The summary is as follows:
1) Chipotle aims to launch a breakfast menu and increase average daily sales by 14% over 3 months through a campaign called #WakeUpReal highlighting 4 additional ingredients.
2) Tactics include sponsored Instagram and Twitter posts featuring influencers, a monthly giveaway for free breakfast, and monitoring key metrics to optimize the campaign.
3) The goal is to reach an average of 800 meals per day with a budget of $115,000 split evenly between months, projected to yield a 4:1 return on ad spend.
3. Executive Summary
Chipotle has been a leader in fast-casual Mexican-style food since the early 1990s. Nevertheless, they have
the opportunity to penetrate their current market segment and beyond by branching into breakfast foods.
Competitors such as Moe's and Taco Bell have already done this; Chick-Fil-A would be added as a new
competitor in the fast-casual and fast-food breakfast sector. Our strategy would be to build upon
Chipotle's existing campaign, For Real, which highlights the only 51 ingredients that they use. By adding
only 4 more ingredients, #WakeUpReal, For Real's sister campaign, would be born. The goal of the
#WakeUpReal campaign is to increase average sales per day at any given Chipotle location by 14% over 3
months (March-May). By heavily focusing on two major social media channels and influencers, we would
have access to all of our current audience and more. This large reach would bring success to our
#WakeUpReal with a Chipotle giveaway, which would select 2 winners at the end of April and May for free
Chipotle breakfast for a month through the rewards app. To optimize our sponsored posts and
influencer's posts, we would monitor each social channel's key metrics and adjust accordingly. In sync with
our plans and budgets, in the end, Chipotle would have a 4 to 1 ratio for ROAS.
Chipotle
Campaign
|
2021
/03
5. Taco Bell was founded in 1962, but their breakfast started in
2014. They offer breakfast at nearly every location. They are
known for their cheap, fast food. This food tends to be
unhealthier, with sodium health warnings on some of the items.
There are 5,604 locations in the US, 300 in 26 other countries.
This Mexican-Inspired chain also has a value menu.
Overview
Instagram: 1.4 million followers
Twitter: 1.9 million followers
Social Media
Cheapest - Cheesy Toasted Breakfast Burrito | $1.29
Expensive - Breakfast Crunchwrap Combo | $4.99 or a 12
pack Cinnabon delights | $5.19
Breakfast Menu Items
Chipotle
Campaign
|
2021
/05
6. Founded in 1995, Qdoba is a Mexican-inspired fast-casual
chain. They have nearly 740 locations in the US and 11 in
Canada. They serving breakfast in select locations and in
airports all day. This healthier fast-casual restaurant is
known for San Francisco-style burrito.
Overview
Instagram: 38,700 followers
Twitter: 50,000 followers
Social Media
Cheapest - Mini portion of the potato & egg bowl,
quesadilla, burrito | $4.60
Expensive - large portion of the steak & egg bowl,
quesadilla, burrito | $8.05
Breakfast Menu Item
Chipotle
Campaign
|
2021
/06
7. Chick Fil A was founded in 1946, but they didn't start
serving breakfast until 1986. They are a customer favorite,
having over 2,600 locations in the US. Known for their
famous chicken sandwich, this is a champion of the simple
menu and good customer service.
Overview
Cheapest - Buttered Biscuit | $1.09
Expensive - Chicken, egg cheese bagel | $3.99
Breakfast Menu Items
Insta: 1.8 million followers
Twitter: 1.1 million followers
Social Media
Chipotle
Campaign
|
2021
/07
8. Chipotle was founded in 1993 in Denver, CO. Food With Integrity was one of their
first campaigns launched in 2001 that focused on Chipotle's efforts to increase
their use of naturally raised meat, organic produce, and dairy without added
hormones. In 2015, they also stopped using genetically modified soy and corn.
These events are what lead to Chipotle being champions of healthy and fresh
meals. Chipotle has 2,744 locations in the US & 29 outside of the US. Chipotle has
an opportunity to enter the fast-casual breakfast arena and compete with its
current Mexican-style competitors as well as new competitors that are known for
their breakfast. This opens up a whole new sector for growing market share.
Overview
Instagram: 1.1 million followers
Twitter: 1 million followers
Social Media
Cheapest - Chips & Salsa | $2.05
Mid-Range - Veggie or Sofritas Burrito/Bowl/Tacos | $7.00
Expensive - Whole30 Bowl or Keto Bowl | $11.25
Regular Menu Item
Chipotle
Campaign
|
2021
/08
9. Increase average sales per day at any given
Chipotle location by 14% over 3 months
(March-May)
- Average meal cost is $9.50 and average number of meals
purchased per day is currently 700 with our goal to reach an
average of 800
Campaign Goal
Create a line of breakfast foods that
incorporate the 51 ingredients
Chipotle already uses
Diversify the menu by adding eggs,
potatoes, bacon, and Cayanne pepper
Marketing Strategies
Goals &
Strategies
Chipotle
Campaign
|
2021
/09
Surpass current competition by starting a new
breakfast campaign - Wake Up Real
Increase conversions on in-store traffic and overall
sales volume by focusing on a new product line
(breakfast food) with the same market
Grow market share in their current arena of
Mexican-inspired fast food & fast-casual
restaurants by offering new options (breakfast
food) to current consumers
Business Objectives
10. Create a line of breakfast foods
that incorporate the 51
ingredients Chipotle already uses
Campaign Tactics
Diversify the menu by adding
eggs, potatoes, bacon, and
Cayanne pepper
Instagram
- Use Chipotle's Instagram to
feature a giveaway with the
hashtag #WakeUpReal
- Feature both macro and
micro influencers
- Keep current strategy on
Instagram - humor. Continue
to post Chipotle memes as
well as new breakfast &
morning memes
Marketing Strategies
Twitter
- Take submissions for the
#WakeUpReal giveaway on
Twitter
- Sponsor the hashtag
#WakeUpReal to gain traction
and in turn increase sales
- Interact with customers by
retweeting and replying
Influencers
- Use macro and micro
influencers that share our
social media personality
of humor and health
- have them post on their
Instagram, Twitter, and
Youtube channels
Chipotle
Campaign
|
2021
/10
11. Personas
Tatum is a mom on the go wanting
something filling for her kids when
she doesn’t have time to make
breakfast for them.
Timely Tatum
She needs quick but healthy options
for her kids that are super active and
involved (and maybe some food for
her, too)!
She wants to be able to easily
preorder the breakfast to make the
trip as quick as a fast food chain but
as healthy as a home-cooked
breakfast.
Tatum is 30 but hangs out with 27-35
year old moms. She went to college,
has kids, and had a job but is
currently stay at home mom for her
her babies.
She is triggered by slow service and
finding bad ingredients after doing
research or hearing from one of her
mommy-mates.
Chipotle
Campaign
|
2021
/11
12. He needs locations in airports and
big cities since he travels weekly.
He also needs quick service to
match his fast-paced lifestyle.
He wants a breakfast that is under
$10, but not the quality of Taco
Bell. Freshness and tastiness are
his priorities, even when he wants
quick and cheap service.
Since he is always on the go, he
doesn't have time to be stopping to
eat every two hours. He wants
fresh food that will give him the
nutrients he needs to keep him
energized for longer.
Nat is a traveling businessman trying
to get fresh food on the go despite
his extremely busy schedule.
Nationwide Nat
Chipotle
Campaign
|
2021
/12
Personas
13. Sawyer needs the rewards program
because he is a college student on a
budget.
He wants something more nutritious
than his current go-to breakfast,
Chick-Fil-A. However, he still wants
rewards and deals like he gets
through the Chick-Fil-A app.
He’s in his 20s, wrapping up his time
in school. Soon, he will be entering
the workforce. He realizes he can’t
live off dining halls and his student
loans money forever.
He can be lazy and have unhealthy
cravings, so he needs lots of flavor
and the option for delivery.
Sawyer is a college student looking to
make healthier choices and focus on
his future by simplify his life.
Simplify Sawyer
Chipotle
Campaign
|
2021
/13
Personas
14. Wake Up Real is a sister campaign with For Real -
Chipotle’s campaign to show the only 51
ingredients they use on the menu.
Wake Up Real focuses on similar topics that are at
Chipotle’s core - responsibility sourced and freshly
prepared meals that are assembled quickly with
REAL ingredients.
This campaign would add an additional 4
ingredients to their list - Cayenne pepper, eggs,
bacon, and potatoes. The campaign highlights the
versatility of Chipotle’s core ingredients because
by adding only 4 more, Chipotle gets to wake up
real with you!
#WakeUpReal
We've boasted our 51 ingredients
before, but by adding only four more
Chipotle gets to wake
up real with you.
Campaign
Message
#WakeUpReal
Chipotle
Campaign
|
2021
/14
15. Implementation
Plan
2
1 - Reach out to 2 social media macro influencers and 6 micro influencers based on target audience
- Choose and reach out to 2 social media content creators or agencies that specialize in general memes
- Begin hinting at end of March on Twitter & Instagram with memes and gifs that contain the
#WakeUpReal in the caption
March
- Big macro influencer posts at the start of the month on their Youtube, Twitter, and Instagram
- Chipotle sponsors a post announcing a giveaway
- Rules: buy chipotle’s new breakfast, post with the hashtag #WakeUpReal, be entered to win free
Chipotle breakfast for a month through the rewards app
- Throughout the month, each micro influencers must post 3 Instagram posts, 3 stories, & 2 tweets
- Track hashtag #WakeUpReal
- Post 2 giveaway winners at end of the month
April
- Second big macro influencer posts at the start of the month on their Youtube, Twitter, and Instagram
- Throughout the month, each micro influencers must post 3 Instagram posts, 3 stories, & 2 tweets
- Track hashtag #WakeUpReal
- Post 2 giveaway winners at end of the month & end campaign
May
Pre
Launch
Launch
Sunset
Chipotle
Campaign
|
2021
/15
3
16. Editorial Calendar
S T W R
M F S
ANNOUNCE
#WAKEUPREAL
GIVEAWAY
(SPONSOR POST
& HASHTAG
1 2 3 4 5 6 7
8 9 10 11 12 13 14
MACRO 1 POST
(YT, INSTA, TWIT)
MICRO 1 INSTA 1
& TWIT
BREAKFAST
MEME
MICRO 2 INSTA 1
POST VIDEO OF
BFAST BOWL
CREATION
(VEGGIE)
POST VIDEO OF
BFAST BURRITO
CREATION
GIVEAWAY
REMINDER
SPONSORED
POST
MICRO 3 INSTA 1
& TWIT
MICRO 2 INSTA 2
& TWIT
MORNING MEME
REPOST A MICRO
INFLUENCER
April 2021
Chipotle
Campaign
|
2021
/16
17. 15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30
BREAKFAST
MEME
MICRO 3 INSTA 2
& TWIT
REPOST A MICRO
INFLUENCER
MICRO 1 INSTA 2
POST VIDEO OF
BFAST BOWL
CREATION
(MEAT)
GIVEAWAY
REMINDER 2
SPONSORED (ONE
MORE WEEK FOR
MONTH 1)
MORNING MEME
POST VIDEO OF
BFAST TACO
CREATION
MICRO 3 INSTA 3
MICRO 2 INSTA 3
& TWIT
MICRO 1 INSTA 3
& TWIT
SHORT CODE EXPLAINED | EXAMPLE
"MICRO 2 INSTA 3 & TWIT"
Micro influencer 2 posted their 3 (and final)
instagram and story post and tweeted
INFLUENCERS EXPLAINED
APRIL ONLY HAS THE FIRST MACRO INFLUENCER OUT OF 2
& THE FIRST 3 OUT OF THE 6 TOTAL MICRO INFLUENCERS
IN THE CAMPAIGN
Macro influencer 2 and micro influencers 4-6 post in May
Chipotle
Campaign
|
2021
/17
18. Sample
Post One
Cody Ko is a macro influencer
on Instagram, Youtube, and
Twitter. He has over 1.9
followers on Instagram and
became famous back when
Vine was a popular video-
sharing platform. He is known
for his humor & memes in his
YouTube videos. He has a
similar audience that would be
interested in Chipotle breakfast
(twenty and thirty year olds).
Macro
Influencer
Cody Ko
/18
19. Sample
Post Two Chipotle's Instagram is known
for their humorous posts. They
frequently post memes that are
always different but all
somehow tie back to Chipotle.
In this sample post, it could be
posted towards the end of our
pre-launch phase nearing the
end of March. This makes it
obvious that breakfast is
coming without spilling all of
the details. The campaign
hashtag is also in the caption to
expose followers to the phrase
#WakeUpReal
Breakfast
Meme Post
/19
20. Key Metrics
Monitoring &
Optimization
Chipotle
Campaign
|
2021
/20
Measure likes, comments, shares, saves,
reach, profile visits, & impressions
Track hashtag use, tagged photos, and
followers
Measure likes, retweets, replies, reach
Track hashtag use, followers, &
mentions
Hashtag Tracking
Tracking our digital marketing tactics and strategy
will be relatively easy due to using the hostage
#WakeUpReal. This groups all of our posts in one
area, under one hashtag, on both Instagram and
Twitter.
If we are getting undesirable outcomes after April,
we will adjust and fine-tune metrics for May to
help the campaign succeed.
21. Budget & Returns
Chipotle
Campaign
|
2021
/21
Marketing Budget
With no events, my marketing budget
of $115,000 is split between
advertising on social media
(Instagram and Twitter) and
employing influencers.
Since content is only posted during
the launch and sunset phases, this
budget will be evenly split between
the two months of April & May.
22. My content budget of $90,000 will be evenly split between each month
of the campaign (March-May) because some prelaunch content is
needed, as well as being prepared with content for the launch.
We will hire an agency to create our videos of the fresh ingredients &
new breakfast food being assembled. Agencies will also be employed to
create meme content that matches our current social media strategy.
Finally, we will be post some of our influencers' content.
Budget & Returns
Chipotle
Campaign
|
2021
/22
Content Budget
23. The top excel screenshot shows
the engagements over 2 months
from all of our influencers.
The bottom excel screenshot
shows the total impressions,
engagements, and conversion
numbers from advertising and
influencing during our two
months of posting.
Budget & Returns
Chipotle
Campaign
|
2021
/23
Engagement & Conversion
24. An average Chipotle store sells 700 meals per day. In two months, the amount of time we
are posting for our campaign, an average Chipotle will sell 42,700 meals. That average, plus
the additional 6,800 meals (slide above) from our campaign, gives us an average return of
49,500 meals in 2 months.
The average chipotle meal costs $9.50. So with 49,500 meals and $9.50 per meal,
our total revenue is $470,250. Giving us a ROAS ratio of ~ 4:1.
Budget & Returns
Chipotle
Campaign
|
2021
/24
ROAS & Final Thoughts