Chipotle Mexican Grill. Inc has a very unique way of targeting its audience. The advertisements made from fast food are very interesting and catchy. Chipotle is quite a famous American chain that is famous for serving burritos, bowls, chicken items, quesadillas, and many more. Here, let’s know about the Target Market of Chipotle.
Today, the company is very famous because ever since its establishment in the market the company has valued the customers. The word ‘Chipotle’ stands for ‘smoked chilli’ and the fast-casual restaurant is famous in that food line only.
Chipotle’s Target Market
Chipotle not only actively hires new and young people to work for their company instead, their target market also falls under the same category. Chipotle’s ideal target market is and has always been the college students and younger professionals that fall under 18-28 years old.
This is because the company thinks that many of this age consider cooking as their hobby. The company did find out in a research that many youngsters made their meals from home, especially using fresh food materials and healthy meals.
This is why the company thought that the young generation will need a healthy alternative for cooking, and can get food easily from outside. This in turn makes the young generation turn their attention to the fast-casual restaurants like Chipotle and eat their meal there.
Chipotle also believes that it can attract many youngsters through its healthy and fresh food materials. In some way, this has been Chipotle’s mission and is continuously providing and working with the same aim for the targeted customers.
Other than that, the fast-casual company can gain customers with their philosophy of ‘Food with Integrity’. Chipotle has even opened up its outlets on college campuses, near schools, urban centers, and places that house the working class.
Chipotle provides food that attracts many customers and becomes loyal to the company as a result. The company also has a mission to serve loyal customers who are often in need of a quick bite to eat with family and friends.
Marketing Strategy of Chipotle
When it comes to promoting the restaurant chain it is quite aggressive. The company uses various modes of advertisements such as television, billboards, social media, and newspaper advertisements.
The company does have a website that gives information about its mission, vision, history, new launches, vacant positions, and many more. The company always makes sure that its customers are engaged with the recent activities of the restaurant.
Here are some of the outstanding marketing strategies that are used by the fast-food company:-
- Highly Active on Social Medias
Yes, during its initial days the company did not have any websites or social media platforms. But, as of now, the company is seen highly active on various social media platforms. Their main aim is to win over thousands of people at once.
To gain a good and fast reputation the company does not use the traditional method to attract their targeted customers. The advertising campaigns from the company primarily revolve around the online and social media presence.
Reports say that the company’s official account responds to 83% of Facebook posts, and 90% of Twitter users. The company does understand each customer and their reason for the comment for which the company instantly gives a reply.
- Pull Traffic in Content Writing
In the current market, content writing has been highly demanded by most companies. Even the new start-up companies are focusing more on this department. Providing unique content on various online platforms is a great way to reach out to unknown and known customers and give them something valuable.
The content writing strategy used by the restaurant company is unique because the company believes in the power of storytelling. The company tries its level best to generate a lot of buzz by asking famous authors or writers to write on their social media platforms.
Other than that, the company has been running a sponsored content ‘Food for Thought’. This campaign helps raise awareness about the process of growing and preparing food items.
- Give out free samples
The restaurant company is famous for serving various burritos for the customers. This marketing strategy is used by many other competitors of the company. The company attracts customers by asking some celebrities to promote their products.
Quite recently, in honor of National Burrito Day which was on April 2, the restaurant company gave away 100,000 free burritos to the healthcare workers. The restaurant company wanted to express its profound gratitude to the brave frontlines amidst the COVID-19 pandemic.
- Listening to Customers
This marketing strategy is used by almost all organizations around the world and so by Chipotle. The company actively listens to its customers and eagerly waits for any feedback on both online and offline formats.
The company believes that to build their brand presence they must listen to the customers and act accordingly. The company is not only active in the online format but the offline mode as well. By doing such a strategy, the customers feel valued and appreciated when the company listens to them and understands what they want and expect from the brand or company.
Conclusion
The burrito restaurant company has always been using a unique yet simple marketing strategy to attract customers. Every time the company came with unique marketing ideas it has worked quite well and never failed the expectations of the CEO. The same will be followed in the future days of the company.
Frequently Asked Questions
- Who are the primarily targeted customers of Chipotle?
Answer- The primarily targeted customers of Chipotle range from 24-34 years old. These customers tend to be married but live with children in urban areas and love eating outside.
- How good is the customer service of Chipotle?
Answer- The restaurant company is highly known for their good customer service. Chipotle has a good reputation for customer service that is far better than any of its competitors.
- What is the highest-selling product from Chipotle?
Answer- The best and the highest selling product from the restaurant company in Chicken Burrito Bowl. The product has been highly demanded and ordered by customers in and around the country.
