#MeetAStranger AdventureMonica Murphy | monicaamurphy@outlook.com | 513-502-8930 | LinkedIn:

monicaamurphyIt was a cold, windy day and I would soon be getting off of work and that meant dinner time. With dinner time approaching and Chipotle sounding good (as always), it was a great chance to use the #MeetAStranger card I received, that offered two complimentary burritos. Five O’clock hit and I set off to accomplish a task that was new for me. Why was it new? Because on an typical day I wouldn’t normally sit down and talk with a stranger, especially over food, so this experience was going to be new and exciting. I was especially thrilled that the conversation was going to revolve around Chipotle. Upon learning more and more about the company, answering not only specific questions but questions I had as well, this was going to be a great opportunity to gain a deeper insight from someone else’s perspective rather than my own into a question that I felt could be answered better.

I entered the restaurant, scanning the room for the candidate I felt was a Chipotle lover, like me, and would use their love for Chipotle to thoroughly answer my questions. There I saw a man that looked to be roughly 23-27 years old, close enough to the end of the line. So, I walked up to him and said “Hello, my name is Monica and if you don’t mind, I have a buy two burritos card and I would like to buy yours, and I know you’re going to ask what’s the catch (as I giggled), all you have to do is eat your meal with me and answer a few questions for a survey I’ve gathered.” He laughed, and responded “Nice to meet you Monica, my name is Nick and who doesn’t love free Chipotle for the price of having someone to eat with and answer a few survey questions?”

Two hours later, food finished, about 6 refills, and my experience survey completed, we were still talking and carrying on a good conversation. Not only was it nice because I was actually able to complete a segment profile specifically on him, I also made a friend and broke out of my comfort zone. Chipotle already known for their friendly atmosphere had actually brought us together as friends because we have seen each other since. Can you guess where we go for lunch on a daily basis now?

#MeetAStranger | © MAC 2016 Page 1

*Please keep in mind to keep my respondent's identity hidden I have given him the name Nick Nelson.

How can we make a stronger emotional connection with our

customers?

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Takeaway: If Chipotle donates a portion of each purchase of a burrito to a specific foundation or charity and really puts an emphasis on their employees’ to grow a connection and have customer empathy, they could foster a greater emotional connection with their customers.

Research Questions Bottom Lines

How often would you say, do you come to Chipotle?

Chipotle is one of Nick’s favorite fast food restaurants. Once a week isn’t enough for him, he said he eats at Chipotle* three to four times a week. Most of the time he comes for lunch as it fills him through-out the day, if he doesn’t get it for lunch then its for dinner.

When deciding where to eat, how do you decide on Chipotle or another choice favorite?

Nick first decides where he wants to eat by how hungry he is. Sometimes price* and quantity determine where he eats that day. “Maybe it’s only me, but a lot of the time I decide where I’m going to eat by determining who has a lower price for higher quantity and quality food.”

Is Chipotle’s passion for ‘food with integrity’ (fresh, naturally grown ingredients, organic, open kitchen) important to you? Why or why not?

Yes, their passion for ‘food with integrity’ does spark importance to Nick. Nick likes the fresh and naturally grown ingredients because he is very avid about going to the gym, working out, and eating healthy. Being a fireman that only makes sense. So, healthy, fresh, natural food is important to him and he stated, “I love that Chipotle caters to that passion because it makes me feel like they cater to me, to what’s important to me in a food aspect.”

Regarding Chipotle’s environment, is there anything that you would change to make people such as yourself feel good and happy?

Nick thinks that Chipotle does a good job with their environment to make people such as himself ‘happy’ when they are dining in. He stated that in some restaurants the lighting is very dim and intimate, where he would like to see it well lit. “The NKU Chipotle is well lit because of all the windows, I like that it makes me feel good. In other restaurants that don’t have the opportunity to have many windows if they are attached to other businesses, they should make their store lighting a bit brighter.” Furthermore, he would also like to see more comfortable seating, as it gets uncomfortable quickly.

In regards to emotional appeal is there anything that you think Chipotle could do to grow a stronger connection amongst its customers?

Nick had a couple ideas in regards to Chipotle fostering a stronger emotional connection with their customers and in doing so could set them apart in the market. "They could donate a portion of proceeds from each purchase of a burrito to a foundation, that would definitely grab my attention, make me want to buy their food over another restaurants, because I know my money is going to something good.” “Employees need to have more customer empathy, grow a connection with the customer, for me its in and out, I’ve never had a connection with a Chipotle employee and for me, I don’t remember what is done as much as I remember how someone made me feel.”

Major Finding: Eating Chipotle up to four times a week shows Nick’s love and loyalty to Chipotle. Their low prices for higher quality and quantity of food makes it easy for him to decide where to eat. Being avid about going to the gym and eating healthy, Chipotle’s passion for ‘food with integrity’ is an important factor to Nick, which makes his decision on where to eat even easier. Well lit restaurants and comfortable seating make for not only a happy feel good environment for Nick, but a satisfied eating experience as well. While remembering more of how someone made him feel over something that is done, Nick believes that Chipotle employees need to have customer empathy and want to grow a connection with the customer.

Table 1. How can we make a stronger emotional

connection with our customers?

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#MeetAStranger | © MAC 2016

Methodology: Conducted an experience survey with Nick Nelson to better understand a psyche of a professional model. The interview was conducted at the Highland Heights, KY Chipotle from 5:15 p.m. to 7:30 p.m. on Friday, November 4.

Table 2. Segment Profile

Demographics  Name

Millennials/ *Nick NelsonAge 18-33 years old/ *25 years old

  Gender 48.7% Female, 51.3% Males/ *Male

  Family Status 28% Married, 68% Single/ *Single

  Children 60% have no children in household/ *No children currently

  Job 68% are civilian employed either part or full time,/ *Fireman and works part time for a trucking company

  Education Most have obtained a high school diploma and some college/ *Obtained some college experience for business. Obtained an EMT degree and fire school degree

  Income $61,003/ *Roughly $50,000 a year

  Location 86% Metropolitan/ *Suburbs/Metropolitan

  Ethnicity 57% Caucasian, 21% Hispanic, 13% African-American, 6% Asian, 3% Other / *Caucasian

  Religion 56% Religious, 35% Non-religious, 8% In-between/ *Raised as Catholic, has different religious views/doesn’t considered himself religious

Psychographics Interest Watch TV, Connect with Friends and Family, Listen to Music, Read, Travel / *Camping, dirt-bike riding, motorcycles, cars, golfing

  Values Loyalty, morals, realism, privacy, sociability/ *Family, friendship, loyalty, money

  Traits Diversity focused, optimistic, political savvy, independent/ *Loyal, devoted, hard-working, responsible, independent

Behavioral Stores Wal-Mart, Target, Nike, Forever 21, American Eagle / *Marshalls, Under Armor, Carhartt,

  Brands Nike, Apple, Samsung, Sony, Wal-Mart, Target, Microsoft, Coco-Cola, Jordan, Pepsi/ *Under Armor, Apple, Miller & Bud Light, Carhartt, Chipotle, Buffalo Wild Wings

  Music Beyonce, Coldplay, Justin Timberlake, Jimi Hendrix, Nirvana, Green Day, Rihanna, Jay Z/ *Country, Old School Rock ‘N’ Roll

  TV/Movie Social Network, Daily Tonight, Cable News / *History, Saving Private Ryan, American Sniper, Adam Sandler Movies

  Places Atlanta, Pittsburg, Memphis, Boston, Austin, San Diego, Seattle, Houston, Denver, Charlotte/ *Florida, Montana, Louisville, Nashville

  Celebrities Beyonce, Coldplay, Justin Timberlake, Jimi Hendrix, Nirvana, Green Day, Rihanna, Jay Z/ *Adam Sandler, Jason Aldean

  Online 51% Instagram, 42% Snapchat/ *Facebook, Fidelity, Stocks, YouTube

Bottom Line:

Nick is part of the Millennial generation ranging in his age from 25 years old. Although wanting to find someone to potentially change his family status he is very focused on his job as a Fireman and part time employee. He believes in the importance of family, friendship, loyalty, and making a dollar. Aside from that his favorite pastimes include watching TV and movies ranging from military and history to comedy and traveling. He enjoys products from large companies such as, Under Armor, Apple, Carhartt, and food/drinks from brands such as, Chipotle, Buffalo Wild Wings and Miller & Bud Light. Most music listened to by millennials now coincides with “pop” music and hip hop. However, he listens to your Old School Rock ‘N’ Roll and country. Much of his everyday ‘online’ entertainment is only slightly based in social media through Facebook. He regularly checks his stock and fidelity accounts, and uses YouTube for music videos and learning.

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#MeetAStranger | © MAC 2016