In a recent interview in Brand Week the new CMO of Chipotle, Mark Crumpacker, made some interesting points about their customer and the task at hand.1. Most Chipotle customers always order the same thing "That’s something I’d like to change with our marketing. I can tell you I like my new carnita bowl better than I like my chicken one" How should they do this?
2. "We found that people are coming to Chipotle because they love the food, which is great. But we found that they are not using the fact that we spend a lot of time and effort on making all of our food as sustainably and naturally-raised as possible. We all assumed that that was a big driving factor. Even people who were coming to Chipotle for a long time, they appreciate it, but it’s not the reason they are coming in. They just love the way the food tastes" Should they stop promoting their form utility?
3. "We can give them new things to talk about. It’ll be more along the lines of, ‘Oh, did you know Chipotle is doing this? Did you know they’ve got all these great things going on?’ We’ll be spending a significant amount of our energy in terms of ramping up those conversations that consumers are having." What could they do, that they are not doing now to give customers more reasons to talk about Chipotle?
1 comment:
i dont really understand why they care if i get the same thing every time i go to chipotle. as long as all products are getting sold why does it matter. if i tried something new and ended up not liking it i might not come back the next time im looking for a place to eat.
Ashley froelich, 6th hour
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