Chipotle Mexican Grill
Chipotle Mexican Grill
1 a) Do you think CMG ought to consider an advertising campaign? Why or why not? If so, what should be the focus of the ads? Celebrity endorsements, the humane treatment of animals in its beef, etc…?
CMG should consider an advertising campaign in order to increase awareness about the Mexican food industry and about the CMG chain. There is a relatively small market for authentic Mexican food in the United States and CMG can increase this market by having a good marketing campaign. CMG also competes with other food chains which offer healthier ingredients in their menus such as Qdoba, Panera Bread and Moe’s Southwest Grill. So in order to increase visibility over their competitors an ad campaign is advisable. Using Jerome McCarthy’s marketing mix 4-P’s strategy I have outlined a possible advertising campaign for CMG.
Product - The focus of the ads should be their healthier ingredients. Americans are becoming more aware of healthy eating and would like to have more options as to where to eat out where it is healthy and yet not break the bank doing so. Already customers perceive Chipotle’s menu to be healthy. CMG can show that eating at their restaurants will help them stay on the right path at a decent cost. It should also focus on their naturally raised meat as a key factor to their healthy selection. It encourages people who are conscious about eating natural foods, and those who are conscious about humane animal treatment to eat at their restaurants.
Promotion – Chipotle’s typical method of advertising is word-of-mouth therefore creating the best possible image about their stores to any customers who enter them would encourage a good review to be passed around.
Although our marketing program has many components, we believe the single greatest contributor to our success has been word-of-mouth, with our customers learning about us and telling others. Some of our customers have gone so far as to develop websites about Chipotle,
1 a) Do you think CMG ought to consider an advertising campaign? Why or why not? If so, what should be the focus of the ads? Celebrity endorsements, the humane treatment of animals in its beef, etc…?
CMG should consider an advertising campaign in order to increase awareness about the Mexican food industry and about the CMG chain. There is a relatively small market for authentic Mexican food in the United States and CMG can increase this market by having a good marketing campaign. CMG also competes with other food chains which offer healthier ingredients in their menus such as Qdoba, Panera Bread and Moe’s Southwest Grill. So in order to increase visibility over their competitors an ad campaign is advisable. Using Jerome McCarthy’s marketing mix 4-P’s strategy I have outlined a possible advertising campaign for CMG.
Product - The focus of the ads should be their healthier ingredients. Americans are becoming more aware of healthy eating and would like to have more options as to where to eat out where it is healthy and yet not break the bank doing so. Already customers perceive Chipotle’s menu to be healthy. CMG can show that eating at their restaurants will help them stay on the right path at a decent cost. It should also focus on their naturally raised meat as a key factor to their healthy selection. It encourages people who are conscious about eating natural foods, and those who are conscious about humane animal treatment to eat at their restaurants.
Promotion – Chipotle’s typical method of advertising is word-of-mouth therefore creating the best possible image about their stores to any customers who enter them would encourage a good review to be passed around.
Although our marketing program has many components, we believe the single greatest contributor to our success has been word-of-mouth, with our customers learning about us and telling others. Some of our customers have gone so far as to develop websites about Chipotle,
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