Chipotle Essay
In such a short span of time Chipotle has established itself as one of the fastest growing fast food chains in the World today. Since its inception, Chipotle has been known for its imagery, décor, innovative recipes, hybrid American-Mexican ambience and other trademark features that exert a structuring influence on other fast food chains and the consumption experience that they afford to their clientele
Figure 1: Showing the factors influencing a BRAND. (Explained in the next page)
Brand Culture
BRAND-CUSTOMER RELATIONSHIP
What does the brand signify? What are the tangible and intangible properties owned by the brand? Personality of the brand Positioning of the brand Relationship with the brand What are the key strengths …show more content…
and weaknesses? Threats that exist
BRAND
CATEGORY-BRAND ENVIRONMENT
Understanding the competitive environment Personality of competitive set. Positioning of the competitive set. What is the edge or the lack of it that competition accords? What are the threats in this environment?
CUSTOMER-CATEGORY ENVIRONMENT
What are the triggers and barriers to the category? What are the parameters of evaluation within the category? Example the Hygiene and delight factors Category (other restaurants) threats
CATEGORY
(Fast food restaurants)
CUSTOMER
In Order to study the Servicescape model of chipotle, we need to understand the brand culture of the organisation. For this we need to do a due diligence by looking into the relationship between the brand, the customer and the environment category in which it operates. We looked into the following questions pertaining to this: (Refer the diagram in the previous page)
The term servicescape connotes a physical material setting designed and build to shape consumption behaviour. The servicescape is a human built environment, understood to encompass design factors (Example: Layout and furnishings), ambient conditions (Example: Lighting and temperature) and Social interactions between the customer and the employees.
When we think of a particular brand, there are certain expectations that we have based on our past experience or simply because of the value associated with the brand. We deemed the three factors i.e. environment category, customer and the brand to be of utmost importance prior to going into the Servicescape model because of the following reasons: a) Environment Category – To understand what kind of environment category it operates in, this case it is a fast food restaurant. We need to understand what makes Chipotle so different from other Mexican fast food restaurants. b) Brand – When a customer thinks of chipotle as a brand, they could have some pre-conceived notions, some positive feedback, past experience. We need to understand what Chipotle does to aid this positive notion and kind of delight factors they provide to suppress negative feedbacks. c) Customer – In today’s world of Service marketing, customer is the co-creator. There is only so much that a brand can do to provide value to its consumers. There are basic delight and hygiene factors that customers expect from a service. Is Chipotle able to provide these services? This is what we need to understand.
What is done well in the servicescape? Provide specific examples.
To understand what Chipotle does well in its servicescape, we have used the KANO Model. The Kano Model of Customer Satisfaction classifies product attributes based on how they are perceived by customers and their effect on customer satisfaction. These classifications are useful for guiding design decisions in that they indicate when good is good enough and when more is better.
High Delight
DIFFERENTIATORS
Food – Innovative Menu Organic veggie’s – Family Farmers and freshly made food. Ordering Application – An online application for mobile phones to order food. Assembly line order processing
DELIGHT
Ambience – Rich and innovative. Alcohol – Serves beer and wine. Quick Service. Music – Cultural music. Parking space.
None
HYGIENE
Cleanliness – No stains found on seats and tables. Comfort – Cool comfortable temperature, comfortable seating. Courteous staff – Polite and respond to requests. Value for Money prices. Low
Achievement
High
Achievement
Low Delight
Hygiene Factors – Hygiene factors, also known as “must do” factors are factors that any business today needs to satisfy.
These are the basic factors that consumers expect from the brand. Some of the Hygiene factors provided by chipotle are Cleanliness – there are no stains found anywhere in the restaurants and they have sanitizer disposals located in the restaurants. They provide a comfortable environment which includes the temperature, lighting and seating. They have a well trained and courteous staff that assist you with everything needed. The food provided is inexpensive and has full value for money.
Differentiation Factors - Differentiating factors are factors that make the brand stand out from the rest. Chipotle has a very innovative menu which is a mix of Mexican and Texas food. They use organic vegetables and the food is freshly made and not stored or processed. They also have an application which can be downloaded on all Android, Apple and Blackberry devices. These apps help you order food and pay for the food and it can be readily collected from the nearest Chipotle outlet. Something unique about Chipotle is the fact that they have an assembly line order taking process wherein the employees stand across the table and once person takes the order and conveys it to the other person standing next to him. This person does his bit and passes it on to the other and this goes on till the food finally reaches the consumer. This process is quick and
efficient.
Delight Factors – The delight factors are the factors that aid in repeated purchase. They have a rich ambience and attractive posters. They serve Alcohol i.e. beer and wine as opposed to other fast food restaurants. This factor draws a lot of people towards Chipotle. They stick to their word of providing quick service and this is done as a result of the assemble line order processing. More often than not they play contemporary Mexican music. They also have ample parking space, which stands as an important factor for many.
Figure 1: Showing the factors influencing a BRAND. (Explained in the next page)
Brand Culture
BRAND-CUSTOMER RELATIONSHIP
What does the brand signify? What are the tangible and intangible properties owned by the brand? Personality of the brand Positioning of the brand Relationship with the brand What are the key strengths …show more content…
and weaknesses? Threats that exist
BRAND
CATEGORY-BRAND ENVIRONMENT
Understanding the competitive environment Personality of competitive set. Positioning of the competitive set. What is the edge or the lack of it that competition accords? What are the threats in this environment?
CUSTOMER-CATEGORY ENVIRONMENT
What are the triggers and barriers to the category? What are the parameters of evaluation within the category? Example the Hygiene and delight factors Category (other restaurants) threats
CATEGORY
(Fast food restaurants)
CUSTOMER
In Order to study the Servicescape model of chipotle, we need to understand the brand culture of the organisation. For this we need to do a due diligence by looking into the relationship between the brand, the customer and the environment category in which it operates. We looked into the following questions pertaining to this: (Refer the diagram in the previous page)
The term servicescape connotes a physical material setting designed and build to shape consumption behaviour. The servicescape is a human built environment, understood to encompass design factors (Example: Layout and furnishings), ambient conditions (Example: Lighting and temperature) and Social interactions between the customer and the employees.
When we think of a particular brand, there are certain expectations that we have based on our past experience or simply because of the value associated with the brand. We deemed the three factors i.e. environment category, customer and the brand to be of utmost importance prior to going into the Servicescape model because of the following reasons: a) Environment Category – To understand what kind of environment category it operates in, this case it is a fast food restaurant. We need to understand what makes Chipotle so different from other Mexican fast food restaurants. b) Brand – When a customer thinks of chipotle as a brand, they could have some pre-conceived notions, some positive feedback, past experience. We need to understand what Chipotle does to aid this positive notion and kind of delight factors they provide to suppress negative feedbacks. c) Customer – In today’s world of Service marketing, customer is the co-creator. There is only so much that a brand can do to provide value to its consumers. There are basic delight and hygiene factors that customers expect from a service. Is Chipotle able to provide these services? This is what we need to understand.
What is done well in the servicescape? Provide specific examples.
To understand what Chipotle does well in its servicescape, we have used the KANO Model. The Kano Model of Customer Satisfaction classifies product attributes based on how they are perceived by customers and their effect on customer satisfaction. These classifications are useful for guiding design decisions in that they indicate when good is good enough and when more is better.
High Delight
DIFFERENTIATORS
Food – Innovative Menu Organic veggie’s – Family Farmers and freshly made food. Ordering Application – An online application for mobile phones to order food. Assembly line order processing
DELIGHT
Ambience – Rich and innovative. Alcohol – Serves beer and wine. Quick Service. Music – Cultural music. Parking space.
None
HYGIENE
Cleanliness – No stains found on seats and tables. Comfort – Cool comfortable temperature, comfortable seating. Courteous staff – Polite and respond to requests. Value for Money prices. Low
Achievement
High
Achievement
Low Delight
Hygiene Factors – Hygiene factors, also known as “must do” factors are factors that any business today needs to satisfy.
These are the basic factors that consumers expect from the brand. Some of the Hygiene factors provided by chipotle are Cleanliness – there are no stains found anywhere in the restaurants and they have sanitizer disposals located in the restaurants. They provide a comfortable environment which includes the temperature, lighting and seating. They have a well trained and courteous staff that assist you with everything needed. The food provided is inexpensive and has full value for money.
Differentiation Factors - Differentiating factors are factors that make the brand stand out from the rest. Chipotle has a very innovative menu which is a mix of Mexican and Texas food. They use organic vegetables and the food is freshly made and not stored or processed. They also have an application which can be downloaded on all Android, Apple and Blackberry devices. These apps help you order food and pay for the food and it can be readily collected from the nearest Chipotle outlet. Something unique about Chipotle is the fact that they have an assembly line order taking process wherein the employees stand across the table and once person takes the order and conveys it to the other person standing next to him. This person does his bit and passes it on to the other and this goes on till the food finally reaches the consumer. This process is quick and
efficient.
Delight Factors – The delight factors are the factors that aid in repeated purchase. They have a rich ambience and attractive posters. They serve Alcohol i.e. beer and wine as opposed to other fast food restaurants. This factor draws a lot of people towards Chipotle. They stick to their word of providing quick service and this is done as a result of the assemble line order processing. More often than not they play contemporary Mexican music. They also have ample parking space, which stands as an important factor for many.