The Marketing Show:Hospitality Industry -

Fast food Sector

CHipotle mexican grill

Brief outline● Founded in 1993 by Steve Elles● Simple Idea:

○ Show that food served fast didn’t have to be fast food.

● Fast casual, fresh Mexican food.○ Burritos, tacos, burrito

bowls, salads. ● High quality raw ingredients,

classic cooking techniques, distinctive interior design.

● “Food With Integrity” commitment ○ Using naturally grown

ingredients ○ Serves more naturally

raised meat than any other restaurant chain.

Values

Touch Points

● Super-fast service● Personalized customer

service

● Soothing, relaxing vibe ● Unique Packaging

Brief outline● Founded:1946● S. Truett Cathy.● Mostly in southeastern United

States.● Company’s culture influenced by

its devoted founder’s Southern Baptist beliefs.○ Lead to the chain’s distinctive

features: closed on Sunday’s and holiday’s.

● Visible example of religious principles and practices:○ Donate over $5 million to

groups that opposed same sex marriage

Mcdonalds

Brief outlineFounded: 1955

Ray Kroc

All over the World

People Centric

Individual Learning

Organizational Learning/Feedback

values

Teamwork Community Integrity

touchpoints

Meet Mary

Feeling: hungry, boredThinking: “i am wondering what jane is doing”Doing: chatting on facebook with jane to see if

she wants to grab something to eat

JIM

Feeling: hungry, boredThinking: “i am wondering if the kids are up to

going out”Doing:talking to the wife about going to a

restaurant with the kids

FRED

Feeling: hungry,tiredThinking: “where could i get something quick to

eat”Doing: looking up online nearby fast food

restaurants

RECOMMENDATIONS

Crowd menu

“on the way”

“Food scanner”

instant review

Loyalty expresscard

References:1. 1. http://www.dailyfinance.com/2015/10/02/chickfila-new-nyc-store-national-push/

2. http://www.sas.com/en_us/insights/articles/marketing/a-lesson-in-cu3. http://www.dailyfinance.com/2015/10/02/chickfila-new-nyc-store-national-push/

http://www.sas.com/en_us/insights/articles/marketing/a-lesson-in-customer-service-from-chick-fil-a.htmlstomer-service-from-chick-fil-a.html

4. http://www.mcdonalds.com/content/usmobile/en/alert.html?desktopurl=5. http://www.mcdonalds.com/us/en/our_story/values_in_action.html6. https://nickirvingpr.wordpress.com/2014/05/26/chipotle/7. http://www.triplepundit.com/2012/10/chipotle-food-with-integrity/8. http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-

Statements/Chick-fil-A-Mission-and-Purpose.htm9. http://www.mcdonaldsteel.com/index.php/about-us/mission-vision-and-values

10. http://lizzbenno.blogspot.be/2012/11/mcdonalds-core-values.html