The two zones that Chipotle’s used were social publishing and social entertainment. As discussed social publishing sites aid in the dissemination of content to an audience. Social entertainment encompasses channels and vehicles that offer opportunities for play and enjoyment. Chipotle’s was able to utilize social media to garner attention for the food chain. I say at the very least it was a pretty smart tactic. According to (Dipietro et al., 2012), “most networking sites are useful for advertising and marketing a restaurant brand at an expensive cost to the restaurant”. Think about it for a moment social media is at a height were most if not everything is taken very serious and sometimes out of context. So taking an aim at other corporations …show more content…
According to (Tuten and Solomon, 2015), “Chipotle’s approach is heavily based on the concept of content marketing, which is the core input for a social publishing approach to social media marketing. But Chipotle went far beyond to develop social entertainment extension of its message and to participate in social community to espouse its beliefs in sustainable farming”. Social commerce is used for the promotions in farming saying the company uses the freshest of ingredients. The may be so but I did find the advertising commercial a little distasteful to say the least but I do understand the point. This type of behavior would lead to social communities in context of the way the information was shared. Unfortunately, sometimes the way things are advertised might not always be in the best context for sharing. In all, these types of media might not always be the best approach to reaching out. But it seems now a days the best effective way to reaching out to the public is mainly for getting the attention of a wide spread audience. After carefully reading the scarecrow I am curious to know are we being feed the freshest of ingredients. With the types of media that are being advertised how do we know if Chipotle is truly standing behind their brand? To be honest, I know a ton of people that love the restaurant chain food and no matter what happens there is nothing that can change their mind …show more content…
Chipotle has taken some major hits especially with the outbreak of Escherichia Coli (E Coli). Chipotle seems to be making a comeback in the market but my biggest suggestion to the company is to watch how they market going forward. Social media can be very cold and the opinion of one person can bring a business down just like that. I do know that traditional marketing do not always work for most businesses in the food industry. The food industry has become so competitive that you have to find new ways of advertising. Unfortunately, that has become social media. I mean literally we have Facebook, Twitter, Instagram; all three of these social media sights play a huge role in marketing. According to (Tuten and Solomon, 2015), “there are two overarching objectives relevant to the use of social media marketing as part of a brand’s promotional mix: extend and leverage the brand’s media coverage, and influence the consumer throughout the decision-making process”. It is so easy to promote a business through a mass amount of people. One of biggest recommendations is to market to your audience, figure out who is eating and purchasing the food and in what areas that are giving you the highest percentage of sales. Another effective way is to communicate; communication is by far one of the most efficient ways to marketing a brand. Chipotle is a huge brand and in spite of everything
Chipotle competitive advantage or Strengths has come from the ingredients that come from sustainable sources. According to the MarketLine article about Chipotle Mexican Grill SWOT analysis "Chipotle serves food using naturally raised meat (pork, beef and chicken) and dairy cattle... in 2014 the company served over 155 million pounds of naturally raised meat." Chipotle cares for their customers because they are not giving us food that has hormones and addictive substances. Their competitive advantage has changed the company culture and mission Statement nowadays they called it now food with integrity, the idea that their food is made with the respect for the animals and the
Local products from local farmers are used to produce the highest quality products with the healthiest ingredients for consumers within Chipotle. Not only do they strive for better food but also healthier food for the customer. The inspiration for Chipotle starts with Steve Ells and is reflect into the company. Ells even testified in congress in 2009 in support of eliminating the use of antibiotics and hormones in ranching and farming (Ells, 2010). This is reflects back into the Chipotle company through their products and employees which in turn represents their amazing social responsibilities in the food service industry.
As you know, Chipotle values our “food with integrity” promise and our customers respect that. However, the recent E Coli outbreak has caused Chipotle’s financial performance and reputation to suffer significantly and staying with our current business model is not our best option. Therefore, I recommend we rebrand and reposition Chipotle to ensure our long-term success.
The SWOT analysis, the strengths, weaknesses, opportunities, and threats demonstrate the most important things leading to the success of Chipotle Mexican Grill, Inc. In fact, Chipotle obtain their ingredients from sustainable sources and that is their strengths because it help us understands their competitive advantage over their competitors. According to the MarketLine "Chipotle serves food using naturally raised meat pork, beef, and chicken and dairy cattle...In 2014, the company bought more than 20 million pounds of local produce for its US restaurants, an increases of more than 33% from the previous year." This shows that Chipotle's using naturally raised meat will let their customers know that their food have no chemicals or synthetic
The very first Chipotle restaurant was established in 1993. When Chipotle was established, the owners wanted to give a different meaning to the word “fast-food”. Chipotle utilizes premier quality ingredients, conventional cooking techniques, and unique interior designs. Chipotle used features from the area of “fine dining” along with the speedy service of the fast food restaurants. Almost 20 years later, Chipotle’s commitment to finding and applying the premium ingredients with respect to the animals, farmers, and the environment is displayed in Chipotle’s Food With Integrity pledge.
Operations: Chipotle has set standards from when the food is bought, to when it's produced and to when it's sold. This quality control is performed by their Quality Assurance group, which foresees all of these positions.
In visiting Chipotle’s website, it is adherently clear that they are trying to do a few things to overcome their recent faux pas from the past. Putting a majority of their site’s focus on their sustainability story, how they are helping the environment,
Creating such recipes is very labor intensive, but having limited items to prepare assists in keeping the cost down. The focus on menu integrity is one of Chipotle’s advantages and is a key element to their marketing strategy. One way Chipotle is able to control their ingredients and maintain menu integrity is by controlling their suppliers. After working with certain suppliers, they created a list of approved vendors for the individual restaurants to purchase from.
When Chipotle first opened in 1993, the goal was to serve quality food fast, but not be considered “fast food.” To avoid falling under the fast food stigma, Chipotle strives to find the best ingredients with respect to animals, farmers, and the environment. In order to achieve these goals, Chipotle has created a matrix organizational structure that is divisional by location and functional by authority. Chipotle recently expanded internationally to the United Kingdom, Germany, and France, each following strict guidelines assigned by corporate employees from their headquarters in Denver, Colorado. Similarly, each location is functionally organized according to authority: regional manager, district manager, store manager, assistant manager, and
Among the billions of social media users, there is a percentage dedicated to businesses who use social media as part of their marketing strategy. The sheer number of people who use services like Facebook and Instagram on a daily
Social media avenues are a new, upcoming, and popular way to advertise for businesses and for people to connect to each other. Alexis Ohanian once said that "Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They 're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar." (Ohanian) Powerful usage of social media can have a big impact.
Today 's generation is all about social media. It is the new way to have instant connection to thousands all over the world. Today 's company are now doing less traditional television, radio, and print advertisement and more promotion via Twitter, Facebook and/or Instagram. Companies are invested in getting famous people to post pictures or tweet about their products, knowing that, one person can connect with millions with just one post. Over half of the world has access to social media, making them great consumers. Social media benefit marketing by giving the companies the opportunity to learn their audience/consumers, having access to instant feedback and bring awareness to here product.
Social media in marketing is used as an apparatus that builds an identity for a brand and gives awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conforms to the strategy and wants of the business. In accordance to the social media marketing report of 2014, a considerable (64%) of marketers use social media for at least 6 hours or more and 41% for 11 hours or more weekly, more importantly nearly (19%) of marketers use up to 20 hours each week on Facebook, Twitter, LinkedIn, Instagram and many more. The report also showed 7 social media platforms that led in 2014 which are Facebook, Twitter, LinkedIn, Google+, Youtube, Pinterest and Instagram.
Social media marketing is a new trend of marketing where different Businesses have taken to social media sites to market and promote old and existing products and brands or create more awareness of their new products. Facebook and Twitter are the two most well known sites where firms market and promote themselves. Over one billion users worldwide use both sites everyday; from averages Joe’s to famous celebrities. Such is the power of each social media site that one post can make or break you.
We can now connect with each other instantly over the internet. It is quicker and easier to communicate and share with each other now than it has ever been. Massive amounts of people access the internet every day, and a good number of them are using social media. This means that the ability to use social media and use it well is crucial for modern businesses. Whether for public relations or advertising social media is now one of the best ways to access consumers. Especially when it comes to younger generations, if you aren’t online you don’t exist. Social media is an excellent way to establish a presence in the minds of consumers. They can interact and establish a connection with an organization instantly. Social media is cheap and its everywhere. If a business hopes to compete in the modern world having a social media presence is absolutely