CHIPOTLE

WHATS ON OUR MENU?

• the agency

• the landscape

• the plan

we want to make an imPRession

Market AnalystConsumer

InsightsSpecialist

Social Media Strategist

EventPlanner

CreativeCounsel

BECAUSE OF FOODBOURNE ILLNESSES:CONSUMER TRUST IN OUR BRAND HAS ERODED;

OUR CRISIS

CONSUMERS WANT: • fresh • organic • healthy

IN THE FAST CASUAL WORLD…Millennials are growing up with fast casual

restaurants because they embody what they themselves believe in. 46% of millennials have

visited a fast casual in the last month

Natural ingredients in, artificial out

38% of diners say fresh ingredients would make them visit more

Willing to pay more in order to customize their purchases

High quality ingredients mean customers have higher expectations

Willing to spend extra money on better, high quality products

HOW WE STACK UP CHIPOTLE PANERA BREAD NOODLES

&CO. SHAKE SHACK

QUALITY,NATURAL

INGREDIENTS

EXPERIENCE

COMMUNITY

CUSTOMIZATION

CRISIS

OBJECTIVESIncrease positive headlines of food quality and community engagement by 50%

Increase community engagement by 50% Raise passion scores across all social media

GOALSReinforce our commitment to community involvement

Re-establish trust in the company as a whole

Chipotle’s brand reputation is shattered and trust

eroded among their core demo – Millennials

the diehard fans

“I’m always down to eat Chipotle. I think about e. Coli, then I think about Chipotle. Chipotle usually wins. Chipotle is my life.”

the passive, occasional userChipotle is generally not convenient to me, and I have no incentive to go out of my way to eat there since the problems. It was never one of my favorite places, so I probably won’t

eat there again. I just have so many other choices.

millennials aged 18-23 concerned to see if there are more outbreaks

need a more compelling reason than free food to eat at Chipotle again.

the loyal but cautious consumer

our target….

Aspects that define Chipotle’s brand: Locally grown ingredients;

Prepared fresh

Trust in Chipotle starts with trust in our ingredients

WE KNOW OUR GUAC IS AMAZING;WE KNOW OUR BURRITOS ARE TOP-OF-THE-LINE;

AND OUR PLAN IS TO SHOW YOU THAT

Guac is the soul of Chipotle--it can stand on its own as the star of a chip combo, but also can serve as the ideal accessory to a burrito.

Without guac, there is no Chipotle. And without fresh and delicious ingredients,

there is no guac.

Love for Chipotle can only flourish when...

IN GUAC WE TRUST

The Foundation of a Burrito Nation

OUR GUAC STARTER KIT

REBUILDING A COMMUNITY OF GUAC LOVERS ON SOCIAL MEDIA

SNAPCHATgeotag filters,shared story,

a community of guac lovers

TWITTEROne stop shop for Vlog

updates, Freshtival updates, and guac

competition

THE CHIPOTLE FILES: A VLOG SERIES

 

 Boston Freshtival

NYC Freshtival Pittsburgh Freshtival

Baltimore Freshtival

Chicago Freshtival

Minneapolis Freshtival

St. Louis Freshtival

Cleveland Freshtival

AUGUST

 

 Nashville Freshtival

Austin Freshtival Orlando Freshtival

Portland Freshtival

Seattle Freshtival

Los Angeles Freshtival

San Francisco Freshtival

THE CHIPOTLE FILES: EP 1

SEPTEMBER

 

Midwest Regional

Northeast Regional

 Western Regional

THE CHIPOTLE FILES: In Guac We Trust Finalists

OCTOBER

 

Snapchat: In Guac We Trust

Filter

Final Round

 

Not all Heroes wear capes

NOVEMBER

freshtivals/InGuacWeTrust

Social Media

Vlog Series

MEASUREMENT & EVALUATION

• passion scores across all social media • a measure of sales + foot-traffic • social media analytics • attendance of Freshtivals • number of contest entries

Rebuild community Making us a force of insight and humor

Allowing customers to feel a part of the team Exciting visual content for social media Showcase consumers’ enjoyable experience

QUESTIONS?