celebrate the launch of our customer loyalty
program.
• On May 1, 2015, the day our loyalty program launches, we will host
a free concert for our fans and customers in Denver at the Montclair
Recreation center. The concert will feature performances by local
rock bands, free Chipotle t-shirts and accessories, free burritos,
guest speakers and sign-up stations for the loyalty program. This
concert will create an environment where customers can enjoy good
music, good food and the company of their friends and family while
celebrating the launch of our loyalty program with us.
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10. !
Timeline
MONTH DATE
TIME UNTIL
CAMPAIGN
ENDS
TASK
APRIL 1 Four months Propose budget
and tactics to
corporate
APRIL 10 Three months and
two weeks
Meeting to
delegate duties
and to contact
resources. We will
also implement a
plan to make 14
posts per week on
Facebook and
Twitter and seven
posts per week on
Instagram.
APRIL 15 Three months and
two weeks
Meeting to review
social media
analytics, ensure
all promotional
tactics are on par
and ensure the
concert
performers and
participants are
confirmed
APRIL 20 Three months and
one week
Meeting to review
radio ads,
billboard ads,
flyers, posters and
loyalty cards
APRIL 25 Three months and
one week
Send out press
releases to
different news
outlets
MAY 1 Three months “Music with
Integrity” concert
and loyalty
program launch
MAY 5 Two months and Meeting to
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11. !
three weeks evaluate concert
and launch
MAY 20 Two months and
one week
Meeting to
measure how
many customers
are signing up
JUNE 10 One month and
three weeks
Meeting to
measure the
viewership of
television
advertisements
and other
advertisement
tactics
JULY 20 One week and five
days
Second meeting to
measure how
many customers
are signing up
AUGUST 1 0 days End the campaign
and start a SWOT
analysis for
overall campaign
and loyalty
program launch
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12. !
Budget
Total budget requested from corporate: $ 1,151,456
Line Items
! Social Media Monitoring and Analytics: $179.88
• Hootsuite.com subscription is $59.96/mo for each social media platform X
four months. (Facebook, Twitter, Instagram)
! Print Media: $ 702,000
• Loyalty cards: We need 50,000 cards printed out for 71 Chipotle locations
in Colorado. $9,500 per store X 71 is $674,000
• Billboard advertising: We need to advertise the launch and concert on five
billboards for three months at $1,200/mo. 1,200 X five is $ 18,000.
• Flyers: We need 500,000 flyers at $0.02 each. The total is $10,000.
! In-store Promotions: $ 143,420
• Posters: We need two posters printed for 71 locations. $20.00 X 71 is
$1,420.
• Print Advertisements on cups and bags: $2,000 X 71 locations is
$142,000.
! Special Event: $251,025
• “Music with Integrity” is a free concert that will celebrate the launch of
our loyalty cards with free burritos and local artists
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13. !
• Venue Rental: We will host the concert at Montclair Recreation center
near downtown Denver at $25,000 for 5 hours.
• Press Release Distribution: We will use USPS’ services to distribute press
releases to eight news outlets for $25.00
• Radio Station Ad: We will air nine advertisements on the radio. It will be
$2,000 per advertisement, so it will cost us $18,000.
• Artists, Sound System and Stage Rental: $200,000
• Free Burritos: $5,000
• Cups, Plates, Napkins and Free Gifts: $3,000
Contingency fund (5 %): $54,831
Total Expenses for Loyalty Card Campaign: $1,096,624.88
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Evaluation
Strategy Tactics Measurement
Social Media
Facebook,
Twitter and
Instagram
We will subscribe to
www.Hootsuite .com, who will
monitor the activity on each social
media platform, how many likes
our posts receive, how many
people visit our pages, what type of
feedback people are leaving and we
will have automatic responses sent
out to our customers whenever they
leave comments. This will measure
our level of customer acceptance,
how our customers feel about us
launching a loyalty program and
how many customers plan on
attending the Music With Integrity
concert.
Print Media
Loyalty Cards,
Billboard Ads
and Flyers
To measure loyalty card acceptance
we will create a page on Facebook
that will ask our friends and
followers whether they plan to sign
up for the loyalty program. Based
on how many people choose “yes”,
we will have a rough measurement
of how many sign ups to expect.
We will also monitor how many
customers sign up for the program
throughout the campaign. To
measure how many people may see
the billboards, we will check daily
traffic reports for those streets
where we will place advertisements
to see how many cars pass by the
billboard signs. To measure how
many people will receive flyers we
will see the difference of how
many flyers we had printed out and
how many people accepted or
grabbed the flyers.
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15. !
In-store
Promotions
Loyalty Cards,
Posters and Ads
on Chipotle
Cups/Bags
We will measure how many people
may see the concert ads on the cups
and bags, which will have coupons
to redeem free guacamole and
chips for their next visit. We will
measure the success and
acceptance of the loyalty program,
after its launch, by recording how
many customers sign up for it. The
customers’ demographics will also
be recorded to analyze the
program’s acceptance among
different social groups, so we can
market the program more
effectively.
Special Event
Music with
Integrity
Concert
We will measure how many people
may possibly show up at the
concert by counting how many of
our friends and followers indicate
they will be attending the concert
on an event page we will create on
Facebook. We will also monitor the
acceptance of our concert by
counting positive comments and
likes on Facebook and by counting
favorites and retweets on Twitter.
We will measure the success of
Music with Integrity by counting
how many people attended the
concert, how many people sign up
for the loyalty program during the
concert and what kind of
comments/feedback people leave
about the campaign after the
concert.
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Questions/Concerns
FOR ANY QUESTIONS OR CONCERNS REGARDING
THIS COMMUNICATION PLAN, PLEASE CONTACT:
Rumi Rahman
Chief Public Relations Liaison
Chipotle Mexican Grill Inc.
(239) 273-2615
roomierah27@gmail.com
@roomierah27 (Twitter)
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