“We are working with Pile & Company as we explore the possibility of a new agency to help us with some marketing programs we are planning for 2017,” Chipotle communications director Chris Arnold told Adweek. “We are always evaluating our roster of agency partners based on current and anticipated needs.” Chipotle has worked with Austin’s GSD&M since 2014, and the chain named Carrot Creative as its social media agency of record last year. Earlier this month, the company released a digital-only campaign, created by GSD&M with animation by HouseSpecial, in a bid to win back loyal customers by focusing on its original selling point: quality ingredients.

1. NEW BUSINESS PITCH
Food With Integrity

2. NAME BRAND PITCH TYPE
Advertising
MARKET DATE
October 10 , 2016
The Data You Need to Win This Pitch
DESCRIPTION
“We are working with Pile & Company as we explore the possibility of a new agency to help us with some marketing programs we are
planning for 2017,” Chipotle communications director Chris Arnold told Adweek. “We are always evaluating our roster of agency partners
based on current and anticipated needs.”
Chipotle has worked with Austin’s GSD&M since 2014, and the chain named Carrot Creative as its social media agency of record last year.
Earlier this month, the company released a digital-only campaign, created by GSD&M with animation by HouseSpecial, in a bid to win back
loyal customers by focusing on its original selling point: quality ingredients.
Chipotle goes into
review
th
U.S.

3. Client Profile / Market
Chipotle Mexican Grill, Inc. develops and operates fast-casual, fresh Mexican
food restaurants throughout the United States. The company's Chipotle
Mexican Grill restaurants serve a focused menu of burritos, tacos, burrito
bowls (a burrito without the tortilla) and salads, made using fresh
ingredients. The company uses various herbs, spices and seasonings to
prepare its meats and vegetables. It also provides various extras, such as
guacamole, salsas and tortilla chips seasoned with fresh lime and kosher
salt.
In addition to sodas, fruit drinks and organic milk, most of its restaurants
also offer a selection of beer and margaritas. The company's food is
prepared from scratch, with the majority prepared in its restaurants while
some is prepared with the same fresh ingredients in commissaries. Chipotle
Mexican Grill, Inc. was founded in 1993.
COMPANY BACKGROUND
MAIN COMPETITORS
2014 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
4,500.00
59,330
-
-
-
9%
FINANCIAL OVERVIEW
- Source: AccessConfidential.com -
Mr. Ryan Murrin
Director, Advertising,
Research and Direct
Ms. Kirsten Helgeland
Director, Marketing
Operations
DECISION MAKERS by
rmurrin@chipotle.com khelgeland@chipotle.com

4. U.S. Fast Food Market
2015 U.S. REVENUE
$225b- IBISWorld -
ANNUAL GROWTH 10-15
2.5%- IBISWorld -
200,000FAST FOOD IN THE U.S.
50% 50%
OTHERS QSR
Quick Service Restaurants (Fast Foods + Fast Casual)
Account for half of sales in the entire restaurant sector

5. Americans & Fast Food
- CDC’s National Center for Health Statistics -
of children and
adolescents, aged
2-19, consume fast
food on any given day
$625
Annual per capita expenditure
on Fast Food
50 Mln
Americans eat at one
fast food restaurant everyday
- FranchiseHelp.com -
- FranchiseHelp.com -
8%
FAST CASUAL RESTAURANTS MARKET IN US BY PRODUCT 2015
North American food
Italian food
Mexican food
Other food and beverages
56.37%
15.87%
15.19%
12.57%
- Source: Technavio -

6. A Burrito-Loving Public
11%
Growth CAGR by 2020
- Technavio -
$30B
Mexican food market value
GEN X CONSUMERS
Surveyed by Harris Poll admitted to eat
burritos at least once a week.
- FranchiseHelp.com -
- Harris Poll -
90%MILLENNIALS
Surveyed by Harris Poll admitted to enjoy
an average of 2-3 burritos a week.
- Harris Poll -
72%

7. Fast Food industry in numbersStats: Chipotle Mexican Grill
$4,500
2015 Media spending
$20.5 Million
- Source: AccessConfidential.com -
Revenues 2015
(millions)
% change
9%
CHIPOTLE OPERATIONS
5 units
In France
1 unit
In Germany
7 units
In England
14 units
In Canada
2,078 units
In the U.S.
- QSR Magazine -
Rank 2014 U.S. Sales MLNName
2 $ 4,049.1Chipotle
1 $ 8,200.0Taco Bell
3 $ 669.4Qdoba
4 $ 656.1Del Taco
5 $ 571.3
Moe’s Southwest
Grill

8. -35%
Chipotle’s share price
decline between October ‘15
and January ‘16
Fast Food industry in numbersChipotle’s Health Issues in 2015
In October 2015, Chipotle
faced significant food
safety issues in Oregon
and Washington, when
public health officials in
both states determined
that multiple illnesses
from the E. coli bacterium
were likely linked to eating
at Chipotle restaurants.
In December 2015, more
than 120 Boston College
students reported
becoming ill after eating
at one Chipotle
Restaurant. Health
officials confirmed the
presence of Norovirus
among the students
fallen ill.
Between July and October 2015, there have been a total
of five E. coli outbreaks linked to Chipotle, including a
little-reported case of E. coli that sickened five people in
Seattle, unrelated to the larger outbreak that began in
October, as well as a norovirus case in Southern
California, and a salmonella outbreak in Minnesota.
-36%
Same-store sales growth
in January ‘16

9. Fast Food industry in numbersRebuilding their Reputation
Enhanced Food Safety Measures
HERE’S HOW WE TOMATOES ARE SAFE AT THE CENTRAL KITCHEN
1.
Tomatoes are
washed
2.
Then diced
3.
And then rinsed
under strict
supervision
4.
Next, hundreds of
individual pieces of
tomatoes are tested
5.
If any fail the enter
batch is rejected
6.
If all pass, the
tomatoes are used
at the restaurant
Chipotle introduced new restaurant practices and implemented
new measures to ensure their promise of ‘Food with Integrity’:
The fresh produce and meat go through
high-resolution DNA-based testing to identify
harmful bacteria.
The company has implemented new food handling
and preparation processes, which include blanching
of certain ingredients and the preparation of
tomatoes, lettuce, and bell peppers in central
kitchens. The restaurants will marinate chicken,
steak, and other ingredients to enhance food safety.
Enhanced food safety training program for
the crew.
The company has also appointed a third party to
audit its food safety procedures.

10. Chipotle set a budget of
$50MFor marketing initiatives in 1Q16
Chipotle launched a food
safety website on February
8, 2016, which outlines the
company’s enhanced food
safety procedures.
On Feb. 8 the restaurants were closed
for a company-wide meeting.
Consumers who texted “raincheck”
have received a coupon for a free
burrito.
That offer had a much higher
redemption rate than planned, with 5.3
million requesting the offer and a 67%
redemption rate, while Chipotle had
expected about 2.5 million people to
seek it out
To win, customers need to play
an online "Guac Hunter" game in
which one is supposed to quickly
spot several differences between
very similar pictures.
The game aimed to appeal to
those who have enjoyed
Chipotle’s guacamole in the past.
Rebuilding the Brand Image

11. Chipotle’s New Initiatives
80%
Chipotle rolled out its first rewards program in
July as one of several efforts to win back
customers.
Each month, customers were urged to reach the
"Mild," "Medium," or "Hot" levels by purchasing
frequent meals. At each level, Chiptopia card
holders received a free meal. For die-hard
Chipotle fans, reaching the same level for three
consecutive months—July, August and
September—meant unlocking the biggest prize.
The chain doled out about $20 million worth of
free food and announced that 85,000 Chiptopia
members qualified for its largest prize—meal
catering for 10, valued at about $240.
Chipotle is building out second "make-lines" in all of its
restaurants, which are teams of employees in the back of its
restaurants that fulfill catering and online food orders.
The second make-lines are expected to speed up online ordering.
They will also be responsible for fulfilling orders from in-store
digital tablets, which the company is currently testing.
The tablets allow customers to order and pay for their food
without interacting with an employee.
The company added chorizo, a chicken and pork sausage
blend, at the beginning of October — marking its second
major addition to the menu in two decades aside from
tofu sofritas in 2014.
Executives said the company plans to keep testing and
adding new menu items on a regular basis.
THE FIRST TV AD SINCE 2012
Chipotle has begun running a TV
commercial in test markets of
Austin, Texas, Minneapolis and San
Diego.
Now it is considering a national TV
buy after years of downplaying the
effectiveness of TV.
Chipotle would include TV as part
of larger campaigns, along with
plans including updated technology
and new restaurant designs meant
to improve the customer
experience.
BusinessInsider.com

12. FAST MEXICAN
FOOD
CONSUMERS
QUICK DEFINITION:
These Fast Mexican Food Consumers Buy
From Chipotle’s Competitors
Fast Mexican food consumers are interested in at least one
of the top four fast food Mexican chains by sales. We’ve
excluded Chipotle in order to better highlight the
differences between Chipotle’s current fans and the
consumers buying the competition.
10%
20%
0
30%
13-17
• • •
•••
13-17 13-17 13-17 13-17 13-17
52%
MALE
54%
SINGLE
70%
WITHOUT
CHILDREN
FOODIES
182.5
GAMERS
142.6
NERDS
164.6
MOTOR
LOVERS
126.2

13. 57%
Fast Food Mexican
Consumer
Compare the Fast Mexican Food Consumer
Demographic with Chipotle’s Audience
Chipotle audience
overlaps with our
Fast Mexican Food
Consumers
demographic by 57%
in interests,
including:
Food, Games,
Technology and
Motors

14. FAST MEXICAN FOOD CONSUMERS:
FOOD & DRINK
Chipotle’s audience shares
the same attitude toward
food.
They are foodies (177.5),
have an extremely high
interest in snacks
(Self-Conscious Snackers
187.2) and Love Food To Go
(157.6).
SELF-CONSCIOUS
SNACKERS
194.6
FOOD-TO-GO
188.2
TOP FOOD BRANDS
KNOW
MORE
STRIDE GUMTRIDENTLIFE SAVERS
GUMMIES
CHIPOTLE’s
AUDIENCE CROSSOVERS
FOODIES
182.5
CLICK HERE TO SEE
TOP BEVERAGE BRANDS

15. FAST MEXICAN FOOD CONSUMERS:
GAMES
Chipotle’s audience is
slightly under indexing as
Gamers (87.9).
They are somewhat
interested in video game
magazines (105.9) but they
enjoy playing similar video
games; indeed they over
index on Beat Em All,
Shooter and Racing games.
CLICK HERE TO SEE
THEIR FAVORITE PLATFORMS
VIDEO GAME
MAGAZINES
138.1
POPULARITY
CHIPOTLE’s
AUDIENCE CROSSOVERS
GAMERS
142.6
POPULARITY
CLICK HERE TO SEE
THEIR FAVORITE VIDEO GAMES
Beat’em All Games
Shooter Games
Racing & Simulation
140 145 150 155 160

16. Chipotle’s audience isn’t
‘nerd’ as much as other
Mexican Food Consumers
(95).
However they are passionate
about new technologies,
overperforming as
tech-splorers (146.9) and are
interested in Computer
Hardware (139.5)
FAST MEXICAN FOOD CONSUMERS:
TECHNOLOGY
NERDS
164.6POPULARITY
TECH-SPLORERS
128.6POPULARITY
TOP HARDWARE
KNOW
MORE
EVIL
CONTROLLERS
COMPUTER
HARDWARE
139.5POPULARITY
CHIPOTLE’s
AUDIENCE CROSSOVERS

17. Motor vehicles are not very
interesting to Chipotle’s
consumers (87.)
But, they do slightly over
index as car experts (105).
Motorcycles collect few
popularity points (68.3)
FAST MEXICAN FOOD CONSUMERS:
MOTORS
MOTOR LOVERS
126.2
CAR
EXPERTS
138.0
• • • • • •
CLICK HERE TO SEE
TOP CAR BRANDS AND MODELS
TOP MOTORCYCLE BRANDS
KNOW
MOREKTM
CHIPOTLE’s
AUDIENCE CROSSOVERS
MOTORCYCLE
LOVERS
121.7

18. CONSUMER
INSIGHTS SUITE
Discover more about Chipotle’s consumers
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