Chipotle
The new integrated marketing campaign is intended to take Chipotle past whatever issue or controversy that is in the company's past.
Target
Chipotle is one of the largest quick service restaurants in the U.S. It is ranked 14th on the QSR Top 50 of quick service chains, and with a fast rate of growth. This, coupled with the company's rapid growth, highlights that Chipotle is attractive to consumers, and is one of the fast-growing companies in an otherwise mature industry. With over $4 billion in sales nationwide, and $2.4 million in sales per location, Chipotle appeals to a fairly broad market. Its general target market consists of people ages 25-40, both genders, and either white or Hispanic. The company's message about sustainable sourcing and healthy eating resonates particularly well with this market. Geographically, Chipotle works with a very broad segment of the market. The target market in this case wants two things. The first thing that the target market wants is to have fast food that is superior to the usual -- and this market is willing to pay for that, but not willing to sacrifice the convenience aspect. The second thing that this target market wants is to have a clear conscience. The usual Chipotle target market is comprised of people who are interested in eating well, but who...
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