Brand Audit - WordPress.com...Brand Hierarchy As mentioned above in the Product & Positioning Matrix, Chipotle’s brand extensions include ShopHouse Southeast Asian Kitchen, and Pizzeria

Brand Audit

Nate Barber, Chloe Borba, Amy Click,

Nico DeSteunder & Alex Hamilton

Table of Contents

Executive Summary ........................................................................................ 2

Brand Identity ................................................................................................ 3

Brand Portfolio ......................................................................................... 4

Product Positioning Matrix ....................................................................... 5

Brand Hierarchy ....................................................................................... 6

Competitive Positioning Matrix ................................................................. 7

Visual Identity ............................................................................................... 8

Font Styles ............................................................................................... 9

Slogan/Billboard. .................................................................................... 10

Commercial Identity ............................................................................... 11

Website .................................................................................................. 13

Physical Store Locations ........................................................................ 14

Packaging .............................................................................................. 17

Trucks .................................................................................................... 18

Brand Exploratory & Descriptive ............................................................... 20

Knowledge Structure .................................................................................. 22

Appendix .........................................................................................................

Executive Summary

Chipotle Mexican Grill, Inc. is a chain of restaurants that specializes in serving

burritos and tacos. The founder and CEO, Steve Ells, opened the first Chipotle in 1993 in

Denver, Colorado. By 1998, Chipotle had 16 restaurant locations, and since then it has

continued to grow, now with over 1700 locations worldwide. Chipotle appeals to many

demographics, although it’s current, primary target market consists of college age people

(19-23 years old) who enjoy eating healthy food, on the go. The company’s mission

statement is “Food with Integrity”, which focuses its efforts in sourcing local, organic

ingredients. It also highlights the fact that Chipotle serves more naturally raised meat than

any other restaurant chain.

To learn more about consumers’ perceptions and associations with the Chipotle

brand, we conducted primary research using focus groups and an in-depth interview. The

main associations our respondents came up with for Chipotle was health conscious,

expensive, far away, spicy, and burritos. Respondents continually mentioned that they

would not go out of their way to get Chipotle.

The qualitative results that we found through our first stage of primary research

helped guide the topics we chose to focus on in our Qualtrics survey. From the survey

results we found that nearly 40% of respondents believe that the Chipotle closest to them

is not in an ideal location. We also discovered that although Chipotle is within a 10-15

minute drive from campus, several people had never been because of its distance from

Western Washington University’s campus. In order to bring more of Chipotle’s target

market into their brick-and-mortar locations, we recommend that Chipotle implement the

“Mobile Mexican Grill,” a burrito truck that can be parked on college campuses to raise its

brand awareness among students living in college towns.

Brand Portfolio

Chipotle Mexican Grill ShopHouse Kitchen Pizzeria Locale

Product - “Gourmet Burritos and Tacos”

- Fully Customizable - Fresh Ingredients - Beer

- Noodle, Rice or Salad Bowls - Southeast Asian Cuisine - Fully Customizable - Fresh Ingredients - Beer

- Individual Pizza’s - Multiple Toppings - Fresh Ingredients - Salads - Beer & Wine

Price Burrito/Bowls/Tacos/Salad - $6.25-6.65

Noodle/Rice/Salad Bowls - $7.00-$8.00

Individual “Classic” Pizza - $5.75 - $8.25 Individual Pizza (Custom) - $4.75 + $2 per meat topping/$1 per vegetable Salad - $3.50-$5.50

Distribution 1,700+ Locations United States, United Kingdom, Canada, Germany and France

California (3 Locations), Maryland (3 Locations), Washington D.C. (4 Locations)

Denver, Colorado (2 Locations)

Promotion - 1st commercial aired during 2012 Grammy’s - Based on word of mouth and billboards up until then mainly - Free burritos on opening days - Social Media & Website

- Local Newspaper - Website - Ratings Services (Yelp) - Social Media - Get publicity because of

linkage to Chipotle

- Local Newspaper - Website - Ratings Services - Eatery Websites (Eater.com) - Get publicity because of

linkage to Chipotle

Other - Joined the Coalition of Immokalee Workers in 2012

- Call themselves “Fast-Casual” - No Limited time offer, special

menu. (Want to keep it simple)

- Emphasis on fresh and local ingredients

- “Fast-Casual” - No Limited time offer,

special menu. (Want to keep it simple)

- Emphasis on fresh and local ingredients

- “Fast-Casual” - No Limited time offer, special

menu. (Want to keep it simple)

http://en.wikipedia.org/wiki/Coalition_of_Immokalee_Workers

http://en.wikipedia.org/wiki/Coalition_of_Immokalee_Workers

Product & Positioning Matrix

Chipotle ShopHouse Kitchen Pizzeria Locale

Primary Target Market -Millennials -Consumers concerned with sustainability -Consumers who care where their food comes from -College students -Gender neutral -Consumers interested in Mexican Food

-Millennials -Consumers concerned with sustainability -Consumers who care where their food comes from -College students -Gender neutral -Consumers interested in Wok style Asian food

-Millennials -Consumers concerned with sustainability -Consumers who care where their food comes from -College students -Gender neutral -Consumers interested in gourmet pizza

Secondary Target Market -18-35 year olds -Asians in the Pacific region

-Families interested in healthy fast food alternatives

-Families interested healthy fast food alternatives

Usage / Occasions -Fast, on-the-go -Cheaper, healthier alternative to other fast food chains

-Assembly Line model -Wok style -Quick and Gourmet

-Pizza in less than 2 minutes -Fast Food but gourmet emphasis -Pick your own toppings

All of Chipotle’s brand extensions, including ShopHouse Kitchen and Pizzeria Locale focus on providing quick and

gourmet food. Their primary target markets are extremely similar, other than the fact that the offer a different kind of food.

They focus on Millennials who are concerned with sustainability and the quality of their food, but are looking for a faster

alternative than your standard dine in restaurant. Like their primary target markets, these brands also have similar

secondary target markets that focus on families who are interested in healthy fast food options. They specialize in the

assembly line style model of serving their food, where you customize your order as you are watching it being made right

before your eyes.

Brand Hierarchy

As mentioned above in the Product & Positioning Matrix, Chipotle’s brand extensions include ShopHouse Southeast

Asian Kitchen, and Pizzeria Locale. All of these restaurants are “fast casual” and appeal to a similar demographic. Chipotle

has a limited menu for customers to choose from; it is simply just burritos, burrito bowls, tacos, and salads, with choice of

meat, veggies, rice, and type of sauce.

Competitive Positioning Matrix

Chipotle Qdoba Pancheros Moe’s Southwest Grill Baja Fresh

Corporate Brand

Chipotle Mexican Grill Inc. Jack-in-the-Box TexMex FOCUS Brands Wendy’s International

POP “Fast Casual” Restaurant with Fresh Mexican Food

“Fast Casual” Restaurant with Fresh Mexican Food




POD -“Food with Integrity” -Organic, friendly to animals, local, and quality of ingredients

-“We Live Food” -“All-inclusive” no extra costs for guacamole -Serves Breakfast

-“It’s All About the Tortillas” -Located next to colleges

-“Buck Naked” - “Pop Culture meme” names for items

- “Live Fresh” - Homemade - Farm Fresh Ingredients

Target Market Gen Y/ Millennials Gen Y/ Millennials College Students College Students Age Range of 18-35

Within the competitive positioning matrix, there were several interesting similarities and differences between

Chipotle and its main competitors. One of the main differences is the corporate brand of Chipotle is Chipotle itself or

otherwise known as Chipotle Mexican Grill Inc., while Qdoba, Pancheros, Moe’s Southwest Grill, and Baja Fresh are all

owned by a Corporate Brand unrelated to its direct brand. For example Qdoba’s corporate brand is Jack-in-the-Box.

Between these competitors, they all maintain the same target market consisting of 18-23 year olds and the same point

of parity of “fast casual” restaurant with fresh Mexican food. As they all are targeting the same age range, it is the point

of difference that makes them stand out from one another. Chipotle focuses on maintaining organic food, friendly animal

practices, and only using local and quality ingredients. Qdoba practices an “all inclusive” theory such as serving

breakfast and no extra costs for Guacamole. Pancheros focuses on its tortillas, as their slogan is “it’s all about the

tortillas”. Moe’s Southwest Grill focuses on creative “pop culture meme” names for its items. Finally the last competitor,

Baja Fresh, focuses on a “homemade” style with farm fresh ingredients.

Visual Identity Analysis

The word chipotle derives from the Nahuatl, from Aztec language. It is the

name for a smoked and dried jalapeño chili pepper (Wikipedia, 2010). This dried

jalapeno pepper is the focal point for Chipotle’s logo. The inside of the jalapeño has

jagged lines to show that it has been dried out, hence the name of the franchise. The

logo is simple, rounded, and well balanced. The bottom of the logo clearly mentions, in

a crescent shape, that Chipotle is a Mexican grill. The color palette is red with a

contrasting, deep brown-red, and white is used for both the text and inner border. The

colors black and white are often used in Chipotle’s promotions such as its “Food with

Integrity” slogan shown below. The colors gives the brand a sense of being

expensive/classy fast food, as well as “gourmet” Mexican food trying to appeal to the

“foodie” culture.

Font Styles

Chipotle uses a combination of a simple font on its logo and its own personal

unique font. It is purely black and white color consistency in its visual identity. This

systematic usage of simple and plain font is permits an easy read. However, Chipotle

does have its own original font that combines Bergell and Bambino calligraphy. This

personalized and tweaked variation is Chipotle's own unique personal identifier. The font

below and to the left below is Bergell, and to the right is Bambino. Chipotle combines the

two to create a desert style feeling with the text being fuzzy and chipped as if it had been

out in the sun all year around.

Slogan: “Food With Integrity”

Chipotle truly cares about the environment, and is known for its sustainability

efforts. Their mission statement is “Food with Integrity” which focuses its efforts on

sourcing local, organic ingredients. It also highlights the fact that Chipotle serves more

naturally raised meat than any other restaurant chain. Chipotle prides itself on having

organic ingredients, and serving more naturally raised meat than any other restaurant

chain. On its website they have another slogan that supplements its mission that says,

“integrity is kind of a funny word for food” (Chipotle, 2011). Chipotle is trying to express

how much more care its brand has for the environment compared to its competitors.

Chipotle hopes that its values, actions, and promotions will create a revolution within the

food industry.

Billboards

Here below is another example how Chipotle creates a simple and easily

distinguishable brand. The billboards depicted below are classic and consistent portrayals

of Chipotle utilizing black and white colors with the white being the background, and the

black being the font. Again, the font is all upper cased and bolded to create a sense of

importance to the message. This message “FARMED FRIENDLY” backs up its brand

values and communicates this through the final product (the burrito). The continual usage

of the burrito is further exemplified on the billboard to the right where chipotle does not

even have to have its name and or logo on it because it customers know the source. The

association of the large burrito wrapped up in foil is so ingrained in the consumers’ minds

that it is Chipotle who is delivering this message.

Commercial Identity

The promotions that Chipotle utilized to express its ‘food movement’ were a few

television advertisements that have aligned to its core mission statement as “food with

integrity.” In one of its commercials called “Scarecrow”, Chipotle was not explicitly

focusing main product and own brand, but was using the call to action for people to

download its app based game with “the quest for wholesome, sustainable food.” The

heartwarming three-minute commercial was about the hypocrisy of the food industry. The

ad was intended to create a sense of guilt for those who do not eat organic foods. The

character shown is a scarecrow that works in this business, but he is sick and tired of

seeing people being exploited by the way our food is processed. The advertisement ends

with him creating his own organic food shop with the banner “cultivate a better world.” By

focusing the message of the advertisement on their values using with a sideshow app

game, the attention is focused on the social responsibility that Chipotle is trying to instill

within their audience.

In January 2014, Chipotle released a trailer of intent to enter the television

business in an online series called “Farmed and Dangerous.” This television show was

intended to provide a satirical parody lens at the food industry to strike emotional appeal

with less emphasis on their own company and the burritos they sell. Just like there

Scarecrow television advertisement described above, Chipotle invokes disgusting feelings

of the world of industrial agriculture while promoting its own companies sustainable food

sourcing.

Chipotle did this by portraying a cow hooked up to a force feeder tube. Then the

cow explodes to portray that the cow was overly and unethically fattened up. Then the

commercial shows the CEO and higher class businessman trying to prevent the public of

becoming aware of the event in their corrupt style. The commercial is expressing this in a

satirical fashion that commercial aligns to their values as striving for better and more

sustainable farm practices. The trailer and show in itself were created to make people

think twice before you eat. By aligning itself as sustainable and organic, Chipotle is

invoking a sense of fear into people to implicitly and subtly stray customers away from

other restaurants and eat Chipotle because it cares about the environment and

responsible food sourcing.

Website

Chipotle’s landing page website is simple, but aesthetically and visually eye

catching. The top navigation panel has links that are immersed with what Chipotle’s

values and message. While offering an online menu, the second the right link is nutrition,

followed by what it stands for, “food with integrity.” Right below this, the remaining portion

of the website has a slideshow of pictures that catches the eye expressing the

sustainable with pictures of food, events, and other random happenings.

In the about us section, Steve the CEO of Chipotle says in his personal letter to his

customers that he will “promise to run our business in a way that doesn’t exploit animals,

people or the environment.” This is clearly expressed in its website chipotle.com. Chipotle

discusses their relationships with their ranchers. Chipotle says “when sourcing meat, we

work hard to finds farmers and ranchers who are doing things the right ways allowing

animals with the dignity and respect to allow them to display their natural tendencies.” By

steering attention to Chipotle's values as choosing to do things more naturally and

sustainable it can gain a differentiation advantage and appeal in the minds of

environmentally conscious customers. Secondly, Chipotle largely express its goals and

objective to help save and sustain the planet environmentally with a slogan, “it’s all fun

and games until someone wrecks a planet.” Thirdly, it focuses on the people, the

customers that Chipotle is catering to by saying “all really comes back to the people

behind every ingredient we purchase, burrito we make, and customer we serve”

(Huffington Post, 2014). By expressing its value via the website with animals, people and

the environment Chipotle is aligned for a socially responsible brand image.

The Physical Store Locations

Chipotle’s strives to have world-class architecture in its building design. The

buildings are created to manifest an open style, higher-class fast food restaurant. As you

can see from the two examples of store locations above, Chipotle loves to utilize large

windows that allow customers to feel less intimidated and open to want to check out the

store. By using large windows, it saves electricity energy as the locations allow natural

light to enter the building. This was purposely intended to sustain its environmental values

to reduce Chipotle’s carbon footprint. Chipotle also is required for the construction

processes and materials to be environmentally friendly. Chipotle’s stores are not all

similar, but it does follow a similar color scheme utilizing lots of black, brown, white, and

red similar to its logo sign.

The image below depicts the open floor plan that most of the Chipotle restaurants

created. Chipotle is widely popular, and by having open spaces people feel more

comfortable sitting down to enjoy their meal. When possible, Chipotle likes to have high

ceilings to help with the calm mood that Chipotle evokes. The stores are very modern,

and are anti-fast food atmosphere and vibe, using simple black, brown, grey, and white

colors to create a chill mood.

Steve Ells, founder of this Mexican-food chain, aimed to make the focused menu

as all-natural as possible. It is simple and easy to read allowing a fast flow of the line.

Every detail and color scheme follows the Chipotle way with their red and white, or black

and white contrasts. The flow and organization of the menu is used in all of Chipotle’s

locations to create simplicity, and allow ease of ordering.

Packaging

The recycled brown paper bags that Chipotle use tells a story that entices become

engaged with the brand. These stories range a wide variety content. Chipotle is thinking

“outside the wrapper” capturing its mission, values, and goals as a company who cares

about its people, the environment, and most importantly the Chipotle brand. For example,

the bag may tell a story that portrays Chipotle’s sustainable practices only choosing free

range meat from “responsible” farmers / ranchers. The illustrations enhance the story and

elevate the campaign because it forces people to be intrigued by what Chipotle is trying to

say about the “food movement.”

The combination of hand-drawn typographic elements and compelling copywriting

helps to engage Chipotle’s fan base because the content provided is interesting to read.

These eye-catching, simple designs tell a story that people actually take their time to read

only enhancing Chipotle’s brand image. It also enforces the idea that this brand is willing

to take the time to deliver a quality product. People love to doodle and draw on brown

paper bags, but when Chipotle does this it is a piece of artwork. Chipotle wants to tell a

story which helps create ‘stickiness’ in the minds of consumers. This ‘doodling’ style of

artwork is also done on the fountain soft drink cups depicted below.

Trucks

Chipotle has created an integrated brand visualization even going down to trucks

that incorporate unique and original design elements that stand out from the crowd of

vehicles on the road. This includes the large semi-trucks that ship the ingredients, and

mobile taco trucks in urban cities where Chipotle utilizes simple designs and slogans that

is product focused. The copy on the trucks are often cheeky and at times, humorous.

Chipotle wants to catch eyes on the highway or parked on the side of the road to create

these brand associations. For example, the large burrito is an association that Chipotle is

consistently known for using in its marketing communications.

The truck in the image to the left starts with a burrito. Being that naturally that the

English literature reads left to right, the eyes are coerced to first examine the ‘fat’ burrito.

The audience is then coerced into reading what it has to say even when the text tells the

spectator to not read it. Chipotle likes to utilize the large brown, black, and white fuzzy

font colors in capital letters to create a ‘louder’ statement. Chipotle's signature menu item

the burrito is a fan favorite, and Chipotle likes to reinforce this fact in the trucks. Chipotle

even has taco trucks in urban cities that also like to show off there burrito with another

eye catching phrase, “look mommy, the burrito truck” again using capital letters and a

picture of the wrapped up burrito as depicted.

.

By aligning themselves as trying to change the way our food is made and grown,

Chipotle is not only just a restaurant, but also a movement. They are trying to spur a

revolution in the food industry to make people aware of what they are really eating to

force change the way animals are raised for the environment and the people in the long

run. Chipotle’s visuals are consistent, and portray its unique brand image

Brand Exploratory & Descriptive

Methodology

We used focus groups and an in-depth interview to conduct primary research about

consumer’s beliefs and associations with our brand. By holding two focus groups and one

interview, we can gain a variety of information on consumers’ perceptions of Chipotle.

Method: Group 1 Group 2 Interview

Meeting Time: 4/27/15 at 4pm 4/27/15 at 7:30pm 4/27/15 at 5pm

Names of

Attendees:

Chelsi Brown

Jordan Jacobson

Olivia Matney

Margaret Rauch

JP Falk

Gus Griffen

Reed Hartford

Stephen Hyde

Max Richter

Garrett Barber

List of Interview Questions (Appendix)

Preliminary Insights Gathered

Generally, people considered Chipotle pricier compared to other fast-food restaurants

such as Wendy’s and McDonalds. Most of them consider fast food to be cheap, fattening,

quick/easy, and have a drive thru. However, with the price comes the quality according to our

respondents. Even though they would still consider Chipotle a “fast-food restaurant” it has a

healthier reputation than McDonalds and they would be they all would be willing to pay $10-

$15 for as opposed to $5-$7 for the average “drive-thru” type of food. However, the girls and

boys agreed that there is no such thing as “gourmet” fast-food and even though Chipotle has a

better reputation is still does not maintain a “gourmet” label. There was a strong consensus

that there was no such thing as “gourmet” fast food. Everyone has identified this restaurant as

a place they like to eat but cannot afford to consistently eat at. Along with this many of our

respondents reported eating at a Chipotle once a month to once every other month. The main

competitors as seen by respondents are Qdoba, Taco Del Mar, Taco Time, Subway, and

Quiznos, all restaurants that were rated lower in quality scale by respondents. This was

interesting because they only listed one competitor that Chipotle actually identifies, Qdoba.

The focus groups have never even heard of the Chipotle’s “actual” competitors.

The main associations our respondents came up with for Chipotle was health

conscious, expensive, far away, spicy, and burritos. All members of the focus groups were

aware of the sustainability effort by Chipotle. Which is something interesting to look at, there

was a resounding message that our respondents enjoyed Chipotle and the healthy and spicy

burritos but they continued to mention that they would not go out of their way to get there. It

was interesting to explore that when they are at the mall (or near another chipotle in a different

area) than they will consider stopping there, but would not drive a distance to get there.

Respondents continued by saying that when it comes to “fast-food” they consider convenience

and the type of food that they are craving as the biggest draws.

Another dislike with Chipotle was the long lines that they face when going to a Chipotle.

Although many members acknowledged the line goes quickly because of the customer service

speed, the line could be pretty daunting when first taking a glimpse. As we were finishing up

the focus groups it was interesting as we noticed the girls had more experience with Chipotle

in general. Are females more likely to take the time out of their day to drive all the way out and

stand in those long lines? Is Chipotle more appealing for women than men? Regardless of the

correct answer, it was an interesting observation that we slowly picked up on as the girls had

more knowledge about the company and had actually ate at chipotle more often than the boys

Survey Methodology & Summary

For our primary research our agency conducted a random survey on www.qualtrics.com

where we received 93 responses. Our survey was 22 questions long and had four key

demographic questions. We found that 99% of our respondents answered that they have eaten

at Chipotle before, with 57% of them saying that they eat there “less than once a month.” 93%

stated that they either “strongly like” or “like” the food at Chipotle. Respondents also responded

that there is an association between Chipotle and “college student food,” after averaging a

3.58 (on a 1-5 scale/1=Very Weak Association 5=Very Strong Association). 75% of our

respondents also believed that the most common customer age is between 18-23. 34% of

respondents also stated that they do not believe that the Chipotle closest to them is in a good

location and from those people 92% said they would eat at Chipotle either “once a month” or

“2-3 times a month” or “once a week,” which is an increase from the “less than once a month”

that was stated earlier in the survey, if it was within their ideal location. Our respondents were

62% female and 38% male and 80% were between the ages of 19-23. 79% were currently in

college.

http://www.qualtrics.com/

Knowledge Structure

Strategic Recommendations

Through our research, we found that 34% of our respondents believe that the Chipotle

closest to them is not an ideal distance from their residence (See appendix #9). Although

Chipotle is within a 10-15 minute drive from campus, multiple respondents had rarely eaten at

Chipotle because of its distance from Western Washington University’s campus. In order to

bring more of Chipotle’s target market into their locations, we devised a marketing campaign to

raise its brand awareness among students living in college towns.

The first recommendation we have for Chipotle would be to implement the Mobile

Mexican Grill Campaign. The Mobile Grill would travel to various college campuses around the

nation and the idea behind this campaign is to increase chipotle’s presence among their target

market using a mix of social media and traditional marketing, all while staying consistent with

Chipotle’s visual identity. The design you are looking at is a rough idea of what the mobile grill

would look like but the overall key features include:

Eco-Friendly truck to adhere to Chipotle’s sustainable practices

Details on Chipotle’s sustainable practices on menu

Eye-catching design consistent with Chipotle’s visual identity

Visible hashtag “#ChipotleOnCampus” on the side of the mobile grill

Speakers to create a fun lively atmosphere that makes students want to come for more

than just the delicious food

Lively, young, people close to the age of the primary target market to be representatives

of the “Mobile Mexican Grill”

Backdrop on the back of the Mexican Mobile Grill for students to take pictures in front of

Simply implementing the mobile grill will already increase Chipotle’s presence on

campuses, but the social media aspect of this campaign is what we believe will be most

effective at accomplishing this. Students will be encouraged to take pictures with the backdrop

on our truck and upload them to their social media accounts such as Twitter or Instagram with

the hashtag #ChipotleOnCampus. As an incentive, if they post with the hashtag, the students

will be given a coupon for “buy one, get one 50% off” that can be redeemed at the nearest

brick-and-mortar Chipotle location.

Through our quantitative research we have observed that of the 34% respondents who

are unsatisfied with Chipotle’s location, nearly 70% would eat at chipotle 2-3 times a month or

more given it was within their ideal distance (Appendix 11). The coupon provided during the

Mobile Mexican Campaign not only serves as an incentive to post to social media, but will also

help determine whether or not Chipotle should in fact establish a new location closer to the

college campus. If the coupon drives a lot of traffic to the nearest location, we can determine

their target market is willing to drive that distance given an extra push. However, if the coupon

is ineffective we can recommend that Chipotle should add a location either on or near campus

to better attract their target market that would otherwise not frequent Chipotle.

The fact that that Chipotle will be promoting their brand with a mobile truck allows the

brand to hit multiple campuses, or locations, during one portion of this campaign. Using

Bellingham as an example, the “Mobile Mexican Grill” can visit locations such as Western

Washington University, Whatcom Community College, and Bellingham Technical College,

which will drastically increase brand awareness among Chipotles primary target market.

Conclusion

After analyzing Chipotle Mexican Grill our agency found that Chipotle identifies very

strongly in many things such as customer service, cleanliness, deliciousness, and with the

college aged crowd. Along with this we found that improved accessibility could be a great

improvement for Chipotle and it’s overall brand. In order to achieve this we have proposed that

Chipotle implement the “Mobile Mexican Grill” which brings the same Chipotle that everybody

loves to a better accessible location, particularly to college students that are the primary target

demographic for Chipotle. However, accessibility may not be the only improvement that the

“Mobile Mexican Grill” can bring. This truck features a photo backdrop that can be used by

customers to spread the word about Chipotle through social media and also receive a coupon

that entices them to go with a friend to the nearest in-store Chipotle location. By analyzing the

traffic that the coupon brings to its locations, Chipotle is able to determine whether or not a

new store would be beneficial to their brand in terms of appealing more to their primary target

market. With the current market in which Chipotle exists and the brand that they have built so

far, we find that implementing the “Mobile Mexican Grill” would be a great move for Chipotle

and its brand as a whole.

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2, 2015, from http://dailyfoodtoeat.com/2011/12/21/fast-food-restaurants-explore-modern-

designs/

● Chipotle: (Fast)-Food with Integrity - My Life in a Pyramid. (2010, March 26). Retrieved

June 2, 2015, from http://mylifeinapyramid.com/2010/03/chipotle-fast-food-with-integrity/

● Sozzi: 3 Mysterious Things Now Happening at Chipotle. (2014, June 10). Retrieved June

2, 2015, from http://www.thestreet.com/story/12736819/1/sozzi-3-mysterious-things-now-

happening-at-chipotle.html

● Chipotle Cups Will Now Feature Stories by Jonathan Safran Foer, Toni Morrison, and

Other Authors. (n.d.). Retrieved June 2, 2015, from

http://www.vanityfair.com/news/business/2014/05/chipotle-cups-will-now-have-stories-by-

jonathan-safran-foer-toni-morrison-and-other-authors

● Chipotle Case Study. (n.d.). Retrieved June 2, 2015, from http://sequence.com/case-

study/chipotle/

● Chipotle Mexican Grill. (n.d.). Retrieved June 2, 2015, from

http://www.ccjdigital.com/chipotle-mexican-grill/

● Chipotle | Clients | TDA_Boulder. (n.d.). Retrieved June 2, 2015, from

http://www.tdaboulder.com/client/chipotle/

Appendix

Focus Group Questions

1. Who do you think this person is? (Describe this person):

● Wake up/Get ready for the day

● Stop to get their daily coffee

● Go to class

● Eat lunch

● Study

● Go to the Gym

● Quickly grab dinner at McDonalds

● Speed home to watch their favorite TV show with their roommates

● Go to bed

2. Who do you think this person is? (Describe this person):

● Wake up/Get ready for the day

● Stop to get their daily coffee

● Go to class

● Eat lunch

● Study

● Go to the Gym

● Quickly grab dinner at Chipotle

● Speed home to watch their favorite TV show with their roommates

● Go to bed

3. How would you define fast food?

4. How about places that make your food in front of you in a “line-type” fashion? Are they

considered fast food?

5. What are some of your favorite types of “line-type” food joints?

6. Is there such thing as Gourmet Fast Food? If so, what is an example.

7. What do you take into consideration when selecting a fast food dinner option?

8. What is important to you when dining out?

9. Are there healthy fast food options out there? If so, where?

10. How often would you say you eat outside of your home?

11. What is the average price you’re willing to spend on a meal, such as lunch?

12. What do you look for most when choosing a place to eat?

13. What comes to mind when you hear the words “Mexican Food”?

14. Do you enjoy TexMex food?

List of “Chipotle” Questions

15. How does it make you feel if McDonalds was the biggest investor for chipotle?

16. How did you first hear about Chipotle?

17. Have you ever been to a chipotle?

18. When you first heard about chipotle coming to Bellingham, what were your thoughts?

19. What do you think when you hear the word “Chipotle”?

20. What do you like most about chipotle?

21. What do you like least about chipotle?

22. Would you recommend chipotle to your friends?

23. What is your favorite product to get at chipotle?

24. How would you describe chipotle’s customer service?

25. How would you describe chipotle’s quality of food?

26. Does Chipotle support local and sustainable food options?

27. How often do you eat chipotle?

28. What type of people do you think eat at chipotle the most?

29. Who are Chipotles main competitors?

Qualtrics Crosstabs Results

1. Have you heard of Chipotle Mexican Grill?

# Answer

Response %

1 Yes

92 99%

2 No

1 1%

Total 93 100%

Statistic Value Min Value 1

Max Value 2

Mean 1.01

Variance 0.01

Standard Deviation 0.10

Total Responses 93

2. Have you ever eaten at Chipotle Mexican Grill?

# Answer

Response %

1 Yes

89 98%

2 No

2 2%

Total 91 100%


Max Value 2

Mean 1.02

Variance 0.02


Total Responses 91

3. How often do you eat at Chipotle Mexican Grill?

# Answer

Response % 1 Never

4 5%

2 Less than Once a Month

50 57%

3 Once a Month

19 22%

4 2-3 Times a Month

10 11%

5 Once a Week

3 3%

6 2-3 Times a Week

1 1%

7 Daily

0 0%

Total 87 100%


Max Value 6

Mean 2.55

Variance 0.92


Total Responses 87

4. How much did you like the food at Chipotle Mexican Grill?

# Answer

Response % 1 Strongly Liked

41 47%

2 Liked

40 46%

3 Neutral

5 6%

4 Disliked

1 1%

5 Strongly disliked

0 0%

Total 87 100%


Max Value 4

Mean 1.61

Variance 0.43


Total Responses 87

5. How much did you like the experience at Chipotle Mexican Grill?

# Answer

Response % 1 Strongly Liked

22 25%

2 Liked

38 44%

3 Neutral

27 31%

4 Disliked

0 0%

5 Strongly

Disliked

0 0%

Total 87 100%


Max Value 3

Mean 2.06

Variance 0.57


Total Responses 87

6. How strongly do you associate these words/phrases with Chipotle?

# Question Very Weak

Association

Weak Association

Neutral Strong

Association

Very Strong

Association

Total Responses

Mean

1 Sustainable 1 8 40 34 6 89 3.40

2 Healthy 2 17 35 34 1 89 3.17

3 Fast Food 4 30 29 24 2 89 2.89

4

"College

Student"

Food

4 17 18 35 15 89 3.58

5 "Girl" Food 19 25 28 13 4 89 2.53

6

"Gender

Neutral"

Food

4 9 30 29 17 89 3.52

7

Good

Customer

Service

2 8 31 42 6 89 3.47

8 Clean 0 4 19 52 14 89 3.85

9 Delicious 0 3 14 41 30 88 4.11

10 Gross 54 27 5 2 1 89 1.53

11 Mexican

Food 1 6 26 34 22 89 3.79

12

Authentic

Mexican

Food

14 28 34 13 0 89 2.52

13 Expensive 0 22 45 20 2 89 3.02

14 Cheap 9 28 39 13 0 89 2.63

15

Accessible

(Good

Location)

5 26 26 29 3 89 2.99

Statistic

Sustainabl

e

Healthy

Fast Food

"College Student"

Food

"Girl"

Food

"Gende

r Neutral

" Foo

d

Good

Custome

r Service

Clean

Deliciou

s

Gross

Mexican Foo

d

Authenti

c Mexican Foo

d

Expensiv

e

Cheap

Accessibl

e (Goo

d Location)

Min

Valu

e

1 1 1 1 1 1 1 2 2 1 1 1 2 1 1

Max

Valu

e

5 5 5 5 5 5 5 5 5 5 5 4 5 4 5

Mean 3.40 3.1

7

2.

8

9

3.5

8

2.

53

3.5

2 3.47

3.

85 4.11

1.

53

3.7

9 2.52 3.02

2.

63 2.99

Varia

nce 0.63

0.6

9

0.

8

7

1.2

5

1.

25

1.1

2 0.71

0.

54 0.63

0.

64

0.8

7 0.87 0.57

0.

74 0.99

Stan

dard

Devi

ation

0.79 0.8

3

0.

9

3

1.1

2

1.

12

1.0

6 0.84

0.

73 0.79

0.

80

0.9

4 0.93 0.75

0.

86 0.99

Total

Resp

onse

s

89 89 8

9 89 89 89 89 89 88 89 89 89 89 89 89

7. What is your main form of transportation?

# Answer

Response % 1 Personal Car

71 80%

2 Bicycle

1 1%

3 Bus

8 9%

4 Walk

8 9%

5 Other (please

specify)

1 1%

Total 89 100%

Other (please specify) My friends


Max Value 5

Mean 1.51

Variance 1.12


Total Responses 89

8. How far do you travel to eat Chipotle?

# Answer

Response %

1 Less than 5

minutes

9 10%

2 6-10 minutes

42 47%

3 11-15 minutes

24 27%

4 16-20 minutes

7 8%

5 20+ minutes

7 8%

Total 89 100%


Max Value 5

Mean 2.56

Variance 1.09


Total Responses 89

9. Do you believe the Chipotle closest to you is in a good location?

# Answer

Response % 1 Yes

59 66%

2 No

30 34%

Total 89 100%

_______________________


Max Value 2

Mean 1.34

Variance 0.23


Total Responses 89

10. How far is your "ideal distance" to Chipotle?

# Answer

Response %

1 Less than 5

minute walk

7 24%

2 5-10 minute

walk

7 24%

3 Less than 5

minute drive

6 21%

4 5-10 minute

drive

8 28%

5 10-15 minute

drive

1 3%

6 Over 15

minute drive

0 0%

Total 29 100%


Max Value 5

Mean 2.62

Variance 1.53


Total Responses 29

11. How often would you eat at Chipotle if it were within your ideal distance?

# Answer

Response % 1 Never

2 7%

2 Less than

Once a Month

0 0%

3 Once a Month

7 24%

4 2-3 Times a

Month

15 52%

5 Once a Week

5 17%

6 2-3 Times a

Week

0 0%

7 Daily

0 0%

Total 29 100%


Max Value 5

Mean 3.72

Variance 0.99


Total Responses 29

12. If all of these establishments were within your ideal distance, rank the order in which you

would visit them.

# Answer 1 2 3 Total

Responses 1 Chipotle 61 14 4 79

2 Baja Fresh 3 20 56 79

3 Qdoba 15 45 19 79

Total 79 79 79 -

Statistic Chipotle Baja Fresh Qdoba Min Value 1 1 1

Max Value 3 3 3

Mean 1.28 2.67 2.05

Variance 0.31 0.30 0.43

Standard Deviation 0.55 0.55 0.66

Total Responses 79 79 79

13. Have you ever eaten at Pancheros and/or Moe's Southwest Grill?

# Answer

Response % 1 Yes

2 2%

2 No

86 98%

Total 88 100%


Max Value 2

Mean 1.98

Variance 0.02


Total Responses 88

14. If all of these establishments were within your ideal distance, rank the order in which you

would visit them. (If you do NOT know of one of the establishments then put it on the bottom of

the list)

# Answer 1 2 3 4 5 Total

Responses

1 Baja

Fresh 1 1 0 0 0 2

2 Qdoba 0 1 1 0 0 2

3 Chipotle 1 0 1 0 0 2

4 Pancheros 0 0 0 1 1 2

5

Moe's

Southwest

Grill

0 0 0 1 1 2

Total 2 2 2 2 2 -

Statistic Baja Fresh Qdoba Chipotle Pancheros Moe's

Southwest Grill

Min Value 1 2 1 4 4

Max Value 2 3 3 5 5

Mean 1.50 2.50 2.00 4.50 4.50

Variance 0.50 0.50 2.00 0.50 0.50

Standard

Deviation 0.71 0.71 1.41 0.71 0.71

Total

Responses 2 2 2 2 2

15. How do you feel about Chipotle's pricing?

# Answer

Response % 1 Cheap

0 0%

2 Moderately

Priced

21 24%

3 Reasonably

Priced

40 47%

4 Moderately

Expensive

25 29%

5 Expensive

0 0%

Total 86 100%


Max Value 4

Mean 3.05

Variance 0.54


Total Responses 86

16. What gender do you believe would be the most common visitor at Chipotle?

# Answer

Response % 1 Male

15 17%

2 Female

12 14%

3 Equally Male

and Female

60 69%

Total 87 100%


Max Value 3

Mean 2.52

Variance 0.60


Total Responses 87

17. What age group do you believe to be Chipotle's most common visitor?

# Answer

Response % 1 Under 18

3 3%

2 18-23

65 75%

3 24-30

17 20%

4 31-39

2 2%

5 40-59

0 0%

6 60 +

0 0%

Total 87 100%


Max Value 4

Mean 2.21

Variance 0.28


Total Responses 87

18. How is Chipotle's variety of food selection?

# Answer

Response %

1 One of the

Worst

0 0%

2 Below

Average

13 15%

3 Average

47 54%

4 Above

Average

26 30%

5 One of the

Best

1 1%

Total 87 100%


Max Value 5

Mean 3.17

Variance 0.47


Total Responses 87

19. What is your gender?

# Answer

Response % 1 Male

33 38%

2 Female

54 62%

3 Other

0 0%

Total 87 100%


Max Value 2

Mean 1.62

Variance 0.24


Total Responses 87

20. What is your age?

# Answer

Response % 1 Under 18

1 1%

2 19-23

70 80%

3 24-30

6 7%

4 31-40

1 1%

5 41-60

9 10%

6 Over 60

0 0%

Total 87 100%


Max Value 5

Mean 2.39

Variance 0.92


Total Responses 87

21. What is your highest level of education?

# Answer

Response %

1 Some High

School

2 2%

2 High School

Graduate

1 1%

3 Some College

40 46%

4 College

Undergraduate

34 39%

5 Some Graduate

School

0 0%

6 College

Graduate

10 11%

Total 87 100%


Max Value 6

Mean 3.68

Variance 1.08


Total Responses 87

22. Are you in college currently?

# Answer

Response % 1 Yes

69 79%

2 No

18 21%

Total 87 100%


Max Value 2

Mean 1.21

Variance 0.17


Total Responses 87

Documents

Brand Audit - WordPress.com...Brand Hierarchy As mentioned above in the Product & Positioning Matrix, Chipotle’s brand extensions include ShopHouse Southeast Asian Kitchen, and Pizzeria