Chipotle SWOT

AnalysisNieves, MeraryQuintero, Jennifer

Chipotle’s Background

●Founded in 1993, in Colorado

●First big investor: McDonald’s○ $50M First Year!

●Initial Public Offering (2006)○ McDonald’s Payout: $1B

●Present: 1,800 locations and growing...

Company Culture“Food with Integrity”

●Real Ingredients

●Culinary Preparation

●Non-GMO Ingredients

●Local Farm Produce

●Healthy Livestock

●Cultivate Foundation

Chipotle is present in all the growing social media sites, including:

●Facebook

●Twitter

●Instagram

●Pinterest

●Google+

●YouTube

Chipotle in Social Media

Chipotle’s Social Media Demographics

2,770,000 Likes4,840,000 Check-ins

711,000 Followers404,000 Tweets

41,650 Followers

252,000 Followers390 Posts

5,100 Followers451 Pins

513,000 Followers16,350,000 Views

34,558 subscribers

Strengths

● Customer Loyalty

● Relevant Content

● Transparency

● Replies

Weaknesses

● Lack of consistency

● Target Audience

● Low Pinterest Followers

Opportunities● Pinterest for Women

● Buzzfeed for Brand Lift

● Google+ for Talent Search

● LinkedIn for B2B Opportunities

Threats● Outdated Social Media Practices

● Non-Engaging Content

● Competitor: Qdoba Mexican Grill

● Social Media Customer Service

Chipotle’s Social Media Strategy AnalysisPurposeSocial Media will be used to provide a more human interaction with our customers to enhance customer loyalty and brand awareness. We will promote healthy and organic food available at our various locations and encourage customer feedback on all social media networking sites in order to improve the quality of our menu offering and attention to customer service.

Target GroupsWe will target individuals of all ages looking to consume healthy meals with fresh ingredients and preparation. We will target these groups by:- Creating appealing content to further generate interest in what our company offers- Act on customer feedback for continuous improvement- Promote our Chipotle Cultivate Foundation to boost a sustainable food environment

Analysis of Social Media Tools

Analysis of Social Media Tools Continued...Effective Campaigns

Scarecrow Video

Haikus Promotion

Fake Twitter Hack

Room for Improvement

Run campaigns in more social media sites

Expand target audience

Analysis of Social Media Tools Continued...

References (n.d.). Retrieved October 28, 2015, from https://twitter.com/ChipotleTweets

(n.d.). Retrieved October 28, 2015, from https://www.linkedin.com/company/chipotle-mexican-grill

(n.d.). Retrieved October 28, 2015, from https://www.instragram.com/ChipotleMexicanGrill

(n.d.). Retrieved October 28, 2015, from https://plus.google.com/ chipotle

About Us. (n.d.). Retrieved October 28, 2015, from https://foursquare.com/about

Casel, B. (2012) 7 Ways to Use Yelp for Social Media. Retrieved October 28, 2015, from http://www.socialmediaexaminer.com/yelp/

Johnson, L. (2015) Chipotle Is Asking Fans to Write Haikus, and Some of Them Are Truly Impressive. Retrieved October 29, 2015, from http://www.adweek.com/adfreak/chipotle-asking-fans-write-haikus-and-some-

them-are-truly-impressive-162803

References Continued...

Chipotle. (n.d.). Retrieved October 28, 2015, from http://chipotle.com/food-with-integrity?_ga=1.20515064.1783301208.1445904600

Chipotle Mexican Grill (chipotlemg). (n.d.). Retrieved October 28, 2015, from https://www.pinterest.com/chipotlemg

Chipotle Startup Story (n.d.). Retrieved October 28, 2015, from https://www.fundable.com/learn/startup-stories/chipotle

Facebook logo. (n.d.). Retrieved October 28, 2015, from https://www.facebook.com/Chipotle

Social Media Management. (n.d.). Retrieved October 28, 2015, from https://hootsuite.com/solutions/social-media-management

The Chipotle Cultivate Foundation. (n.d.). Retrieved October 28, 2015, from https://www.cultivatefoundation.org/about

Schaefer, Mark W. (2014). Social Media Explained. Untangling the World’s Most Misunderstood Business Trend. Kindle. Amazon Publishing.