Chipotle Client Analysis
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CLIENT ANALYSIS Chipotle was founded in 1993 and is now a fast growing sector with a large target audience. This is the result of “The Chipotle Experience” that combines operational efficency, diversity and mirrored architecture that avoids formulaic approach. DIFFERENCIATION STRATEGY Chipotle has a strong foundation creating a focused, united image that contrasts with other fast casual restaurants. Food/Product Architecture Marketing Employees Sources Materials Design Customers Sustainability Ethical Cellular Diagram of Chipotle Experience Strategy. Untilizing minimal source for the links and keeping them connected by sustainibility gives the brand an edge and an appeal for the larger audience. Diversity Sustainability Aware Food with Integrity Combination of Restaurant Sectors Desired Image • Diverse employees/ team • Bridges cultural+linguistic gaps between people • Creates culture within the brand • More approachable to diverse audience • Controlled architecture • Controlled material sources- less dependent of standardized materials • Avoid formulaic approach • Competitive position • Exposure of process- open kitchen • Local sources- family farmed suppliers • Eithcally made • Organic- Healthy • Fast food+Fine dine resulting in fast casual • Higher quality of interior material • Mid-range price Execution Rachel An, INT-202, 03/22/15
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Transcript of Chipotle Client Analysis
CLIENT ANALYSIS
Chipotle was founded in 1993 and is now a fast growing sector with a large target audience. This is the result of “The Chipotle Experience” that combines operational efficency, diversity and mirrored architecture that avoids formulaic approach.
DIFFERENCIATION STRATEGY
Chipotle has a strong foundation creating a focused, united image that contrasts with other fast casual restaurants.
Food/Product
Architecture
Marketing
Employees
Sources
Materials
Design
Customers
Sustainability
Ethical
Cellular Diagram of Chipotle Experience Strategy. Untilizing minimal source for the links and keeping them connected by sustainibility gives
the brand an edge and an appeal for the larger audience.
Diversity Sustainability Aware Food with IntegrityCombination of Restaurant Sectors
Desired Image
•Diverse employees/ team•Bridges cultural+linguistic
gaps between people•Creates culture within the
brand •More approachable to
diverse audience
•Controlled architecture•Controlled material
sources- less dependent of standardized materials•Avoid formulaic approach•Competitive position
•Exposure of process- open kitchen•Local sources- family
farmed suppliers•Eithcally made•Organic- Healthy
•Fast food+Fine dine resulting in fast casual•Higher quality of
interior material•Mid-range price
Execution
Rachel An, INT-202, 03/22/15
