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Chipotle SWOT
AnalysisNieves, MeraryQuintero, Jennifer
Chipotle’s Background
●Founded in 1993, in Colorado
●First big investor: McDonald’s○ $50M First Year!
●Initial Public Offering (2006)○ McDonald’s Payout: $1B
●Present: 1,800 locations and growing...
Company Culture“Food with Integrity”
●Real Ingredients
●Culinary Preparation
●Non-GMO Ingredients
●Local Farm Produce
●Healthy Livestock
●Cultivate Foundation
Chipotle is present in all the growing social media sites, including:
●Google+
●YouTube
Chipotle in Social Media
Chipotle’s Social Media Demographics
2,770,000 Likes4,840,000 Check-ins
711,000 Followers404,000 Tweets
41,650 Followers
252,000 Followers390 Posts
5,100 Followers451 Pins
513,000 Followers16,350,000 Views
34,558 subscribers
Strengths
● Customer Loyalty
● Relevant Content
● Transparency
● Replies
Weaknesses
● Lack of consistency
● Target Audience
● Low Pinterest Followers
Opportunities● Pinterest for Women
● Buzzfeed for Brand Lift
● Google+ for Talent Search
● LinkedIn for B2B Opportunities
Threats● Outdated Social Media Practices
● Non-Engaging Content
● Competitor: Qdoba Mexican Grill
● Social Media Customer Service
Chipotle’s Social Media Strategy AnalysisPurposeSocial Media will be used to provide a more human interaction with our customers to enhance customer loyalty and brand awareness. We will promote healthy and organic food available at our various locations and encourage customer feedback on all social media networking sites in order to improve the quality of our menu offering and attention to customer service.
Target GroupsWe will target individuals of all ages looking to consume healthy meals with fresh ingredients and preparation. We will target these groups by:- Creating appealing content to further generate interest in what our company offers- Act on customer feedback for continuous improvement- Promote our Chipotle Cultivate Foundation to boost a sustainable food environment
Analysis of Social Media Tools
Analysis of Social Media Tools Continued...Effective Campaigns
Scarecrow Video
Haikus Promotion
Fake Twitter Hack
Room for Improvement
Run campaigns in more social media sites
Expand target audience
Analysis of Social Media Tools Continued...
References (n.d.). Retrieved October 28, 2015, from https://twitter.com/ChipotleTweets
(n.d.). Retrieved October 28, 2015, from https://www.linkedin.com/company/chipotle-mexican-grill
(n.d.). Retrieved October 28, 2015, from https://www.instragram.com/ChipotleMexicanGrill
(n.d.). Retrieved October 28, 2015, from https://plus.google.com/ chipotle
About Us. (n.d.). Retrieved October 28, 2015, from https://foursquare.com/about
Casel, B. (2012) 7 Ways to Use Yelp for Social Media. Retrieved October 28, 2015, from http://www.socialmediaexaminer.com/yelp/
Johnson, L. (2015) Chipotle Is Asking Fans to Write Haikus, and Some of Them Are Truly Impressive. Retrieved October 29, 2015, from http://www.adweek.com/adfreak/chipotle-asking-fans-write-haikus-and-some-
them-are-truly-impressive-162803
References Continued...
Chipotle. (n.d.). Retrieved October 28, 2015, from http://chipotle.com/food-with-integrity?_ga=1.20515064.1783301208.1445904600
Chipotle Mexican Grill (chipotlemg). (n.d.). Retrieved October 28, 2015, from https://www.pinterest.com/chipotlemg
Chipotle Startup Story (n.d.). Retrieved October 28, 2015, from https://www.fundable.com/learn/startup-stories/chipotle
Facebook logo. (n.d.). Retrieved October 28, 2015, from https://www.facebook.com/Chipotle
Social Media Management. (n.d.). Retrieved October 28, 2015, from https://hootsuite.com/solutions/social-media-management
The Chipotle Cultivate Foundation. (n.d.). Retrieved October 28, 2015, from https://www.cultivatefoundation.org/about
Schaefer, Mark W. (2014). Social Media Explained. Untangling the World’s Most Misunderstood Business Trend. Kindle. Amazon Publishing.
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