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Chipotle - Digital Marketing Strategy

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Yash Mehta

Digital Marketing Strategy to rebrand and rebuild Chipotle's reputation and brand image after the E-Coli Scandal.

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CHIPOTLE - DIGITAL MARKETING STRATEGY ATUL SHARMA MICHELE DE SIMONE YASH MEHTA
WHO WE ARE Chipotle Mexican Grill is a quick service Mexican restaurant chain The 1st Chipotle restaurant was opened in Denver, Colorado Chipotle went public on the New York Stock Exchange in 2006 Chipotle grew tremendously and is currently present in 47 states in the U.S.A. , Canada & Europe Chipotle serves a wide range of tacos, burritos and burrito bowl dishes, with meat, vegetarian and vegan options 
SWOT S W O T Rapid Growth Good Financial Strength Quality of Ingredients Store Expansion New Product Categories Health Conscious Audience Dependence on the U.S. Market Limited Supply Chain Limited Menu Options Additional Food Safety Increasing Competition Economic Slowdown
MARKET SHARE Chipotle operates 2,198 restaurants across the U.S.A. Chipotle has 29 International restaurants: Canada - 17 United Kingdom - 6 France - 5 Frankfurt - 1
TARGET AUDIENCE DEMOGRAPHICS Millennials aged 18-34 Men & Women College Students Young Professionals Income Level: $20,000-$80,000 p/a PSYCHOGRAPHIC Looking for Organic and Healthy Meals Something Quick & Easy to grab Environmental Friendly PERSONA A young college student or professional who wants to lead a healthy lifestyle and wants a quick, fast, organic meal TARGET AUDIENCE
PERCEPTUAL MAPPING
ISSUE AT HAND Chipotle's reputation has gone down since the E coli outbreak and also due to other food safety factors
GOALS Rebuild Overall Brand Reputation Raise Awareness for Chipotle Online Ordering Regain Trust of Customers CHIPOTLE
OBJECTIVES SHORT TERM LONG  TERM       Offer extraordinary customer experience in-store & online       Bring revenue figure back from $998 Million to $1.2 Billion (Sales figure before E-Coli scandal).     Get Chipotle listed in "The World's Most Reputable Companies" (The Reputation Institute RI) in the Forbes Magazine
Persuade buyers by emphasizing on Chipotle's USP: “Natural & Fresh”   Set strategic partnerships with brands that stand for “Making the World a Better Place” Intensify resources on the traffic sources for the E-Commerce Market 1 2 3 STRATEGIES
TRAFFIC SOURCE – CHIPOTLE ONLINE ORDERING  
Create transparency about Chipotle's food sourcing (BTS Footage)  #WeBelieveInSecondChances TACTICS Raise brand awareness through Chipotle's social platforms:  Facebook: 3.2 MN Instagram: 453K Twitter: 900K  Create a Combo Menu in partnership with Jamba Juice Chipotle Food Festival
FOOD BLOGGERS HEALTHY LIFESTYLE    FoodNetwork 4.2 MN    BuzzfeedFood 2.8 MN    DeliciouslyElla 1.1 MN  Sascha fitness: 2.3MN  Anna Victoria: 1.3MN  Arielle Noa Charnas: 1.1 MN  TACTICS - INFLUENCER MARKETING
FOOD BLOGGERS MAGAZINE ADS Snapchat Geo Filters based on Geo Location   3 - 1/6 of a page ad on the “New York Times” to raise awareness  3 - ¼ of a page ad with a QR code/Snapchat Code Coupon   TACTICS - OTHER
Chipotle Food Trucks serving hot, fresh food to the customers Held during Cinco De Mayo in L.A. to offer customers an unforgettable experience Set around our campaign: #WeBelieveInSecondChances Facebook LIVE Instagram LIVE Cover the event on Snapchat CHIPOTLE FOOD FESTIVAL
Measured by number of likes, followers, comments and the use of the hashtag #WeBelieveInSecondChances SOCIAL MEDIA Google Analytics CTR Online Survey Traffic Sources Online Sales ONLINE ORDERING Measured by the number of attendees and sales Additionally measured by number of Comments, Likes, Reactions & Interactions on Social Platforms FOOD FESTIVAL METRICS
Measured by Conversion rates & Click Through rates PAID ADS Geopath Tracking to measure audience location Measure by Sales Website traffic Number of Snapchat unlock filter and snaps sent and received OOH DISPLAY ADS/QR CODES Measured by number of discount codes used to purchase Chipotle online or in the Jamba Juice store  PARTNERSHIP METRICS
BUDGET Online Promotions: Social Media Website Promotion Influencer Marketing Paid Ads SEO Events: Chipotle Food Festival Partnership: Eclusive Partnership with Jamba Juice to sell Chipotle along with their products offering coupons & discounts to customers with a QR Code OOH/Display Ads: Unlock Snapchat Filters Scan QR Codes for offers online Print: Ads in magazines with QR Codes & Snapchat Codes Events 16% Partnership 22% OOH/Display Ads 13% Print 8% Online Promotion 42%
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Chipotle - Digital Marketing Strategy

  • 1. CHIPOTLE - DIGITAL MARKETING STRATEGY ATUL SHARMA MICHELE DE SIMONE YASH MEHTA
  • 2. WHO WE ARE Chipotle Mexican Grill is a quick service Mexican restaurant chain The 1st Chipotle restaurant was opened in Denver, Colorado Chipotle went public on the New York Stock Exchange in 2006 Chipotle grew tremendously and is currently present in 47 states in the U.S.A. , Canada & Europe Chipotle serves a wide range of tacos, burritos and burrito bowl dishes, with meat, vegetarian and vegan options 
  • 3. SWOT S W O T Rapid Growth Good Financial Strength Quality of Ingredients Store Expansion New Product Categories Health Conscious Audience Dependence on the U.S. Market Limited Supply Chain Limited Menu Options Additional Food Safety Increasing Competition Economic Slowdown
  • 4. MARKET SHARE Chipotle operates 2,198 restaurants across the U.S.A. Chipotle has 29 International restaurants: Canada - 17 United Kingdom - 6 France - 5 Frankfurt - 1
  • 5. TARGET AUDIENCE DEMOGRAPHICS Millennials aged 18-34 Men & Women College Students Young Professionals Income Level: $20,000-$80,000 p/a PSYCHOGRAPHIC Looking for Organic and Healthy Meals Something Quick & Easy to grab Environmental Friendly PERSONA A young college student or professional who wants to lead a healthy lifestyle and wants a quick, fast, organic meal TARGET AUDIENCE
  • 7. ISSUE AT HAND Chipotle's reputation has gone down since the E coli outbreak and also due to other food safety factors
  • 8. GOALS Rebuild Overall Brand Reputation Raise Awareness for Chipotle Online Ordering Regain Trust of Customers CHIPOTLE
  • 9. OBJECTIVES SHORT TERM LONG  TERM       Offer extraordinary customer experience in-store & online       Bring revenue figure back from $998 Million to $1.2 Billion (Sales figure before E-Coli scandal).     Get Chipotle listed in "The World's Most Reputable Companies" (The Reputation Institute RI) in the Forbes Magazine
  • 10. Persuade buyers by emphasizing on Chipotle's USP: “Natural & Fresh”   Set strategic partnerships with brands that stand for “Making the World a Better Place” Intensify resources on the traffic sources for the E-Commerce Market 1 2 3 STRATEGIES
  • 11. TRAFFIC SOURCE – CHIPOTLE ONLINE ORDERING  
  • 12. Create transparency about Chipotle's food sourcing (BTS Footage)  #WeBelieveInSecondChances TACTICS Raise brand awareness through Chipotle's social platforms:  Facebook: 3.2 MN Instagram: 453K Twitter: 900K  Create a Combo Menu in partnership with Jamba Juice Chipotle Food Festival
  • 13. FOOD BLOGGERS HEALTHY LIFESTYLE    FoodNetwork 4.2 MN    BuzzfeedFood 2.8 MN    DeliciouslyElla 1.1 MN  Sascha fitness: 2.3MN  Anna Victoria: 1.3MN  Arielle Noa Charnas: 1.1 MN  TACTICS - INFLUENCER MARKETING
  • 14. FOOD BLOGGERS MAGAZINE ADS Snapchat Geo Filters based on Geo Location   3 - 1/6 of a page ad on the “New York Times” to raise awareness  3 - ¼ of a page ad with a QR code/Snapchat Code Coupon   TACTICS - OTHER
  • 15. Chipotle Food Trucks serving hot, fresh food to the customers Held during Cinco De Mayo in L.A. to offer customers an unforgettable experience Set around our campaign: #WeBelieveInSecondChances Facebook LIVE Instagram LIVE Cover the event on Snapchat CHIPOTLE FOOD FESTIVAL
  • 16. Measured by number of likes, followers, comments and the use of the hashtag #WeBelieveInSecondChances SOCIAL MEDIA Google Analytics CTR Online Survey Traffic Sources Online Sales ONLINE ORDERING Measured by the number of attendees and sales Additionally measured by number of Comments, Likes, Reactions & Interactions on Social Platforms FOOD FESTIVAL METRICS
  • 17. Measured by Conversion rates & Click Through rates PAID ADS Geopath Tracking to measure audience location Measure by Sales Website traffic Number of Snapchat unlock filter and snaps sent and received OOH DISPLAY ADS/QR CODES Measured by number of discount codes used to purchase Chipotle online or in the Jamba Juice store  PARTNERSHIP METRICS
  • 18. BUDGET Online Promotions: Social Media Website Promotion Influencer Marketing Paid Ads SEO Events: Chipotle Food Festival Partnership: Eclusive Partnership with Jamba Juice to sell Chipotle along with their products offering coupons & discounts to customers with a QR Code OOH/Display Ads: Unlock Snapchat Filters Scan QR Codes for offers online Print: Ads in magazines with QR Codes & Snapchat Codes Events 16% Partnership 22% OOH/Display Ads 13% Print 8% Online Promotion 42%
  • 19.