Fall_2015_392_Chipotle_Hudson_Niemeyer
2
Assessing landscape S 1. ROI of approximately 13% 1 2. Fresh, hand prepared, sustainable, food 2 3. Eliminating GMOs, popular with Millennials 19 4. Staying true to values, quality ingredients 20 5. Higher pay for employees, high expectations for employees, must be more than just mediocre 2 6.Social Baker’s top regional performer three times, high number of Facebook Fans 3 7. Unique, artistic packaging 4 8. Limited menu, increasing efficiency 5 9. Restaurants company owned, high control 5 10.High number of new stores, opening new stores 5 W 1. Debate over GMO free claims 6 2. Food borne disease made customers sick 7 3. Low number of (4.8k) Pinterest followers, low interaction with Pins 8 4. High food costs,high wage costs 9 5. Sales growth slowing 9 6. Not expanding its menu 20 7. No breakfast, late hours, drive throughs 21 8. Can’t locate sustainably raised meat 21 9. Only a 4 Brand Love Score 3 10.More expensive than most fast food 2 O 1. More delivery areas 10 2. Demand for breakfast and long hours 21, 5 3. Increasing popularity of Pinterest 8 4. Demand for non-GMOs in soft drinks 6 5. Popularity of alcohol 11 6. Produce from school gardens 12 7. Popularity of school garden initiatives 12 8. Love for games like Friend or Faux 13 9. Challenging the industries dominant trends 2 10.Demand for dessert items 5 T 1. Other brands providing delivery 10 2. Shake Shack providing sustainable food option 14 3. High competition in Fast Casual Market 14 4. Subway going all natural 15 5. Other offerings have more variety 5 6.Taco bell’s similar items, fast casual version 16. 17 7. “ Blackout” situation 2 8. Investor concerns of growth fading 9 9. Rising beef prices 9 10.Rising wage costs 18 Methodology: Nicole Hudson and Andrea Niemeyer (MKT 392) were each asked to conduct full SWOT analysis for Chipotle and identify major strengths, weaknesses, opportunities, and threats. They were limited to secondary data available on firms’ owned and earned media, Brand Channel, Advertising Age, Fast Company, Social Bakers, Motley Fool and Google Finance, all accessed during September 10-14, 2015. Their work was selected and summarized by Bluezzoon and shared with the rest of the class via Bluezzoon’s social media on September 17, 2015. Image is a courtesy of Chipotle Mexican Grill’s Instagram. Full numbered reference list is available on request from the authors. Just visit their LinkedIn profiles for contact information.
-
Upload
andrea-niemeyer -
Category
Documents
-
view
47 -
download
0
Transcript of Fall_2015_392_Chipotle_Hudson_Niemeyer
Assessing landscape
S1. ROI of approximately 13% 1
2. Fresh, hand prepared, sustainable, food 2 3. Eliminating GMOs, popular with Millennials 19 4. Staying true to values, quality ingredients 20 5. Higher pay for employees, high expectations for
employees, must be more than just mediocre 2
6. Social Baker’s top regional performer three times, high number of Facebook Fans 3
7. Unique, artistic packaging 4
8. Limited menu, increasing efficiency 5
9. Restaurants company owned, high control 5
10.High number of new stores, opening new stores 5
W1. Debate over GMO free claims 6
2. Food borne disease made customers sick 7 3. Low number of (4.8k) Pinterest followers, low
interaction with Pins 8
4. High food costs,high wage costs 9
5. Sales growth slowing 9
6. Not expanding its menu 20 7. No breakfast, late hours, drive throughs 21 8. Can’t locate sustainably raised meat 21 9. Only a 4 Brand Love Score 3
10.More expensive than most fast food 2
O1. More delivery areas 10 2. Demand for breakfast and long hours 21, 5 3. Increasing popularity of Pinterest 8 4. Demand for non-GMOs in soft drinks 6 5. Popularity of alcohol 11 6. Produce from school gardens 12 7. Popularity of school garden initiatives 12 8. Love for games like Friend or Faux 13 9. Challenging the industries dominant trends 2 10.Demand for dessert items 5
T1. Other brands providing delivery 10
2. Shake Shack providing sustainable food option 14 3. High competition in Fast Casual Market 14 4. Subway going all natural 15 5. Other offerings have more variety 5 6. Taco bell’s similar items, fast casual version 16. 17
7. “Blackout” situation 2 8. Investor concerns of growth fading 9
9. Rising beef prices 9
10.Rising wage costs 18
Methodology: Nicole Hudson and Andrea Niemeyer (MKT 392) were each asked to conduct full SWOT analysis for Chipotle and identify major strengths, weaknesses, opportunities, and threats. They were limited to secondary data available on firms’ owned and earned media, Brand Channel, Advertising Age, Fast Company, Social Bakers, Motley Fool and Google Finance, all accessed during September 10-14, 2015. Their work was selected and summarized by Bluezzoon and shared with the rest of the class via Bluezzoon’s social media on September 17, 2015. Image is a courtesy of Chipotle Mexican Grill’s Instagram. Full numbered reference list is available on request from the authors. Just visit their LinkedIn profiles for contact information.
Assessing landscape
