chipotle research report
TRANSCRIPT
FINAL RESEARCH REPORT SCOUT WILL�SABINA LEYBOLD�SABRINA KNIGHT�MATT HIRSCH
HISTORY • Founded in 1993 in Denver, CO • More than 1,900 locations in North America • Fast Casual Dining • E. Coli and Norovirus, Aug. 2015 – Jan. 2016
CORE CHALLENGE • Stock price dropped 42% • Sales fell 14.6% • Revenue dropped 7% • Public perception • Negative press • $50 million marketing plan for Q1 2016
METHODS • Secondary Research • Focus Group • Interviews • Survey
FOCUS GROUP • Demographics • Method – Category, competitors, brand perception
• Benefits & Limitations • Binary Behavior
INTERVIEWS • Demographics • Focus on brand loyalty • Influence of friends on visiting habits • Effect of health outbreak • Authenticity of Mexican food • Variety, customer service, customization
SURVEY • Demographics • Purpose • Hypothesis • Method
DISCUSSION • Limitations • Overall Results • Recommendations – Promotions – Transparency – Assurance – Target Audience