Chipotle Love Story-A Fresh Way to Brand Itself but......

Google Image

Chipotle is one of the most popular Mexican-style fast food chain restaurants. They sell taco, burrito, bowls, salads and corn chips. The ingredients are fresh and healthy, and people can watch how their food are really cooked from the transparent window. I always order the chicken bowl and burrito when I visit there.

Google Image

Recently I saw a lovely Chipotle animated ad was named “A Love Story”. One of my friends shared it on the Facebook. The ad talks about a little boy runs an orange juice stand, but many people are waiting for the fresh lemonade which is from a lemonade stand owned by a little girl across the street.

screenshot

The little boy wants to date with this little girl, but he has no money. The only way to make his dream come true is to raise the money. Thus, he starts to post orange juice ad fliers in the neighborhood. Later on, he gets more business come in, but it hurts the girl’s business. The girl gets angry and starts to compete with the boy all the time until their small juice stands turn into fancy fast food restaurants.

screenshot

Both of them look success, but they are not happy at all. When they drink their juices, they taste awful. Then, they check their factories and see all the burgers and foods are produced by the machine. They have not tasted fresh anymore. This is not what they want to sell, so they try to stop the machine. However, the machine throws them out to the trash.

screenshot

These poor man and woman meet again on the street with dirty clothes. They found their old promotion fliers which were made when they were kids. It reminds them their original intention. The boy wants to date with this girl, and they want to sell fresh juice! That’s all they want! At the end, they are fall in love and start their small business to make fresh meals.

screenshot

Afterthought:

This ad is a lovely and happy ending story. From the ad, we can see the main selling point of Chipotle is freshness. Their food is unlike other fast food like burgers which are tasted greasy.

After I watch this ad, my biggest question is: Are burger businesses really the direct competitors with Chipotle?

From the food freshness point, burger businesses could be competitors with Chipotle. Most people perceive burgers are not healthy food. Chipotle offers fresh ingredients which are healthy and nutritious.

However, I never think Chipotle’s major competitors are burger businesses such as McDonald or Burger King. The reasons are:

Their businesses are totally in different styles.

McDonald is the classic American-style restaurant, but Chipotle is the Mexican-style restaurant. Their businesses are not the same kind of style, so they should not compare with each other.

Their food is totally different.

McDonald offers all kinds of burgers and potato fries. The hamburgers are round which contains bread, beef patties, lettuces, onions, cheese and special sauce. However, Chipotle offers all kinds of Mexico food such as tacos, burrito, corn chips and rice bowl. They are made in different shapes. And, their main ingredients are rice, beans, lettuces, peppers, steaks, and chicken. Thus, I don’t think they are selling the same kind of food at all.

Google Image

Their major target customers may be different.

Even though both McDonald and Chipotle are targeting everyone, their major target customers still have some differences. According to McDonald’s website, they said they seek to appeal to a wide range of people, from families who love our Happy Meal to workers grabbing breakfast on-the-go or eating in to enjoy our freshly ground coffee and free WiFi.

According to the Chipotle target audience research, Chipotle has targeted millennial who are people between the ages of 23 to 36 for its primary customer segment. This target customer group tends to pursue a healthy lifestyle, so they are more likely to choose fresh food.

McDonald can be one of the substitutes of Chipotle, but it should not be the major competitor of Chipotle. The direct competitors of Chipotle should be Taco Bell, Fields Good Chicken, and other Mexican-style fast food restaurants which produce similar food.

Starbucks: Three Main Benefits For Writing Customer Name On The Cup

Whenever I order a small Starbucks coffee, I am always asked "What's your first name?" by a cashier. Even I was the only person to order, they still asked my name. Not only Starbucks, now many other bubble tea brands such as Vivi, Coco, Gong Tea also start calling customer's names. Why does Starbucks write customer name on the cup? What're the benefits to do that? Image from writingelves.com Self-Promotion In the beginning, Starbucks wrote customer names because they received too many orders. Marking down names would prevent mistakes. Later on, Starbucks found that writing names do not only improve work efficiency but also increase brand awareness. Sometimes (most times) Starbucks spell the wrong name. You think customers will get angry? Actually no. In contrast, people feel Starbucks is not only a coffee shop but also a coffee shop with its own personality. Image From Memeguy Some customers also make fun with Starbucks. They come up with

Just Eat:" No Match Is A Wrong Match"

A lot of us are struggling to find our true love. However, when we finally find the right one, the relationship may not always have a happy ending. Many people, like my parents' generation, think love is only between a man and a woman. They are very hard to accept "man-man" or "woman-woman" or couple from different cultures. Whenever I say we should respect all kinds of relationships, my parents think I have a problem. Overall, I need to be fixed. Because of those judgement and bias, some people have to hide their true feelings of love. They don't have enough courage to tell the truth because they think no one will understand them. The most important, they don't want get hurt. The sponsor of Milan Pride 2019, Just Eat App created a special love story between a slice of pizza and a pineapple. This Ad "Just Amore" is calling on everyone should have freedom choice no matter with relationship or meal. Brief Story: One

Digital Campaign Case Study: How Does Coca-Cola “Taste the Feeling”Make Every Moment Special?

Coca-Cola is one of the highest recognition brands globally. Almost everyone in the world knows Coca-Cola and has drunk it. The unique taste of Coke is unforgettable, and that’s why so many people love it. Why does Coke so unforgettable? The taste and refreshment of Coke? Of course, it is one of the key reason. The other reason is its brand creative marketing message. Coca-Cola company have been creating different marketing campaign across the world every year to reinforce the brand culture. Coke is not a simple product anymore. It is our lifestyle! In the January of 2016, Coca-Cola launched new marketing campaign called “Taste The Feeling”. According to Coca-Cola Stories , the central message of “Taste The Feeling” is to “bring the idea that drinking a Coca-Cola is a simple pleasure that makes everyday moments more special.” (Jay Moye) This campaign message was distributed through different channels such as TV commercials, print, outdoor, in-store, social media, and digita

My Digital Insight

Search This Blog