Chipotle Essay
In such a short span of time Chipotle has established itself as one of the fastest growing fast food chains in the World today. Since its inception, Chipotle has been known for its imagery, décor, innovative recipes, hybrid American-Mexican ambience and other trademark features that exert a structuring influence on other fast food chains and the consumption experience that they afford to their clientele
Figure 1: Showing the factors influencing a BRAND. (Explained in the next page)
Brand Culture
BRAND-CUSTOMER RELATIONSHIP
What does the brand signify? What are the tangible and intangible properties owned by the brand? Personality of the brand Positioning of the brand Relationship with the brand What are the key strengths …show more content…
These are the basic factors that consumers expect from the brand. Some of the Hygiene factors provided by chipotle are Cleanliness – there are no stains found anywhere in the restaurants and they have sanitizer disposals located in the restaurants. They provide a comfortable environment which includes the temperature, lighting and seating. They have a well trained and courteous staff that assist you with everything needed. The food provided is inexpensive and has full value for money.
Differentiation Factors - Differentiating factors are factors that make the brand stand out from the rest. Chipotle has a very innovative menu which is a mix of Mexican and Texas food. They use organic vegetables and the food is freshly made and not stored or processed. They also have an application which can be downloaded on all Android, Apple and Blackberry devices. These apps help you order food and pay for the food and it can be readily collected from the nearest Chipotle outlet. Something unique about Chipotle is the fact that they have an assembly line order taking process wherein the employees stand across the table and once person takes the order and conveys it to the other person standing next to him. This person does his bit and passes it on to the other and this goes on till the food finally reaches the consumer. This process is quick and
Figure 1: Showing the factors influencing a BRAND. (Explained in the next page)
Brand Culture
BRAND-CUSTOMER RELATIONSHIP
What does the brand signify? What are the tangible and intangible properties owned by the brand? Personality of the brand Positioning of the brand Relationship with the brand What are the key strengths …show more content…
These are the basic factors that consumers expect from the brand. Some of the Hygiene factors provided by chipotle are Cleanliness – there are no stains found anywhere in the restaurants and they have sanitizer disposals located in the restaurants. They provide a comfortable environment which includes the temperature, lighting and seating. They have a well trained and courteous staff that assist you with everything needed. The food provided is inexpensive and has full value for money.
Differentiation Factors - Differentiating factors are factors that make the brand stand out from the rest. Chipotle has a very innovative menu which is a mix of Mexican and Texas food. They use organic vegetables and the food is freshly made and not stored or processed. They also have an application which can be downloaded on all Android, Apple and Blackberry devices. These apps help you order food and pay for the food and it can be readily collected from the nearest Chipotle outlet. Something unique about Chipotle is the fact that they have an assembly line order taking process wherein the employees stand across the table and once person takes the order and conveys it to the other person standing next to him. This person does his bit and passes it on to the other and this goes on till the food finally reaches the consumer. This process is quick and