Chipotle Pakistan

Marketing Management of Chipotle Pakistan

1. ace presentations Simply E xcellence

2. CHIPOTLE MEXICAN GRILL Food With Integrity

3. CHIPOTLE MEXICAN GRILL Food With Integrity

4. Vision “The Idea is that is to get people to think, to find more information. We are trying to bring in through entertainment and spark conversations…” - Steve Ells, Founder of Chipotle

5. Mission: Food with Integrity

6. First Mover: Fast Casual Dine-In Concept Niche upcoming market: Fast Casual Fast Casual Dining Offers: Higher Average Tickets More Upscale Fare Better Décor and atmosphere when compared to fast foods restaurants No Drive through Able to offer high quality food ingredients that are created faster and less expensive than full service restaurants

7. Chipotle Mexican Grill, Inc. is a chain of restaurants in the United States and Canada specializing in burritos and tacos. It was founded by Steve Ells in 1993 and based in Denver, Colorado. The restaurant is known for its large burritos, assembly line production, and use of natural ingredients. The company has released a mission statement called Food with Integrity , which highlights its efforts in using organic ingredients, and serves more naturally raised meat than any other restaurant. Chipotle is one of the first chains of fast casual dining establishments. Chipotle - Introduction

8. Product Offering 1 . Burritos 2. Tacos 3. Bowls 65,000 Different Combinations PS. Pricing – all pricing is exclusive of taxes. Burrito 300+ RS Bowl 300+ RS Taco 300 RS

9. Market Segmentation and Targeting South Asia Pakistan Karachi Lahore Islamabad Ge ographic

10. Market Segmentation and Targeting These are also family consumers which 68% of them were married with 35% in a two-person household to be a couple and 43% in a three to four-person household married with children. Chipotle look for grubbers and health nuts who love to eat large amounts or have a healthy meal. Chipotle target people who are environmentally conscious that follows 'Food with integrity' mission, active lifestyle, socially focused, tech savvy, image conscious, and financially unfocused customers .

11. Market Segmentation and Targeting In a tough economy, Chipotle offers more financially cautious buyers greater value with a 1.25lb burrito. The millennium generation, that had experienced an economic recession, has adopted a new lifestyle and spending.

12. SWOT – Analysis: Strengths ● Innovative product . ● Pricing. ● Strong influence ● Strong brand equity ● Strong financial position ● Reputation management ● Community Involvement

13. SWOT Analysis- Weakness ● Limited menu. ● Higher price point than competitors . ● Lack of brand awareness . ● Different taste mix in Pakistan ● Food Market Saturated

14. SWOT Analysis- Opportunities ● Lots of Geographic growth . ● Emerging markets and expansion abroad ● 40% Saturated ● Product branding . ● Asset leverage.

15. SWOT Analysis- Threats ● Hangami Halaat . Law and Order ● Political ● Bribery ● Taxes ● Competition ● Economic Slowdowns ● Rise on prices due to expansion .

16. Competitors of Chipotle Chipotle competes with other fast casual chains such as California pizza kitchen, Pizza hut and even Gloria jeans Desi local food : The desi themed food serves primarily competition as the are familiar with the local taste. These food includes different kinds of parathas which are also inexpensive.

17. Competitors of Chipotle Subway: Its more vegetarian hence healthy. This is not effective for meat lovers in Pakistan. Chipotle has meat too and its organic. Subway competes against chipotle with their sandwiches. Subway fresh choice dine-in like none other but still its only sandwiches and nothing else

18. Competitors of Chipotle California pizza : it offers a fast dine-in but for pizza lovers only McDonald's: It has dominated the fast food dining industry largely through its franchising efforts consistent good quality and successful marketing campaigns. In order to meet the customer satisfaction McDonalds comes up with new menu which is family targeted.

19. ID Key Resource Improvement Strategy 1 Marketable Cuisine Adapt menu to address demographic 2 Brand Improve brand awareness in Pakistan with similar US promotions 3 Business Acumen Improve via strong JV partner for expansion into right markets and conduct business operations Key Weakness Consistent Key Strengths Financial Stability Available Capital Restaurant Efficiency Recommendations:- Chipotle Moving to Pakistan

20. Recommendations:- Chipotle Moving to Pakistan Decision: Go (with the Right Partner) Strategy Risks Profitability Rs.1000M Initial FDI 40% Contribution Margin 8-Year Breakeven Point 12.5% Return on Investment “Few Things Well” Use Joint Venture Three Locations Karachi Islamabad Lahore JV for Social and Legal Risk Mitigation Controlled Political and Technological Risks Volatile Rupee: Rs . 100+

21. Chipotle Advertisement.

22. Chipotle`s Marketing Strategy “We don’t have an information shortage, we have an attention shortage .” - Seth Godin New ways of spreading your messages and ideas Sharing (blogs, permission-based RSS information, APPS, consumer fan clubs) are quickly proving how well they work. Traditional ways of interrupting consumers (TV ads, trade show booths, junk mail) are losing their cost-effectiveness.

23. Chipotle`s Marketing Strategy The game of marketing has changed significantly over the past decade.  It’s not price – it is relevancy, difference, and value.  Chipotles knows this and has built its strategy around these concepts. “You just can’t say it. You have to get people to say it to each other .” – James Farley, Ford CMO

24. Marketing Strategy- Chipotle Chipotle Mexican Grill is stepping up digital and in-store marketing to promote itself, but don't expect TV commercials from the chain, even as its growth slows.

25. Chipotle`s Marketing Strategy GMO free

26. Chipotle`s Marketing Strategy Products that are remarkable Remarkable products   talked about .   Marketing starts with having products and services that are better than the competition, making them remarkable and worthy of being discussed by your customers.   

27. Chipotle`s Marketing Strategy Your best customers are worth Your best customers are far more valuable than your average customers. It starts with knowing who your customers are, then knowing the best of the group.

28. Chipotle`s Marketing Strategy C hipotle has targeted millennials for its primary customer segment . Its strategy is to win over millennials by solidifying its reputation for freshness, and offering a healthier fare than its competitors . The brand also gained reputation by shying away from traditional media, because younger audiences feel like it’s less authentic and less easy to connect with . It’s working at a more grassroots level to build support too, like with its Cultivate food and music festival and its Farm Team loyalty program — both are focused on humane food sourcing and organic farming . In addition, Chipotles announced it would become the first U.S. restaurant chain to remove as many GMO (Genetically Modified Organism) foods from its menu as possible.

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