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MEDIA&PLAN& Samantha&Danziger& Jessica&Alessandra&


TABLE&OF&CONTENTS! &&

I.&Executive&Summary&

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II.&Situation&Analysis&

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 Market&Analysis& &

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o The&Four&P’s&&

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 Brand/Creative&History& &

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 Competition&& & o SWOT&Analysis&

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14&

 Target&Audience& &

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16&

 Geography& &

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18&

 Purchase&Cycle&and&Timing&

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20&

 Media&Mix& &

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III.&Media&Objectives,&Strategies&and&Rationales& 22\\&

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 Target&Audience&& & & o A&Day&in&the&Life& &

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 Media&Mix&& & & & o PMN&Grid&Trends& &

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 Reach/Frequency&Media&&&

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 Budget& & o MFP& &

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41&

 Geography&& &

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 Scheduling/Timing&&

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46&

 Sales&Promotion&& &

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48& 1&


Executive&Summary& Situation! Analysis!

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The&purpose&of&this&plan&is&to&create&brand&awareness,&establish&the&brand&as& a&leader&and&increase&trial&by&10%&in&spot&markets&for&Chipotle&Mexican&Grill.& The&primary&target&audience&will&be&all&adults&25^44&years&of&age&with& household&incomes&of&$50,000&or&more&whom&are&college&educated&or&more.& They&care&about&quality&food&and&healthy&trends.&&A&secondary&target&will&be& established&for&the&Asian&market.& April&will&serve&as&the&launch&month&for&the&12&month,&flighting&campaign.& The&campaign&is&more&aggressive&during&launch&to&gear&up&for&Chipotle’s& stronger&seasons&and&will&be&present&for&7&of&the&5&months.& The&campaign&will&maintain&a&minimum&reach/frequency&of&65/3&in&the& national&plan&and&a&minimum&of&75/3.5&in&the&spot&markets.& Reach/Frequency&will&peak&in&the&launch&month&with&a&75/3&nationally&and&an& 80/3.5&in&the&spot&markets.& The&aforementioned&spot&markets&were&chosen&through&analysis&of&usage& data&and&indices&created&from&said&data&as&well&as&cities&with&high&Asian& American&populations.&A&total&of&ten&were&chosen:&6&which&showed&good& market&potential&based&on&data&and&4&which&showed&high&Asian&American& populations.&These&markets&cover&17.4%&of&the&US&population.& The&budget&of&$20,000,000&will&be&split&80/20&between&national&and&spot&and& will&effectively&reach&both&targets.& The&budget&will&allot&for&purchases&of&network&TV,&spot&and&national&cable&TV,& net&and&spot&radio,&magazines,&internet&and&outdoor&media.& Several&Sales&promotions&will&be&implemented&using&$2,000,000&of&the& budget.&&A&burrito&giveaway&will&occur&on&the&first&day&of&summer&and&a&gift& card&sweepstakes&will&occur&monthly&for&the&entire&year.&

& 2&

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&&

Market&Analysis& & & The&fast&casual&market&is&the&food&industry’s&newest&and&quickest&growing& sector.&&Although&fast&casual&is&still&growing,&the&industry&took&a&hit&during&the& recession,&causing&a&decrease&in&sales&growth.&&According&to&a&Mintel&study,& from&2006^2011,&fast&casual&restaurant&sales&have&grown&35%,&equating&to& 23%&growth&when&adjusted&for&inflation.&&(Mintel:&Fast&Casual,&2011)& &

&

Fast!Casual!Market!Sales!($Million)! 24,000& 23,000& 22,000& 21,000& 20,000& 19,000& 18,000& 17,000& 16,000& 15,000&

21,825&

22,342&

23,012&

20,016& 17,877&

2006&

2007&

2008&

2009&

Situation! Analysis!

2010&

Year!

& & Despite&the&economic&recession,&the&fast&casual&industry&has&been&able&to& stay&afloat&due&to&the&fact&that&this&market&attracts&affluent&restaurant&goers& (Mintel:&Fast&Casual,&2011).&The&market&has&also&been&able&to&maintain& growth&due&to&the&loyalty&of&the&18^34&market&who&tend&to&appreciate&the& speed&and&quality&appeal&of&fast&casual.&&&A&study&done&by&NPD&Research& Company&reports&that&fast&casual&is&the&only&restaurant&segment&continuing& to&grow&throughout&the&current&economic&times.&&The&chart&below&reflects& the&growth&of&the&fast&casual&market&in&comparison&with&other&segments&of& the&rest&of&the&food&industry.&& & & 3&


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Market&Analysis& & & & & & &

Situation! Analysis!

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Source:&NPD&Group,&Inc.&

& The&data&exemplifies&the&positive&growth&compared&to&other&sectors&of&the& food&industry&market.&&Fast&casual&was&the&only&subdivision&of&the&food& service&market&to&be&able&to&maintain&positive&growth&between&2007&and& 2011.&&Quick&service,&midscale,&and&casual&restaurants&all&had&continuous& negative&growth.&&&All&data&and&research&are&positive&indicators&that&the&fast& casual&market&will&continue&its&growth.&&&The&overall&market&is&in&excellent& shape&despite&current&economic&conditions,&and&therefore&should&not&be&a& concern&with&future&marketing&decisions.&&

& 4&


&&

The&Four&P’s& &

Product& Chipotle&is&a&“fast^casual”&restaurant&that&prides&itself&in&its&quality&products& and&speedy&service.&&Chipotle&offers&a&variety&of&Mexican&dishes&made&with& the&highest&quality&of&ingredients.&&They&offer&burritos,&burrito&bowls,&fajitas,& and&tacos&as&well&as&some&additional&“secret&menu”&items.&&They&offer&four& types&of&meat&for&the&items&consisting&of&chicken,&steak,&carnitas&(braised& pulled&pork)&and&barbacoa&(braised&shredded&beef).&Chipotle’s&other& ingredients&are&fajita&vegetables,&black&and&pinto&beans,&cilantro^lime&rice,& fresh&tomato&salsa,&roasted&chili^corn&salsa,&tomatillo^green&chili&salsa,& tomatillo^red&chili&Salsa,&blended&jack&and&white&cheddar&cheese,&romaine& lettuce,&sour&cream&and&fresh&guacamole.&All&of&Chipotle’s&animals&are&raised& naturally&without&any&hormones.&They&have&a&goal&of&raising&100%&of&their& poultry&without&antibiotics.&&The&produce&used&is&local&and&family&farmed&with& a&good&portion&of&it&being&organically&grown.&&Chipotle&is&set&apart&from& competitors&because&of&the&nature&of&its&business&and&quality&of&ingredients& (Chipotle).&&& &

Place! Chipotle&operates&over&1,230&locations&in&38&states&across&America&and& Washington,&D.C,&with&additional&locations&in&Canada&and&England.&&Most& Chipotle&restaurants&are&made&with&the&same&materials,&so&they&have&a& similar&look&and&feel&without&being&“cookie^cutter.”&Plywood,&corrugated& metal,&stainless&steel&and&exposed&ductwork&create&the&typical&Chipotle& atmosphere,&which&leans&towards&a&sleek,&industrial&look,&but&ceramic&types& have&been&used&in&place&of&stainless&steel&at&some&locations.&&Following&the& general&environmentally&friendly&business&model&of&Chipotle,&they&even&make& sure&they&use&principles&of&sustainable&architecture&in&building&their& restaurants&(Kaplan).&&& & & & & 5&

Situation! Analysis! &


&&

The&Four&P’s& ! Price! Chipotle&offers&its&wide&range&of&products&all&priced&under&$7.00&to&$9.00& (depending&on&region&of&location).&&Consumers&can&count&on&leaving&Chipotle& with&a&full&meal&while&spending&under&$12.00,&even&in&the&priciest&of&regions.&& Burritos,&bowls,&tacos&and&salad&prices&depend&on&the&meat&requested&and& come&with&the&works,&minus&guacamole,&at&this&base&price.&&The&customer&can& choose&to&add&guacamole,&chips,&salsa&and/or&a&drink&for&an&additional&price.& This&places&Chipotle&cheaper&or&on&target&with&most&competitors,&including& full^service&restaurants,&fast&food&chains&and&other&fast&casual&restaurants,&as& far&as&price&is&concerned.&&

! Promotion! According&to&a&Bloomberg&Businessweek&article,&on&average,&Chipotle&spends& less&on&advertising&in&a&year&than&McDonald’s&spends&in&two&days.&Steve&Ells,& founder&and&chief&executive,&does&not&trust&advertising&and&believes&that&the& consumer&does&not&either.&Ells&believes&that&word&of&mouth&is&the&most& influential&advertising&Chipotle&can&have.&Chipotle’s&main&outlet&for& advertising&is&outdoor&billboards&along&with&some&local&radio&usage&(Burrito& Buzz).&The&billboards&are&often&simply&designed&with&big&bold&black&type&on&a& vast&white&canvas.&&They&feature&witty&comments&on&their&ingredients&and& sometimes&a&photo&of&a&wrapped&burrito.&&Chipotle&also&uses&sales& promotions.&Participating&locations&have&offered&free&burritos&to&customers& outfitted&in&a&burrito&costume&on&Halloween.&&For&Halloween&2010,&Chipotle& gave&anyone&dressed&as&processed&food&a&burrito&for&$2.00.&In&2011,&they& gave&away&burritos&for&$2.00&if&a&customer&came&into&the&restaurant&in&a& family^farm&inspired&costume.&In&2012,&Chipotle&began&an&Earth&Day& promotion.&&If&a&customer&purchased&an&eco^friendly&lunch&bag,&they&would& receive&a&free&burrito&if&they&went&into&the&store&on&Earth&Day&on&April&21& (Birkner).&Additionally,&Chipotle&has&begun&partnerships&and&sponsorships& with&several&sports&teams.& &

& & 6&

Situation! Analysis! &


&&

Brand/Creative&History& & The&first&Chipotle&Mexican&Grill&opened&in&1993&by&founder,&Steve&Ells,&in& Denver,&Colorado.&&&Ells’&business&quickly&took&off&growing&rapidly&and& expanding&to&several&locations.&&In&1995&Chipotle&opened&its&2nd&and&3rd& locations.&&In&1998,&McDonald’s&made&a&small&investment&in&the&company&and& by&2001,&became&Chipotle’s&leading&investor.&&&After&$360&million&in& investments,&McDonald’s&pulled&out&in&2006&in&order&to&focus&on&their&own& chains.&&&& Chipotle&considers&itself&to&be&in&the&“fast^casual”&category&in&restaurants.&& This&is&“where&customers&expect&food&quality&that's&more&in&line&with&full^ service&restaurants,&coupled&with&the&speed&and&convenience&of&fast&food.”&& It’s&fast&food&with&a&casual&twist.&&

Situation! Analysis! &

The&current&Chipotle&motto&is&“Food&with&Integrity.”&&Chipotle.com&refers&to& this&as&their&“commitment&to&finding&the&very&best&ingredients&raised&with& respect&for&the&animals,&environment,&and&farmers.”&&They&consider&their& ingredients&to&be&high&quality&because&they&raise&their&animals&in&natural& settings,&believe&in&organic&farming,&and&support&local&farmers.&&The&year& 2000&is&when&Chipotle&first&began&selling&naturally&raised&pork.&&The&chain& began&selling&naturally&raised&chicken&in&2002.&&The&term&“naturally&raised”& means&that&they&are&raised&in&a&“humane&way,&fed&a&vegetarian&diet,&never& given&hormones,&and&allowed&to&display&their&natural&tendencies.”&&According& to&the&Chipotle&website,&as&of&2007,&60%&of&their&beef&is&naturally&raised.&But& they&have&a&goal&of&someday&only&serving&100%&naturally&raised&beef.& Despite&being&open&since&1993,&Chipotle&actually&aired&its&first&national& commercial&during&the&54th&Grammy&Awards&Ceremony&in&2012.&&This&ad& focused&on&Chipotle’s&message&of&“food&with&integrity”&promoting&their&use& of&naturally&raised&animals&by&local&farmers&and&shunning&the&rest&of&the& industry.& Chipotle&has&chosen&not&to&focus&on&mass^media&advertising&because&Steve& Ells&has&declared&advertising&to&be&“not&believable”&(Business&Week).&&In&the& past&they&have&used&billboards&and&some&spot&radio.&&Instead,&Chipotle&has& chosen&to&use&customer&to&spread&the&word.

& 7&


&&

Competition& &

Market!Category! Chipotle&considers&itself&to&be&a&fast&casual&style&restaurant.&&&Fast&casual&is& the&combination&of&the&quality&of&casual&dining&with&the&convenience&of&fast& food.&&The&cost&of&fast&casual&dining&typically&ranges&from&$6^12.& They&often&share&similar&characteristics:& Absence&of&table&service& Focus&on&freshness,&with&products&made&to&order& Décor&that&exceeds&expectations&of&traditional&plastics& Focus&on&health,&including&all^natural,&organic,&&&cruelty^free&animal& products& • Focus&on&innovative&flavors& Source:&Mintel:&2011& Fast&Casual&Restaurants&Scopes&and&Themes& & & • • • •

Competition!based!on!sales!and!growth! The&fast&casual&market&breaks&down&into&three&categories:&Café/Bakery,& Ethnic,&and&Traditional.& In&the&Café/Bakery&section,&Panera&bread&is&in&the&lead&with&the&highest&sales& and&percentage&of&growth&between&2008&and&2010.& Restaurant& 2008&sales& 2010&sales& %&change& %&change& chain& ($&Million)& ($&Million)& in&sales& 2008&units& 2010&units& in&units& Panera& Bread& 2,649& 3,123& 17.9& 1,325& 1,453& 9.7& Einstein&Bros& Bagels& 405& 507& 25.1& 683& 733& 7.3& Jason’s&Deli& 469& 494& 5.3& 206& 225& 9.2& Au&Bon&Pain& 321& 318& ^0.9& 230& 237& 3& & & & & & & & Source:&Mintel,&2011& & In&the&ethnic&fast^casual&category,&Chipotle&has&nearly&tripled&its&category& competition&in&sales&and&number&of&units.& & 8&

Situation! Analysis! &


&&

Competition& & 2008& sales& Restaurant& ($& chain& Million)& Chipotle& 1,332& El&Pollo& 615& Loco& Qdoba& 440& Pei&Wei& 278& Asian& Diner& & & & &

2010& sales& %& %& change& 2008& 2010& change& ($& units& Million)& in&sales& units& in&units& 1,836& 37.8& 837& 1,082& 29.3& 557& ^9.4& 413& 412& ^0.2& 475& 310&

&

8& 11.5&

&

&

470& 159&

525& 168&

11.7& 5.7&

Source:&Mintel,&2011&

In&the&traditional&fast&casual&market,&Buffalo&Wild&Wings&is&the&dominator&of& the&category&with&double&the&amount&of&sales&in&2010&and&three&times&higher& in&percent&of&unit&change&than&the&next&restaurant.&&*It&is&also&important&to& note&that&Buffalo&Wild&Wings&is&uniquely&positioned&in&the&fast&casual&market& as&it&offers&elements&of&both&fast&casual&and&casual&dining.&The&flexible&service& model&allows&guests&to&choose&among&convenient&dining&options—whether& it’s&fast&casual&counter&service,&casual&dining&table&service,&or&takeout.& (Mintel:&2011)& 2008& sales& Restaurant& ($& chain& Million)& Buffalo& Wild& Wings& 1,229& Zaxby’s& 664& Steak&’n& Shake& 720& Boston& Market& 626& & & & & &

2010& sales& ($& Million)&

%& change& in&sales&

2008& units&

2010& units&

%& change& in&units&

1,700& 778&

38.3& 17.1&

560& 465&

732& 514&

30.7& 10.5&

770&

6.9&

490&

483&

^1.4&

510&

^18.5& &

&

&

530& 490& ^7.5& Source:&Mintel,&2011&

& 9&

Situation! Analysis! &


&&

Competition& ! Overall!Market! ! According&to&Mintel,&Panera,&Chipotle,&and&Buffalo&Wild&Wings&are&the&top& competitors&in&the&overall&fast&casual&food&industry.&& && 2008& 2010& sales& sales& %& %& Restaurant& ($& ($& change& 2008& 2010& change& chain& Million)& Million)& in&sales& units& units& in&units& Panera& Bread& 2,649& 3,123& 17.9& 1,325& 1,453& 9.7& Chipotle& 1,332& 1,836& 37.8& 837& 1,082& 29.3& Buffalo& Wild& 1,229& 1,700& 38.3& 560& 732& 30.7& Wings& & & & & & & & Source:&Mintel,&2011& & When&compared&to&Chipotle,&Panera&has&almost&twice&the&number&of&sales&as& Chipotle.&&That&however,&may&be&due&to&the&fact&that&Panera&owns&more& units.&&On&the&other&hand,&Chipotle&and&Buffalo&Wild&Wings&both&beat&Panera& in&growth.&&

! Competition!Threats!Based!on!Geography! ! Northeast! Restaurant& Index& Chipotle& 80& Au&Bon&Pan& 135& Panera& 109& ! East!Central! Restaurant& Index& Chipotle& 123& Qdoba& 135&

MidGAtlantic! Restaurant& Index& Chipotle& 80& Au&Bon&Pan& 135& Panera& 109&

& 10&

Situation! Analysis! &


&&

Panera&

Competition& &

129& ! !

South!East! Restaurant& Index& Chipotle& 55& Qdoba& 123& Panera& 112& ! Restaurant& Chipotle& El&Pollo&Loco& Panera&

Index& (Population)& 100& 344& 226&

West!Central! Restaurant& Index& Chipotle& 158& Qdoba& 171& Panera& 135& & & & & & &

South!West! Restaurant& Index& Chipotle& 111& Au&Bon&Pan& 125& Panera& 132& Qdoba& 110&

Situation! Analysis! &

& Note:&The&same&demographics&were&cross^tabbed&with&our&base&of&adults,&24^ 44,&HHI&$50k+.&&The&results&were&too&small&of&a&sample&size&causing&the& projections&to&be&unstable.&&Therefore,&it&was&more&sensible&to&measure&the& overall&market.&

Personal!Survey!Results! In&a&random&online&survey&we&asked,&“What&are&your&top&three&favorite&fast& casual&restaurants?”&&Out&of&155&responses,&these&were&patterns&that&we& found&in&regards&to&fast&casual&dining.&& 17%&Listed&Chipotle&as&one&of&their&top&3&fast&food&choices& 29%&Listed&Panera&in&their&top& 14%&Listed&Jimmy&John’s& 18%&Listed&Subway& & • 33%&of&those&who&listed&Chipotle&also&listed&Panera&in&their&top&3& • 18%&of&those&who&listed&Chipotle&also&listed&Jimmy&John’s& • 22%&of&those&who&listed&Chipotle&also&listed&Subway& & Although&this&is&based&on&a&random&survey&and&not&our&specific&target& market,&it&is&important&to&note&the&patterns&of&restaurants&that&support& “healthy”&or&“quality”&values&being&associated&with&each&other.& • • • •

& & 11&


&&

&

Competition& !

Positioning! The&following&perceptual&map&measures&Chipotle&Mexican&Grill’s&location&on& the&axes&of&quality&and&price,&against&its&competitors.& & LOW PRICE McDonald’s

Situation! Analysis! &

El Pollo Loco

Subway Jimmy John’s LOW QUALITY

HIGH QUALITY

Chipotle Qdoba

Panera

HIGH PRICE

& & & & 12&


&&

Competition& & &

! Conclusions&& Chipotle&fits&in&two&different&categories&for&completion:&the&Mexican/ethnic& food&service&market,&and&the&overall&fast&casual&market.&&& In&the&Mexican&food&market,&Chipotle’s&main&competitor&is&Qdoba,&followed& by&El&Pollo&Loco.&&&Chipotle,&however,&is&dominating&the&market&in&sales,& growth,&and&geography.&&These&restaurants&are&still&forces&in&the&market&that& Chipotle&should&not&ignore,&however,&there&is&no&need&for&immediate&concern& of&a&threat.& According&to&Mintel,&the&top&two&competitors&in&growth&and&sales&in&the&fast& casual&market&are&Panera&Bread&and&Buffalo&Wild&Wings.&&Although&Buffalo& Wild&Wings&has&similar&characteristics&as&fast&casual,&they&do&not&possess&the& same&amount&of&similarities&in&terms&of&service&and&food&quality&as&Panera& and&Chipotle.&&Therefore,&Buffalo&Wild&Wings&should&be&considered& competition,&but&not&an&immediate&threat&to&the&brand.&&&& Panera&Bread&is&considered&Chipotle’s&biggest&threat.&&&Despite&their& difference&in&food&category,&their&emphasis&on&speed&&&quality&combined& with&their&growth&and&sales&makes&them&the&competition&to&beat&if&Chipotle& wants&to&be&on&top&in&fast&casual.&

& 13&

Situation! Analysis! &


&&

SWOT&Analysis& &

Strengths! •

Eco^Friendly:&&Chipotle&strives&to&sell&food&that&is&better&for&their& customers&and&environment.&&Currently,&40%&of&their&beans&are& organically&grown.&&They&support&farms&that&are&family&operated& because&they&are&more&likely&to&be&responsible&and&farm&in&a& sustainable&way.&&&Chipotle&also&strives&to&use&local&farmers&(when& seasonably&available)&for&each&restaurant&location,&which&decreases& emissions&from&high&traveling&and&“food&miles”&in&their&ingredients.&& Food&with&Integrity&Branding:&Chipotle&constantly&supports&their& “Food&with&Integrity”&mission&in&the&advertisements,&store& decorations,&and&products.&&“Food&with&Integrity”&promotes&their&use& of&naturally&raised&animals,&local&farmers,&and&environmentally^ friendly&practices.& Growth&&&Expansion:&Between&December&31st,&2011&and&December& 31st,&2012&Chipotle&grew&from&1,084&to&1,230&restaurants&equating&to& 13%.&&Up&to&165&restaurants&are&expected&to&open&in&2012.&

Weaknesses! • •

Limited&Menu:&&The&adult&menus&consist&of&4&meat&options&or&a& vegetarian&option&that&can&be&used&in&a&burrito,&taco,&bowl,&or&salad.&&& High&Calorie&Ingredients:&Depending&on&ingredient&choices&made&by& the&consumer,&a&meal&at&Chipotle&can&seriously&add&up&on&calories.& Ingredients&on&Chipotle’s&menu&that&are&filled&with&calories&and& saturated&fat&include&but&are&not&limited&to:&the&burrito&shell,&sour& cream,&shredded&cheese,&and&salad&dressing.&&Customers&who&are& weight&conscious&may&be&opposed&to&or&turned&off&by&these&facts.& (Chipotle.com)& Smart&Phone&Application:&Chipotle&offers&a&brand&app,&but&with&an& App&Store&rating&of&3.5&stars,&it&seems&there’s&room&for&improvement.& Many&reviewers&indicated&that&the&app&is&missing&key&items&as&well&as& the&entire&kids’&menu.&&& & & &

& 14&

Situation! Analysis! &


&&

SWOT&Analysis& ! Opportunities! •

Delivery&Options:&Chipotle&does&not&currently&have&a&delivery&option.&& The&addition&of&delivery&could&open&the&market&to&consumers&who&do& not&desire&to&leave&their&households&to&use&food&service.& Breakfast,&Snacking,&&&Late&Night:&&Chipotle’s&largest&portion&of&sales& comes&from&lunch.&While&this&is&still&a&growing&market&that&should&not& lose&focus,&there&may&be&more&opportunities&for&sales&during&other& time&periods.& Older&Generation:&While&the&current&Chipotle&demographic&is&highly& populated&with&youth,&older&restaurant^goers&are&more&likely&than& younger&fast&casual&customers&to&be&influenced&by&quality&of&food,& variety,&special&promotions,&and&all^day&breakfast.&&&There&is& opportunity&to&attract&an&older&demographic&without&alienating&its& current&youth&target&(Mintel,&2011).& Social&Media:&Social&media&is&a&constantly&growing&and&changing& medium&with&new&opportunities&constantly&arising.&&A&Mintel&survey& revealed&that&Chipotle&users&are&significantly&more&likely&than&average& to&value&deals&on&social^buying&programs&like&Groupon&(Mintel,&2011).&&&

Threats! •

Other&fast&casual&restaurants:&Many&competitors,&such&as&Panera& Bread,&share&a&similar&demographic&to&Chipotle.&

& & & & & & & & 15&

Situation! Analysis! &


&

Target&Audience& & & Chipotle&appeals&to&a&seemingly&younger&crowd,&partially&due&to&its&strong& presence&on&college&campuses,&but&Simmons&OneView&data&displays&a&strong& showing&for&consumers&18^44,&without&a&gender&skew.&In&terms&of&race,& highest&usage&is&among&white&with&more&than&70%&of&all&patrons&being&white.&& There&is&a&particularly&high&usage&amount&from&Asians&as&well.&Chipotle& customers&are&college&educated&and&above,&and&have&an&annual&household& income&of&more&than&$50,000.&&Majority&of&customers&have&never&been& married&and&are&employed.& & & & INDEX&NUMBER& Male& 97& & Female& 103& & 18^24& 160& 25^34& 167& & 35^44& 127& & HHLD&Income:&$50,000^$74,999& 110& HHLD&Income:&$75,000^$99,999& 128& & HHLD&Income:&$100,000+& 154& & Race:&White& 94& Race:&Asian& 184& & Graduated&College+& 160& & Never&Married& 149& Presently&Married& 95& & Not&Married& 107& Employed& 121& & & & & & & & 16&

Situation! Analysis! &


&

Target&Audience& & Chipotle&consumers&value&healthier&and&nutritional&foods.&They&are& environmentally&conscious.&When&asked&who&Chipotle&customers&go&to&the& restaurant&with,&most&said&they&go&with&friends&or&other&adults,&but&many&also& go&alone.&

PSYCHOGRAPHICS& INDEX& (Agree&a&lot)& NUMBER& I&like&to&try&out&new&food&products& 126& I&ma&usually&the&first&among&my&friends&to&try&new&food& 118& products& I&like&the&trend&towards&healthier&fast&food& 115& When&shopping&or&food,&I&especially&look&for&organic&or& 128& natural&foods& I&prefer&to&eat&foods&without&artificial&additives& 109& Source:&Simmons&OneView&2009& & & & &

& 17&

Situation! Analysis! &


&

Geography& The&top&49&overlapping&markets&for&fast&food&and&Chipotle&Mexican&Grill&were& compiled.&&Indices&of&the&markets&were&created&by&using&the&following& calculations:& Category&Index&=&(%&of&category&visits&in&market)&/&(%&of&population&of&market)&*&100& Brand&Index&=&(%&of&brand&visits&in&market)&/&(%&of&population&of&market)&*&100& *Percentages&were&based&on&total&of&the&top&49&markets&used&in&calculations,&not&all&of&US.& & The&rankings&are&in&descending&order&according&to&brand&index&numbers.&&& Therefore,&based&solely&on&these&calculations,&the&markets&where&Chipotle&is& performing&the&best&in&terms&of&visits&to&the&restaurant&are:& 1. 2. 3. 4. 5.

Atlanta,&GA& & Washington,&GA& Seatle,&WA& & Boston,&MA& & Nashville,&TN& &

& & & & &

& & & & &

&

6.&&San&Francisco,&CO& 7.&&Denver,&CO& 8.&&Arlington,&TX& 9.&&New&Orleans,&LA& 10.&Austin,&TX&

& MARKET! El&Paso,&TX& Fresno,&CA& Fort&Worth,&TX& San&Jose,&CA& Los&Angeles,&CA& Detroit,&MI& Sacramento,&CA& Memphis,&TN& San&Antonio,&TX& Long&Beach,&CA& Cleveland,&OH& Milwaukee,&WI& Albuquerque,&NM& Philadelphia,&PA& Virginia&Beach,&VA& New&York,&NY& Raleigh,&NC& Jacksonville,&FL& Wichita,&KS& Chicago,&IL& Oakland,&CA& Baltimore,&MD&

CATEGORY!INDEX! 76& 83& 83& 81& 89& 97& 92& 93& 92& 91& 103& 99& 97& 103& 92& 100& 94& 98& 98& 100& 101& 107&

Situation! Analysis!

BRAND!INDEX! 74& 81& 83& 88& 89& 89& 90& 90& 90& 91& 94& 95& 96& 97& 97& 97& 99& 99& 99& 100& 101& 101&

& & & 18&


&

Geography& (continued)& MARKET! San&Diego,&CA& Houston,&TX& Mesa,&AZ& Charlotte,&NC& Tucson,&AZ& Colorado&Springs,&CO& Oklahoma&City,&OK& Phoenix,&AZ& Dallas,&TX& Las&Vegas,&NV& Omaha,&NE& Portland,&OR& Kansas&City,&MO& Columbus,&OH& Tulsa,&OK& Minneapolis,&MN& St.&Louis,&MO& Austin,&TX& New&Orleans,&LA& Arlington,&TX& Denver,&CO& San&Francisco,&CA& Nashville,&TN& Boston,&MA& Seattle,&WA& Washington,&DC& Atlanta,&GA& &

CATEGORY!INDEX! 97& 99& 105& 97& 107& 100& 103& 101& 103& 105& 104& 107& 110& 107& 112& 109& 122& 108& 114& 108& 114& 112& 118& 116& 116& 122& 126&

BRAND!INDEX! 101& 102& 102& 102& 102& 102& 103& 103& 105& 105& 106& 106& 108& 109& 112& 112& 113& 113& 115& 116& 117& 118& 118& 119& 120& 126& 127&

Situation! Analysis! &

& & & & & & & & 19&


&

Purchase&Cycle&&&Timing& Chipotle&Mexican&Grill&is&still&in&the&growth&phase&of&the&product&lifestyle,&as&it& is&still&rapidly&expanding&but&quickly&moving&towards&the&maturity&stage.&& During&product&introduction,&reach&should&remain&the&main&focus&of&any& campaign.&In&transition,&and&through&the&growth&into&the&maturity&stage,& frequency&should&increasingly&become&more&important&over&reach&in&an& effort&to&keep&the&consumer&reminded&of&the&product.& The&restaurant&has&some&seasonality&demonstrated&in&its&annual&reports.&It& has&lower&sales&during&the&winter&months&because&it&competes&with&the& holidays&for&where&people&spend&their&money.&&Families&and&individuals&are& often&trying&to&save&money&for&gifts&and&holiday&travel&plans.&&Additionally,& the&winter&months&are&often&accompanied&by&inclement&weather&and&more& people&are&inclined&to&stay&indoors.&&Chipotle’s&report&also&cites&that&its&many& locations&near&college&campuses&see&a&spike&in&business&during&the&academic& year.&

Situation! Analysis! &

Chipotle&sees&its&highest&traffic&during&the&lunch&hours&across&almost&every& component&of&its&target&market,&according&to&a&Mintel&survey.& Fast!Casual!Restaurants!G!US!G!October!2011!–! Restaurant!Analysis—Chipotle! Base:&276&internet&users&aged&18+&who&& have&visited&Chipotle&in&the&past&month&

Lunch!

Dinner!

%!

%!

All!

69&

57&

Men!

73&

52&

Women!

65&

61&

18G24!

66&

69&

25G34!

70&

62&

35+!

70&

45&

$50KG99.9K!

71&

55&

$100K+!

68&

56&

Not!married!

71&

56&

Source:&Mintel&

&

&

& Currently,&the&main&sales&promotions&used&by&Chipotle&are&only&on& Halloween,&at&the&end&of&October.&&This&may&help&in&a&time&when&Chipotle& Mexican&Grill&sales&start&slipping,&as&the&weather&grows&cooler&and&more& inclement.&& & 20&


&

Media&Mix& The&following&are&the&indices&for&25^44&year&olds&that&have&a&household& income&of&$50,000&or&above.&These&numbers&show&that&the&target&market& consists&of&heavy&users&of&radio&during&drive&time&and&all&day,&outdoor&media& and&all&internet.&&They&are&also&moderate&users&of&prime&time&TV,&cable&TV& and&magazines.& Base:&25^44;&HHI& Quintile& Quintile& $50,000+& I& II& Radio&Drive& 114& 107& Time& Radio&All&Day& 109& 100& TV&Prime&time& 89& 111& TV&Early&&&Late& 83& 84& Fringe& TV&All&Day& 84& 91& Cable&TV& 88& 96& &

&&&Base:&25^44;& Quintile& Quintile& HHI&$50,000+& I& II& Magazines& 87& 95& Situation! Outdoor& 119& 99& Analysis! Internet&at& 131& 127& & Home& Internet&at& 174& 142& Work& Internet&at& 150& 123& Home/Work& Source:&Simmons&OneView&2009& & Chipotle! Jimmy!John's! Moe's! Qdoba! El!Pollo! Panera! GRAND! PRODUCT! Mexican! Gourmet! Southwest! Mexican! Loco! Bread! TOTAL! Grill! Sandwich!Shop! Grill! Grill! CABLE!TV!%! 0.0%& 0.0%& 0.0%& 100.0%& 0.0%& 0.0%& 100.0%& SPOT!TV!%! 0.0%& 45.8%& 22.2%& 3.7%& 28.0%& 0.2%& 100.0%& MAGAZINES!%! 0.0%& 0.0%& 68.2%& 31.8%& 0.0%& 0.0%& 100.0%& NATL!NEWSP!! 0.0%& 0.0%& 0.0%& 0.0%& 100.0%& 0.0%& 100.0%& NEWSPAPER!%!! 0.2%& 4.6%& 33.2%& 4.1%& 51.4%& 6.4%& 100.0%& 0.0%& 0.0%& 100.0%& 0.0%& 0.0%& 0.0%& 100.0%& NETWORK!RADIO!%! 4.5%& 6.1%& 74.2%& 0.0%& 15.2%& 0.0%& 100.0%& NAT!SPOT!RADIO!%! 15.7%& 0.2%& 64.5%& 0.7%& 18.0%& 1.0%& 100.0%& US!INTGDISPLAY!%! OUTDOOR!%! 35.9%& 1.1%& 12.7%& 2.1%& 48.2%& 0.0%& 100.0%& TOTAL!%! 9.1%! 26.4%! 30.5%! 3.1%! 30.7%! 0.3%! 100.0%! TOTAL!DOLS!(000)! 4995.7! 14409.2! 16665.5! 1672.9! 16773.0! 141.8! 54658.1! & & & & & & & &&&&&&&&&&&&Source:&AdSpender& Chipotle’s&current&advertising&budget&of&$5&million&dollars&leaves&it&unable&to& competitively&contend&with&most&of&its&fast&casual&and&Mexican&food& competitors.&&It&is&able&to&compete&with&the&smaller&Mexican&grill&chains&Qdoba& and&Moe’s,&but&these&chains&are&not&extensively&present&across&the&country.& & 21&


&

Target!Audience! Objective!! Advertising&will&increase&trial&and&usage&amongst&adults,&ages&25^44,&with& household&incomes&of&$50,000&and&above.&&The&target&audience&is&college& educated&and&employed.&&They&are&daring&when&it&comes&to&new&foods&and& experiences&and&look&for&natural&foods&to&eat.&These&consumers&are&friendly,& open^minded,&and&creative,&as&well.& The&secondary&target&will&increase&sales&within&the&Asian&demographic&

Rationale& The&overall&goal&of&the&campaign&is&to&expand&usage&of&Chipotle.& The&target&market&was&chosen&based&off&of&current&users’&demographics,& psychographics&and&lifestyle&factors&as&well&as&Mintel&research&of&the&fast& casual&market.& CURRENT&DEMOGRAPHICS&

INDEX& NUMBER&

Male& Female& 18^24&

97& 103& 160&

25^34& 35^44& HHLD&Income:&$50,000^$74,999& HHLD&Income:&$75,000^$99,999& HHLD&Income:&$100,000+& Race:&White& Race:&Asian& Graduated&College+& Never&Married& Presently&Married& Not&Married& Employed&

167& 127& 110& 128& 154& 94& 184& 160& 149& 95& 107& 121&

Source:&Simmons&OneView&2009& (against&Chipotle&Mexican&Grill&–&visit&any)& & & & & 22&

Media! Objectives,! Strategies!&! Rationales! &


&

Target!Audience! Although&the&18^24&category&received&an&index&number&of&160,&this&campaign& will&skew&older&because,&as&research&will&show,&fits&the&lifestyle&choices&of&a& Chipotle&consumer&and&shows&greater&likeliness&to&grow.&The&older& demographic&is&also&more&likely&to&match&the&household&income&levels&that& correspond&with&the&price&of&a&Chipotle&visit.&The&annual&report&also&revealed& that&the&Chipotle’s&near&universities,&are&already&doing&extremely&well,&and& therefore&have&less&room&for&growth.& Chipotle’s&primary&target&is&white,&adults,&25^44.&They&are&employed&and&have& completed&college&or&above&and&hold&full&or&part^time&jobs,&where&they&bring& in&a&household&income&of&over&$50,000.&&The&secondary&target&of&the&Asian& demographic&is&based&off&the&high&index&of&184&in&that&category.& When&this&target&was&run&against&lifestyle&statements&similar&to&Chipotle,& they&all&scored&above&average&in&index&numbers.& PSYCHOGRAPHICS&

INDEX& NUMBER&

I&like&to&try&out&new&food&products&

122&

I&like&the&trend&towards&healthier&fast&food&

128&

When&shopping&or&food,&I&especially&look&for&organic&or& natural&foods&

125&

I&prefer&to&eat&foods&without&artificial&additives&

109&

Source:&Simmons&OneView&2009& Base:&25^44,&HHI&$50,000+& & Based&on&the&preliminary&target,&it&is&evident&that&Chipotle&users&and& customers&identify&with&certain&food&related&psychographics&that&are&related& to&and&important&to&Chipotle’s&positioning&in&the&fast&casual&market.&&They& like&that&fast&food&is&becoming&healthier,&like&to&try&new&things&and&look&for& natural&foods.&These&qualities&mesh&well&with&Chipotle&because&Chipotle’s& food&is&healthier&than&the&average&fast&food,&and&puts&quality&and&natural& ingredients.&&Also,&Chipotle’s&strong&reliance&of&word&of&mouth&brand& awareness&is&aided&by&the&fact&that&their&target&likes&to&try&new&things.&&& & 23&

Media! Objectives,! Strategies!&! Rationales! &


&

A!Day!in!the!Life! & & & & & & & & Meet&the&target&Chipotle&consumer,&Linda.&&She’s&31&and&has&her&bachelor’s& degree&in&advertising&from&Syracuse&University.&&She&works&at&a&medium^scale& advertising& agency& where& she& was& just& promoted& to& the& position& of& head& media&planner.&&Her&new&salary&is&averages&$50,000.&&Linda&likes&to&keep&up& with&health&trends&and&values&good,&quality&food&in&her&diet.& On&a&typical&morning&she&wakes&up&around&7:00&and&watches&The&Early&Show& as&she&gets&ready&for&work.&&During&her&commute&to&work&she&listens&to&her& favorite&local&radio&station.&She&works&a&normal&9:00&to&5:00&business&day.&&To& keep&things&upbeat&in&the&office,&they&play&the&radio&in&the&background.&&Two& to&three&times&a&week,&she&and&her&fellow&co^workers&leave&the&office&to&get&a& quick& lunch.& & Due& to& their& time& limit,& they& prefer& quick^service& over& table& service& restaurants.& On& her& commute& home,& she& usually& hits& rush& hour,& so& she&listens&to&the&radio&to&keep&herself&occupied&during&the&wait.&&& When&she&arrives&home,&if&she&hasn’t&already&picked&up&dinner,&she&turns&on& the&TV&and&listens&to&it&in&the&background&while&she&prepares&dinner&for&her& and&her&fiancé.&&They&will&typically&sit&down&and&eat&together.&&&After&dinner,& she&flips&through&the&channels&in&order&to&keep&up&with&today’s&news.&&Later,& she& and& her& fiancé& sit& together& and& watch& some& television& & If& there& is& time,& she&will&go&to&the&gym&and&read&a&magazine&as&she&is&working&out.&&When&she& arrives&back&home,&Linda&checks&the&news&before&going&to&bed&at&10:30.&

& 24&

Media! Objectives,! Strategies!&! Rationales! &


&

Media!Mix! Objective! Use&a&media&mix&of&network&and&cable&television,&radio,&and&magazines&to& reach&the&target.&&Emphasize&radio,&network,&cable,&and&outdoor&in&10&spot& markets.& !

Radio!! Strategy! Launch&30&second&network&and&spot&radio&advertisements&during&the& morning&and&afternoon&drive&by&times.&&The&purpose&of&radio&is&to&create& desire&for&Chipotle&and&encourage&impulse&lunch&and&dinner&visits.& & Rationale! Net!Radio! The&target&audience&is&employed&and&has&a&household&income&of&$50k+.&& Therefore,&it&can&be&assumed&that&they&use&automobiles&to&and&from&the& work&place.&&& & The&quintiles&for&radio&drive&time&amongst&the&target&audience&had&index& numbers&of&118&for&quintile&1&and&107&for&quintile&two.&&Radio&day&parts&were& ran&against&the&target&audience&and&the&results&were&as&follows:& & Day&Part& Index& Vertical& Mon&–&Fri&6am&^10am& 132& 67.5%& Mon&–&Fri&10am&–&3&pm& 92& 34.3%& Mon&–&Fri&&3pm&–&7pm& 131& 59.6%& Mon&–&Fri&7pm&^& 122& 25.3& Midnight& Source:&Simmons,&2009& & The&results&show&that&weekdays&6am–10am&and&3pm&–&7pm,&also&known&as& “drive&time”&would&be&the&best&day&parts&to&advertise.&&By&advertising&to&and& from&work,&consumers&may&be&persuaded&to&stop&at&Chipotle&during&their& lunch&break&or&to&pick&up&Chipotle&for&dinner.& & & & & & 25&

Media! Objectives,! Strategies!&! Rationales! &


&

Media!Mix! & Radio&Share&of&Voice:&

PRODUCT!

Chipotle! Mexican! Grill!

Jimmy! Moe's! John's! El!Pollo! Gourmet! Southwest! Loco! Sandwich! Grill! Shop! 0.0%& 100.0%& 0.0%&

Panera! Bread!

NETWORK!RADIO!%! 0.0%& 0.0%& Source:&AdSpender& & By&using&network&radio,&Chipotle&will&have&the&advantage&of&being&one&of&the& share&leaders&in&the&field,&next&to&Jimmy&John’s.&&One&of&the&biggest&fears&for& advertisers&in&radio&is&the&clutter&(Falkner,&4/3),&however,&Chipotle’s&large& share&will&break&it&out.& ! Spot!Radio! Spot&radio&will&be&based&off&of&the&same&strategy&as&net&radio.&&The&advantage& of&spot&radio&is&that&it&has&a&local&appeal&and&can&be&highly&promotional& (Falkner,&4/3).&&Spot&can&personalize&the&local&stores&and&highlight&promotions& that&focus&in&that&area.& & The&spot&radio&share&of&voice:& Jimmy! Chipotle! John's! Moe's! El!Pollo! Panera! PRODUCT! Mexican! Gourmet! Southwest! Loco! Bread! Grill! Sandwich! Grill! Shop! NAT!SPOT!RADIO!%! 4.5%& 6.1%& 74.2%& 0.0%& 15.2%& Source:&AdSpender& & Although&many&competitors&use&spot,&it&is&still&necessary&to&promote&in& Chipotle’s&specific&demographic.&&Spot&radio&budget&of&$368,000&will&give& Chipotle&a&big&enough&share&to&break&through&the&clutter.& & & & & & 26&

GRAND! TOTAL! 100.0%&

Media! Objectives,! Strategies!&! Rationales! &

GRAND! TOTAL! 100.0%&


&

Media!Mix! Recommended&formats&based&on&adults,&25^44,&HHI&50k&who&listened&to& various&stations&Mon^Sun&in&any&24&hour&period:& & Format& Index& Adult&Contemporary& 134& Classic&Rock& 124& Oldies&Rock& 127& News/Talk/Business/Sports& 111& Country& 109& Source:&Simmons,&2009& !

Outdoor! Strategy!! Chipotle&will&use&billboards&of&25&showings&during&the&months&of&May,&June,& August,&&&October.&It&will&advertise&Chipotle’s&key&characteristics&of&fast,& natural,&and&quality&during&peak&travel&times.! ! Rationale! & Outdoor&share&of&voice:& Jimmy! Chipotle! El! John's! Moe's! Panera! GRAND! PRODUCT! Mexican! Pollo! Gourmet! Southwest! Bread! TOTAL! Grill! Loco! Sandwich! Grill! Shop! OUTDOOR! %! 35.9%& 1.1%& 12.7%& 2.1%& 48.2%& 100.0%& Source:&AdSpender& & Chipotle&ranks&#2&in&share&of&voice&with&its&competitors.&Competition&analysis& indicated&that&Chipotle.&&The&proposed&outdoor&budget&will&decrease& Chipotle’s&share&in&outdoor&to&20%,&however&it&will&still&maintain&its&ranking.&&& & Since&outdoor&will&be&based&in&our&spot&markets&and&concentrated&within&four& months,&it&will&still&be&effective.&&Based&on&seasons&and&the&seasonality&of&our& service,&the&billboard&&choices&will&reach&our&target&audience&at&the&best& aperture.& & & 27&

Media! Objectives,! Strategies!&! Rationales! &


&

Media!Mix! ! Cable!TV! Strategy! Launch&with&30^second&spots&both&nationally&and&in&spot&markets&and& decrease&to&15^second&spots&as&the&campaign&progresses.&& & Net&cable&will&be&used&in&the&early&and&late&fringe&day&parts&in&all&months&and& will&also&be&bought&in&prime&time&for&the&launch&month.& & Spot&cable&will&be&purchased&later&in&the&campaign,&as&national&cable&buys&are& reduced,&to&keep&up&the&brand&awareness&in&the&markets.& & Rationale! Cable&television&was&chosen&as&a&media&in&which&Chipotle&can&benefit&by& being&in&a&medium&without&much&of&its&competition.&&Currently,&Moe’s& Southwest&Grill&is&the&only&competitor&using&cable&TV,&leaving&a&gap&for& Chipotle&to&greatly&increase&share&of&voice&and&cut&into&Moe’s&market.& &

Media! Objectives,! Strategies!&! Rationales!

Chipotle! El! Jimmy!John's! Moe's! Qdoba! Panera! GRAND! PRODUCT! Mexican! Pollo! Gourmet!Sandwich! Southwest! Mexican! Bread! TOTAL! Grill! Loco! Shop! Grill! Grill! CABLE!TV!%! 0.0%& 0.0%& 0.0%& 100.0%& 0.0%& 0.0%& 100.0%& Source:&AdSpender& & National&cable&will&be&purchased&for&primarily&early&and&late&fringe,&but&one& month&of&prime&as&well.&These&day&parts&were&chosen&because&the&target& uses&TV&most&in&these&day&parts&over&others&as&well&as&data&from&PMN&grids& collected&from&members&of&the&target&audience.&Because&the&target&is& employed,&they&often&only&have&time&to&watch&television&in&the&evening&and&a& limited&budget&does&not&allow&for&an&abundance&of&prime&time&buys.& & Spot&cable&will&be&bought&at&the&end&of&the&campaign&to&reinforce&Chipotle’s& presence&in&the&selected&markets.& & & 28&

&


&

Media!Mix! The&following&cable&networks&have&been&selected&for&recommended&use&for& the&cable&buys&based&on&their&high&indices&with&the&target&audience.&They&also& cover&general&audiences&as&well&as&both&male&and&female&gender&skewed& networks.& & Cable!Network! Index!for! Index!for! Target! Chipotle!Users! Bravo& 120& & 158& E!& 137& 181& ESPN& 106& 125& FX& 118& 146& HGTV& 109& 131& &&&&&&&Source:&Simmons&OneView&2009& &

Network!TV! Strategy! The&campaign&will&launch&with&30^second&spots&in&the&beginning&and&will&air& during&early&morning&as&well&as&early&news.&& & Rationale! These&day&parts&were&chosen&in&similar&fashion&as&those&for&cable&TV:&PMN& grids&and&Simmons&data.&Specifically,&the&target&watches&television&before& work&to&catch&up&on&news.& & The&following&television&shows&are&recommended&based&on&Simmons&data.& & TV!Show! Index! Early&Today&(NBC)& 120& The&Early&Show&(CBS)& 113& NBC&Nightly&News& 91& & & &&Source:&Simmons&OneView&2009& &

Magazine! Strategy! Magazines&will&be&used&for&long&copy&advertisements&to&emphasize&“food& with&integrity�&while&creating&strong&visuals&of&the&product.&Chipotle&will&use& four^color&half&page&advertisements&in&general&interest&magazines.&&The& insertions&will&be&in&May,&August,&and&December.& & 29&

Media! Objectives,! Strategies!&! Rationales! &


&

Media!Mix! & Rationale& Quintile&results&that&were&run&against&the&target&market&in&magazine&usage& received&indexes&of&108&in&the&first&quintile&and&109&in&the&2nd&quintile.&&The& target&also&agreed&with&the&statement&“I&can’t&resist&buying&magazines”&with& an&index&of&105&(Simmons,2009)& & Magazines&will&allow&Chipotle&to&use&long&copy&emphasizing&their&brand& message&of&“Food&with&Integrity.”&&Print&advertisement&will&also&be&able&to& create&a&visual&sense&of&appeal&for&the&product.&This&can&be&done&in& magazines&that&specifically&target&the&market.&& & Although&the&target&uses&magazines,&it&is&not&as&heavy&of&a&usage&as&other& mediums.&&Therefore,&magazines&will&only&be&used&three&months&out&of&the& year&and&only&do&half&page&advertisements.& & Magazine&Share&of&Voice:& Jimmy! Chipotle! El! John's! Moe's! Panera! GRAND! PRODUCT! Mexican! Pollo! Gourmet! Southwest! Bread! TOTAL! Grill! Loco! Sandwich! Grill! Shop! MAGAZINES! %! 0.0%& 0.0%& 68.2%& 31.8%& 0.0%& 100.0%& Source:&AdSpender& & Chipotle&does&not&currently&advertise&in&magazines.&&The&use&of&this&medium& will&put&ad&share&into&a&market&that&many&competitors&do&not&use,&and& therefore&a&main&player&in&magazines.&&& & Magazines&were&chosen&by&crossing&Chipotle’s&consumer&lifestyle&statements& with&general&interest&magazines&with&the&target&as&a&base.&&These&three& magazines&stood&out&because&of&their&high&circulation,&reputation,&and& they’re&over&100&indexes& & & & & & 30&

Media! Objectives,! Strategies!&! Rationales! &


&

Media!Mix! & & Base:&22^44,& HHI&50k,& College+&

Parade& Magazine& Newsweek& Rolling&Stone&

I!USUALLY! LOOK!FOR!THE! FRESHEST! INGREDIENTS! WHEN!I!COOK! !

I!PREFER!TO! EAT!FOODS! WITHOUT! ARTIFICIAL! ADDITIVES! !

115& 111& 109&

108& 141& 108&

I!LIKE!TO!TRY! OUT!NEW! FOOD! PRODUCTS! !

I!LIKE!THE! TREND! TOWARDS! HEALTHIER! FAST!FOOD! !

112& 113& 105& 124& 167& 99& Source:&Simmons,&2009& & To&reinforce&their&compatibility&with&the&target&results&were&cross^tabbed& with&the&target&audience.& & & Total&Circulation& Index& Horizontal&%& Parade&Magazine& 32,400,087! 122& 57.4& Newsweek& 1,546,750& 112& 52.2& Rollingstone& 1,467,739& 106& 49.4& & Source:&Simmons&OneView&2009& & Each&magazine&indexes&over&100,&with&nearly&half&of&their&readers&being&from& the&target&audience.&&

! Internet! Strategy!! Display&advertising&will&be&purchased&on&internet&sites&with&heavy&traffic&from& the&target&market.&Use&creative&headlines/copy&and&flash&to&grab&attention.& This&will&increase&traffic&to&the&Chipotle&website.& ! Rationale! The&target&audience&is&extremely&heavy&when&it&comes&to&internet.&&It& provides&many&diverse&opportunities&to&advertise&on&websites.& & & & & 31&

Media! Objectives,! Strategies!&! Rationales! &


&

Media!Mix! Internet&Share&of&Voice:& Jimmy! Chipotle! El! John's! Moe's! Panera! GRAND! PRODUCT! Mexican! Pollo! Gourmet! Southwest! Bread! TOTAL! Grill! Loco! Sandwich! Grill! Shop! US!INTG DISPLAY!%! 15.8%& 0.2%& 65.2%& 0.7%& 18.2%& 100.0%& & & & & & & Source:&AdSpender& & Chipotle&has&the&opportunity&to&differentiate&itself&from&the&competition& depending&on&the&website&choices.&&The&proposed&internet&schedule&will& increase&Chipotles&SOV&and&make&it&a&leader&in&the&media.&& & The&increase&in&internet&spending&is&justified&by&the&immense&usage&amongst& the&target.& & Adults&22^44,&HHI&$50k+,& Index& College+& Quintile&1&–&Internet&at&home& 130& Quintile&2&^&&Internet&at&home& 145& Quintile&1&–&Internet&at&work& 197& Quintile&2&–&Internet&at&work& 153& & They&skew&in&internet&may&be&due&to&the&fact&that&the&target&may&work&in&an& office/computer&setting.&&& & Banner&advertising&was&chosen&because&although&the&majority&of&the& population&does&not&click,&our&target&shows&higher&likeliness&to&click&a&banner& advertisement&based&on&indexes.& & 22^44,&HHI& Index& $50k+& Very&Often& 127& Often& 143& Somewhat& 160& Often& Not&Very&Often& 164& Not&at&all& 116& & 32&

Media! Objectives,! Strategies!&! Rationales! &


&

Media!Mix! & Online&activity&within&the&past&7&days&was&measured&against&the&target.&&The& following&activities&were&chosen&for&the&high&percent&of&usage&amongst&the& target&and&high&indexes.&&&These&are&the&types&of&websites&the&banners&will& appear&on.& & Adults&22^44,&HHI&$50k+& Index& Vertical&%& Airline/Car/Hotel&Info& 162& 37.4& Banking& 160& 36.9& Shopping:&Make&a& 158& 36.5& Purchase& Shopping:&Gather&Info& 157& 36.4& News/Weather& 147& 34.1& & &

Media! Objectives,! Strategies!&! Rationales! &

& 33&


& 34&


& 35&


&

Reach/Frequency! Objective:! & Achieve&a&minumum&of&a&reach/frequency&of&65/3&nationally&and&75/3.5&in& spot&markets&throughout&the&7&active&months&of&a&flighting&campaign.& Reach/frequency&will&peak&in&April&with&a&75/3&nationally&and&80/3.5&in&spot& markets.& &

Rationale:! ! Reach/&Frequency&Decision&Model& Optimize!Reach! Optimize!Frequency! & Product&introduction& & Product&Introduction& & In&growth&phase&of&life&cycle& & Mature&well&known&brand& & Many&competitors& & Few&competitors& & Strong&established&brand& & Less&established&brand& & Brand&leader&in&category& & Among&bottom&of&category& & Brand&awareness&is&lower& & Brand&awareness&is&higher& & High&market&share& & Lower&market&share& & High&involvement&purchase&decision& & Low&involvement&purchase&decision& & High&interest&in&category& & Low&interest&in&category& & Often&higher&priced&goods&and&services& & Often&lower&priced&goods&and&services& & Strong&to&intense&competition&in&category& & Low&to&moderate&competition&in& category& & Infrequent&purchase&–&once&a&month& & Frequent&purchase&–&2+&times&per&month& or&less& or&more& & Flighted&schedule& & Continuous&advertising&schedule& & Powerful&creative&that&stands&out& & Creative&on&par&with&other&ads& & Ad&message&easily&understood& & Complex&ad&message& & Expanding&into&new&markets& & Status&quo&geographically& & Major&sales&promotion&launch& & Moderate&to&low&sales&promo&activity& & Seasonal&peak&for&sales& & Beginning&new&season&for&brand& & The&reach/frequency&decision&model&shows&that&both&reach&and&frequency& are&important&which&makes&sense&as&per&the&theory&that&reach&is&important& during&the&growth&stage&(Falkner&2/28).& ! & 36&

Media! Objectives,! Strategies!&! Rationales! &


&

Reach/Frequency! ! ! Part!I.!Marketing!Factors!that!Affect!Frequency! Established&brand?&(Yes,&it&is&an&established&brand)& & & & ^.1& High&market&share?&(Yes,&high&share&in&fast&casual&and&ethinic&food)& & ^.1& Dominant&brand?&(Dominant&in&ethnic&food)& & & & & ^.1& High&brand&loyalty?&(Yes,&but&can&be&stronger)& & & & & ^.1& Long&purchase&cycle?&(No,&normally&bought&at&least&multiple&times/month)&& +.1& Product&used&occasionally?&(No,&product&often&used&more&than&1/week)& & +.1& Need&to&beat&competition?&(Yes,&intense&threat&from&competition)& & +.2& Advertising&to&older&consumers/children?&(No.)& & & & & +.1& & & & & & & & & & &&&&________! ! ! ! ! ! ! ! ! ! ! +.1!

Part!II.!Copy!Factors!that!Affect!Frequency! Simple&copy?&(No,&message&will&be&slightly&complex)&& & & +.1& Copy&more&unique&than&competition?&(Yes,&it&stands&out)& & & ^.1& Continuing&campaign?&(No,&but&keeping&similar&theme)& & & +.1& Product&sell&copy?&(Yes,&combination&of&image&and&product&sell)& & +.1& Single&kind&of&message?&(Yes,&continuous&strategy)& & & & ^.1& To&avoid&wear&out:&new&messages?&(Yes,&original&strategy)& & & ^.1& Larger&ad&units?&(Mix&of&ad&types,&medium&and&large)& & & ^.1& & & & & & &&& & & & &&________! ! ! ! ! ! ! ! ! ! ! G.1! Part!III.!Media!Factors!that!Affect!Frequency! Lower&ad&clutter?&(No,&media&has&some&high&clutter)& & & +.1& Compatible&editorial?&(No,&limited&opportunity&for&related&editorial)& +.1& Attentiveness&high?&(No,&low&involvement)& & & & & +.1& Continuous&advertising?&(No,&budget&requires&flighting)& & & +.1& Few&media&used?&(No,&Moderate&media&mix)& & & & +.1& Opportunities&for&media&repetition?&(Yes,&many&opportunities)& & ^.2& & & & & & & & & & &&________! ! ! ! ! ! ! ! ! ! ! +.3! (+.2)&+&(^.1)&+&(+.3)&+&3&Benchmark&=&3.3& & The&Ostrow&Model&demonstrates&that&our&minimum&frequency&should&be& near&3.3.&

& 37&

Media! Objectives,! Strategies!&! Rationales! &


&

Media&Budget! &

Objective! & 80%&of&the&budget&will&be&spent&on&national&media&while&20%&will&be&devoted& to&ten&spot&markets& Total!Sales! National:! (000):! %!of!Budget! Media! 13529.4& 68%& Promotions:& 2000& 10%& Contingency& 500& 3%& Total& 16029.4& 81%& Spot! && & Media& 3362& 17%& Contingency& 500& 3%& Total& 8362& 20%& Cumulative! 19891.4! 100%&

!

Strategy!&!Rationale! & The&purpose&of&the&campaign&is&to&grow&and&expand&the&Chipotle&market.&&& Therefore&a&large&portion&of&the&budget&needs&to&focus&in&the&spot&markets& where&there&is&the&most&potential&to&grow.&&Our&spot&markets&also&make&up& 17.4%&of&all&United&States&households.&&Therefore&to&reach&the&necessary& reach/frequency&levels,&the&extra&portions&of&the&budget&are&necessary.& & There&was&no&advertising&in&July,!September,!November,!January,&and& March.&&With&such&a&high&percentage&of&market&in&spot,&it&would&not&be& possible&to&manage&the&necessary&reach/frequency&goals&all&twelve&months.&& Therefore&five&markets&were&flighted&in&order&to&maximize&the&potential&of& the&most&optimal&months&of&advertising.&&&& & & & & & & & & 38&

Media! Objectives,! Strategies!&! Rationales! &


&

Media&Budget! & & & & & & & & & & & & & &

Spot!Break!Down! Total! Spot! Sales! %!

MEDIA! Spot&TV^Early& Fringe/News& Spot&TV^Prime&

Cumulative! %!

73.1& 663.0&

2%& 20%&

0.4%& 3%&

Spot&Cable& Spot&Radio^Morning& Drive& Spot&Radio^Evening& Drive&

423.3&

13%&

2%&

178.1&

5%&

1%&

190.7&

6%&

1%&

Outdoor& Total:!

1833.8& 3362.0&

55%& &

9%& &

MEDIA! Net&TV^E&Morning& Net&TV^Early&News& Net&Cable^E&Fringe& Net&Cable^Prime& Net&Cable^L&Fringe&

National!Breakdown:! National! Cumulative! Total!Sales! %! %! 4758.6& 35%& 24%& 358.4& 3%& 2%& 1544.6& 11%& 8%& 885.4& 7%& 4%& 1760.8& 13%& 9%&

Net&Radio^Morning&Drive&

441.6&

3%&

2%&

Net&Radio^Evening&Drive& Magazines^General& Interest& Internet^Trgtd&Sites& Total:!

186.3&

1%&

1%&

653.6& 2940.0& 13529.3&

5%& 22%& 100%&

3%& 15%& 68%&

& The&spot&budget&was&distributed&based&on&market&size.&&Bigger&cities&need& more&focus&if&the&campaign&is&to&be&balanced&and&maximize&reach.&&The& percentage&of&the&market&based&on&the&total&population&was&weighted&within& the&total&spot&market.&&The&total&budget&for&each&market&was&broken&down& based&on&the&percentage&they&make&up&of&the&spot&market.& & & 39&

Media! Objectives,! Strategies!&! Rationales! &


&

Media&Budget! & &

&&

Baltimore,&MD& &Cleveland,&OH& &Detroit,&MI& &Los&Angeles,&CA& &Philadelphia,&PA& &Sacramento,&CA& &St.&Louis,&MO& &San&Diego,&CA& &San&Francisco,&CA& Tucson,&AZ& Total:& &

%!US! 0.97& 1.36& 1.7& 5& 2.61& 1.23& 0.93& 2.14& 1.1& 0.4& 17.44&

%Spot! 6%& 8%& 10%& 29%& 15%& 7%& 5%& 12%& 6%& 2%& 100%&

Spot!! Breakdown! $(000)! 186.99& 262.17& 327.72& 963.88& 503.14& 237.11& 179.28& 412.54& 212.05& 77.11& 3362.00&

& One&of&the&original&goals&of&the&campaign&was&to&make&Chipotle&one&of&the& top&competitors&in&each&medium.&&By&making&the&suggested&large& investments&in&cable,&magazine,&network&radio,&and&internet,&Chipotle&will& become&one&of&the&leading,&if&not&top,&competitor&in&share&of&voice&for&each& medium.& & 10%&of&the&budget&will&go&to&national&sales&promotions&in&order&to&help&in& creating&brand&awareness&and&to&build&and&improve&customer&relations&with& Chipotle.& & & & & & & & & 40&

Media! Objectives,! Strategies!&! Rationales! &


Year At a Glance Student Professor Semester

Jessica Alessandra Amy Falkner

Reach Goal April May June July August September October November December January February March Total

80 75 75 0 75 0 75 0 75 0 75 0

Est 83.6 75.5 72.9 0 75.4 0 77 0 78.6 0 77 0

Avg Freq Goal Est 3.5 3.5 3.5 0 3.5 0 3.5 0 3.5 0 3.5 0

3.4 3.1 3.3 0 3.1 0 3.1 0 3.3 0 3.4 0

Goal 280 263 263 0 263 0 263 0 263 0 263 0 1855

GRPS Est 280 237 237 0 237 0 237 0 262 0 262 0 1752

Balance 1 25 25 0 25 0 25 0 0 0 0 0 0

$(000) Goal Est Balance 2566 2947.9 -381.8 2405.7 2450.7 -45 2405.7 2463.1 -57.4 0 0 0 2405.7 2528.8 -123.1 0 0 0 2405.7 2560.4 -154.8 0 0 0 2405.7 2160.8 244.8 0 0 0 2405.7 1871.2 534.5 0 0 0 17000 16982.836 17.164 National Contingency $(000): 500 Spot Contingency $(000): 500


Goal Sheet Student Professor Semester

Jessica Alessandra Amy Falkner Spring 2012

National Plan National Plan April May June July August September October November December January February March

Reach 75 70 70 0 70 0 65 0 65 0 65 0

Freq 3 3 3 0 3 0 3 0 3 0 3 0

National Media National Contingency Total National $$

GRPs %Share Est $(000) 225 12.1 2062 210 11.3 1924.5 210 11.3 1924.5 0 0 0 210 11.3 1924.5 0 0 0 195 10.5 1787.1 0 0 0 195 10.5 1787.1 0 0 0 195 10.5 1787.1 0 0 0 ---------------------1440 77.6 13196.8 500 13696.8

Spot Plan Spot Plan April May June July August September October November December January February March Spot Media Spot Contingency Total Spot $$ Total Plan

Reach 80 75 75 0 75 0 75 0 75 0 75 0

Freq 3.5 3.5 3.5 0 3.5 0 3.5 0 3.5 0 3.5 0

GRPs %Share Est $(000) 280 3 504 262.5 2.8 481.1 262.5 2.8 481.1 0 0 0 262.5 2.8 481.1 0 0 0 262.5 3.6 618.6 0 0 0 262.5 3.6 618.6 0 0 0 262.5 3.6 618.6 0 0 0 ---------------------415 22.4 3803.2 500 4303.2 18000


Chipotle Media Schedule April - March Student Professor Semester Medium Net TV-E Morning $(000) Net TV-Early News $(000) Net Cable-E Fringe $(000) Net Cable-Prime $(000) Net Cable-L Fringe $(000) Net Radio-Morning Drive $(000) Net Radio-Evening Drive $(000) Magazines-General Interest $(000) Internet-Trgtd Sites $(000) Spot TV-Early Fringe/News $(000) Spot TV-Prime $(000) Spot Cable $(000) Spot Radio-Morning Drive $(000) Spot Radio-Evening Drive $(000) Outdoor $(000) National Only Area GRPS $(000) Reach Avg. Freq. Spot Only Area GRPS $(000) Reach Avg. Freq. Spot + National GRPS $(000) Reach Avg. Freq.

Apr 30 475.9 20 358.4 35 167.9 40 885.4 20 91.5 25 69.0 20 53.2 35 420.0 15 73.1 20 213.9

Jessica Alessandra Amy Falkner Spring 2012 May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

40 634.5

45 713.8

40 634.5

50 793.1

55 872.4

45 215.9

40 191.9

45 215.9

50 239.8

55 263.8

45 411.6 30 82.8

50 457.4 35 96.6

50 457.4 20 55.2

20 91.5 20 55.2 20 53.2

20 217.9 30 360.0

40 480.0

20 217.9 35 420.0

35 420.0

30 79.8 20 217.9 35 420.0

42 449.1

20 48.1

40 241.9 27 65.0

27 65.0 27 69.6 684 458.4

224 2521.3 76 3.0

Jan

Target Demo: All Adults ages 25-49 Mar Total Across 40 GRPS: 300 634.5 COST: 4758.6 GRPS: 20 COST: 358.4 52 GRPS: 322 249.4 COST: 1544.6 GRPS: 40 COST: 885.4 55 GRPS: 240 251.5 COST: 1760.8 30 GRPS: 160 82.8 COST: 441.6 GRPS: 70 COST: 186.3 GRPS: 60 COST: 653.6 35 GRPS: 245 420.0 COST: 2940.0 GRPS: 15 COST: 73.1 GRPS: 62 COST: 663.0 30 GRPS: 70 181.4 COST: 423.3 GRPS: 74 COST: 178.1 20 GRPS: 74 51.5 COST: 190.7 GRPS: 2737 COST: 1833.8

Feb

684 458.4

27 69.6 684 458.4

684 458.4

209 1922.6 72 2.9

209 1939.6 68.6 3.1

209 2000.8 71.9 2.9

194 1652.8 67.8 2.9

195 1854 68 2.9

211 1638.2 68.2 3.1

GRPS: Cost:

1456 13529.4

55 335.1 37.3 1.5

27 528 14.4 1.9

26 523.4 15.3 1.8

27 528 14.4 1.9

41 907.6 32.1 1.3

67 306.9 37.1 1.8

50 232.9 31.1 1.6

GRPS: Cost:

295 3362

279 2856.4 83.6 3.4

236 2450.7 75.5 3.1

236 2463.1 72.9 3.3

236 2528.8 75.4 3.1

236 2560.4 77 3.1

262 2160.8 78.6 3.3

261 1871.2 77 3.4

GRPS: Cost:

1751 16891.4


&

Geography! &

Objective& ! Chipotle&Mexican&Grill&will&run&an&offensive&national&campaign&with&an& additional&spot&heavy^up&buy&in&10&specifically&selected&markets.&

Strategy! & Market&selections&are&based&on&indices&calculated&from&information&from& MRI+&regarding&visits&to&fast&food&restaurants&and&Chipotle&Mexican&Grill&in& the&last&month&for&the&top&49&cities&with&the&highest&overlapping&usage.&The&6& cities&with&the&biggest&deficit&between&the&category&index&and&brand&index& were&selected&because&they&show&room&to&increase&brand&awareness&and& sales.& Category&Index&=&(%&of&category&visits&in&market)&/&(%&of&population&of&market)&*&100& Brand&Index&=&(%&of&brand&visits&in&market)&/&(%&of&population&of&market)&*&100& *Percentages&were&based&on&total&of&the&top&49&markets&used&in&calculations,&not&all&of&US& &

The&additional&4&cities&were&selected&to&help&cover&the&Asian&component&of& the&target&demographic.&Asian&American&populations&skew&much&higher&on& the&coasts,&and&the&original&selection&of&markets&did&not&consist&of&any&West& Coast&selections.&&4&large&markets&were&chosen&based&on&how&high&their&Asian& American&population&is.& All&10&markets&chosen&are:&

&

1. Baltimore,&MD& 2. Cleveland,&OH& 3. Detroit,&MI& 4. Los&Angeles,&CA& 5. Philadelphia,&PA& 6. Sacramento,&CA& 7. St.&Louis,&MO& 8. San&Diego,&CA& 9. San&Francisco,&CA& 10. Tucson,&AZ& &

& 44&

Media! Objectives,! Strategies!&! Rationales! &


&

&

Geography! &

Rationale! Because&markets&were&chosen&that&are&on&the&weaker&side,&it&is&very& important&to&still&have&a&national&scope&for&the&campaign&in&order&to&still& enforce&presence&and&importance.&Spot&markets&are&used&to&specifically&bring& up&brand&awareness&and&sales&in&weaker&areas.&&& Our&markets&cover&17.44%&of&the&United&States.&&Because&this&is&relatively&low& most&of&the&focus&is&on&the&national&plan.&But&sales&promotions&will&be&heavy& in&spot&markets.& Market! Cleveland,&OH& St.&Louis,&MO& Detroit,&MI& Baltimore,&MD& Philadelphia,&PA& Tucson,&AZ&

Category!Index! 103& 122& 97& 107& 103& 107&

Brand!Index! Differential! 94& 9& 113& 9& 89& 8& 101& 6& 97& 6& 102& 5&

& Market!

&

&

33.3%&

Sacramento,&Ca&

13.3%&

Los&Angeles,&CA&

11.3%&

San&Diego,&CA&

10.9%&

&

&

%!Asian!Population!

San&Francisco,&CA&

&

&

&

Media! Objectives,! Strategies!&! Rationales!

Source:&US&Census&2010&

The&campaign&will&be&offensive&to&achieve&the&goals&of&raising&brand& awareness&and&grow&in&share.&

& 45&


Schedule/Timing! Objective! Launch&strong&with&the&highest&reach/frequency&in&April.&&Maintain&highest& reach/frequency&during&the&first&three&consecutive&months.&Then&maintain&a& fighting&schedule&following&through&the&remainder&of&the&campaign.&

Strategy! The&campaign&will&launch&in&April,&and&maintain&high&reach&and&frequency& goals&throughout&May&and&June.&&No&media&will&be&bought&in&July.&&Starting&in& August,&the&campaign&will&maintain&a&flighting&schedule&by&alternating& months,&ending&the&campaign&in&February.&&No&media&will&be&bought&it&July,& September,&November,&January,&or&March.&& Network&cable,&net&radio,&and&spot&radio&will&have&a&heavy&focus&in&the& morning.&&Spot&television&will&have&a&heavy&during&the&early&fringe&and&late& fringe.&

Media! Objectives,! Strategies!&! Rationales!

Outdoor&will&be&bought&during&the&months&of&May,&June,&August,&and& October.&&

&

&

Scheduling! 285& 280& 275& GRP!Goals!

&

&

270& 265& 260& 255& 250&

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Schedule/Timing! !

Rationale! The&campaign&is&set&to&start&in&the&April,&the&beginning&of&Chipotle’s&2nd& quarter,&because&this&is&the&start&of&their&busiest&season&according&to&Chipotle& Annual&Report.&&For&that&reason,&there&will&be&continuous&advertising&until&the& end&of&June.&Heavy&promotion&will&happen&in&June,&due&to&the&start&of& summer,&and&because&there&will&be&no&advertising&in&July.&&Budget&limitations& called&for&removal&of&several&months.&&The&winter&is&Chipotle’s&slowest& quarter&due&to&seasonal&weather&and&the&holidays.&&Seasonality&in&November& mixed&with&Thanksgiving&holiday&gave&reason&to&dismiss&it&from&the&schedule.&& December&will&stay&to&promote&gift&card&purchases&during&the&holiday&season.&& January&was&removed&based&on&season&weather&and&the&beginning&of&the& “diet”&season.&&March&and&September&were&removed&for&following&the& flighting&pattern.& The&timing&of&the&schedule&matches&with&typical&consumer&behavior.&& Research&showed&that&our&consumer&is&over&twenty^five&and&is&employed.&& Therefore,&the&ideal&consumer&works&during&the&typical&business&day.&&By& focusing&on&a&schedule&with&day&parts&in&the&morning&and&evening,&Chipotle& will&be&able&to&target&their&audience&with&the&perfect&aperture&as&they&are& preparing&and&returning&home&from&work.&

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Media! Objectives,! Strategies!&! Rationales! &


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Sales!Promotion! Objective! & National&gift&card&sweepstakes&will&occur&monthly&for&the&entire&year.&Free& burritos&will&be&given&out&on&the&first&day&of&summer&to&the&first&200& consumers&at&each&restaurant.& & Strategy! & Sweepstakes! Subscribers&to&the&emailing&list&will&be&automatically&entered&to&win&one&of& 400&$100&gift&cards&distributed&monthly.&Subscription&sweepstakes&will&help& the&brand&because&more&people&will&sign&up&for&the&emailing&list.&&The&more& people&on&the&emailing&list&the&better,&because&emails&sent&out&to&consumers& keep&them&reminded&of&the&brand.&&The&emailing&list&will&also&be&used&to&send& out&coupons,&which&will&also&increase&sales&and&usage.&& & Consumers&will&be&asked&at&checkout&to&sign&up&for&the&emailing&list&online& and&in&person&for&in^store&orders.& & Summer!Giveaway!! Following&the&suit&of&Chipotle’s&Halloween&and&Earth&Day&giveaways,&the& restaurant&will&offer&up&free&burritos&or&burrito&bowls&to&the&first&200& customers&in&all&stores&across&the&nation&that&come&in&on&the&first&day&of& summer,&June&20.&The&promotion&will&be&advertised&with&signage&in&Chipotle& windows,&online&and&across&most&media&used&in&the&month&of&June.& & The&brand&and&sales&will&benefit&from&this&promotion&because&it&will& encourage&people&to&eat&at&Chipotle,&possibly&for&the&first&time,&and&people& may&encourage&their&friends&to&come&to&the&free&promotion&with&them.& People&are&more&likely&to&try&something&new&if&it&is&free.& & Rationale! & Good&sales&promotions&are&effective&strategies&used&to&improve&and&build& customer^brand&relations&and&bring&up&sales.&&Chipotle&already&has&a&decent&

& 48&

Media! Objectives,! Strategies!&! Rationales! &


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loyalty&associated&with&it,&but&there&is&room&for&improvement,&especially&as& Sales!Promotion! we&move&the&target&demographic&towards&its&older&end.&

Sweepstakes! Sweepstakes&will&occur&all&year&to&get&new&consumers&to&continually&sign&up& for&the&emailing&list.&&Giving&away&gift&cards&will&increase&consumer& satisfaction&and&usage.&Competitors&in&the&category,&such&as&Panera,&have& loyalty&programs.&&The&emailing&list&sweepstakes&will&be&able&to&compete&with& these&programs& & The&promotion&will&cost&$100&per&a&gift&card&X&400&gift&cards&per&month&X&12& months,&totaling&$480,000.& & Summer!Giveaway! Chipotle&already&does&burrito&giveaways&for&Halloween&and&Earth&Day,&which& help&sales&and&awareness.&&These&promotions&should&become&more& prominent&in&their&marketing.&&This&giveaway&will&occur&right&before&the& campaign&takes&a&month&with&no&ads.&&The&giveaway&will&keep&Chipotle&in& consumers’&minds&during&the&flighted&month.&& & The&giveaway&will&cost&approximately&$4&per&burrito&(based&off&of&costs&cited& in&the&2011&Annual&Report)&X&the&first&200&customers&X&1230&restaurants,& totaling&$984,000.& & The&remaining&$536,000&will&go&into&continuing&to&promote&the&preexisting& sales&promotions&on&Earth&Day&and&Halloween.&

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Media! Objectives,! Strategies!&! Rationales! &


Work&Cited& About&us.&(n.d.).&Retrieved&from&http://www.chipotle.com/en^US/Default.aspx?type=default& Arndt,&M.&(2007,&Mar&12).&Burrito&buzz&–&and&so&few&ads.&Bloomberg&business&week.&[0].&Retrieved&from& http://www.businessweek.com/magazine/content/07_11/b4025088.htm& Birkner,&C.&(2012,&April&05).&Marketing&power.&[0].&Retrieved&from& http://www.marketingpower.com/ResourceLibrary/Documents/newsletters/mne/2012/4/mne_ chipotle_earthday.pdf& Chipotle&Mexican&Grill.&(2011)&2011&Annual&Report&and&Proxy&Statement.&Denver,&CO.& Fast&casual&restaurants.&(2011,&October)&In&Food&and&Foodservice&^^&US.&&Retrieved&from&Mintel&database.& Kaplan,&D.&A.&(2011,&September&12).&Cnn&money.&Retrieved&from& http://features.blogs.fortune.cnn.com/2011/09/12/chipotles^growth^machine/& Le,&C.&N.&(2011).&Population&statistics&&&demographics&asianJnation:&The&landscape&of&asian&america.& Retrieved&from&http://www.asian^nation.org/population.shtml& &Newsweek&daily&beast.&(n.d.).&Retrieved&from& http://mediakit.newsweekdailybeast.com/nw_circulation.html& Parade&media&kit.&(n.d.).&Retrieved&from&http://mediakit.parade.com/parade/index.html& Rolling&stone.&(n.d.).&Retrieved&from&http://www.srds.com/mediakits/rollingstone/circulation.html& U.S.&Census&Bureau.&(2012,&January&31).&State&&&county&Quickfacts:&Los&Angeles,&CA&Retrieved&April&30,& 2012,&from&http://quickfacts.census.gov& U.S.&Census&Bureau.&(2012,&January&31).&State&&&county&Quickfacts:&Sacramento,&CA&Retrieved&April&30,& 2012,&from&http://quickfacts.census.gov& & 50&


U.S.&Census&Bureau.&(2012,&January&31).&State&&&county&Quickfacts:&San&Diego,&CA&Retrieved&April&30,& 2012,&from&http://quickfacts.census.gov& U.S.&Census&Bureau.&(2012,&January&31).&State&&&county&Quickfacts:&San&Francisco,&CA&Retrieved&April&30,& 2012,&from&http://quickfacts.census.gov&

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Chipotle Media Plan  

Final Project for Adv: 500