The Marketing Environment-Research (Week4)

At mychipotle.com, customers will be asked to tell us what love about Chipotle, and they also will have the chance to upload images,audio clips, and videos about their favorite Chipotle items. Customers submissions will be feature on the site, where they can be rated, discussed and shared with other customers. All of this will help Chipotle to know what are the improvements that they need to do in order of their customer satisfaction. Chipotle knows that customer service is very important for them and they know that they are being successful because of their customers. It is why Chipotle always is trying to improve more their relationship with each customer that they have in all the restaurants.

The Marketing Environment-Research (Week4)

The campaign called My Chipotle is designed to help them engage directly with their loyal customers in a way they never have before. Chipotle is very lucky to have an incredibly passionate customers base who chooses to talk about Chipotle in a way that's so genuine. The new campaign for the new menu is also the beginning of their effort to form a deeper, more meaningful connection with each and every one of the customers. The new campaign will use many traditional forms of media, including radio, print out doors and a significant online component. It is a website called ww.mychipotle.com.

The Marketing Environment-Research (Week4)

The new menu is intended to present greater variety, offer suggestions to customers who don't understand how customize their order. Also, provide options for customers who want something smaller, or who want to spend little less money and be more welcoming to families and kids. All of this would be possible while preserving the simplicity and efficiency or our streamlined service format. In additions to the changes to our menu, Chipotle is launching a new campaign in many of their mayor markets soon.    

The Marketing Environment-Research (Week4)

In response to the problem about the menu, Chipotle figured out how a new menu would help to their customers. The menu would show their  individual ingredient, but also it would show how customers would be able to combine all the ingredients. The menu also shows more variety and the most important it doesn't intimidate the new customers. All the new customers would have more clarity and explanations when they want to place their order.

The Marketing Environment-Research (Week4)

Chipotle is researching for new ideas that would improve its relationship with their customers. During the research, they find out that while their customers prefer their food to that of  their competitors, most of the customers were not aware that the superior quality of their raw    ingredients is one of the reasons for the great testing food. In the research project Chipotle find out some drawbacks to their simple menu. Their current menus display the individual ingredients, and leave it to the customers to figure out how to combine them.      

Country of Origen

1.- Polo T-shirt-Egyp, Guatemala.

2.- Sport T-shirt-China
3.- Pans- China, Jordan.
4.- Jeans- Cambodia, Pakistan, Colombia, Macau, Egypto.
5.- Sport Shorts- Vietnam
6.- Casual Shorts- India
7.- Cargo Shorts- Vietnam, Sri Lanka.
8.- Casual Shirt- Indonesie, China, Nicaragua, Thailand, Taiwan, Sir Lanka, Bangladesh, India, Honduras.
9.- Jacket- China, Korea, Jordan.
10.- Ties- China.
11.- Sweaters- China, Guatemala, Bangladesh.
12.- Suits- China, Korea.
13.- Sport Coats.- China, Korea.

14.- Boxers.- China, India, Indonesia, Sir Lanka.

Additional information to week 2- Social responsanbility

Before the end of 2007, Chipotle Mexican Grill will no longer serve any cheese made with milk from cows treated with the synthetic hormone rBGH (recombinant bovine growth hormone). That will make Chipotle the first national restaurant chain to eliminate rBGH entirely from items on its menu.

Additional information to week 2- Social responsanbility

Chipotle Mexican Grill (NYSE: CMG), the national chain of burrito restaurants, wants all of the e-mail you don’t want. Through its “No Junk” campaign, the company is encouraging Americans to forward their junk e-mails to nojunk@chipotlejunk.com where each forwarded piece of e-mail will help provide nutritious cafeteria meals for school children around the country through a partnership with the nonprofit organization, The Lunch Box. For every 100,000 pieces of junk electronic e-mail that Americans send to Chipotle, the company will donate 10,000 to the lunch box.

Additional information to week 2- Social responsanbility

​Seven Chipotle locations around town will be donating 50 percent of today's proceeds to Denver Bike Sharing, the Colorado nonprofit that operates the infamous B-cycle stations. Here's how it works: Stop by the Chipotle at 1480 16th Street in LoDo, 1600 California Street, 550 Broadway, 140 Steele Street in Cherry Creek, 333 East Alameda Avenue, 2500 East Colfax Avenue or 1644 East Evans Avenue (the very first Chipotle in the country!) and order your grub. Tell the staffer that you're there to support B-cycle, or just hand over a print-out of the flier below. For your troubles, you'll get a free B-card worth $5 off a 24-hour Denver Bike Sharing membership.

Additional information to week 2- Social responsanbility

They emphasize health (using organic ingredients), local produce (striving to buy 25% locally), and animal care (the meat is free range).  In other words, eating a burrito is more than eating a burrito.  Its promoting local farmers and helping to ensure adequate care of animals. 

Additional information to week 2- Ethics

Chipotle Mexican Grill, Inc. Code OF Conduct.

The Code of Conduct includes this introductory section, "Integrity Statement," "Anti-Discrimination, Harassment and Sexual Harassment Policy," "It’s the Law,” and "Chipotle Confidential."

Chipotle’s Ethics and Conflicts of Interest Policy
Chipotle is a company based on integrity. Integrity is about being real and being honest. It means doing the right thing even when no one is watching. These values permeate the way we do, and do not do, business.

You are expected to use good judgment, adhere to high ethical standards, and avoid situations that create an actual or perceived conflict between your personal interests and those of Chipotle. Chipotle requires that the transactions you participate in are ethical and within the law, both in letter and in spirit.

Additional information to week 2- Strategic Planning

Halloween is around the corner and Chipotle is ready to celebrate it. Get a FREE BURRITO from Chipotle  this Halloween. Officially the deal is announced now that on Halloween, October 31, 2010, after 6 pm, Chipotle will be giving free burrito for those who dresses like Burrito, bol, salad, or taco. "GET READY YOUR TIN FOIL"

Additional information to week 2- Strategic Planning

Blitzing

Visiting local businesses with chips and guacamole, fax forms, and Burritos by the Box form to seek out new and existing customers, invite them into the restaurants and educate them on convenient ways to order from Chipotle;

• Be an expert on your trade area watch which businesses come and go.
• Make this the cornerstone of your community outreach.
• Gather business cards or ask for names and follow up.
• Ideas include retailers, hospitals, industrial centers, office parks, and farmer's markets.  

Additional information to week 2- Strategic Planning

We have studied and learned from companies that have  grown too fast and gone down in flames. Maintaining quality as we grow is extremely important. We are growing at a reasonable pace and not just growing for grwth's sake. We concentrate on growing Chipotle one burrito, one customer, and one restaurant at a time.

BOGO/Free Burrito Days

Buy one get one days or free days that attract potential new customers from local business, schools and residential communities; 

• Identify possible partners in your trade area.( see what other local business are next to you and give a menu to see what we are offering.)
• Look for local schools that you want to see more often.( see what can we do to atrract students, for example make any discount, or accept campus cash.)
• Talk to customers who can help you establish connections.( interact with the customers and fin out if they know somebody who migth like to eat at chipotle.)         

Chipotle Mexican Grill Map

        

Additional information to week 1- Mission Statement

The "Food With Integrity" mission statement was adopted in 2001. Chipotle made the commitment to use naturally raised meat, organic produce and dairy without added hormones. The chicken and pork Chipotle sells in their restaurant is naturally raised and so is half of their beef. They also strive to use as much locally grown produce as possible in an effort to decrease their carbon footprint.

Additional information to week 1- Mission Statement

Chiotle Business Model is Simple; Make better food,; people come in; we take care of the people; the people come back; sales increase. Our goal has been, and will remain, to serve gourmet food at reasonable prices in a cool atmosphere. The best "local institution" restaurants in every town follow that same approach and have stayed strong for decades. They do not need to advertise. Customers advertise for them. If we do our job well in the restaurants, people will come back again and again to Chipotle. We don't really compete with fast food; we are an alternative.  

Additional information to week 1- Brief Story

Chipotle serves five basic meal options; Burrito (with a heated flour tortilla, rice and beans), Fajita Burrito (with heated flour tortilla, grilled onions and peppers(beans are optional)), Burrito Bol (a burrito served in a bowl instead of wrapped in a tortilla), Crispy (made of corn tortilla) or Soft Tacos (made of flour tortilla), and Salads. From there, choose your meat; chicken, shredded beef "barbacoa," shredded pork "carnitas," steak or vegetarian (guacamole included.) And more, there are another toppings included; cheese, sour cream, corn, green tomatillo salsa, red tomatillo salsa, lettuce, and fresh pico de gallo.

Additional information to week 1- Brief Story

Chipotle Mexican Grill is a fast-casual dining establishment that serves authentic San Fransisco-style burritos and tacos. Chipotle was founded in Denver, Colorado, Steve Ells opened the first Chipotle near the University of Denver in 1993. As soon as Steve Ells opened the first Chipotle he expanded more location in other states.From 1993 to 2009, there were more than 830 Chipotle restaurants (all are company owned, not franchised).

Social Responsability (Week 2&3)

                                                            Food With Integrity

FWI is our commitment to finding the best ingredients with respect for the animals, the land, the environment, and the people who grow the food and raise the animals. Chipotle treated all animals humanely and respect from birth to slaughter, never given antibiotics, never given growth hormones, and they are vegetarian fed.  

Social Responsability (Week 2&3)

It's just as three simple words: Freshness, Simplicity, and Quality. All of the food is fresh. There are no freezers, microwaves or can openers at Chipotle. We use simple ingredients, just like the Chipotle pepper, which was only a humble jalapeno before it was dried and smoked, turning it into something extraordinary.

Ethical Behavior (Week 2&3)

Customers "customize" their own burritos or tacos. Everything is made in front of them; each customer see and select exactly what goes into their burrito or tacos. All of this is while they watch, not while they wait. If customers want extra cheese, less rice, more meat, all they have to do is ask. Chipotle'll make it perfect for them.

Ethical Behavior (Week 2&3)

Our marketing mirrors our food. We take traditional marketing tactics and execute them in untraditional ways. Our best marketing tools is inside the four walls, you and  your crew surprising and rewarding each customer on every visit. Raising expectations and disproving common ideas about a quick-service joint, and promoting the Chipotle personality.

Strategic Plan (Week 2&3)

Student Brand Managers

The Student Brand Managers promote Chipotle to fellow students on campus by reprenting the brand, and seeking out and implementing promotional opportunities that are strong fit for Chipotle.

How we can get started? Well, we suggest students, high schools and collegesthat are best for your trade area. Also, students can be your best word of mout evangelists. 

Strategic Plan (Week 2&3)

What's local store marketing? A local store marketing is when we selling happiness wrapped in foil.As well, surprising and rewarding customers. Chipotle is pretty sure that if we can gent people to taste the food, they'll get hooked.

The Best Food

Chipotle wants to show the people all the effort about raising animals. Serving food with quality is priority for Chipotle because they want to bring the best food for their customers.

what does chipotle mean?

Do you know what is a chipotle? Well, chipotle is a Mexican ripe jalapeno that has been dried for use in cooking. Chipotle is an important chili for Mexicans because is one of their special chilies to make their delicious salsas.

Chipotle Mexican Grill is more than a restaurant because when you go there you find great quality of food but also they make you feel as at home. You will feel as at home and of curse you'll get a great customer service. At any Chioptle restaurant that you go be sure that each one is going to give you the most exiting experience that you ever have. 

The Best Carnitas(pork)

Chipotle is proud to be the only and first fast food restaurant that serve natural raised meet such as; chicken, beef and pork.    

Brief story and mission statement of Chipotle Mexican Grill.

In 1993 the first Chipotle opened. Chipotle is making all the possible to change the way the world thinks about and eats fast food. Food with integrity means serving the best raised food possible with an excellent nutrition and great value.