Fostering Loyalty

Chip tle

Monica Murphy Samantha Pachta Nikki Heng

MSN Marketing Co. 2016


What fast food/casual restaurant brands are college students like you loyal and why?College students keep coming back to these restaurants because of the way they represent their marketing mix.

What makes college students talk about those brands?College students talk about these brands because they are highly connected through social media.

What makes those brands unique and different from each other? Because they all capture their own way of satisfying the needs of their customers.

So, how could our client foster greater brand loyalty and talk-ability?They could foster greater brand loyalty by reevaluating their operating hours

Conclusion:All brands have created a loyal relationship with their customers through different types of marketing mix. However, with the high demand of product and an increase of different lifestyles, they have to re-evaluate the implementation for their brands.

Executive Summary

WHAT FAST FOOD/CASUAL RESTAURANT BRANDS ARE COLLEGE STUDENTS LIKE YOU LOYAL AND WHY?

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


WHAT MAKES COLLEGE STUDENTS TALK ABOUT THOSE BRANDS?

• Takeaway: College students talk about these brands because they are highly connected through social media, which is the number one channel of communication for millennial and gen-z students. In addition, they also talk about it in person when prompted with tangible merchandising.


WHAT MAKES THOSE BRANDS UNIQUE AND DIFFERENT FROM EACH OTHER?

• Takeaway: 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.


SO, HOW COULD OUR CLIENT FOSTER GREATER BRAND LOYALTY AND TALK-ABILITY?

• Takeaway: With the high demands for their product, chipotle can foster a greater brand loyalty and talk ability by creating late night operating hours.


APPENDIX Chipotle Panera Chick-Fil-A Jimmy Johns Moes

Company No Long term debt17 Enormous Growth Potential65

Meritocratic promotion system48

Panera 2.041

Stock has climbed 1.4%47

Operates PaneraCares51

Franchise Company34

Chick-Fil-A Team Member Scholarships13

Privately Held and Family Owned34

• Donates to military, education, the arts, and had excellent health care for employees50

• Offers online ordering and delivery31

• Promotes executive team from stores49

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

• Online Ordering32

• Donates money to JDRF32

Brand • Local Grower Support1

• Jobs for Refugees48

• #1 fast food restaurant with fresh ingredients35

• Modernizing brand41

• Extending the Panera brand into a nonprofit organization51

• Brand is growing though stock purchases daily47

• America’s Most Liked Restaurant64

• “Eat Mor Chikin” Cow Campaign34

• “Solicitous, Prompt, and Accurate Service”64

• Tagline of “Freaky Fresh and Freaky Fast”49

• Widely known and recognized37

• Brand is closely associated with fresh products50

• Able to listen to music via the website, getting people to stay on the site for longer32

• Extending the brand to grocery stores32

• Greater variety of options than competitors32

Product • Burritos, Burritos Bowl, Tacos and Salads17

• Food with Integrity1

• Track and trace system35

• New ordering system for flawless preparation of food41

• First national brand to serve “Clean Bacon”47

• Sophisticated food items60

• Chicken Sandwiches, Chicken nuggets, Salads and Fries34

• Freshly Squeezed Lemonade and biscuits34

• Fresh Fruits and Vegetables34

• Fresh Ingredients and bread baked daily49

• Switching to more natural meats free of antibiotics and hormones71

• Product comes out fast and correct every time49

• Kids menu available21

• “Honestly Awesome Food”27

• Salsa Bar32

Channels • Online Ordering through iPhone and Android ordering applications17

• Postmates, Orderup, Tapingo, Favor Apps1

• Catering1

• Over 2,000 stores47

• Cafes offer a certain ambience60

• Located in 45 states and Canada41

• Catering Delivery/Pickup34

• Kid Friendly34

• Drive Thru Only Outlets34

• More than 1,000 stores37

• Always searching for more franchises71

• Has the most restaurant chains besides Subway, Starbucks, Dunkin Donuts63

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

• Over 400 different stores26

• Stores are vibrant and welcoming38

Promotion • 806 K Twitter Followers, 379 K Instagram Followers, 3,021,477 Likes on Facebook, 5,334,972 Checked in39

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

• Animated Short Films1

• Ambitious tv marketing “Make today better”60

• MyPanera Loyalty program60

• Promoting within grocery stores by allowing customers to purchase and make their own Panera at home53

• 747 K Twitter, 547 K Instagram, 7,603,867 Facebook, 4,757,860 Checked in39

• High Social Media Interactions39

• High Sponsorship though Local Communities13

• Listed #1 twitter brand by number of interactions2

• Promotes as being “eco-friendly”52

• Active on social media with lots of followers36

• Online app with rewards program within32

• All the social media facets are easily accessed from their webpage32

• Hired professionals to grow their social media branding43

Price • Reasonable for High Quality Food5

• College Students or Low Income Price Range48

• Discounted pricings through holiday events14

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

• Coupons loaded onto MyPanera card46

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

• Free meals on Cow Appreciation Day69

• Combination options34

• Lower cost because of chicken69

• Able to buy giftcards online31

• Affordable sandwiches31

• Combo meals offered31

• Able to buy giftcards online32

• Combo meals (drink and queso) offered32

• Tortilla chips are always included with any purchase32

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.

Moes 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.

APPENDIX- TABLE 5A. SUPER BRAND ANALYSIS STRENGTHS

APPENDIX- TABLE 5B. SUPER BRAND ANALYSIS-WEAKNESSES Chipotle Panera Chick-Fil-A Jimmy Johns MoesCompany • Low presence in Canada, Europe and

Asia17

• Low Presence of ShopHouse and Pizzeria Locale65

• Double digit drop in revenue61

• Parted ways with lead agency (Cramer-Krasselt) in 201145

• Slower growth rate than competitors46

• No delivery available (yet)46

• Not open on Sundays34

• No delivery option34

• Incur long lines during meal hours34

• Privately owned company, can’t see stock prices or financials37

• CEO is too detail oriented to make new innovative decisions71

• No drive thru option31

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

• Longer lines during peak hours40

• No delivery available32

Brand • Association with E.Coli61

• Public Political Stance61

• Tex-Mex centric may turn people off14

• Technology growth to grow the brand is slow moving10

• Using misleading messages to grow the brand30

• Losing their lead advertising agency hurt the brand through bad press30

• Publicly support controversial issues67

• Cow-Centric28

• Limited variety of options34

• Not enough room for all the competition to keep growing63

• Brand cannot grow as fast due to being privately owned37

• Misleading: “Gourmet Sandwiches”31

• Brand not as well known40

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

• Misleading: “Tex-Mex”40

Product • Systemic Crises57

• Limited Menu65

• High Calorie Food1

• High calorie foods46

• Dropped a lot of money to improve product line, and demand didn’t really grow that much42

• Wide variety of products leads to inconsistency46

• Antibiotic in chicken67

• High Calories food34

• Portions are getting smaller as price is increasing34

• 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 competitors40

• Not as healthy as competitors40

• Products sometime dry and lack flavor40

Channels • No Drive Thru65

• No late night hours1

• Loud music1

• Not open late46

• Keep opening new stores, customer base isn’t growing fast enough42

• Modernizing the cafes is proving to be a time and money consuming venture41


• Unsafe drive thru set up34

• Limited parking34

• Limited Seating37

• Picky CEO may be slowing the growth for more franchises71

• Store fronts are usually small and crowed37

• Not as many locations as competitors25 • Not open late32

• Interior decorating may be considering over the top38

Promotions • Decrease number of social post39

• Limited Advertisement1

• No continuous rewards program1

• Hard to turn social media buzz into dollars10

• Promoting using fear has a negative connotation to the public30

• Not very interactive with consumers on social media55

• 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 signage71

• Franchises forced to denote 4.5% of sales to just advertising71

• Limited physical advertising71

• Limited awareness due to lack of promotion43

• Not many deals on social media44

• Do not interact with customers via social media44

Price • High Stock Price65

• More expensive than other competitors1

• Upcharges for extras1

• No coupons or incentive to cut costs on social media54

• More expensive than competitors46

• No real combo meal options available46

• Expensive compared to competitors34

• Price is consistently increasing slowly17

• No value menu34


• High delivery fees31

• Combo meals kind of lame, don’t get a lot with it31


• Varying range of products leads to extreme price variances32

• Brand loyalty to competitors makes it hard for people to justify spending more40

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.

Moes 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. Moes 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.

APPENDIX TABLE 9A-INTERNAL ANALYSIS Strengths WeaknessCompany • No Long term Debt17

• Enormous Growth Potential65

• Meritocratic promotion system48

• Low presence in Canada, Europe and Asia17

• Low Presence of ShopHouse and Pizzeria Locale65

• Double digit drop in revenue61

Brand • Local Grower Support1

• Jobs for Refugees48

• #1 fast food restaurant with fresh ingredients35

• Association with E.Coli61

• Public Political Stance61

• Tex-Mex centric may turn people off14

Product • Burritos, Burritos Bowl, Tacos and Salads17

• Food with Integrity1

• Track and trace system35

• Systemic Crises57

• Limited Menu65

• High Calorie Food1

Channels • Online Ordering through iPhone and Android ordering applications17

• Postmates, Orderup, Tapingo, Favor Apps1

• Catering1

• No Drive Thru65


• Loud music1

Promotion • 806 K Twitter Followers, 379 K Instagram Followers, 3,021,477 Likes on Facebook, 5,334,972 Checked in39

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

• Animated Short Films1

• Decrease number of social post39 • Limited Advertisement1

• No continuous rewards program1

Price • Reasonable for High Quality Food5

• College Students or Low Income Price Range48

• Discounted pricings through holiday events14

• High Stock Price65

• More expensive than other competitors1


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.

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.

APPENDIX TABLE 9B-EXTERNAL ANALYSIS Opportunities ThreatsSuppliers • Get products from local farmers29

• 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

• Delivery33

• More locations around busy college campuses15

• Difficulty managing construction and development33

• Offered in US only15

• Shift in dining habits62

Competition • Continuous rewards Program33

• Do more fundraising and donations33

• Open up off branches of chipotle serving different food66

• Locally owned companies33

• Offer delivery33

• Cannibalization of customers70

Target Customers

• Invest in other eatery concepts to gain more customers33

• Gain competitors customers70

• Increase eye catching advertisements22

• Customer availability33

• International markets cause more in depth planning and thinking due to differences33

• Multi unit, multi market Mexican food and burrito concepts which are expanding nationally33

Society & Culture

• Expand to different countries15

• High Value on Fresh food29

• High value on vegan and vegetarian food33

• Interest in specific foods20

• Interest in healthy food20

• “Food with Integrity” poses for risks and challenges33

Economy • Store expansions62

• Food prices62

• 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 campuses58

• Mandatory delivery to college campuses58

• Court cases due to e-coli20

• High leasing contracts20

• Food regulations20

Technology, communications, and transportation

• Enhance phone app33

• Offer live chats with employees33 • Delivery partners33

•

• App not available to all operating systems33

• Offer delivery at all locations33

• Rapidly change in software systems16

Natural Environment

• Grow their own vegetables29

• Rid of all genetically modified organisms33

• Dim lighting33

• More pesticides in foods33

• Sales fluctuate due to season change33

• Limited resources29

Bottom Lines With a high value on fresh food, and the opportunity for store expansions, Chipotle could become a dominant choice in gaining competitors customers. Also, with an additional channel like delivery to receive the product, it could increase sale and improve customer’s satisfaction due to the shift in dining habits.

Due to the limitation of suppliers after the E-coli breakout, Chipotle has suffered because of the increased interest in healthy food, more pesticides in their foods, and a lack of resources.

APPENDIX- TABLE 9C. SWOT ANALYSIS SUMMARYStrengths 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.

Weaknesses

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.

Opportunities With a high value on fresh food, and the opportunity for store expansions, Chipotle could become a dominant choice in gaining competitors customers. Also, with an additional channel like delivery to receive the product, it could increase sale and improve customer’s satisfaction due to the shift in dining habits.

Threats

Due to the limitation of suppliers after the E-coli breakout, Chipotle has suffered because of the increased interest in healthy food, more pesticides in their foods, and a lack of resources.

Major Finding Despite operating in a low-income environment, Chipotle’s unique brand and fresh product meets the wants and needs to a wide range of consumers with different lifestyles. The consistent in price, customer service, and fresh ingredients keeps the customer’s return rate. However, with the high demand for their product, late night consumers suffer the availability of the products and services due to Chipotle’s current operating hours.

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