MKT 333 Job Final

Millennials and Chipotle: Reachingacross the United States to help

fighthunger

© MSN Marketing Co 2016

December 18, 2016

Monica Murphy

Samantha Pachta Nikki Heng

Problem: How could our client foster greater brand loyalty and talk-ability across the multicultural market in

the United States?


Background: When “Chipotle opened its first restaurant in 1993, the idea was simple: show that food served fast didn't have to be a “fast-food” experience. Using high-quality raw ingredients, classic cooking techniques, and distinctive interior design, we brought features from the realm of fine dining to the world of quick-service restaurants. Over 20 years later, our devotion to finding the very best ingredients we can—with respect for animals, farmers, and the environment—is shown through our Food With Integrity commitment. And as we grow, our dedication to creating an exceptional experience for our customers is the natural result of cultivating a culture of genuine, rewarding opportunities for our employees.” - Chipotle

Methodology: Collected, analyzed, summarized, and synthesized secondary data from 78 obtained from sources such as company's owned and earned media, Google Finance, Motley Fool, Brand Channel, Advertising Age, Fast Company, or Social Bakers to provide insights into how to foster brand loyalty in a highly competitive fast food/casual restaurant industry. Collected, analyzed, summarized, and synthesized secondary data on USA, Mexico, Brazil, Korea, and Australia obtained from Hofstede Cultural Dimensions, United Nations' Development Reports, and OECD Better Life Index to provide insights into how to foster brand loyalty across multicultural Millennials market; Conducted, analyzed, and summarized secondary data research from Hofstede, United Nations, OECD, Heritage, Global Edge, and Happy Planet Index.

Executive SummaryWhat fast food/casual restaurant brands are college students like you loyal and why?

What makes college students talk about those brands?

What makes those brands unique and different from each other?

How could our client foster greater brand loyalty across the multicultural market in the United States?

How could our client foster great talk-ability across the multicultural market in the United States?

College students keep coming back to these restaurants because of the way they represent their marketing mix.

College students talk about these brands because they are highly connected through social media.

They all capture their own way of satisfying the needs of their customers.

By adding a continuous rewards program and donating a portion of the proceeds from each purchase.

By being more interactive and posting regularly on social media


Conclusion: All brands have created a loyal relationship with their customers through different types of marketing mix. However, with the high demands of product and an increase of different lifestyles, they have to re-evaluate the implementation for their brands. Therefore, Chipotle must continue their rewards program, and be more interactive on their social media to foster a great brand-loyalty and talk-ability across the U.S.

What Fast Food/Casual Restaurant Brands are College Students Like You Loyal to

and Why?

Takeaway: The fast food causal restaurant brands that college students are loyal to are: Chipotle, Panera, Chick-Fil-A, Jimmy John’s, and Moe’s. College students keep coming back to these brands and are loyal to them because of the way they represent their brand, product, channels, promotions, and price.


What Makes College Students Talk About Those Brands?

Place your screenshot here

Takeaway: College students talk about these brands because they are highly connected through social media, which is the number one channel of communication, aside from word of mouth for the millennial college students and the millennial generation. In addition, they also talk about it in person when prompted with tangible merchandising.© MSN Marketing Co 2016

Tangible Items

What Makes Those Brands Unique and Different from Each Other?

Takeaway: In a generation where so much importance is placed on technology and being fast, these different brands all capture their own way of satisfying customer needs such as, fresh ingredients, online ordering, delivery, and rewards programs to compensate loyal customers.


How Could our Client Foster Greater Brand Loyalty Across its Multicultural Market In the

United States?

Takeaway: With a high uncertainty avoidance, Chipotle should bring back their continuous rewards program and donate their leftovers daily to local food shelters to foster greater brand loyalty. In doing so, the multicultural market wont be as stressed about the unknown future as they will know how many points they have and where the leftover foods are going daily.



How Could Our Client Foster Greater Talk-ability Across its Multicultural Market in

the United States?

Takeaway: With a high number (and continuously rising) of mobile phone subscriptions as a form of communication, Chipotle should create a more interactive app amongst frequently posting throughout social media to foster talk-ability across the multicultural market in the United States.


Per 100 people, 98.4 have a mobile phone subscription in the United

States


82.5 Mobile phone

subscription in

Mexico

139.0 Mobile phone subscription in Brazil

115.5 Mobile

phone subscription

in Korea

131.2 Mobile phone subscription in Australia

Table of ContentsTable 1a. Internal Analysis ………………………………………………………………………………………………………………….. Page 1Table 1b. External Analysis …………………………………………………………………………………………………………………. Page 2Table 2. SWOT Analysis …………………………………………………………………………………………………………………. Page 3Table 3a. Super Brand Analysis Strengths ………………………………………………………………………………………………… Page 4Table 3b. Super Brand Analysis Weaknesses ……………………………………………………………………………………………… Page 5Table 4. Hofstede ………. ………………………………………………………………………………………………………………… Page 6Figure 1. Hofstede ……….………………………………………………………………………………………………………………… Page 7Table 5. United Nations…………………………………………………………………………………………………………………… Page 8Figure 2. United Nations …………………………………………………………………………………………………………. ……… Page 9Table 6. OECD ……..……………………………………………………………………………………………………………………… Page 10Figure 3. OECD ……..…………………………………………………………………………………………………………….. ……… Page 11Table 7. How is economic freedom around the world?............................................................................................................ ………

Page 12Figure 4. How is economic freedom around the world?.......................................................................................................... ………

Page 13Table 8. How is business climate around the world? ………………………………………………………………………………… Page 14Figure 5. How is business climate around the world? ……………………………………………………………………………… Page 15Figure 6. Goals/Issues …………………………………………………………………………………………………………………....... Page 16Table 9. What can Chipotle do to improve happy planet index in the United States? ……………………………..............……… Page 17Author’s Page …………………………………………………………………………………………………………………...... ……… Page 18Sources ……………………………………………………………………………………………………………………………. ……… Page 19-22


Table 1a. Internal Analysis

Page 1© MSN Marketing Co 2016

Strengths WeaknessCompany • No Long term Debt17

• Enormous Growth Potential72

• Meritocratic promotion system53

• Low presence in Canada, Europe and Asia17

• Low Presence of ShopHouse and Pizzeria Locale72

• Double digit drop in revenue67

Brand • Local Grower Support1

• Jobs for Refugees53

• #1 fast food restaurant with fresh ingredients39

• Association with E.Coli67

• Public Political Stance67

• Tex-Mex centric may turn people off14

Product • Burritos, Burritos Bowl, Tacos and Salads17

• Food with Integrity1

• Track and trace system39

• Systemic Crises63

• Limited Menu72

• High Calorie Food1

Channels • Online Ordering through iPhone and Android ordering applications17

• Postmates, Orderup, Tapingo, Favor Apps1

• Catering1

• No Drive Thru72

• No late night hours1

• Loud music1

Promotion • 806 K Twitter Followers, 379 K Instagram Followers, 3,021,477 Likes on Facebook, 5,334,972 Checked in44

• “Do Good With Burritos” – Host a fundraiser and keep 50%.1

• Animated Short Films1

• Decrease number of social post44 • Limited Advertisement1

• No continuous rewards program1

Price • Reasonable for High Quality Food5

• College Students or Low Income Price Range53

• Discounted pricings through holiday events14

• High Stock Price72

• More expensive than other competitors1

• Upcharges for extras1

Bottom Lines

Chipotle is an easily identified company that offers fresh ingredients throughout the U.S. They

have high followings on all platforms of social media. They also opened up a huge channel of e-

commerce on mobile devices.

With an increase of communications through social media, Chipotle lack interactions with a decrease number of social

post. In addition, by limiting their rewards program, there is an increase of uncertainty avoidance throughout their

multicultural market.

Table 1b. External Analysis


Opportunities ThreatsSuppliers • Get products from local farmers31

• Lessen requirements on suppliers18

• Offer different kinds of food6

• E Coli from current suppliers12

• Limited Suppliers18

• Suppliers taken up by existing competitors12

Channels • Drive-Thru24

• Delivery37

• More locations around busy college campuses15

• Difficulty managing construction and development37

• Offered in US only15

• Shift in dining habits69

Competition • Continuous rewards Program37

• Do more fundraising and donations37

• Open up off branches of chipotle serving different food73

• Locally owned companies37

• Offer delivery37

• Cannibalization of customers77

Target Customers • Invest in other eatery concepts to gain more customers37

• Gain competitors customers77

• Increase eye catching advertisements22

• Customer availability37

• International markets cause more in depth planning and thinking due to differences37

• Multi unit, multi market Mexican food and burrito concepts which are expanding nationally37

Society & Culture • Expand to different countries15

• High value on Fresh food31

• High value on vegan and vegetarian food37

• Interest in specific foods20

• Interest in healthy food20

• “Food with Integrity” poses for risks and challenges37

Economy • Store expansions69

• Food prices69

• Tax on food16

• Plummeting Stocks12

• Changing interest rates and interest income20

• Executive compensation 5x industry norm19

Political & Legal • Laws requiring fresh food standards20

• Mandatory food provider for all campuses64

• Mandatory delivery to college campuses64

• Court cases due to e-coli20

• High leasing contracts20

• Food regulations20

Technology, communications, and transportation

• Enhance phone app37

• Offer live chats with employees37

• Delivery partners37

• App not available to all operating systems37

• Offer delivery at all locations37

• Rapidly change in software systems16

Natural Environment

• Grow their own vegetables31

• Rid of all genetically modified organisms37

• Dim lighting37

• More pesticides in foods37

• Sales fluctuate due to season change37

• Limited resources31

Bottom Lines Chipotle could limit their competitors by continuing their rewards program and increase food with a cause by

donating their leftover food daily to local food shelters to increase brand loyalty and talk-ability.

As mobile subscription increases, there are more interactions through social media. Chipotle lack of presence through all operating systems

within their application causes them to limit their talk-ability.

Table 2. SWOT AnalysisStrengths Chipotle is an easily identified company that offers fresh ingredients throughout the U.S. They have

high followings on all platforms of social media. They also opened up a huge channel of e-commerce on mobile devices.

Weaknesses

With an increase of communications through social media, Chipotle lack interactions with a decrease number of social post. In addition, by limiting their rewards program, there is an increase of uncertainty avoidance throughout their multicultural market.

Opportunities

Chipotle could limit their competitors by continuing their rewards program and increase food with a cause by donating their leftover food daily to local food shelters to increase brand loyalty and talk-ability.

Threats

As mobile subscription increases, there are more interactions through social media. Chipotle lack of presence through all operating systems within their application causes them to limit their talk-ability.

Major Finding

To foster greater brand loyalty and increase talk-ability Chipotle must continue their rewards program while donating their leftover foods to local shelters and increase consumer interactions throughout social media including their application across all operating systems.


Table 3a. Super Brand Analysis Strength


Chipotle Panera Chick-Fil-A Jimmy Johns MoesCompany • No Long term debt17

• Enormous Growth Potential72

• Meritocratic promotion system53

• Panera 2.046

• Stock has climbed 1.4%52

• Operates PaneraCares56

• Franchise Company38

• Chick-Fil-A Team Member Scholarships13

• Privately Held and Family Owned38

• Donates to military, education, the arts, and had excellent health care for employees56

• Offers online ordering and delivery35

• Promotes executive team from stores55

• Part of FOCUS Brands Inc. which also owns 7 total entities25

• Online Ordering36

• Donates money to JDRF36

Brand • Local Grower Support1

• Jobs for Refugees53

• #1 fast food restaurant with fresh ingredients39

• Modernizing brand46

• Extending the Panera brand into a nonprofit organization56

• Brand is growing though stock purchases daily52

• America’s Most Liked Restaurant71

• “Eat Mor Chikin” Cow Campaign38

• “Solicitous, Prompt, and Accurate Service”71

• Tagline of “Freaky Fresh and Freaky Fast”55

• Widely known and recognized42

• Brand is closely associated with fresh products56

• Able to listen to music via the website, getting people to stay on the site for longer36

• Extending the brand to grocery stores36

• Greater variety of options than competitors36

Product • Burritos, Burritos Bowl, Tacos and Salads 17

• Food with Integrity1

• Track and trace system39

• New ordering system for flawless preparation of food46

• First national brand to serve “Clean Bacon”52

• Sophisticated food items66

• Chicken Sandwiches, Chicken nuggets, Salads and Fries38

• Freshly Squeezed Lemonade and biscuits38

• Fresh Fruits and Vegetables38

• Fresh Ingredients and bread baked daily55

• Switching to more natural meats free of antibiotics and hormones76

• Product comes out fast and correct every time55

• Kids menu available21

• “Honestly Awesome Food”27

• Salsa Bar36

Channels • Online Ordering through iPhone and Android ordering applications17

• Postmates, Orderup, Tapingo, Favor Apps1

• Catering1

• Over 2,000 stores52

• Cafes offer a certain ambience66

• Located in 45 states and Canada46

• Catering Delivery/Pickup38

• Kid Friendly38

• Drive Thru Only Outlets38

• More than 1,000 stores42

• Always searching for more franchises76

• Has the most restaurant chains besides Subway, Starbucks, Dunkin Donuts70

• Friendly welcoming upon entering the store “Welcome To Moes!”25

• Over 400 different stores26

• Stores are vibrant and welcoming43

Promotion • 806 K Twitter Followers, 379 K Instagram Followers, 3,021,477 Likes on Facebook, 5,334,972 Checked in44

• “Do Good With Burritos” – Host a fundraiser and keep 50%.1

• Animated Short Films1

• AmbitiousTVmarketing “Make today better”66

• MyPanera Loyalty program66

• Promoting within grocery stores by allowing customers to purchase and make their own Panera at home59

• 747 K Twitter, 547 K Instagram, 7,603,867 Facebook, 4,757,860 Checked in44

• High Social Media Interactions44

• High Sponsorship though Local Communities13

• Listed #1 twitter brand by number of interactions2

• Promotes as being “eco-friendly”58

• Active on social media with lots of followers41

• Online app with rewards program within36

• All the social media facets are easily accessed from their webpage36

• Hired professionals to grow their social media branding43

Price • Reasonable for High Quality Food5

• College Students or Low Income Price Range53

• Discounted pricings through holiday events 14

• Panera Cares runs off of a “Pay what you can” philosophy7

• Coupons loaded onto MyPanera card51

• Consumers have become brand loyal and are willing to pay a higher price11

• Free meals on Cow Appreciation Day76

• Combination options38

• Lower cost because of chicken76

• Able to buy gift cards online35

• Affordable sandwiches35

• Combo meals offered35

• Able to buy gift cards online36

• Combo meals (drink and queso) offered36

• Tortilla chips are always included with any purchase36

Bottom Lines Chipotle is an easily identified company that offers

fresh ingredients throughout the U.S. They have high interactions with their consumers on all

platforms of social media. They also opened up a huge channel of e-commerce on mobile devices.

Panera is a company that wants to be seen in all facets of the country. The combination of thousands

of stores, a strong loyalty program, the nonprofit work they are so passionate about coupled with the new

technology they are introducing, they are successfully accomplishing their goals and staying on the cutting

edge of the competition

With a unique name or brand like Chick-Fil-A, the company continues to grow by providing solicitous, prompt, and accurate service. In

addition, due to their high interactions within the community, they receive a high following

through their social media, while also appealing to all sectors of customers.

By mostly raising awareness of their company and brand, Jimmy Johns appeals

to the quick and fast lifestyle of commuting working and busy college

student. By offering delivery, being open later hours, and being so active on social media Jimmy Johns is ahead of the “fast-

casual dining” curb.

Moe's may not be the most well-known of the “fast casual” dining world but they are working hard and fast in order to make their mark. By offering top of the line ingredients, free chips

and salsa and discounted queso they are quickly growing there brand in not only

awareness but social media following as well.

Major Finding

Whilst it is difficult to pin-point what makes a “fast-casual” restaurant successful, it can be concluded that a high social media following and placing a vital importance on customer satisfaction are on the top of the list. In an age where so much importance is placed on technology and being fast, these different brand all capture their own way of satisfying needs: such as fresh ingredients, online ordering, and rewards programs to compensate loyal customers.

Table 3b. Super Brand Analysis Weakness


Chipotle Panera Chick-Fil-A Jimmy Johns MoesCompany • Low presence in Canada, Europe and

Asia17

• Low Presence of ShopHouse and Pizzeria Locale72

• Double digit drop in revenue67

• Parted ways with lead agency (Cramer-Krasselt) in 201150

• Slower growth rate than competitors51

• No delivery available (yet)51

• Not open on Sundays38

• No delivery option38

• Incur long lines during meal hours38

• Privately owned company, can’t see stock prices or financials42

• CEO is too detail oriented to make new innovative decisions78

• No drive thru option35

• Privately owned company, can’t see stock prices or financials26

• Longer lines during peak hours45

• No delivery available36

Brand • Association with E.Coli67

• Public Political Stance67

• Tex-Mex centric may turn people off14

• Technology growth to grow the brand is slow moving10

• Using misleading messages to grow the brand32

• Losing their lead advertising agency hurt the brand through bad press32

• Publicly support controversial issues74

• Cow-Centric30

• Limited variety of options38

• Not enough room for all the competition to keep growing70

• Brand cannot grow as fast due to being privately owned42

• Misleading: “Gourmet Sandwiches”35

• Brand not as well known45

• Cannot grow as rapidly due to inability for public to purchase stocks26

• Misleading: “Tex-Mex”45

Product • Systemic Crises63

• Limited Menu72

• High Calorie Food1

• High calorie foods51

• Dropped a lot of money to improve product line, and demand didn’t really grow that much47

• Wide variety of products leads to inconsistency51

• Antibiotic in chicken74

• High Calories food38

• Portions are getting smaller as price is increasing38

• Not a good way to lose weight23

• High carb, calorie and fat in food23

• Ingredients misleading to appear fresh23

• Not as fresh of ingredients as competitors45

• Not as healthy as competitors45

• Products sometime dry and lack flavor45

Channels • No Drive Thru72


• Loud music1

• Not open late51

• Keep opening new stores, customer base isn’t growing fast enough47

• Modernizing the cafes is proving to be a time and money consuming venture46


• Unsafe drive thru set up38

• Limited parking38

• Limited Seating42

• Picky CEO may be slowing the growth for more franchises78

• Store fronts are usually small and crowed42

• Not as many locations as competitors25 • Not open late36

• Interior decorating may be considering over the top43

Promotions

• Decrease number of social post44

• Limited Advertisement1

• No continuous rewards program1

• Hard to turn social media buzz into dollars 10

• Promoting using fear has a negative connotation to the public32

• Not very interactive with consumers on social media61

• Non-uniformed promotions8 • Such a heavy push on breakfast is

making the rest of the products get lost in the shuffle14

• No regular promotions offered through social media13

• Outdated signage78

• Franchises forced to denote 4.5% of sales to just advertising78

• Limited physical advertising78

• Limited awareness due to lack of promotion48

• Not many deals on social media49

• Do not interact with customers via social media49

Price • High Stock Price72

• More expensive than other competitors 1


• No coupons or incentive to cut costs on social media50

• More expensive than competitors51

• No real combo meal options available51

• Expensive compared to competitors38

• Price is consistently increasing slowly17

• No value menu38


• High delivery fees35

• Combo meals kind of lame, don’t get a lot with it35


• Varying range of products leads to extreme price variances36

• Brand loyalty to competitors makes it hard for people to justify spending more45

Bottom Lines With the success of popular demands for

their product, Chipotle suffer with long lines during peak hours and are not able to

operate during late night hours or deliver for the expand of their customer base.

Panera is making large strides to be more innovative but with no more customer base coming in, they are just spending money to spend money.

Panera also needs to enhance their rewards program to keep customers loyal.

Chick-Fil-A has a very limited consumer base because there are little to no coupon ads,

religious beliefs, high calories product and a misleading logo.

With outdated signage and coupons hard to come by, Jimmy Johns is at risk for losing their customer

base if they do not make drastic changes or become a publically traded company soon.

Moe's Southwest Grill has found themselves in a very competitive market, lots of customers have brand loyalty to other brands and want to spend their money elsewhere. Moe's is under scrutiny for not having top of the line ingredients. They are also not as well-known because of their low

store count and being a private company

Major Finding

While super-brand all have things in common that make them successful, they also have things in common that they need to work on. Offering more coupons within rewards programs or developing and shaping a value menu would attract more low income consumers and college students. Also, putting the company public seems to make a big difference in sales, social media interaction and overall popularity of the different publically traded brands.

Table 4. What could drive brand loyalty in these countries?

HOFSTEDE34 USA Mexico Brazil Korea Australia

Individualism 91 30 38 18 90Indulgence 68 97 59 29 71Masculinity 62 69 49 39 61Uncertainty Avoidance 46 82 76 85 51

Power Distance 40 81 69 60 36Long-term Orientation 26 24 44 100 21

Bottom Lines:

USA has a high loosely-knit social framework in which individuals are

expected to take care of only themselves and their immediate

family. They allow themselves to enjoy life while maintaining a preference in

achievements, heroism, assertiveness, and material awards at

a medium level. However, they still feel uncomfortable with uncertainty of

the unknown future. With everyone having equal rights, there is not a high

power distance. They also prefer to maintain time-honored traditions and norms while viewing societal change

with suspicious.

Mexico represent a tightly-knit framework in society where

individuals are dependent on others for unquestioning loyalty.

They love to enjoy life with almost no restraint while maintain a preference in achievements, heroism,

assertiveness, and material awards at a medium level.

However, they are very worried about the unknown future as

there are inequalities among all. Still, they maintain time-honored

traditions and norms while viewing societal change with

suspicious.

Brazil also represent a tightly-knit framework in society. They

also enjoy life with some restraints. They maintain a

medium level of competitiveness with worries of the unknown future. While there are some inequalities

issues, they still maintain time-honored traditions and norms while viewing societal change

with suspicious.

Korea has a very tightly-knit framework. They have a

very high restraint when it comes to enjoying life. While

they are less competitive, they are still very worried about the unknown future.

With a high hierarchical order, they are encourage to thrift and efforts in modern

education as a way to prepare for the future.

Australia are expected to take care of only themselves and their immediate family. They love to enjoy life with

low restraint. While they like to be competitive, they are

still afraid about the unknown future. With a low

hierarchical order, they maintain time-honored

traditions and norms while viewing societal change with

suspicious.

Major Findings:

Besides Korea, all countries represent a tightly-knit framework in which individuals are expected to take care of only themselves and their immediate family. They all like to enjoy life with a certain restraint. They all worry about the unknown future. Therefore, to drive brand loyalty in these countries Chipotle will have to continue their rewards program to decrease an uncertainty avoidance or the worry about an unknown future by providing points for loyal customers to earn a reward. In addition, it will also increase the level on Individualism as there is a high value of it in the U.S.


Figure 1. What could drive brand loyalty in these countries?

USA Mexico Brazil Korea Australia0

20

40

60

80

100

120

91

3038

18

90

68

97

59

29

7162

69

4939

6146

82 7685

5140

8169

60

3626 24

44

100

21

HOFSTEDE34

Individualism Indulgence MasculinityUncertainty Avoidance Power Distance Long-term Orientation


Bottom Line: Chipotle could drive brand loyalty in these countries by bringing back their rewards program permanently to decrease an uncertainty avoidance or the worry about an unknown future by providing points for loyal customers to earn a reward. In addition, it will also increase the level on Individualism as there is a high value of it in the U.S.

Table 5. How is life and what can drive brand loyalty across these societies?UNITED NATIONS40

Measure Issue USA Mexico Brazil Korea Australia Rank 8 74 75 17 2

Human Development Index Overall 0.915 0.756 0.755 0.898 0.935 Life Expectancy at Birth Health 79.1 76.8 74.5 81.9 82.4

Expected Years of Schooling Education 16.5 13.1 15.2 16.9 20.2 Gross National Income per Capita Income $52,946.50 $16,056 $15,175 $33,890.50 $42,260.60

Inequality-Adjusted Human Development Index Inequality 0.76 0.587 0.557 0.751 0.858

Gender Development Index Gender 0.995 0.943 0.997 0.93 0.976 Multidimensional Poverty Index Poverty n.a. 0.024 0.011 n.a. n.a. Employment to Population Ratio Work 57.8 58.5 65.6 59.1 61.5

Homicide Rate (per 100,000 people) Human Security 4.7 21.5 25.2 0.9 1.1 Exports and Imports (% of GPD) Trade 30% 64.20% 27.60% 102.80% 41% Mobile Phone Subscriptions (per

100 people) Communication 98.4 82.5 139 115.5 131.2 Carbon Dioxide Emissions per

Capita (tonnes) Sustainability 17 3.9 2.2 11.8 16.5 Population, Total (millions) Demography 322.6 123.8 202 49.5 23.6

Bottom Lines:

With an overall raking of 8, the

USA has the highest in income,

gender, sustainability and

demography. However, they

ranked the lowest in the work to

population ratio.

With an overall ranking of 74, Mexico has the

highest homicide rating, which isn't good. They have

the second highest rating for trade.

They also rank the lowest in education,sustainability , and

communication.

With an overall ranking of 75, Brazil has the highest in

employment to work ratio,

communication, and homicide (although

not good). They rank low in

inequality, trade and sustainability

With an overall ranking of 17, Korea ranks the highest in trade and second in

life expectancy, communication, and sustainability. They also rank the lowest in homicide rates.

With and overall ranking of 2 Australia

has the highest in health, education,

and communication. In addition, they are in close seconds with income, gender and work, and they also have a low rating of

homicides .

Major Finding:

All countries value and strive in having a higher education, with the lowest score being 13.1 in Mexico and the highest being 20.2 in Australia. Therefore, Chipotle can build brand loyalty by making stores available on campuses as education is important in these countries. In addition, each country has a high number in communication with the lowest being an 82.5 in Mexico and a high of 131.2 in Australia. As technology is growing it would be best to build brand loyalty by becoming more intact with social media, posting frequently, and frequently keeping up to date with technology and communication changes.


Figure 2. How is life and what can drive brand loyalty across these societies?

USA Mexico Brazil Korea Australia50

60

70

80

90

100

79.1 76.8 74.5

81.9 82.4

Life

Exp

ecta

ncy

in

Year

s

$52,946.5Gross national

income percapita


income per capita

$15,175.0

Gross national income per

capita


income per capita


income per capita


UNITED NATIONS40

Bottom Line: Life is great across these countries as the the lowest life expectancy is 74.5 and $15,175 gross national income per capita. To maintain a high life expectancy, Chipotle can drive brand loyalty across these societies by maintaining their food with integrity to ensure individual’s health for a long life span.

Table 6. How is life and what can drive brand loyalty across these societies?

OECD54

Measure Issue US Mexico Brazil Korea AustraliaPopulation (millions) 311.6 118.4 196.5 50.2 23.1

Visitors per year (millions) 171.6 76.7 5.2 11.1 6.1Renewable energy 6.30% 8.70% 45.80% 8.70% 4.60%Rooms per person Housing 2.4 1 0.9 1.4 2.3

Household net adjusted disposable income Income $41,071 $12,806 $11,487 $19,372 $33,138 Employment rate Jobs 68.10% 60.40% 66.70% 65.30% 71.60%

Quality of support network Community 90.10% 75.30% 90% 75.80% 95.10%Student skills Education 492 417 402 542 513

Air pollution (micrograms) Environment 10.7 11.9 16.6 29.1 5.9Voter turnout Civic Engagement 66.70% 63.10% 78.90% 75.80% 93.20%

Self reported heath Heath 87.50% 65.50% 69.70% 35.10% 85.40%Life satisfaction Life Satisfaction 6.9 6.2 6.5 5.8 7.3

Feeling safe walking alone at night Safety 73.90% 39.90% 39.50% 67.70% 62.60%

Employees working long hours Work-Life Balance 11.70% 28.30% 9.50% 23.10% 13.40%

Bottom Lines

US has low voter turn out, but high self

reported heath, quality of support network and disposable income. To build brand loyalty in

the US a company could promote their

brand as healthy and a family activity.

Mexico has a very low disposable income, and voter turnout. They also

a high amount of people working long

hours. To build brand loyalty in Mexico a

company could promote their brand as

low cost, and a good thing to eat while at

work.

Brazil has a low disposable income, low student skills, and do not feel safe walking

home at night. However they have a decently high voter

turn out. To promote a brand in Brazil a company could

promote their product as inexpensive and

fulfilling their civic duty.

Korea has low population and self

reported heath but has a higher disposable

income than most other countries and a high

amount of people working long hours, the

also have a low life satisfaction rating. To

promote a brand in Korea a company could show how their product could improve their life.

Australia has a very high voter turn out, life satisfaction and people feel safe walking home at night. They have a

low population and visitors per year. To promote a brand in

Australia a company could show how their product could further

improve their life.

Major FindingLife across these countries are okay but not great considering the lowest life satisfaction score is 5.8 in Korea. All countries has a relatively low value within the employment rate. Therefore, Chipotle can drive brand loyalty across these societies by extending their operational hours to increase labor opportunities.


Figure 3. How is work life in these countries?

5.00% 10.00% 15.00% 20.00% 25.00% 30.00%5

6

7

8

OECD54

Employees working long hours

Life

Sat

isfa

ctio

n

$33,138

$19,372

$11,487$12,806

$41,071


Bottom Line: Work life in these countries are okay. The relationship between life satisfaction and employees working long hours concludes that the longer the employees work, the lower their life satisfaction. Therefore, Chipotle can drive brand loyalty across these countries by extending their operational hours to create more shifts (opening, mid-shift, closing) for the employees to switch off without having to work long hours. By doing so, Chipotle will also help these countries increase the employment rate and GDP.

Table 7. How is Economic Freedom around the world?28

Issue Measure USA Norway Costa Rica LuxembourgEconomic Freedom Overall score (rank) 75.4 (11) 70.8 (32) 67.4 (50) 73.9 (19)

Rule of Lax Property rights 80.0 90.0 50.0 90Corruptions 74.0 86.0 54.0 82

Limited Government

Government Spending 54.7 41.8 88.7 43

Fiscal 65.6 53.2 79.4 61.1Regulatory Efficientcy

Business 84.7 89.6 68.6 73.7Labor 91.4 48.5 53.8 42.6

Monetary 77.0 76.2 77.6 83.2

Open MarketsTrade 87.0 87.8 81.6 88

Investment 70.0 75.0 70.0 95Financial 70.0 60.0 50.0 80

Bottom Lines:

USA is one of the top countries within their economic freedom.

Most of which include their property rights,

high trade and investment

opportunities.

Norway has an average score of 70.8 within

their economic freedom. It is a result

of a very huge property rights, low government

spending and high trades.

Costa Rica has a medium level of

economic freedom due to high government

spending and average property

rights.

Luxembourg has a high economic

freedom with high property rights, trade and high

investment opportunities.

Major Finding: Chipotle could improve the economic freedom in the U.S by staying unbiased towards any political stands to decrease the risk of increasing government corruption.


Figure 4. How is economic freedom around the world?28

USA

Norway

Costa Rice

Luxembourg

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0

74.0

86.0

54.0

82.0

CorruptionBottom Line: When it comes to corruptions, Norway is the leading country with a score of 86.0 followed by Luxembourg’ score of 82.0. With the U.S corruption’s score of 74.0, Chipotle could help decrease it by having an unbiased political stands to avoid an increase of any government corruptions.


Table 8. How is business climate around the world?29

Issue Measure USA Norway Costa Rica Luxembourg

GovernmentType Federal Republic Constitutional Monarchy Democratic Republic Constitutional Monarchy

Economy Control 76.2 71.8 67.2 73.2Political Risk A2 A1 A4 A1

Economy

Income Level High High Upper Middle HighDevelopment Developed Developed Developing DevelopedAgriculture 1.30% 1.82% 5.61% 0.18%

Service 78% 63.22% 69.42% 88.54%Industry 20.70% 34.96% 24.97% 11.28%

Manufacturing 12.30% 8.27% 16.35% 4.74%

TradeBalance (in millions) ($802,951) $34,099 ($2,381) $3,194 Exports (% of GDP) 12.60% 37.05% 35.06% 213.85%Imports (% of GDP) 15.50% 31.47% 37.24% 177.65%

Risk

Risk A2 A1 A4 A1Business Climate A1 A1 A3 A2

Strength Labor market, energy Oil fields, banking system Tourism resources, best social indicators: education and health

Low public debt, skilled international workforce

Weakness Polarization, fertilityHousehold debt, Labor

shortage in high value-added sector

Exposure to natural disaster, lack of skilled labor

High dependence on arge financial sector, Economy

vulnerable to Eurozone economic situation

Bottom Lines:

U.S has a well business climate due to a high economy control, high

income level, and developed country.

Norway has a good business climate because of their high

economy control, low political risk, high income

level in a developed country.

Costa Rica has an average business climate due to their

high political risk in a developing country.

Luxembourg has a great business climate because they are a low risk country

with the high trade and export in a high income and

developed country. Major Finding: Chipotle can make the U.S business climate greater by expanding their merchandise to increase the manufacturing part of the

economy to grow.


Figure 5. How is business climate around the world?(GDP Composition by industry)29

USA

Norway

Costa Rica

Luxembourg

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0

78.0

63.2

69.4

88.5


Bottom Line: The business climate around the world are good considering the lowest GDP is 63.2. However, Chipotle can help make the business climate better while fostering greater brand loyalty by expanding their merchandising (clothing, hats, backpacks) to increase manufacturing jobs for the economy to grow the countries.

Figure 6. End Hunger with Chipotle


United Nation’s Goals 68

What’s the issue? Why should we address it?Globally, one in nine

people in the world today (795

million) are undernourished

Poor nutrition causes nearly half (45 per cent) of deaths in children under five – 3.1 million children

each year.

One in four of the world’s children suffer stunted growth. In developing

countries the proportion can rise to one in three.

End diseases that are caused

by hunger

Help children grow healthy

Help expand child life

expectancy

Bottom Line: Chipotle can help end hunger while fostering greater brand loyalty in the United States by decreasing food waste to donate their leftover food to the local food shelter.

Table 9. What can Chipotle do to improve Happy Planet Index in the United States?33

Issue Measure USA Norway Costa Rica LuxembourgPopulation Millions 314.1 5 4.7 530.9K

Income GDP per capita $51,000 $102,000 $10,000 $105,000

HPI Score

Overall Score (HPI) 20.7 (108) 36.8 (12) 44.7 (1) 13.2 (139)Life expectancy 78.8 (31) 81.3 14) 79.1 (30) 81.1 (16)

Well-being 7 (18) 7.7 (2) 7.3 (10) 7 (16)Ecological footprint 8.2 (137) 5 (108) 2.8 (75) 15.8 (140)

Inequalities 13% (34) 7% (7) 15% (39) 7% (6)

Bottom Lines:

With a high population, USA is a wealthy country with a high expectancy

which also relates to their well-being. However, they

have a high economic inequalities.

With a low population, Norway is one of the

wealthiest country in the world. They have a high life

expectancy and well-being. In addition they have a very low

economic inequalities. However, they have a low

ecological footprint.

For a small population country, Costa Rica have a

very high well-being comparable to wealthier countries. However, they are struggling the hardest in economic inequalities.

Luxembourg being one of the smallest country in the world

have a very high GDP per capita.

However, they have a big problem in

ecological footprint.

Major Finding:Chipotle can help U.S improve the economic inequalities by focusing on their own home grown plants and animals to increase job opportunities to decrease the poverty line. By doing so, individuals can obtain those jobs without having prior higher education or experiences to get the job.



Nikki Heng (Editor/Data Analyst)

• Senior Marketing Major• Works 30 hours per week

while taking 18 credit hours

• Loves hiking

Meet the Authors

Monica Murphy (Editor/Designer/Research

Analyst) • Senior Marketing Major• Works two part-time jobs as

a marketing assistant, and operations/website designer while taking 18 credit hours.

• Avid golfer and dirt-bike rider

Samantha Pachta(Research & Data Analyst/)

• Senior Marketing Major• Works 30 hours per week

while taking 18 credit hours

• Loves hiking

SOURCESPage 19© MSN Marketing Co

2016

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Economic Freedom: 28OCED: 54 Hoff: 34 U.N: 40 Global Edge: 29Happy Planet: 33U.N Sustainability goals: 68


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