Chipotle vs. Taco Bell

Are there demographic differences between the clientele of Chipotle and Taco Bell?

IntroductionI. Data Collection

II. Data Analysis A. Qualitative DataB. Quantitative Data

III. Conclusion IV. Limitations and Future Directions

Why is this important?It is vital for these businesses to know the demographics that eat at their restaurants. Not only who eats there, but why they chose one or the other.

Price? Health? Convenience? Status?

HypothesesH0: There are significant demographic differences between the clientele of Chipotle and Taco Bell, specifically in the categories of gender, age, and ethnicity. H1: There are no significant demographic differences between the clientele of Chipotle and Taco Bell, specifically in the categories of gender, age, and ethnicity.

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Data Collection

Online Survey DataTarget Sample: Respondents are aged 18-35+. Majority of respondents are college students ages 18-24. (74 responses). Overall 79 responses. 37 male, 41 femaleRecruitment Method: Voluntary. No compensation Format: nominal, interval, ratio and ordinal questions

Observational Research

Target Sample: Approximately 50 observed customers at both Chipotle and Taco Bell in Athens, Ga.Recruitment Method: 3 complete observers, 1 complete participantFormat: Handwritten field notesVariables of Interest: Mostly demographics (age, gender, perceived physical condition, race/ethnicity)

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Focus Group Data

Target Sample: College Students ages 20-22Group demographics: two focus groups Length of session: 60 minutesFormat: one moderator per group, audio-recorded and handwritten notes of responses

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Experimental Design60 participants who will be recruited through UGA Sona-Systems.

Consists of:

Control Group: Instructed to spend $10 of their own money at either Chipotle or Taco Bell

post-test: will be asked if their decision would have been different had it not been their own money,

Treatment Group: Instructed to spend $10 given to them by the researchers at either Chipotle or Taco Bell post- test: group will be asked if their decision would have been different had it been their money

…………………………………………………………………………………………....Independent VariableIV: Whether the participant is spending their own money or spending money given to them by the researcher.

Dependent VariableDV: Which restaurant the participant chooses to spend the money at either Chipotle or Taco Bell.

H1 The majority of participants who are spending their own money will go to Taco Bell because of price concerns, while those who are given money by the researchers will be more likely to choose Chipotle because it is perceived as more of a luxury good/high quality establishment.

Qualitative Findings❖ Focus Groups:

➢ varied brand preferences

➢ social appeal vs cost appeal

❖ Observational Data:

➢ primary consumers are in the college age-group (18-24)

➢ greater percentage of minorities choose Taco Bell over Chipotle

Quantitative Findings❖ Comparative Findings

➢ 73.4% prefer Chipotle to Taco Bell➢ Majority of survey sample strives to live a “healthy” lifestyle

❖ Chi-Square Test Findings➢ No significant difference between male and female respondents regarding

restaurant preference or quality of ingredients❖ Correlation Test Findings

➢ Significant positive relationship between age and the use of organic ingredients

➢ There is no relationship between healthiness of a person’s lifestyle and their

perceptions of how healthy Taco Bell and Chipotle

ConclusionNo significant demographic differences

➢ Promising initial numbers

➢ Outside factors may have affected results

Evaluation of Initial HypothesisH0: There are no significant demographic differences between the clientele of Chipotle and Taco Bell, specifically in the categories of gender, age, and ethnicity.

H1: There are significant demographic differences between the clientele of Chipotle and Taco Bell, specifically in the categories of gender, age, and ethnicity.

We fail to reject the null

Answering the Research QuestionQuestion: Are there demographic differences between the clientele of Chipotle

and Taco Bell?

❖ For this study, the answer is no.

Insights:

➢ Chipotle = Starbucks

➢ Chipotle > Taco Bell in 18-24 age bracket (If all else equal)

➢ Focus more on price, brand image, and healthiness of food

➢ Important takeaway: What NOT to focus on

Limitations & Future Directions❖ Time constraints

❖ Small, non-representative samples

❖ Future:

➢ Thorough planning of hypotheses/question

➢ larger samples with larger age range

➢ replica studies should further explore age, price, health, and brand

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