ipl-logo

Chili's Advertising Goals

786 Words4 Pages

Strategic Message Planner: Chili’s

Advertising Goal
“Food like home brought close to you,” the goal is to appeal to the target audience, students that make up a large portion of the populace, by comparing Chili’s hot and diverse options to home-like food they may have previously consumed. As well as families in the surrounding areas, there are select choices for eating out in the surrounding area.

Client: Key Facts
Chili’s was founded in 1975 by Larry Lavine in Texas, currently, it is operated by Brinker International and is considered a casual American dining experience. The company focuses primarily on burgers, fajitas, and ribs while incorporating a variety of Tex-Mex and blended American options.

Their yearly revenue is around 3.8 …show more content…

There are options for vegans and vegetarians and even gluten-free is included. There are meals you can order with allergen concerns acknowledged as well as offers the dietary information of the diverse choices.

Like many restaurants, when your food needs to be handled according to special protocols to reduce cross-contamination of allergens, you notify your server. Chili’s can fulfill steps to prevent contamination with gluten products, but these ingredients are still present. Therefore, Chili’s can not guarantee a meal is absent of gluten.

Inspired by Southwestern-style cuisine as well as traditional casual dining favorites, Chili’s menu caters to many different tastes and diets. Also worth noting, are the large serving sizes, bottomless drinks, and a menu of salty, high-protein, and fiber dishes. This is a huge selling point for college students who find their food on campus or surrounding options lacking in certain aspects. Serving sizes are a huge bonus for their budgets as well as for the families of Weatherford.

Target Audience: Demographics and …show more content…

The most recent “Three for Me” deal is an example of helpful money management options. The large and sizable portions also allow for more bang for their buck.

Direct Competitors and Brand Images
Texas Roadhouse is Chili’s largest looming competitor in the market, having the same originating point, being the state of Texas. However, there is no Texas Roadhouse here in Weatherford, Oklahoma so Chili’s would be taking advantage of the promising open real estate. There are 7 Chili’s alone in Oklahoma City and only 3 Texas Roadhouse locations. Hawaii is the only state lacking a Texas Roadhouse. Texas Roadhouse supports over 82,000 employees with a yearly revenue of 4 billion dollars.

Indirect Competitors and Brand Images
Indirect competitors would include other restaurant and hospitality businesses such as Olive Garden, Cheesecake Factory, Red Robin, and Applebee’s. Each is a dining experience with American blended foods and utilizes wait staff and servers to magnify personable customer service within establishments. Applebee’s employs 28,000 individuals, while Olive Garden has about 100,000 in employment. Red Robin operates with 24,335 people, and the Cheesecake Factory has around

Show More
Related

A1 Steak Sauce: Lawry's Defense

1559 Words | 7 Pages

They have a high brand awareness, history of product excellence, high contribution margin, and customer loyalty. They hold 50% of the market share on steak sauce as well as 10% of the market share on marinades after only one year. Their downfalls as a product are that they are a small niche market, meaning they are limited to only steak. The steak sauce market division is mature, and there is an operating loss from marinades.

Read More

Chipotle Queso Advertisement Analysis Essay

1090 Words | 5 Pages

Chipotle Queso: The Key to Happiness Growing up I loved the flavors of Chipotle; the smoky meats, the charred peppers and the blend of delicious sides. One may ask why choose this advertisement for a company like Chipotle, because of the many persuasive images, textual messages, and vibrant visuals found in this mouthwatering piece. I consider this advertisement similar to an urgent announcement in which Chipotle is warning their customers to get excited that they finally have queso. Each and every day society craves food and as we all know, Chipotle competes with multiple restaurants in the mexican fast food field. My question is, what makes Chipotle stand out from the rest?

Read More

Texas Roadhouse Essay

553 Words | 3 Pages

Texas Roadhouse is an all American restaurant that serves a variety of delicious dishes. Texas Roadhouse is by far the best restaurant in Columbus, Indiana due to it’s environment, delicious mid-priced meals, and the hospitality of employees. The first thing that attracts customers to a restaurant is the appearance and environment of that restaurant. Texas Roadhouse is a western-style restaurant that is perfect for any meal.

Read More

Texas Roadhouse Research Paper

371 Words | 2 Pages

Texas Roadhouse is an all American restaurant that serves a variety of delicious dishes. Texas Roadhouse is by far the best restaurant in Columbus, Indiana due to it’s environment, delicious mid-priced meals, and the hospitality of employees. The first thing that attracts customers to a restaurant is the appearance and environment of that restaurant. Texas Roadhouse is a western-style restaurant that is perfect for any lunch or dinner. The environment is friendly and extremely energetic.

Read More

Chick Fil A Essay

1079 Words | 5 Pages

Last year there was more than 20,000 inquiries and only 75 to 80 were accepted. Chick-fil-A is very highly regarded in the fast food industry with only 2,000 locations. The company generates more revenue per restaurant than any other fast-food chain in the US, according to QSR magazine. These restaurants are very selective, and are never open on Sundays and they still beat out or are par with the bigger chains that are open seven days a week and are in 14,000

Read More

Chick Fil A Essay

2058 Words | 9 Pages

Several new fast-food companies have emerged in recent years, appealing to younger customers with their creative menu offerings. Traditional fast-food companies like McDonald's and Burger King have lost market share to these chains, such as Chick-Fil-A, ShakeShack, and Five Guys. We can see the losses of other companies because when you go near any of these places that are competing the line tends to always be longer at Chick-Fil-A. The only thing is that there are so many more locations of say Mcdonald's or Burger

Read More

Chipotle Mission Statement

580 Words | 3 Pages

When you first walk into a Chipotle, a glass pane protects various amounts of different colorful ingredients. Chipotle’s goal is to “never stop working to improve each ingredient we prepare and serve.” This is why they show it off for their customers to see. The customer begins his or her meal by deciding between a burrito, taco, salad, or bowl. From there they choose a source of meat, such as steak, carnitas, chicken, barbacoa, and sofritas.

Read More

Chipotle Research Paper

935 Words | 4 Pages

Then in 1998, McDonalds invested $360 million into Chipotle, allowing it to expand rapidly. The Chipotle Mexican Grill experience is an introduction to fast food 2.0, a new version of chain eateries that focus on quick, fresh, and hip food for us young people. Focusing on fresh ingredients, Chipotle’s ingredients are organic and their meat is not contaminated with chemicals, unlike most other fast food chains. When I step up to the counter, I notice a refrigerator filled with drinks. With a full liquor license, Chipotle also

Read More

Analysis Of Chipotle Mexican Grill

2699 Words | 11 Pages

Abstract Chipotle Mexican Grill is a well-known company that deals with fast food and has made significant and distinctive progress compared to other companies in the fast food industry. The company not only prepares food in front of customers but also makes sure that food is made with integrity. The integrity is enhanced by finding, evaluating, and choosing the right ingredients, which are from animals, farmers, and the environment (chipotle.com). These are the principles that serve to direct and guide the organization and help position it as a leader in the industry.

Read More

Pricing Strategy Of Chipotle

1450 Words | 6 Pages

-Low threat of new entrant ( High input costs ) Threats -Input costs are increasing and fluctuating (beef price is rising and some ingredients such as wheat price is fluctuating) -All the restaurant’s segments are competitors and are not only competing at their own segment but also with other segments (e.g. Chipotle Competes with meals prepared at home as well as frozen or packaged food items available in supermarkets) -People reduce eating out spending economics recession and this might affect Chipotle -Competitor’s pricing strategy – competitors such as Taco Bell are offering similar products with reduced prices to compete for Chipotle’s market share -High threat of substitute fast food ( variety of choices for consumers) Situational Analysis for Chipotle Alternative Actions and Evaluation of Alternatives Alternatives Pros Cons 1. Differentiation Strategy by “ Food with Integrity” ( current Strategy) -Differentiate from competitors -Get more attraction because of unique style of serving -Rising food prices -Need for more produce as raw material inputs -Low awareness than other brand due to their marketing style of loyalty and word of mouth

Read More

Analysis Of Chipotle's Sensitivity Analysis

1385 Words | 6 Pages

It is firmly committed to its clean food policy, meaning that the company only uses fresh and high-quality ingredients with no artificial preservatives. Furthermore, as 2016, Panera operated and franchised over two thousand stores throughout the U.S. as well as few stores in Canada (Panera Bread Company [PBC], 2017). Panera is similar to Chipotle with regards to their alike business philosophy and their strong presence in the U.S market. • The Wendy’s Company: Wendy’s highly values food quality, claiming to use fresh and never frozen ground beef in its food items. The U.S. is probably the most relevant market for Wendy’s, considering that there were 6,098 Wendy’s restaurants in the North America and only 439 restaurants outside of this territory as the end of 2016 (TWC, 2017).

Read More

Berman's Argumentative Essay

1193 Words | 5 Pages

He explains the new technology that Chili’s has placed in over 800 of their restaurants (41). This tabletop computer is designed to take your order, but Chili’s claims it is not intended to replace servers (“Wage Warrior” 41). The last time I ate at Chili’s I noticed this new edition. They had a similar look to many of the various tablets that can be found in many peoples homes today.

Read More

Credibility Of Food In Houston

1080 Words | 5 Pages

Also I have seen an abundance of Mexican food in the local grocery stores. 3. Support material: Everywhere I go around Houston, I see a lot of fast food restaurants for example: Whataburger, McDonalds, Subway and Taco Bell etc. Houstonians also enjoy steak restaurants located all over the area. BBQ is very famous in Houston. We as Houstonians we love to eat a lot.

Read More

Taco Bell Executive Summary

3335 Words | 14 Pages

On the other hand, taco bell Dubai maintained a good relationship with its suppliers in order to create customer value. Moving on to the competitors, Taco bell Dubai has many competitors but since it is in the Dubai mall. Taco bell is the only fast food restaurant providing Tex-Mex foods. In this case, Taco bell competitors are the other fast food restaurants located in the same area. Taco bell Dubai has few customers compared to their competitors.

Read More

What Is Chipotle's Differentiation Strategy

552 Words | 3 Pages

Chipotle is in the fast casual industry where competition is extremely intense since there are so many different dining options. An industry like fast casual restaurants has a very high growth rate therefore there is not just one company that has the market cornered. What sets the restaurants apart is not cost but product differentiation; they position themselves in the market with their slogan of Food with Integrity. Since restaurants in the fast casual industry are priced fairly in the same range Chipotle uses different product features to set themselves apart from the others (parature.com). The first value driver in Chipotle’s differentiation strategy is the product quality; they utilize local farmers who are conscience of the environment.

Read More

More about Chili's Advertising Goals

Related Topics

Open Document