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Chipotle
The new integrated marketing campaign is intended to take Chipotle past whatever issue or controversy that is in the company's past.
Target
Chipotle is one of the largest quick service restaurants in the U.S. It is ranked 14th on the QSR Top 50 of quick service chains, and with a fast rate of growth. This, coupled with the company's rapid growth, highlights that Chipotle is attractive to consumers, and is one of the fast-growing companies in an otherwise mature industry. With over $4 billion in sales nationwide, and $2.4 million in sales per location, Chipotle appeals to a fairly broad market. Its general target market consists of people ages 25-40, both genders, and either white or Hispanic. The company's message about sustainable sourcing and healthy eating resonates particularly well with this market. Geographically, Chipotle works with a very broad segment of the market. The target market in this case wants two things. The first thing that the target market wants is to have fast food that is superior to the usual -- and this market is willing to pay for that, but not willing to sacrifice the convenience aspect. The second thing that this target market wants is to have a clear conscience. The usual Chipotle target market is comprised of people who are interested in eating well, but who...
The average person within the Chipotle target market does not necessarily think in terms of these constraints, but those constraints surely exist.
The Message
The message that Chipotle wishes to convey is that whatever people might have read in the past is in the past. If they read that there were issues with the meat, the company wants people to think past that. If there was broken glass everywhere, and people going on the stairs like they just don't care, Chipotle wants to convey the message that this is a thing of the past. Chipotle generally has a positive brand image. The company is targeting consumers who are interested in healthy eating -- more or less making Chipotle a lifestyle brand rather than a fast food brand (Davis, 2014).
The reality is that Chipotle remains one of the most trusted brands in fast food; any resuscitation of the brand is probably unnecessary because people have already forgotten whatever issue it was that was causing concern among senior management. The reality is that Chipotle still has a very strong brand image, and that nothing has change the fact it has a leadership position in that regard (Balakrishnan, 2015).
Perceptions
Chipotle has a strong brand image, and ultimately the…
References
QSR Top 50 (2015). Retrieved December 5, 2015 from https://www.qsrmagazine.com/reports/qsr50-2015-top-50-chart
Davis, S. (2014). Beyond the burrito: Chipotle's next move. Forbes Retrieved December 5, 2015 from http://www.forbes.com/sites/scottdavis/2014/06/06/beyond-the-burrito-chipotles-next-big-move/
Balakrishnan, A. (2015). Americans trust Chipotle, but not McDonald's. USA Today. Retrieved December 5, 2015 from http://www.usatoday.com/story/money/business/2015/06/14/restaurant-chain-reputation-mcdonalds-chipotle/71076802/
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