Target Market of Chipotle
Who doesn’t love delicious food? One of the most outstanding features of existing as a human being is the ability to enjoy foods from different cultures. Everyone adores pizza from the Italian kitchen, sushi from the Japanese kitchen, burgers from the American kitchen, etc. But another exceptionally tasty kitchen is Mexican, known for its mixed flavors, spices, and crunch. Chipotle Mexican Grill is known for its excellent chicken or beef tacos, burritos, and salads. You guessed it. Chipotle is an American restaurant established in 1993 that specializes in Mexican cuisine. This blog will focus on uncovering the story behind the gift of this restaurant chain.
First and foremost, we are going to take a look at one of its campaigns of Chipotle.
This 2022 campaign was Chipotle’s method of driving more attention to digital currencies.
Chipotle Mexican Grill takes digital money, and cryptocurrency is one of them. Chipotle is letting clients know in a lively way.
For this campaign, Chipotle collaborated with Flexa, a pure digital payments platform. This collaboration aims to acknowledge digital currencies for food orders in the “real world.”
Clients can utilize a Flexa-enabled app to create installments at Chipotle in 98 digital currencies. Those include but are not limited to Dogecoin, Bitcoin, Avalanche, Ethereum, and Solana.
To spread the word about its section into the digital currency space, Chipotle propelled a modern intelligently diversion called “Buy The Dip.” The latter would deliver more than $200,000 in free cryptocurrency.
The advancement also gave digital-only codes for one-cent guacamole and 1-cent Queso Blanco through July 31, “National Avocado Day.”
The amusement was open daily from 10 am to 6 pm PDT through Sunday, July 31.
Clients must have had or made a Chipotle Rewards devotion account to participate.
Chipotle has effectively grasped gamification as a limited-time instrument, counting diversions with hybrids into the web 3.0 space. The latter incorporates advanced monetary standards as well as NFTs and the metaverse.
In June 2021, the retailer presented a video diversion called Chipotle Race to Rewards Exchange.
The intuitively hustling amusement challenged players to gain diversion focuses as part of its Chipotle Rewards devotion program. The challenge was also to dodge deterrents for a chance to win a 2021 Tesla Model 3 and other prizes.
Later in the same Summer, Chipotle introduced Extras. This new devotion included gamifies Chipotle Rewards. That came with personalized challenges to win extra points and collect accomplishment identifications.
As a part of its Halloween promotion, in October 2021, Chipotle became the primary restaurant brand to open a virtual area on the prevalent Roblox.
The quick-service retailer advertised a limited-time virtual storefront and labyrinth experience. That experience included free burrito codes for utilization on advanced orders, Chipotle-inspired outfits for virtual avatars, and a “Chipotle Boorito Maze” with elite virtual things that may be opened.
Very recently, the company propelled “Chipotle Burrito Builder” on Roblox. The April 2022 simulation encounter challenged clients to roll burritos within the metaverse to gain “Burrito Bucks,” Chipotle’s in-game cash on Roblox. It started on Thursday, April 7, National Burrito Day.
The primary 100,000 Roblox players to effectively roll a burrito earned sufficient Burrito Bucks to trade them for an entrée code. That code can be utilized on the Chipotle app or its Canadian or U.S. e-commerce website.
The chief marketing officer of Chipotle, Chris Brandt, stated that the company’s goal is to hook the Web3 community. That will be the best opportunity to construct the upcoming generation of Chipotle fandom.
By clicking on “By The Dip,” fans are delegated to create more positivity around the cryptocurrency phenomenon.
Chipotle is an extensive food chain company, and it is exceptional in its ability to manage all of its stores on its own. According to information from March 2022, Chipotle owned more than 3000 restaurants.
Those restaurants are in Canada, France, the UK, Germany, and, of course, the U.S.
Following up, we will concentrate on Chipotle’s communication strategy.
What better way to understand a company’s communication strategy than by looking at its slogan?
The slogan of Chipotle is as follows.
“Food With Integrity.”
Chipotle’s slogan of “food with integrity” was propelled by what originator Steve Ells learned about the American food generation.
Ells became committed to serving food made from natural products and are ethical. The meat of Chipotle menu items is much more delicious than any other restaurants offer.
In 2013, Chipotle implemented a GMO-free arrangement for its ingredients. Consumers concurred. Same-store deals developed by 16.8 percent, store margins rose to 27.2 percent, and net pay expanded by 36 percent. All of that happened despite higher nourishment costs that caused Chipotle to raise its prices in 2014.
With that strategy in mind, Chipotle continued to open numerous other stores, 192 in just a year.
So how was all of it possible? How does Chipotle stand out from any other restaurant chain? Chipotle’s demand grew even more immensely after people’s tendencies to eat healthier food.
Instead of picking salads at Wendy’s or Mcdonald’s, people were more prone to ordering organic and natural food from Chipotle.
Since Chipotle has no franchises, the company can preserve tight control over all perspectives of its operations.
Even though Chipotle seems to develop quicker with franchises, it would chance losing control over its providers, taste, and culture.
It is not a mystery that franchisees now and then deceive by buying fixings from a cheaper supplier or attempting to cut business costs. Those make it troublesome to contract excellent specialists.
The company can guarantee that the plan, price, and taste are indistinguishable from area to area by owning all the Chipotle stores. The picture would not look the same if Chipotle had franchise-run
Besides being a corporate-owned business, Chipotle is known for its small menu but extensive choice. What do we mean by this?
A smaller menu is distinguishable with its three advantages. To begin with, since Chipotle solely stocks fresh ingredients, there is continuously a chance of food decay.
The small menu diminishes the number of ingredients required on-hand, lessening the probability of waste.
Secondly, small menus cruel speedy service. The kitchen can make mistakes from getting overpowered by the orders at other fast food restaurants.
At Chipotle, mistakes are nearly incomprehensible: choose a soft taco, select the fillings, and then pay.
If the employee somehow forgets to include beans, the buyer is observing and can point out the direction. It is simple and quick, and shoppers adore it.
Lastly, a small menu implies that clients know precisely what is for sale whenever they stop by the restaurant.
Chipotle does not have to create new items or make showy promotions to let customers know its offerings. Also, customers are not disillusioned by the vanishing of an item after a promotional period or a trial.
It may be thought that small menus are awful: why would customers need to have their choices constrained? Chipotle has thought of that, and its approach is to create anything the shopper needs if the materials are accessible.
This approach has driven the creation of Chipotle Nachos, Quesarito, and numerous more mystery menu selections.
Integrity is a collective word for honesty, morals, ethics, and honor. Hence, the slogan of Chipotle fits perfectly with its selective menu, uniqueness, taste, and overall reputation.
And lastly, we are going to unravel the segment that Chipotle has decided to target.
But first, let’s watch this video.
Whenever you have three beautiful meals in the day, do you realize how much time and effort was put into making it a reality?
Well, this video is the perfect representation of that. It is advertising the Fajitas of Chipotle. However, to make those Fajitas, Chipotle annually purchases 30 million pounds of local produce.
By doing that, Chipotle also supports local farms. With the help of seasonings and grilling, the restaurant creates those fresh Fajitas.
Even when you choose not to spend the time to do all that research, you know deep inside that real food is better. It not only tastes great, but it also leaves you feeling fabulous.
The first hint that we can gather from this video is the company’s association with healthy and good food. The taste of the food is not the only aspect that matters. What matters more is how the food is prepared.
The second and essential hint from this video is its message. It does not solely advertise one of its menu items. In just 15 seconds, it tells a story of how good that item is for you and how much work is put behind it.
It is only fair to conclude that the segment that Chipotle has chosen to target is Conscious Progressives.
What do we know about this segment?
Lifestyle and values:
Conscious Progressives are incredibly savvy. They are continuously in search of new data. Individuals around them constantly have points of interest since they always accumulate profitable data from Progressives. Progressives are practical when it comes to life. You will be able to see their common sense with their bank accounts especially.
They never spend cash on items that they do not require. Progressives pay specific consideration to be appealing. They accomplish their attractiveness with their identity and intellect alongside their looks.
Numerous companions encompass this segment that they can believe and depend on. They adore investing quality time with companions, and the area of the assembly is truly not of that importance.
Progressives point to a fruitful career. Be that as it may, it is not always that Progressives will eagerly do penances for career opportunities.
This segment appreciates contributing to the companies they work at as much as conceivable. When Progressives believe in something, they will adhere to their supposition.
They are prepared to clarify their perspective to everyone with an inverse conviction.
This segment shows its environmental friendliness through its lifestyle choices.
Progressives’ friends are all diverse from each other, bringing something interesting to the table.
Progressives adore this since they flourish from being surrounded by intellectual people.
This segment profoundly cherishes its family. They make sure to spend a little quality time with their family continuously.
Progressives look forward to gaining acknowledgment from their loved ones regarding their success.
Progressives moreover appreciate having alone time. This can be when they handle their life’s frenzied focuses and reflect on them.
Progressives are genuine and faithful when it comes to relationships. They, more often than not, get into long-term relationships.
Attitude to shopping:
Progressives will only pay consideration to advertisements if they are engaging. Aside from amusement, advertisements should have a message or covered-up critical meaning.
That is since Progressives continuously appreciate thinking deeply. This segment pays zero consideration to the packaging of the products they buy. The item and its usefulness are all Progressives care about.
Indeed when Progressives buy things for emotional reasons, they still consider their usefulness. Quality is another critical thing before purchasing an item. Because Progressives put time and exertion into their looks, they purchase many clothing items.
Most of the time, Progressives buy cozy staple clothing pieces.
Other interesting facts:
Conscious Progressives are the segment that is the most socially active, with hobbies that represent their intellectuality. While trying hard not to be mainstream, sometimes, Progressives fall under the mainstream category. This segment consumes a lot of media through different channels, including the radio, newspapers, and digital networks.
And that concludes the “Target Market of Chipotle” blog. We spoke about one of the company’s campaigns, its slogan, and its target segment. For more informative, fun, and interesting blogs like this, go to our main website. There, we regularly update our feed with new content.
