This presentation is part of a report created by a group for Veronica Marshall's Intro to Public Relations class in April 2016. For this presentation, I graphically designed the slide thematics as well as collaborated on the creative ideas and strategies that were presented in the presentation.

1. CHIPOTLE

2. WHATS ON OUR MENU?
• the agency
• the landscape
• the plan

3. we want to make an
imPRession
Market Analyst
Consumer
Insights
Specialist
Social Media
Strategist
Event
Planner
Creative
Counsel

4. BECAUSE OF FOODBOURNE ILLNESSES:
CONSUMER TRUST IN OUR BRAND HAS ERODED;
OUR CRISIS

5. CONSUMERS WANT:
• fresh
• organic
• healthy

6. IN THE FAST CASUAL WORLD…
Millennials are growing up with fast casual
restaurants because they embody what they
themselves believe in. 46% of millennials have
visited a fast casual in
the last month
Natural ingredients in, artificial out
38% of diners say fresh ingredients would make them visit more
Willing to pay more in order to
customize their purchases
High quality ingredients mean customers
have higher expectations
Willing to spend extra money on
better, high quality products

7. HOW WE STACK UP
CHIPOTLE PANERA BREAD
NOODLES
&CO.
SHAKE SHACK
QUALITY,
NATURAL
INGREDIENTS
EXPERIENCE
COMMUNITY
CUSTOMIZATION
CRISIS

8. OBJECTIVES
Increase positive headlines of food quality and community engagement by 50%
Increase community engagement by 50%
Raise passion scores across all social media

9. GOALS
Reinforce our commitment to community involvement
Re-establish trust in the company as a whole

10. Chipotle’s brand reputation
is shattered and trust
eroded among their core
demo – Millennials

12. the diehard fans
“I’m always down to eat Chipotle. I think
about e. Coli, then I think about Chipotle.
Chipotle usually wins. Chipotle is my life.”

13. the passive, occasional user
Chipotle is generally not convenient to me,
and I have no incentive to go out of my way
to eat there since the problems. It was never
one of my favorite places, so I probably won’t
eat there again. I just have so many other
choices.

14. millennials aged 18-23
concerned to see if there are more outbreaks
need a more compelling reason than free food
to eat at Chipotle again.
the loyal but cautious consumer
our target….

15. Aspects that define Chipotle’s brand:
Locally grown ingredients;
Prepared fresh
Trust in Chipotle starts with trust in our
ingredients

16. WE KNOW OUR GUAC IS AMAZING;
WE KNOW OUR BURRITOS ARE TOP-OF-THE-LINE;
AND OUR PLAN IS TO SHOW YOU THAT

17. Guac is the soul of Chipotle--it can stand on its own as the star of a chip combo,
but also can serve as the ideal accessory to a burrito.
Without guac, there is no Chipotle. And without fresh and delicious ingredients,
there is no guac.
Love for Chipotle can only flourish when...

18. IN GUAC WE TRUST

19. TheFoundationofa
BurritoNation

22. OUR GUAC STARTER KIT

23. REBUILDING A COMMUNITY OF GUAC LOVERS ON SOCIAL MEDIA

24. SNAPCHAT
geotag filters,
shared story,
a community of
guac lovers

25. TWITTER
One stop shop for Vlog
updates, Freshtival
updates, and guac
competition

26. THE CHIPOTLE FILES:
A VLOG SERIES

28.
Boston Freshtival
NYC Freshtival Pittsburgh
Freshtival
Baltimore
Freshtival
Chicago
Freshtival
Minneapolis
Freshtival
St. Louis
Freshtival
Cleveland
Freshtival
AUGUST

29.
Nashville
Freshtival
Austin Freshtival Orlando
Freshtival
Portland
Freshtival
Seattle
Freshtival
Los Angeles
Freshtival
San Francisco
Freshtival
THE
CHIPOTLE
FILES: EP 1
SEPTEMBER

30.
Midwest Regional
Northeast Regional
Western Regional
THE CHIPOTLE
FILES: In Guac
We Trust Finalists
OCTOBER

31.
Snapchat: In
Guac We Trust
Filter
Final Round
Not all Heroes
wear capes
NOVEMBER

32. freshtivals/
InGuacWeTrust
Social Media
Vlog Series

33. MEASUREMENT & EVALUATION
• passion scores across all social media
• a measure of sales + foot-traffic
• social media analytics
• attendance of Freshtivals
• number of contest entries

34. Rebuildcommunity
Makingusaforceofinsightandhumor
Allowingcustomerstofeelapartoftheteam
Excitingvisualcontentforsocialmedia
Showcaseconsumers’enjoyableexperience

35. QUESTIONS?