This document summarizes a digital marketing presentation about Chipotle's marketing strategies. It discusses Chipotle's $225 billion market opportunity in the fast food industry and key competitors. Chipotle focuses on sustainability and "food with integrity". The presentation analyzes Chipotle's response to an E. coli outbreak in 2015 and how it uses digital marketing such as its website, mobile app, search engine optimization, social media, email marketing and video marketing. It provides a SWOT analysis and discusses Chipotle's consistent growth across social media platforms and increasing spend on ads and marketing. Key performance indicators for evaluating digital marketing strategies are also outlined.
5. 70%
is the total expenditure on food eaten outside the home ( U.S. Census
Bureau).
Demographic trends show baby boomers and health conscious
consumers have a direct effect on the fast-food industry.
6. Background
● Food with Integrity
● Focused on sustainability
● “Food served fast didn’t have to be fast food”
22. SWOT Analysis
Strengths
● Food made with ingredients from
sustainable sources (first non GMO fast
food chain)
● Marketing programs: Online promotions &
Offline brand experiences
● Strong engagement with customers
● Unique SEO: Mexican Grill
Weaknesses
● Higher food cost
● Shortages of naturally-raised meats
● Greater risk in food-borne illness
● Ingredients supplied by third-party
distributors
● Open question on whether hidden
ingredients such as oils and starches are
GMO free
● Slow crisis communication response
Opportunities
● Domestic expansion
● International expansion
● Growing foodservice market
● New Product Categories
Threats
● E. Coli Outbreak (Nov. 2015 )
● Intense competition
● Increasing labor cost
● Protest from agriculture industry
23. Business & Communication
“Our advertising and promotional
programs, in-store communications, and
other design elements all help to
communicate something about what
differentiates Chipotle from typical fast
food. ”
—— Chipotle Annual Report 2015
27. 36%
In January 2016 (Due To The Food Safety Investigation)
Before the Guac Hunter Game Launched
Plus
Brands with
reputation could be
hit worse by negative
publicity due to
failing customers.
33. Tactics
➔ Tactic 1
Create a separate webpage to address
updates on e. Coli
➔ Tactic 2
Include updates and incentives within
their mobile app
➔ Tactic 3
Feature promotions on snapchat/email
➔ Tactic 4
Cross promote website information on
the app
Strategies
➔ Strategy 1
Address e. Coli concerns by maintaining
the transparent messaging that aligns
with the Chipotle brand
➔ Strategy 2
Improve upon direct and mobile
marketing
➔ Strategy 3
Maintain strong social media presence
36. Create a Separate Webpage for E. Coli
Page tracking
❏ Bounce rate
❏ Average session
duration
Traffic Sources
❏ Organic search
(Google, Yahoo)
❏ Paid search
❏ Referral
❏ Social (Twitter,
Facebook)
❏ Direct traffic
Audience
❏ New & returning
visitors
(sessions)
❏ Unique visitors
(users)
37. Social Media
➔ Facebook
• Page likes
• Comments
• Shares
• Click through
• Reach
➔ Twitter
• Favorites
• Retweets
• Mentions
• Click through
➔ Snapchat
• Views (the purple eye)
• Screenshots (the green
arrows)
• Total story completion
• Completion rate
38. Mobile Marketing
❏ Number of times the app was
accessed during first day/week
❏ Session time (time spent in-app)
❏ Number of screens/pages
accessed during in-app visit
❏ Permission granted to the app