CHIPOTLE - DIGITAL MARKETING STRATEGY
ATUL SHARMA
MICHELE DE SIMONE
YASH MEHTA
WHO WE AREChipotle 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
Mil lennials aged 18 -34
Men & Women
Col lege Students
Young Profess ionals
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 col lege student or
profess ional who wants to
lead a healthy l i festy le 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 Overal l
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
emphasiz ing on
Chipotle 's USP :
“Natural & Fresh”
Set strategic
partnerships with
brands that stand for
“Making the World a
Better Place”
Intensi fy resources on the
traf f ic 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
serv ing hot , f resh food
to the customers
Held during Cinco De
Mayo in L .A . to offer
customers an
unforgettable
exper ience
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
BUDGETOnline 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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