Chipotle Mexican Grill Marketing Mix: Chipotle Mexican Grill is a publicly traded company with American origins. It is an eatery that serves fast food and is associated with the Food and Beverage industry. The principal distinctive feature of the well-known company is the utilization of natural and organic ingredients, including farm-raised and organic meat for its meals food items. This restaurant chain was established in 1993 on the 13th of July the 13thby its founding member Steve Ells.
Marketing Mix Of Chipotle Mexican Grill
Marketing Mix Of Chipotle Mexican Grill is brand-based. In Marketing Mix Of Chipotle Mexican Grill, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. By paying attention to the following four components of the marketing mix, a business can maximize its chances of a product being recognized and bought by customers. We will be discussing Chipotle Mexican Grill Marketing Mix. Below is the detailed Marketing Mix Of Chipotle Mexican Grill.
Let’s talk about Chipotle Mexican Grill Marketing Mix.
Chipotle Mexican Grill Main Competitors
- California Tortilla
- Moe’s Southwest Grill
- Baja Fresh
- Panchero’s Mexican Grill
- Qdoba Mexican Grill
- Rubio’s Coastal Grill
- Taco Bell
Chipotle Mexican Grill’s official website: www.chipotle.com
Product in the Chipotle Mexican Grill Marketing Mix:
Chipotle Mexican Grill offers Mexican dishes flavored with an elegant style for customers. Chipotle Mexican Grill combines elegant dining with quick and casual food items to provide a unique and distinct experience. The brand has a limited menu consisting of just six things; however, it offers a wide variety of dishes and additional options.
It has focused on ensuring the best quality so that customers are compelled to return to its establishments repeatedly. Chips and dips, margaritas, and soft drinks are available along with the food items. A specially-designed children’s menu is also open if you have a toddler.
Chipotle Mexican Grill has a website that provides a complete explanation of the ingredients employed. Fresh ingredients are essential in every outlet and are supplied by local farmers and suppliers. The items that are included on the menu cards at Chipotle Mexican Grill are as follows:
- Crispy Corn Tacos – Three corn shells that are crispy and delicious with your choice of meat, salsa, and cheese
- Burritos a flour tortilla that comes with cheese, meat, beans rice, as well as salsa, sour cream, salsa
- Burrito Bowl- Named so because it comes in a bowl. It also includes meat or sour cream, vegetables, and more.
- Salad- It’s chopped lettuce made from customers’ selection of meat and other ingredients such as salsa, beans, cream, and so on.
- Soft Flour Tacos- These consist of three soft tortillas flour and a selection of Romaine lettuce, sour cream salsa, cheese, and salsa.
- Kids Menu- Select choices based on your preferences for seasonal fruits, Organic juice, milk chips
The toppings and add-ons can be found in
- Romaine Lettuce
- Fresh Tomato Salsa
- Roasted Chilli and Corn Salsa
- Sour Cream
- Queso (chargeable)
- Tomatillo Red-Chilli Salsa
- Monterey Jack Cheese
Place in the Chipotle Mexican Grill Marketing Mix:
Chipotle Mexican Grill is an international chain of fast-food restaurants with its headquarters in Denver, Colorado, in the United States. It initially served those in the United States. Still, with time, its plans began to expand internationally to include places like Paris in France, Frankfurt in Germany, Toronto, Burnaby, Langley in Canada, and London in the United Kingdom. The first restaurant was launched in Denver within Colorado; by 2017, the company was operating in over 2250 places.
Food can be ordered through the company’s website, which includes the option of tracking store locations to assist customers in finding stores in their place quickly. The restaurants are stylish, with comfortable seating and fast and efficient service. The ingredients are displayed, and customers can watch the cooking process.
Chipotle is not a believer in the franchise system, and all of its locations are owned and operated by Chipotle’s own company. The outlets are run by highly efficient staff, including 64,570 employees as of 2017. The company has a field staff that is on guard and works in a way that is not directly within the restaurants. The company also has an operational support team for field operations that include regional directors, team directors, regional managers, group leaders, and team leaders who are apprentices. When the company launches an outlet, the field staff must find and develop a new general manager for the restaurant opening. Because the chain is owned by a corporate, its corporate office manages the selection and finding of new sites for new outlets and financing of the establishments.
Price in the Marketing Mix Of Chipotle Mexican Grill:
Chipotle Mexican Grill listed its revenue as 3.0 billion US dollars and net profits at 22.94 billion US dollars after the fiscal year 2016. Restaurants utilize organic, high-quality ingredients for their food items, meaning the cost is slightly higher than counterparts. The prices of the dishes are according to the elements that are used. The toppings you choose to add are included for free.
The company has implemented the price point as a premium policy to ensure the quality of its food items. Because it has been able to build a reputable image for itself, it need not have to worry about the price. Customers are in the middle and upper echelons of society and can afford the costs—customers are looking for quality and tasty items, regardless of price.
The high costs result in higher profits and higher profits. Discounts on various meals are provided for students to increase the size of their customer base. The company is sure it has loyal clients and, therefore, has maintained the price policy despite the intense competition from its competitors in this industry.
Promotions in the Chipotle Mexican Grill Marketing Mix:
Chipotle Mexican Grill has carved its niche in the food business and, in 2011, was named the best Mexican fast-food restaurant in the country by Consumer Reports. Chipotle’s tagline is Food with Integrity which describes its values precisely. The company has employed an aggressive marketing strategy to draw in new customers.
It makes use of all advertising devices that it has to offer to get greater brand recognition. Advertisements are promoted through billboards, newspapers, television as well as radio. The brand relies heavily on word-of-mouth advertising since it is confident of its excellent services and high-quality products.
The official website provides information on its menus, the ingredients it uses, and its promotions to attract the maximum customers’ interest. For those who are fitness-oriented, the site offers nutritional information as well. The company also uses social media platforms such as Facebook, Instagram, and YouTube. It sponsors teams participating in competitions such as the International Cycling Union and is an official team partner of the Boston Bruins and Boston Celtics.
Chipotle also offers discounts for students capable of showing their ID. Chipotle also implements below-the-line marketing practices and actively participates in student-run events, fairs, and music festivals. As part of their marketing activities, food trucks are often distributed to serve free food items.
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