ipl-logo

Chipotle Research Paper

497 Words2 Pages

Chipotle matches a young peoples life style. In our research we found that while some young people enjoy cooking they find they just don’t have the time to prepare something all that healthy. This is where they turn to something quick and easy without compromising on quality. We found in our findings that half the participants eat out more than five times a week. One of our participants eats out to chipotle 3 times a week! 

1. It is clear that Gen X and Millennials have established Chipotle as part of their pop culture. With videos out there like “Chipotle is my life” as mentioned by one of participants which went viral it is clear that when young people are getting hungry chipotle isn’t far from their mind. Sometimes when things go viral or …show more content…

However our participants didn’t feel this way about chipotle as one mentioned “it is not overrated because the food is good” 
2. Young people today are looking for a quick and easy meal but demand the quality be up to par. This is why they are drawn to Chipotle over other fast-food competitors. When asked what came to mind when they heard the word Chipotle one person mentioned “fresh” I think this is valuable because it show past advertising has worked amongst the age group we were trying to enhance. By a show of hand we discussed dating habits and it was very clear young people are eating out a lot. They’re going to pay for something they feel has the quality they want. What one of our participants loved most about chipotle was getting to control what went in to her burrito vs being forced to select from a pre set menu. 
3. In order to keep young people loyal they need to show them more customer appreciation. We found that not many people have the ordering chipotle app downloaded. For a generation that is constantly connected to the internet and social media Chipotle is missing out on this component. When asked if chipotles app also had away for them to earn rewards they all agreed they would be more likely to download

Show More
Related
1046 Words | 5 Pages

Chipotle’s main message focuses on reminding customers that their food is healthy and made with high quality ingredients from sustainable sources. Chipotle has utilized its brand message to appeal to Millennials and the new customer trend of healthier food. Chipotle’s brand message has integrated many forms of media for their marketing. Chipotle has a very strong social media presence where Chipotle is viewed very positively (Ginther, 2014).

Read More
1090 Words | 5 Pages

My high school graduation, state championship banquet, and late night food runs throughout high school were all catered by Chipotle. I’ve been involved in so many delightful conversations and learned so much about my friends and family over a hearty meal from this restaurant. The service is amazing, the atmosphere is great, but the food is what brings everyone together. All the food Chipotle offers mixes together perfectly and you can always finish your meal off with their queso. I cannot think of one time that queso was not smothered all over my burrito bowl since they started serving it.

Read More
1068 Words | 5 Pages

Chipotle kept their menu simple, but still managed to provide over 65,000 customization options, and customer’s can choose to order online or through a mobile app. The company was incredible successful with recognitions from Wall Street Journal and Fast Company

Read More
897 Words | 4 Pages

It creates a culture where the employees can grow and be whatever they want to be. For the organizational climate, the company focuses on the quality of their work and they each have high standards for food quality, customer service, food safety, and store cleanliness. Also, Chipotle not only wants to make sure each person is bettering themselves but also

Read More
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
458 Words | 2 Pages

Case Analysis 3 Chick-Fil-A Summarize current strategy Chick-fil-A has advantages over chipotle. For one it is more like fast food including a pick-up window where chipotle you must go in to order. On top of this Chick-fil-A is a higher quality food than many other fast food restaurants. At a business-level strategy include advertising and marketing to help increase brand recall. At a corporate-level strategy includes established brand in U.S., sponsorship to numerous sports events, and successful advertising campaign- ‘Eat morchickin’.

Read More
271 Words | 2 Pages

Chipotle is one of the restaurants that I would always go when I am having a hard time making a decision of restaurant because the menu is simple and the food is ready for the customers already. Though there is always a huge waiting line in Chipotle, but the line moves pretty fast. The employees are well trained and very efficient, so the customers do not need to wait for a long time when they are ordering their food. I have noticed that sometimes people includes me do not know what kind of food they or I should get, so I highly suggest them to ask the employees because they are good at giving suggestions. The reason why I believe that is because I have done it, and the ending turn out pretty good.

Read More
713 Words | 3 Pages

SMOKY CHIPOTLE SALSA (Salsa con Chipotle) Chipotle chile peppers are smoked jalapeños. They look very different from the green peppers you know and love because the jalapeños are red and ripe before being turned into delicious chipotle peppers. You can find them dried or canned in adobo sauce. These peppers are characterized as “medium” in heat, but when you use as many as I do in this recipe, they can get a bit spicy.

Read More
2699 Words | 11 Pages

This provides a valuable tool for molding the kind of success-orientated culture at Chipotle. Instead of wasting time and resources while recruiting new members, they save time, capital, and resources by rewarding and promoting from within. This leads to maximization of profit, reduction of turnover, and improved employee satisfaction and performance through retained knowledge, skills, and experience of long-term employees. The net effect of these communication and management methodologies is to ensure that services offered to customers are of the highest possible quality. For example, 84% of the customers spend less than five minutes waiting to be served.

Read More
1450 Words | 6 Pages

Introduction The restaurant industry in the United States had annual sales of $ 631.8 billion and employs 12.9 million people in 2012. Even in times of recession there is little evidence that this industry has seen a decline especially in its fast food and quick service segment. But with a depressed economy with no immediate upward trend in the near future, majority of the customers indicated that they would either curtail their spending on eating or best maintain its current level which is certainly going to affect the future of many restaurants in the industry. Chipotle is part of the fast casual segment of the U.S industry with over 1,600 restaurants.

Read More
1768 Words | 8 Pages

Chipotle’s primary consumers are millennials (aged between 23 and 36). According to the United States Census Bureau, Millennials account for more than a quarter of the nation's population. Millennials are ethnically diverse, technologically competent, with values rooted in authenticity, wellness, and environmental responsibility. Technical competency and familiarity make digital purchase functionality a vital tool in appealing, retaining and growing a consumer base within this market. Millennials have been shifting away from calorie counting and moving towards a focus on real, clean organic foods.

Read More
1324 Words | 6 Pages

Chipotle’s challenge is to regain their consumer’s trust and provide food and/or services that is unique to their

Read More
1408 Words | 6 Pages

And achieve as a result, the grow for its brand, market share, and sales revenue. Key Issues for Chipotle Chipotle is quite strongly positioned fast casual segment but it is facing increasing competition from the quick service restaurants such as Taco Bell that are looking to compete for the market share. These quick service restaurants are trying to attract fast casual customers by providing similar products at a lower price which is a threat to

Read More
1354 Words | 6 Pages

Over the years, Chipotle has kept a lot of things constant. Why? Because they want their customers to come back with the same expectations and satisfaction. To evolve is the only way for a company to grow. Apparently that is all it takes to have fast casual restaurant.

Read More
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 Chipotle Research Paper

Related Topics

Open Document