Chipotle Breakfast Line

By: Shwan Rashid Jessica A. Rodriguez Sean Pezzini Juliana Acosta

Agenda

Introduction The Product Trends and Keys to Success Product Position Target Market Marketing Mix Marketing Communications Marketing Objectives Financial Plan

Introduction • Founded by Steve Ells in 1993 • Headquarter is based in Denver, Colorado• Chipotle is a chain of restaurants that runs in

the United States, Canada, and Europe• ‘Food With Integrity’

The Product

• Market Needs-Need for healthy and convenient breakfast that is offered at a fair price

• The Product

TRENDS AND KEYS TO SUCCESS

• Trends- Cultural shift towards eating healthy and organic - Cultural shift towards supporting local farms

• Keys to success- Breakfast line is a niche in a large market

-Superior customer service

Product position

• Positioning Statement:For the busy and on-the-move people who want a healthy and

convenient breakfast, Chipotle offers delicious breakfast burritos and breakfast bowls that will give people the right start to their mornings.

• The Value Proposition- More for the same

TARGET MARKET

• Geographics

• Demographics-Age-Income-Life-cycle

Marketing Mix

• Pricing-$6.70 per breakfast burrito/bowl

• Distribution- Contractual vertical marketing system

Marketing Communication• Advertising

• Sales Promotions

• Public Relations

BREAKFAST BURRITOOR BREAKFAST BOWL

Financial Plan

0 400 800 1200 1600 2000 2400 2800 3200 3600 4000

($5,000)

$0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

TFC

TVC

TC

Sales

Profit

Break-even analysis

WHAT WE LEARNED

Questions?

THANK YOU!