By: Carolina Bellido Lazaro Santiago Lindsay Castro Nicola Torko

1. SWOT SOCIAL MEDIA ANALYSIS
Carolina Bellido.
Lazaro Santiago
Lindsay Castro
Nicola Torko

2. • Founded by Steve Ells
• Open his first Chipotle in 1993 in Denver, Colorado which was 880 square feet.
• 1995 : Elis opens his second chipotle in Denver.
• 1998: 16 total restaurants were open and soon after McDonalds invested
$36,000,000.
• 2005 : With the investment they were able to opened 500 restaurants by 2005.
• 2006: Became a publicly traded company.
• They stand for “Food with Integrity”
CHIPOTLE MEXICAN GRILL

3. STRENGTHS
• First to focus on fast-casual Mexican restaurant, which allows it to maintain a steady
demand/supply-chain.
• No steroids or growth hormones, All dairy products come from open-pasture cows.
• Invest and purchased ingredients from local farmers.
• More than 1,600 world wide chipotle restaurants open, however most are inside the U.S.,
mainly around areas with high traffic volume.
• Low start-up cost requiring only 2000 – 2,500 square feet of space and using environment
friendly materials in constructions.
• Average 150 new locations annually.

4. • Market Presence: as of 10/26/1015 $649.86 per share. Strong.
• Positive brand image and customer loyalty.
• Online order and cater.
• Social and content marketing powerhouse

5. SOCIAL MEDIA
STRENGTHS
Social Media
• Chipotle takes a lighthearted, youthful,
trendy approach to their social media
content.
• Adding a human element to their social
media strategy.
• Strong influence:
• Chipotle is changing the way people
think and eat fast food.

6. WEAKNESSES
• More expensive than traditional fast-food restaurants
because of natural and organic ingredients used.
• Limited menu.
• Slow international expansion with only 17 restaurants
outside the U.S. mainly because many thought the food
was overpriced for their area.
• Slow expansion in the UK due to their unfamiliarity with
Mexican food also many locally owned burrito chains
began to open around the same time.
• Slowest expansion was in France with only being able to
open one restaurant a year from 2012 – 2014.

7. SOCIAL MEDIA WEAKNESSES
Social Media
• Very limited menu-size to advertise on social media
• Chipotle menu technically consists of only three options
(burrito, tacos, and burrito bowl)
• Lack of brand awareness
• Almost no traditional promotion and advertisement
• Only recently run their first ad run on Grammy Awards
(02/10/2012)

8. OPPORTUNITIES
• International Dimension: possible areas of expansion with little space required.
• ShopHouse Southeast Asian Kitchen is an Asian fast-casual restaurant chipotle opened.
• Home delivery.
• Menu diversification.
• Targets growing trend of Health consciousness.
• Sociocultural Dimension : Food with integrity – striving for better quality and ethical
standards. Build relationships with local farmers.

9. SOCIAL MEDIA OPPORTUNITIES
Social Media
• More interactive content
• Positive response to its social
media strategy so far
• Continue the same way!

10. THREATS
• Political-Legal Dimension: Securities Fraud Lawsuit – Chipotle issued
materially false statements regarding the company’s business and
prospects causing CMG stocks to trade at fake inflated prices. Also 2010
Audit – revealed illegal workers
• Economic Dimension: Chipotles is pricey and consumers have been
spending less in the last few years. Threat for economic instability. Raw
material prices can also fluctuate.
• Chipotle is trying to break into a slightly saturated market segment of fast-
food restaurants trying to introduce healthy options.
• Low barriers to entry for new competitors.
• Loss of brand loyalty if food is not made “with integrity”.

11. SOCIAL MEDIA THREATS
Social Media
• Controlling all social media interaction can become difficult.
• Chipotle become too large to stay as engaged on all its social media platforms.
• Top management is very open about strategy, easily copied by competitor.
• Bad press on issues that undermine value may infiltrate social media causing bad word of
mouth.

14. 2.7 Million Facebook
LIKES
711k Twitter Followers
35k Youtbue Followers
253k Instagram
Followers

15. SOCIAL MEDIA FACTS
• Chipotle responds to 83% of Facebook posts — more than any other quick-service
restaurant. Likewise, about 90% of the company's activity on Twitter is responding to
customers through @-mentions. "We love to have conversations," says Joe Stupp
(Chipotle's new media manager).
• Chipotle employs a three-person social media team to staff its main platforms: Rusty
Partch, Myra Ryder and Joe Stupp.

16. SOCIAL MEDIA FACTS
• 3 – identities on Facebook and Twiter
• “each team member signs his or her name at the end of a tweet/post, allowing
community members to get to know the different voices on the team in a
personal way.
Marketing strategy goal
“to change the way people think about their food.”
“Likes and retweets are great, but what matters most to Chipotle is genuine
conversations with customers.” – Joe Stupp

17. TARGET MARKET
• Chipotle has targeted millennials for its primary customer segment.
• Target Segment: 18-24 y. olds, well educated, middle class
• Targets people that are environmentally conscious. Consumers follow a “Food with
integrity” mission. Active lifestyle, socially focused, tech savvy, image conscious
• Customers are financially cautious.
• Late generation Y (1977-1998) and generation Z (1999 – present)
• Financially cautious because they lived through the recent recession of 2008.
The targeted consumer segment, matches very well with a strong social
media marketing strategy.

18. HALLOWEEN SPECIAL
Each Halloween, Chipotle hosts a community-centric "Boo-rito" contest. Last year, community
members could take a photo of themselves dressed up as a family farm animal, submit the
photo via Chipotle's website and receive a ticket to buy a burrito at a local Chipotle restaurant
for $2. The $2 would go toward FarmAid, a non-profit organization dedicated to family
farmers.
YouTube Video Website

20. SOCIAL MEDIA SUCCESS
• In less than a week after the “The
Scarecrow” campaign video released,
Chipotle attracted 3,100,000 views on
YouTube, about 20,000 likes and more than
4,000 comments.
• Several media sources such as Slate, the
Christian SCIENCE Monitor and NPR
picked up the video.

22. ROOM FOR IMPROVEMENT
• Chipotle should work on more innovative content marketing projects.
• Creating a media division to focus on targeted content to change perceptions about
sustainable living may help.

23. REFERENCES
Chipotle Mexican Grill. (n.d.). Retrieved October 26, 2015, from
https://en.wikipedia.org/wiki/Chipotle_Mexican_Grill
Burke, C. (2014, October 21). Chipotle Case Study. Retrieved October 26, 2015, from
https://carolinemburke.files.wordpress.com/2015/04/chipotlecasefinal.pdf
Chipotle Mexican Grill | SWOT Analysis | USP & Competitors | BrandGuide | MBA Skool-
Study.Learn.Share. (n.d.). Retrieved October 26, 2015, from
http://www.mbaskool.com/brandguide/food-and-beverages/3062-chipotle-mexican-grill.html
Chang, T. (Ed.). (2014, September 8). Chipotle Marketing Plan. Retrieved October 27,
2015, from http://de.slideshare.net/TonyChang16/chipotle-marketing-plan-38849044

24. REFERENCES
Klamm, D. (2012, March 21). How Chipotle Uses Social Media to Cultivate a Better
World. Retrieved October 20, 2015.
Team BMC. (2015, June 1). Chipotle's Lighthearted Social Media Strategy is
Helping to Build a Lot More Than Burritos - Brower, Miller & Cole. Retrieved October 20, 2015.
Semtei, E. (2015, April 30). Consumer Response to Chipotle Going GMO-Free.
Retrieved October 27, 2015.
Aversa, S. (2013, September 24). Consumer Brand Perception of Chipotle’s Ad
Campaign. Retrieved October 27, 2015.