Chipotle - Digital Marketing Strategy

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 :


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


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%

https://youtu.be/XfqrgG-DI9g

THANK YOU! ANY QUESTIONS?

SURVEY ANSWERS

SURVEY ANSWERS

SURVEY ANSWERS