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Chipotle's Executive Summary

540 Words3 Pages

The company aims to have 2,000 stores by the end of next year. Until now, they have around 1,700 stores opened in 2014. They use a rapid store expansion to increase their sales and market share. The company has a good average same-store growth of 9.2% from 2010-2012 so they have high opportunity to be successful on this strategy because new store opening is a key driver for their growth plan as well. Currently, Chipotle opening hour is 11:00am to 10:00pm. The company has 2 locations that serve breakfast meal, which becomes an opportunity for Chipotle to expand their customer group and gaining more sales. They plan to extend opening hour for breakfast meal for 50% of their overall location. The company had a profitable result from those 2 testing locations so they also have higher chance to target this period. Finally, the company plans to increase average store sales to $2.1 million per year, which will generate incremental sales annually. With a rapid store expansion, the company can …show more content…

They did not do much on TV advertising. Chipotle used a video strategy on YouTube “The Scarecrow campaign” to deliver a message to their customers about their source of products, which come from natural only. It was very emotional and successful from this viral marketing campaign. They encourage customer to think differently to improve their brand value. By focusing on non-traditional marketing can reach to their millennial target group easily and cost efficiency. Next, they launched a mobile application game that reminds customer with the company concept. The strategies of utilizing digital channel were very attractive to their customers. More importantly, targeting on online or mobile channel can really strengthen their engagement toward social and environment concern and improve their brand image eventually (Schoultz,

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