By: Jordan Nichols and Emily Brown

Table of contents
Executive
Summary
.3
Situational
Analysis
. 4
Marketing
Objectives.
.6
Target
Audience
8
Social Media
Strategy.
9
Social Media
Tools..1
0
Implementation
Strategy11
Management and
Measurement....12
References
....13

Executive Summary
Introduction
Chipotle Mexican Grill is a fast-food restaurant chain that focuses on serving food
sources from sustainable farming practices, all of which is locally grown. This includes
meat product that is raised in a humane and responsible way without antibiotics or
hormones. Food With Integrity is the phrase that encompasses the firms philosophy.
Objective
To analyze Chipotles digital marketing strategies through chipotle.com and all social
media outlets and come up with an effective campaign. After extensive analysis, we will
provide recommendations based on proven digital marketing strategies. The final goal is
to establish Chipotle as the primary restaurant choice over other fast food competitors for
the targeted audience.
Methodology
We analyzed strategies by exploring and breaking down chipotle.com and its
social media channels
After analysis, ideas and strategies were brainstormed to come up with ways to
better Chipotles social media plan
Based on previous campaigns and current social media platforms used, we came
up with a new campaign for Chipotle to implement
Results

Chipotle has strengths in website user experience and a formidable social media
experience (Instagram, Twitter, Facebook, Youtube, and Pinterest)
Chipotle has the opportunity to implement another social media platform,
specifically Snapchat, which will help them build their community amongst other
things
With our specific campaign, Snapchat will help them enforce their message of
fresh ingredients

Followers will increase on both Snapchat and Twitter, as those are the two social
media platforms that are being highlighted in the campaign

Situational Analysis:
Social Media Presence:

Currently on six social media channels

o Facebook (2,786,215 likes)
o Twitter (720,433 followers)
o Instagram (268,000 followers)
o Google+ (541,264 followers)
o YouTube (35,459 subscribers)
o Pinterest (5,291 followers)
Facebook (2,786,215 likes)
o Mostly pictures and videos with puns- appealing to the younger target
audience
o Ex.: Guac this way and Pregame your Sunday funday
o Chipotle responds to posts from users
o Always sign with their name to make it more personable
Twitter (720,433 followers)
o Use the same consistent profile and banner photos as they do on Facebook
o Post the same pictures as they do on Facebook
o However, they also post different content on Twitter than Facebook
o Most tweets are humorous
o Chipotle has liked over 22,000 tweets, most of which they were mentioned
in
o No consistent hashtags are being used
Instagram (268,000 followers)
o Same profile picture as used on Twitter and Facebook

o They post different content on their Instagram

o Again, no consistent hashtags are being used
o Puns and humor are used to appeal to the younger target market
Main Competitors:

Their greatest competitors include Panera Bread, The Panda Restaurants, and
Qdoba Mexican Grill
Panera has 1,800 locations and 2.53 billion in annual revenue (2014)
o Paneras Facebook (2,790,343 likes)
Mostly post videos targeting an older audience than Chipotle
Respond to a lot of complaints
Also respond to positive feedback
o Paneras Twitter (395,551 followers)
Following 12,338 users
Only liked 64 tweets
Same content as Facebook
o Paneras Instagarm (101,000 followers
Different content than Facebook and Twitter
Naturally, most of their pictures are of food
Panda Inn is the sister company to Panda Express, 5 locations, Panda Restaurant
Group $2 billion in annual revenue (2014)
o Panda Inns Facebook (879 likes)
Only social media platform
Contests and free dinners being offered
Less professional pictures and post considerably less
Qdoba Mexican Grill, 641 locations, 3.74 million in annual revenue
o Qdobas Facebook (347,933 likes)
Addressing lots of concerns and complaints
Mainly pictures of food
Attempting to use humor like Chipotle
o Qdobas Twitter (37,244 followers)
Start conversation and give away free tacos/gift cards
Have only liked 1,500 tweets
o Qdobas Insagram (7,980 followers)
Professional pictures
Only of food

SWOT Analysis:

Strengths

Weaknesses
Healthy alternative to fast food
GMO free
Frequent locations
Reasonably priced
65,000 order combinations

Very Americanized Mexican cuisine

Additional ingredients such as guacamole
cost extra
Technically only three items on the menu

Opportunities

Expand the target audience by promoting

the quality of the food
Increase customer loyalty by rewarding
current customers

Threats

Similar restaurants like Qdoba

Other restaurants taking the healthy
approach
Mom and Pop Mexican restaurants
People may opt for more authentic
Mexican cuisine

Marketing Objectives:
Since Chipotle is a well- established brand, and is well known for its quick and quality
food, increasing brand awareness is not the ultimate goal; however as a marketing team
we would like to...

Increase the amount of social media channels Chipotle is active on

Increase the amount of advertising/postings on channels where it is limited
Increase postings on current social media channels (Pinterest, YouTube)
Specifically create a social media campaign through Snapcaht
Promote Chipotle catering for business and parties
Make it more convenient and simple to order online

Social Media Campaign:

Implementing a new form of social media would create a bigger platform for Chipotle to
collect data on their customer base.
The idea:

Chipotles main focus is fresh ingredients that are locally grown to eventually
cultivate a better world

By introducing Snapchat we would be able to prove to our customer just how

fresh Chipotles ingredients really are
In the past couple of years geotags have become wildly popular and recently
companies have started taking advantage of what they have to offer
Chipotle would create their own geotagas for all store locations for customers to
utilize
Along with in-store geotags, Chipotle will create geotags for all of their farms,
which would be available within a 30-mile radius
In doing this it would prove just how fresh the ingredients really are
Chipotle makes the claim that all ingredients used are locally grown (1,500 miles
from store location)
Users would send in their Snapchats to Chipotle when they find a geotag around
the country
Each week random winners would be selected from the Snaps sent in
Winners will be announced through Chipotles other social media platformsTwitter, Instagram, Facebook
Winning a giftcard or free meal etc.
By using multiple social media platforms in the campaign, Chipotle will increase
their followers on all forms of social media

Geotag Examples:
In store:

Farm:

Target Audience:
The target audience at Chipotle is anyone who is looking for food that will be prepared
quickly, but is also composed of fresh, nourishing and healthy ingredients. Millennials
(people born between the years 1981- 1997) demand these characteristics in the meals
they purchase because it fits with the lifestyle they live.
This group of people is very active on Social Media, so it will not be difficult for
Chipotle to promote themselves. Millennials frequently use Instagram, Twitter, Snapchat,
and Pinterest. They also use Facebook as well, but not as frequently. Chipotle can create
quick to read/ watch ads which also include coupons and promotions encouraging people
to stop at Chipotle for their next meal. Chipotle can also engage their consumers by
encouraging them to take pictures of their meal when they go to Chipotle and include a
hashtag. Chipotle can also feature pictures taken by customers on their website and ads
instead of only using pictures taken by their company. It will make consumers feel are
they are part of the Chipotle team.
Chipotle, specifically, is reasonably priced considering the quality of food they produce.
They also have multiple locations making it convenient for customers to get to.
Millennials are always on the go, and Chipotles rapid meal preparation time and
convenient locations allow for customers to be satisfied with choosing them.

Demographic:
The main target market of Chipotle is 18-34 year olds with at least a Bachelors degree.
This select group of people would be considered upper middle class with an average
income of $10,000-$60,000. The majority of their target market (82%) are caucasian.
Chipotle also focuses on a family based market. There are over 40% of households that
have children under the age of 18. The assumption can be made that adults will be
buying for their family. Their customer base is 59.7% female and 40.3% male.
Psychographic:
As mentioned before, Chipotle is targeting people with at least a Bachelors degree.
Those with a higher education are typically more conscientious of what they are putting
into their body and strive to live a healthy lifestyle. People with higher educations also
tend to be more unique than those with simply a high school degree. One of Chipotles
main selling points is that there are over 65,000 combinations in which a customer can
order food, making individual orders exactly how it is requested. Chipotle is targeting
people who are environmentally conscious, living an active lifestyle, socially focused,
tech savvy, image conscious, and financially unfocused.
Geographic
Chipotle targets those living in urbanized areas.
Social Media Strategy:
Social Media is the wave of the future. It is how people from all around the world
communicate and stay in touch with one another. It is one of the most prominent ways in
which businesses market themselves and create brand awareness and loyalty.
Categorize
Businesses take into consideration which groups of people are their target market
and figure out how to reach them. The younger generation especially uses social
media, so if a brand is targeting a younger age group, then they will invest much
of their advertising funds on social media sites this group of people uses
Comprehend
When developing an advertising campaign, companies must make sure that the
message is simple to understand as well as capture the readers attention. If it is
too complex or uninteresting, then the message will not be understood by the
audience
Converse
It is important that when a company creates a social media page that they hire
enough employees so that fans of their page will receive a prompt response when

they send a message or post a comment on the page. Fans appreciate when a
company interacts with them directly
Collaborate
With any level of success, a team must be on the same page when it comes to
achieving a goal. Everyone must work together and act as one when completing a
task or project
Contribute
Each member of the team must bring their skills and talents to the table and give
equal contribution to every project and making the company what it is as a whole
Community
As one company we must act as such. We all have different ideas and talents to
bring to the table, but at the end of the day we must be on the same page so we
can operate as one. This will allow us to grow and bring optimum success.
Connect
Being active on various social media channels makes Chipotle a current and
contemporary company and allows Chipotle to create relationships with its
customers.
Convert
Taking it to the next level, turning the visit into a sale
Content Strategy:
We would like to promote Chipotle as frequently as possible without overwhelming our
customers with flooded newsfeeds and making them regret following us on social media.
Each day, we want our customers to benefit from something that we post so our goal is to
post twice a day on each site; one post being something that a customer has sent to us and
another being something that we would like to promote about our business such as a
holiday catering special.
Our campaign is prominently focused on connecting directly with our customers, which
will appeal to their emotional side. Since we are relying on our very own consumers for
our content to which we share on social media, each person will bring different styles to
the table. For example, some customers may send in a picture of their fellow employees
and themselves at a work party to which they catered Chipotle, or someone might even
take a picture of a friend eating a burrito bowl wearing a guacamole mustache. Content
with all different tones will be published as long as it is appropriate. (This is where the
extreme importance of our Content Reviewer Employees comes into play.)
Social Media Tools:
Social Community

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It is essential that the Chipotle company team as well as customers feel as if we

are one community. Customers should be able to share both positive and negative
experiences as well as suggestions with us and receive a fast response from a
member of the Chipotle team

Social Publishing
Editorial, Commercial, user- generated content. Our social media channels will
contain roughly fifty percent user- generated content and fifty percent campaigns
and promotions created by the Chipotle company
Social Entertainment
There is currently an app that targets the young children who go to Chipotle and it
educates them about the farms in which Chipotle gets their food from.
Public relation tools:
A few months prior to releasing our latest campaign, the Snapchat campaign, we will
include flyers in each location of Chipotle so customers are aware of it. Customers will
also be reminded on social media channels, and we will post more frequently about it as
it gets closer to the release date of the campaign. We will have personal interaction with
our customers by having our own employees hand out the flyers at our busiest locations,
and be able to answer any questions that our fans have about the latest campaign.

Implementation Strategies
Marketing executives
For planning, organizing events, sponsorship, advertising public relations ad
research
Social Media Marketing Director/Analyst
To oversee all social media campaigns that are being carried out
Social Media Content Reviews
To make sure content posted is appropriate and fits the Chipotle standards
Website Traffic Analyst
To gather information and determine where the Chipotle website can be improved
to increase traffic
Geographic Data Collector Analyst
To determine where the most geotags are being used
Marketing budget: Two Million

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January

Gather information regarding location of farms

March

Hire graphic designers and create specific geotags for the

various farms around the country

May

Run test trials on the implementation of Snapchat, make

sure all is running smoothly

July

Gather statistics

September

Determine whether or not the campaign is effective

November

Make changes that are seen fit

Management and
Measurement:
Measures of effectiveness
More customers are following Chipotle on Social Media
Customers enjoy seeing their fellow Chipotle lovers and their own pictures of
their meals featured on Chipotles Social Media Channels
People of all different geographic and demographic backgrounds enjoy and utilize
these new changes
Chipotle increases its brand awareness and image throughout all areas as well as
overall profits.
Measurement Tactics
Monitor increase in followers
Utilize tools like Google Analytics
Pay attention to how users engage with social media posts

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o Really figure out what is working and what isnt

To help us determine what works and what does not, we will hire both Content
Viewer and Site Traffic Specialists who will help collect information on which
channels customers flock to, review the content that customers send in to be
featured in campaigns, and keep track of how many people are viewing the
Chipotle pages and ads on the various channels. (This helps Chipotle see which
ones need work)

In general, the channels that engage consumers the most and have the most
personalized feel will attract the most attention.

The Snapchat campaign is the most new and unique of the upcoming projects for
Chipotle, so the Content Reviewers and Site Trafficers will focus a huge portion
of their attention on this channel

We will also focus a lot of attention on how the customers respond to images and
posts from to which fellow customers submit to Chipotle. If customers appreciate
that they can be own personal photographers we will launch contests so that our
customers will gain further benefits than just having their images featured on our
website. They will have opportunities to receive coupons and free meals because
in turn customers will save us money on hiring photographers and help us
improve customer relations.

References:
https://twitter.com/ChipotleTweets
http://www.pandainn.com/locations/
http://fortune.com/2011/09/12/chipotles-growth-machine/
http://www.scribd.com/doc/49627759/Chipotle-Target-Market-Analysis#scribd

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http://www.marketwatch.com/investing/stock/cmg
http://finance.yahoo.com/q/co?s=CMG+Competitors
https://www.instagram.com/chipotlemexicangrill/

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