Social Media Case Study Chipotle's

5. Conduct an analysis of the company’s sales efforts, especially regarding the cultivation of customer relationships.

Even though Chipotle operates in the fast-food industry that can only provide limited services, the company wants to change people’s way of thinking about fast foods and makes the order served fast but without having the “Fast food” experience. Chipotle in recent years puts a huge emphasis on educating the customers about locally produced food, naturally raised animal meat, and sustainable farming. Aligning with the core mission of “Food with integrity”, Chipotle has launched a series of marketing campaign, including advertising, websites, free promotions and theme activities.

While other fast food

Chipotle channeled a one-on-one engagement model for social media platforms. Chipotle formed a three-person team that entirely devoted to post and respond on the official social media accounts like Twitter and Facebook. Each team member would sign their own names at the end of each post, and they can also repost or respond to the comments in a personal manner. Customers are treated as individuals, and they would receive messages based on their own situations, such as “How’s school going?” and “Where do you go during the winter break”. This strategy allowed Chipotle to know and interact with the customer in particular, providing a unique customer experience for every customer. Chipotle loves to communicate with customers, 90% of the company’s activities are responding to customers through @-mention on Twitter (klamn, 2012). While other companies spent millions on traditional advertising, Chipotle puts small budgets in branding through social media. With 2 million followers, the company responded 95.28% of Facebook posts with an average responding time of 65 minutes, which was much more efficient than other fast food restaurants. (Ciotti,