On March 25th Keith and I approached two chipotle customers to learn more about why they eat at Chipotle. We bought them lunch and asked them various questions about their lives and chipotle. Jake currently enjoys working at a Panera Bread and hopes to one day work as an EMB editor. Cally loves working as a cashier at a local Kroger and dreams to one day become a psychological therapist. They both love Chipotle and eat Chipotle on a regular basis. We found out that they both love Chipotle because it doesn’t feel unhealthy, tastes delicious, and feels natural. Chipotle has changed the way they decide to eat and has raised their standards of fast food. Jake and Cally told us that they do not view Chipotle as a social location to meet new friends. When they come into Chipotle, they grab their food and eat it together in peace.

By asking these questions we learned what keeps a loyal Chipotle customer coming back for more and what keeps them from forming new friendships with other Chipotle customers. This helps us understand what changes should be made to let Chipotle become a more social environment.

This adventure was a fun experience to give us a further understanding of Chipotle customers. By working with Keith, I now have a deeper understanding of his personal skill set. The experience was a great way to potentially strengthen the brand loyalty of a Chipotle customer.

How can Chipotle become a social environment for meeting new people?

I believe that the fast food brand image associated with Chipotle creates a barrier when creating a social environment. A possible way to overcome this barrier would be special events such as bring your toddler for a free kids meal to promote interaction between customers. By bringing in groups of customers with similar interests or life styles will help make it easier to meet new people.

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