Chipotle Case Analysis
Background:
By now most consumers have at least eaten chipotle once. Now if you have eaten chipotle you know it has a strong background of a sustainability story. If you haven't, very long story short, it is how vegetables are grown in vigorous soil, it removed GMOs from its menu, it's takes a stand against growth hormones and antibiotics in milking cows and how it's allowing pigs to be pigs instead of being caged up.
Chipotle has done a great job of committing to this approach, developing the message around it and building its brand on it. It makes for a strong and easily recognizable differentiator in the industry. The company puts a higher standard and has to hold itself accountable to the stand it's taken. The reality, taking a stand on …show more content…
Many people are either unaware of the strides that chipotle has taken in suitability with the fast food industry. This weakness has the possibility to turn into strength. The use of social media creates an opportunity because it’s a great realm to develop presence, especially among a younger crowd and potential sponsors looking or considering investing.
Goals and Objectives:
1. Post daily in order to increase social media followers by 50% within the next 6 months.
2. Double the amount of Chipotle consumer’s sustainability awareness within the next 12 months by increasing the number of downloads of discount coupons during focusing on sustainability.
Objectives
Objective 1: Increase awareness of Chipotle by: expanding social media presence and engagement on Facebook, Instagram, Snapchat, Twitter by raising the amount of followers by 100 daily, consistently posting at least 5 to 10 times daily, interacting with people through comments and unique hashtags
Objective 2: Increase the amount of awareness sustainability by 50% percent through:
Developing new relationships mend the old ones; invest time into the publics through monthly blog post and bi-monthly surveys on the expectation and the realization of the growth of Chipotle.
Strategies
Key messages:
1. Chipotle is one of the leading food companies that believe in healthy clean
By now most consumers have at least eaten chipotle once. Now if you have eaten chipotle you know it has a strong background of a sustainability story. If you haven't, very long story short, it is how vegetables are grown in vigorous soil, it removed GMOs from its menu, it's takes a stand against growth hormones and antibiotics in milking cows and how it's allowing pigs to be pigs instead of being caged up.
Chipotle has done a great job of committing to this approach, developing the message around it and building its brand on it. It makes for a strong and easily recognizable differentiator in the industry. The company puts a higher standard and has to hold itself accountable to the stand it's taken. The reality, taking a stand on …show more content…
Many people are either unaware of the strides that chipotle has taken in suitability with the fast food industry. This weakness has the possibility to turn into strength. The use of social media creates an opportunity because it’s a great realm to develop presence, especially among a younger crowd and potential sponsors looking or considering investing.
Goals and Objectives:
1. Post daily in order to increase social media followers by 50% within the next 6 months.
2. Double the amount of Chipotle consumer’s sustainability awareness within the next 12 months by increasing the number of downloads of discount coupons during focusing on sustainability.
Objectives
Objective 1: Increase awareness of Chipotle by: expanding social media presence and engagement on Facebook, Instagram, Snapchat, Twitter by raising the amount of followers by 100 daily, consistently posting at least 5 to 10 times daily, interacting with people through comments and unique hashtags
Objective 2: Increase the amount of awareness sustainability by 50% percent through:
Developing new relationships mend the old ones; invest time into the publics through monthly blog post and bi-monthly surveys on the expectation and the realization of the growth of Chipotle.
Strategies
Key messages:
1. Chipotle is one of the leading food companies that believe in healthy clean