The Survey...................................................................................................................................................5
Media Plan.................................................................................................................................................15
In the most recent year Chipotle has struggled with economic political and social environments within the organization due to problems and challenges with a current E.coli outbreak. This outbreak has caused chipotle to close all locations (briefly) in Washington and Oregon that account for 43 of the restaurants nationwide. The outbreak is believed to be caused by the produce. The company now faces scrutiny from its shareholders and customers have lost faith due to the sheer size of the outbreak. It has impacted the organization by losing public opinion along with losing faith of the future of the company.
Fast Food Industry
Since partying ways in 2007 with McDonald’s, Chipotle has been on booming. Since then Chipotle has grown from 500 restaurants to 1,800. While McDonald’s has battle with public perception and declining sales Chipotle was at an all-time high. While not only being a positive change in the community as far as fast food goes, they were changing the game when it came to its competition. When the E.coli outbreak started Chipotle lost trust and tarnished relationships in the process but the stores that got hit really hard where the stores in Washington. The public is now scared that the outbreak would affect them and has lost faith in the integrity and the company. Controlling this slip in the public’s opinion can increase the market value along with any future endeavors at new locations of Chipotle. Chipotle holds respect in the communities from having high quality, fresh, and healthy food and keeping this consensus throughout Washington will ensure a bright future for all 43 locations.
Publics
Chipotles clients are those who follow their “food with integrity” advertisement plan. Chipotles target markets are toward millennial, which are people who are in between the ages of 18 – 34. Their clients are those who fit more of the blue-collar lifestyle or fit descriptions for being a part of the upper middle class. They are people who are careful of what they eat and want to be aware of the freshness of their food. Since the E. coli outbreak, the clientele of chipotle has gone down drastically. Their quarterly sales growth has gone down since 2014 from 31% to 12%.
Product Services and Issues
Chipotle is a fast food restaurant that changes the meaning of fast food. They work with ingredients that follow their mission statement and use high quality fresh ingredients in each store. In 2015, Chipotle was hit with an E. coli outbreak due to the ingredients that caused a multiple number of people to get sick. The illness started in 11 different locations in Seattle and Portland area, later closing all 43 surrounding locations in that area. After those cases came to light, other cases from different states like California, Minnesota, New York, Ohio, Illinois and Maryland were also reported. This outbreak has caused Chipotles brand to turn negative and created many image issues for them. Fixing their public branding would be a way to help change and flip other people’s opinion of them. It would also be a way to help rebuild their company and continue their growth from fast food to “fast casual food”.
Past Communication Networks
Zumiez Coach Tour – Free gift card awarded for certain games at the event. Targeting ages 13-21 at this particular event.
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BOGO burrito promotion- After E. coli outbreak to reward customers who came back after problem was contained. This promotion was only for short amount of time.
Chipotle Catering- Advertised on every bag when you purchase from Chipotle. Discounts can be given when ordering in a certain amount of bulk.
No GMOs and organic food options- Advertised on every bag when purchasing through chipotle. I would recommend adding reward points through their mobile app for customers who use it to
buy frequently.
Market Share/ Market Research
After the E.coli outbreak the market value of the company was at risk to fall 15%. The bad news is that in just the month of December 2015 their stock value dropped almost 30%. It’s been 3 months since the outbreak and the company has fallen a total of 40%. The 43 locations in Washington make up 2.3% of the entire company. The company held their 52-week high at $758.61 a share to only fall and to its most recent value of $399.14. Being classified as a fast-casual restaurant it opens opportunity to start a new market. The fast-casual food industry has grown 600% since 1999 while the regular fast food industry has grown 2%. Having a 14% growth rate in the food industry as a whole it makes Chipotle one of the leaders in sales and expansions. Getting the public opinion back would open up more opportunities for Chipotle to take their place in the ever changing and fast growing food industry. The external environment consists of the quality of food, cleanliness, and functionality of individual restaurants that can directly affect the internal environment and finances.
Competition
Chipotle’s top competitors include Qdoba, Taco Bell, Taco Del Mar, Taco Time, and McDonald’s. Chipotle’s products are higher in quality but also higher in price compared to their competitors. Qdoba’s quality and pricing is just slightly below Chipotle but Chipotle’s popularity far exceeds Qdoba’s. Taco Bell qualifies as very low quality Mexican food with very low cost. Taco Bell’s audience is aimed more toward lower class and students who lack much income. McDonald’s is considered competition due to the value found in the fast food industry and market share. Chipotle varies from their competition with their organic food options, giving them an entirely new sub demographic of consumers compared to their competition. Their communication efforts combined consist of social media accounts just like Chipotle. This includes Facebook, Twitter, and LinkedIn. Although their communication efforts are similar to Chipotle they have nowhere near the corporate partnerships Chipotle has acquired over the year including but not limited to RED foundation and Coca-Cola.
Public opinion before the E.coli outbreak had chipotle at the peak of popularity. Since the crisis customers have become extremely concerned with what Chipotle is doing to prevent something like this from happening again. Chipotle is about quality food that is cares where the food comes from. The brand image reflected fresh produce that was locally grown. The outbreak has caused concern among communities about the strength of the Chipotle mission statement. They what to know if it is safe to eat there.
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SWOT Analysis
S Mainstream popularity High social media presence Naturally raised meat and
organic ingredients (“Food with Integrity”)
Community involvement Environmentally friendly
buildings Menu accommodates
vegetarians and gluten free consumers
W Perception of e. coli
outbreak High priced menu items Limited choices on menu U.S and Canada presence
only
O Phone app International expansion Lower pricing options Health conscious trend Increased variety of foods
T High level of competition Price change of raw
materials New companies in “Food
with Integrity” category New product crises
Research Studies:
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The purpose of our study is to grasp the public perception and to understand the public opinion of Chipotle restaurants in Washington after the E.coli outbreak. Our main focus was to ask questions about Chipotle that involved the company’s reputation, quality of food, and
overall consensus of the Chipotle community. It was important in our research we collected to get a better understanding of how the E.coli outbreak impacted the stakeholders and if their opinions of the restaurant has changed. Not only do we want to know about Chipotle but we also want to know about the public’s opinion on how Chipotle has handled the situation. We implemented two research studies to gather data.
The research methods that we chose were a survey and a focus group.
The Survey
CHIPOTLE Washington
Instructor: Cesar Name: Chance, Jon, Rayleen, Katie
Class: COM 470 Date: 1/26/16
Period: 9:00-10:50 Type: Survey
Circle One: MALE/ FEMALE
What did you think about the quality of the restaurant? (Food, Employees, Location, menu etc.)
1) Have you EVER ate at Chipotle Mexican Grill in Washington?
a. Yes
b. No
2)
3) Has your perception of Chipotle changed since the outbreak?
a. Yes
b. no
c. Doesn’t matter
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Part II:
1) Would you still eat at Chipotle knowing about the outbreak?
a. Yes.
b. No.
c. I have ate there since the incident.
d. I will never eat there again.
2) On a scale of 1-10, how well do you think Chipotle is handling the incident?
/10
3) What would you like to see from the brand going forward?
4)
Would you eat at chipotle if they showed proof that they are doing everything in their power to create a healthy and safe restaurant?
a. No
b. Yes
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Part III: [Type title here]
1) List the Mexican restaurants 1(being best) to 5 (being worst)?
a. Taco Del Mar
b. Toco Time
c. Taco Bell
d. Qdoba
e. Chipotle
2) How did you hear about the Chipotle E.coli outbreak?
a. Social Media (Twitter, Facebook, Youtube etc.)
b. The News
c. Word of Mouth
3)Have you seen an apology or statement from Chipotle about the outbreak? (If yes,
where?)
a. No
b. Yes
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Survey ResultsOur survey consisted of 40 random samples collected around Central Washington University. Of the 40 participants all of them were students. Our survey consisted of 12 question that attained to the E.coli outbreak and personal opinions of the company. In our presentation we decide to present the five most important questions that contributed to our research the most.
What we found was that 90% of the participants have eaten at a Chipotle in Washington and 10% have not. What this tells us is that the information we received in our survey has come from people that are familiar and eat at Chipotle. It shows that out of a random sample of 40, 90% of the participants have been in one of the stores affected by E.coli. This means that the opinions in the survey will be directly related to personal experiences. This means we can rely on the participants to give accurate and precise information.
We also asked the 40 participants if they would eat at Chipotle knowing about the E.coli outbreak where we found that 35% would not eat there while the outbreak is going on. We also found that 20% would never eat there again.
4) Is your overall perception of Chipotle positive or negative since the outbreak?
a. Positive
b. Neutral
c. Negative
5)Do you think it is possible to regain trust in the mission statement “Food with Integrity”
after the E.coli outbreak?
a. Yes
b. no
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This tells us that roughly 55% of the 90% of the people who have ate at a chipotle in Washington
would either never eat there again or wouldn’t eat there knowing about the outbreak. This means that whether or not this question admits it the opinions of participants changed due to the outbreak. This is just one conclusion that could be drawn from the data.
Even though the data is something that negatively reflects Chipotle and the outbreak. Since there was an option for participants to choose “I will never eat there again” we concluded that only 20% chose that answer. This could mean that even though 35% participants also checked the “No” box they declared that they would be back. We can conclude this because if they wouldn’t eat their again and wouldn’t go back they had an option to check that box. This implies that 35% of the people who checked the option for “no” were only effected enough to not eat at the restaurant during the crisis. Knowing this allows us to acknowledge that the 35% who voted no have the potential of going back to the restaurant after the outbreak is completely handled.
Competition: Since we found that almost 50% of the people who have ate at a Chipotle in Washington either stopped eating there temporarily or stopped eating there all together we wanted to know if their perceptions have changed enough to lose favorablity to the competition.
Our findings show that 45% of participants have rated Chipotle as their favorite mexican fast food restaurant. Other favorites were Taco Time with 25%, Qdoba with 15%, Taco Bell with 10% and Taco Del Mar with 5%. Not only does this tell us that Chipotle still holds a favororable opinion after the outbreak but it also shows us who our competition is. At the start of our research we thought that Qdoba would be the sticktest competition. They offer the most similar products and restaurant ammenities as compared to Chipotle but according to our data our finding have shown that the closest competion is Taco Time which was 10% more favorable than Qdoba which we had originally thought.
Change in Public Peception:
15%
35%30%
20%
Would you still eat at chipotle knowing about the
outbreak?
yesnoI have ate there since the outbreakI will never eat there again
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The previous question about favorability is very usefull when you take into
concideration our next two questions. The first question is “Has your perception of Chipotle changed since the outbreak?”. As you can see from the data 60% of the participants said that their perception has changed. While 30% said their perception has not changed and 10% said that issue didn’t matter to them.
We can imply that roughly 40% of the participants had a neutral or positive perception of Chipotle. This esnsures us that Chipotle still has the better public perception than we had originally thought
The most important part about this question is that of the 60% of participants who’s perception has changed 70% of them voted that their perception has negative changed towards the Company since the outbreak.
The Outbreak Our survey showed some reason to why 70% of the impacted participants from that previous data had a negitive impact. We asked, “How has Chipotle handled the outbreak?”, and 60% of the votes said that Chipotle is handling the situation bad.
While only 30% said they are handlng the situation good it was more important for us to focus on the 60% of the voters said they have been handling it bad and found aspects to why their opinion reflects that.
1. We found that 75% of the participants have not seen a formal appology from Chipotle. This could shape the public peception in a negative way by either not reaching enough channels of communiaiton like social media platforms where we found that 85% of the participants found out about the outbreak.
2. Since the data shows that there was a lack of communication where 60% of the people didn’t even see a formal appology this could also show that maybe they did see other information about the outbreak. This could make this illinformed and directly relate an
60%30%
10%
Has your overall perception of Chipotle Changed since the
outbreak?
yes no Doesn't matter
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already negative phrase “E.coli Outbreak” to Chipotle. Their negativity towards the company could just be influece by the words of the outbreak.
3. This shows that there are 85% of the particpants on social media and 60% of them have still not seen a formal apology. It implies two important pieces of information:
Chipotle lacks in social media presence and Chipotle needs to inform the public more about the outbreak
Focus Group ResultsWhen we conducted our focus group (about 20 people) we learned some valuable information. This included learning that indeed people’s percetions pertaining to Chipotle had changed. Many declared that although they still loved the brand, they were eary of eatng there again in the near future as they were concered with the health risks. However, it was also interesting to discover that there were a small handful that simply didn’t care for the resturant to begin with, claimingthat it was more expensive than other Mexican chains. Whether or not the individual liked to eat at our dining establishments, one thing became clear as the focus group went on – everyone could agree that we are known for having fresh and local ingredients.
When we asked the focus group to raise their hands so that we could see who would still eat at Chipotle even though there was the E. Coli outbreak, we were surprised to discover that many people would take the risk and eat at our resturants with an outbreak. However, a few claimed that they would not be going to Chipotle for a few years until they knew for sure that it was safe.
Almost everyone’s opionions about Chipotle went down when stores had been closed not once, but twice due to the E. Coli outbreak.
Throughout the focus group, we learned that people had heard about the outbreak via word-of-mouth, social media and the news.
The group had come up with a number of steps the company could take in order to enhance a positive brand image, which included: stores, closing for retraining, appealing to parents for saftety and showing the consumersexactly where the food is coming from. They went on to say that they would regain some confidence in the brand if they showed a cleaner way to fix the outbreak so that it will never happen again as well as postive word-of-mouth.
Many people said that they would wait to eat at Chipotle until summer or when it dies out, claiming that they wanted to play it safe. In the mean time, many individuals have been eating at Qdoba and Taco del Mar.
What we learned people liked seeing at Chipotle is that they like seing cooks and preparing their meals, they foster good employee relations and it’s a workplace that encourage good work ethics, they like the open floor plan and the clean, vibrant feel of the resturants, they’re known for being an eat-in resturant, and that having a somewhat smaller brand helps our image.
Overall, our focus group was a success and we were able to learn valuable information that can be put towards our strategic communication and future campain initiatives.
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Key Publics
In our research we have identified four potential key publics:
Social media users between the age of 14-25 GMO Activist groups College Students Farming industry
Social Media
Based on the results of our intercept surveys, data shows that 90 percent of people heard of the Chipotle E.coli outbreak through social media. Even with Chipotle’s strong social media following, combined with the high volume of information being spread, Chipotle’s apology messages seemed to have completely missed the public’s eye. Results of our survey show that 70% of our participants say they have seen no apology statement from Chipotle via social media, news, or word of mouth.
Social media also benefits Chipotle because they can continue to show their audience where the food comes from, how it is stored, and changes that have been made since the outbreak happened. This opportunity gives Chipotle an outlet to show its publics that the mistake has been acknowledged and what they are doing to learn from the past and move forward to the future.
Social Media The News Word of Mouth 0%
20%
40%
60%
80%
100%
How did you first hear about the E.coli outbreak?
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Non-GMO ActivistThis potential public is a group that could be mutually beneficial to each of the involved organizations. Organizations like Millions Against Monsanto, GMO Free, Institute of Responsible Technologies, and Food and Water Watch. All of these organizations are the leaders and supporters of healthy food and do anything to promote that.
The most popular GMO activist is The Center for Food Safety. This organization heavily focuses on the protection of human health and the environment. They focus heavily on food production technologies such as genetically modified plants and organisms which is a good reason for chipotle to be involved with these companies.
As a business that promotes healthy and high quality food, Chipotle, is also the first national restaurant chain to cook with only non-GMO ingredients. In the food industry this is a big deal. It shows corporate social responsibility and declares taking a stand against cheaply made and genetically modified meats which make the organizations mentioned above, Chipotle’s biggest supporters. Their opinion in the matter is substantial because they are activists that have the power, the will and the voice to do something about specific matters. They can help insure safe food practices by supporting and collaborating with Chipotle. Each company and organization would be a positive and influential voice for the community to see.
The Farming Industry After talking about GMO activists it is only appropriate to talk about the Farming Industry. Chipotle is a brand that prides themselves on locally grown, healthy and non-GMO ingredients. Being held to such high standards makes Chipotle desirable to farmers in the local areas.
The farmers and Chipotle need each other because the farmers are taking time to put quality into naturally grown products. A lot of these farmers help form an inside-industrial opinion that is important to the political and industrial view of the company. Their opinion speaks volumes when it comes to the integrity of local farming practices that are instituted into the
College Students
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Young adults are the strongest driving force behind Chipotle. Our survey focused heavily on this demographic because they
are the opinion leaders behind social media as well as the most loyal to our products. 85% of our participants said they would still eat at Chipotle and 45% voted Chipotle as the top ranked Mexican restaurant among their top competitors.
Parents of these young adults also play a large role in what their kids eat as well as being involved food and safety activist groups. Their opinion speaks volumes on how Chipotle views their mission statement regarding “Food with integrity” and GMO free food.
Goals:
The goal of our campaign is to maintain and rebuild a positive reputation with our growing customer base and gain higher customer retention and acceptance after the E.coli outbreak.
Objectives: Change the public opinion of Chipotle and ensure positive future engagement
o Using social media and content development to show steps the company is using to enforce food safety.
o Create videos, commercials and pictures of food being picked, washed and cooked. Showing the farms and community of side of the business.
Mutual partnership with GMO activist groupo Helps promote the growth of environmental and industrial knowledge.o Shows that Chipotle are in organizations that care about food and health.
Promoting local farmers and natural production practiceso Shows Chipotles support and appreciation for local farmers.o Gives a way to show customers where their food comes from.
Reward programs (High school and college)o Active high school and college students get 15% discount which helps recognize their
importance to the organization. “We acknowledge them for acknowledging us”. Helps growth in target markets and growth in clientele.
10%
25%
5%15%
45%
What is your favorite mexican fast food?
Taco Bell Taco Time Taco Del MarQdoba Chipotle
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Media Plan
Primary message one: Chipotle has taken the appropriate measures to insure no future outbreaks of E.coli or food borne illnesses will occur.
Secondary messages: Chipotle will hold a national food safety meeting for all locations nationwide on February 8,
2016 to ensure proper food handling and food storage techniques. Chipotle shut down all locations in Washington and Oregon to stop the spread of E.coli to their
customers. They proactively stopped and responded to the outbreak. Conducting additional deep cleaning and full sanitization of its restaurants in the area. Conducting environmental testing in its restaurants, and food testing in its restaurants and
distribution centers in addition to testing being conducted by health department officials. Replacing all food items in the restaurants we closed, out of an abundance of caution.
‘Food with Integrity’ Tour Strategy one: Live action story telling that send celebrity Bob Flay cook throughout the country to promote clean and healthy cooking techniques at chipotle locations. This TV show will be called “Food with Integrity”.
Tactics:
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Chipotle Tour bus will start in Denver, Colorado and end in Seattle, Washington Along the way Bobby Flay will be stopping at one location per state to promote,
educate and leave a special chipotle mark on each location it stops at. At each location Bobby Flay will show where the food comes from. He will show off the local
farming industry and the importance of locally grown food He will also interact with that specific Chipotle location by educating them and showing them
proper techniques on food handling along with answering any questions. After Bobby Flay has done the educational part of the show he will move onto the competition
part of the showo At each location Bobby Flay will challenge the owner of the restaurant to a cook off. o The twist to this cook off is that they can only use chipotle ingredients.o The winning of the cook off will be judged by members of the community as the event
will draw a crowd at each location. This allows customer interaction. o Finally, the winner of the cook off competition will get a chance to name a burrito that
will be put on that locations menu.
This TV show will drive interest to Chipotle customers and will promote the core values, pop culture and the overall integrity of Chipotle.
Strategy two: Use social media to increase promotion of Chipotle events and the number of followers and their interactions.
Tactics:
1. Promote “Food with Integrity” campaign by increasing social media activity.o a. Keep followers up to date by notifying about events surrounding campaign.o b. Include pictures of locations of stops to increase interest and create engagement to
followers.o c. Create and maintain hashtag (#FoodWithIntegrity) to monitor the activity and impact
of campaign. 2. Include posts and statues of videos/photos of cleaning processes to show followers where
and how their food is being cleaned/served. 3. Increase interactions with followers by asking questions, including polls and create
giveaways/contests.o a. Create polls that get users interested and increase activity between Chipotle and
users.o b. Asking questions helps gain public opinion about Chipotle and how they could
improve.o c. Creating giveaways/contest helps increase the engagement between the company
and users. 4. Increase user interest by creating and managing celebrity tweeting. 5. Link all social medias together, making all content relatable and increasing all social media
engagements as a whole.
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Strategy three: Use smartphone App to increase two-way asymmetrical communication between Chipotle and their local customers.
Tactics:
Available for Apple and Android Rewards program (One point for every dollar spent. 50 points equals a free burrito or other
main menu item.) Store locator to find the nearest Chipotle to you Farm locator that shows the nearest farm that’s products are used at that chipotle. (Shows that
food comes fresh and locally) Order from app (Order food from comfort of app using your favorite store locations. Also have
favorite burrito saved to order) Social media and website interaction with app (#FoodWithIntegrity) Live news feed of other people’s orders for ideas of what to get if you’re wanting to try
something new. The app will display limited time offer Discounts and promotions like:
o Buy one get one free o Bring a friend get a free burritoo Catering Services with Special offerso Contest such as:
Best name for a burrito Best New burrito creations Chipotle art contest Most visits to Chipotle
Promote the Chipotle TV Show through the app by showing snip-its and moments from the Food with Integrity tour across the country.
App will let customers know what state and location Bobby Flay and the Chipotle tour bus will stop at.
The customers will also be able to vote for what location in each state Bobby Flay will stop at to challenge the owners to a cook off while promoting clean and proper food handling techniques.
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Budget Chipotle Food Tour Budget (4 months)$0.00 #REF!
Food Truck/ Tour Bus Vechicle $28,000.00 Average cost of a food truck plus addition cost to combine touring in 1 $28,000.00Bobby Flay Head Chef and Host ########### Based on annual salary divided into 4 months 1 $1,700,000.00Employees Crew $6,400.00 Each employee paid $800 a month. Includes secondary chefs, etc 6 $38,400.00Food for show Ingrediants per stop $700.00 Cost of cooking ingrediants bought at each stop on tour 10 $7,000.00Media Cost per stop $800.00 Media crews(Each stop, Internet stream),Social media 10 $8,000.00Gas Cost per gallon $1.74 Average cost of gas to tour country 350 $609.00Entertainment Amount $75.00 Extra allowence for employees 7 $525.00Venues Cost per stop $300.00 Set up,take down, and clean-up at each stop 10 $3,000.00Miscellaneous Amount $500.00 Unforeseen cost 1 $500.00Food(breakfast,lunch,dinner) Cost per day,per person $270.00 Breakfast, lunch, and dinner for each person, everyday, for 4 months 112 $30,240.00Total $1,816,274.00
Total cost of the trip $1,816,274.00
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Calendar
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Summary
The goal of our campaign is to change the public opinion of Chipotle in lieu of the E. coli outbreak affecting 43 restaurants across the Pacific Northwest. We have developed strategies and tactics based around Chipotle’s current slogan, “Food with Integrity”, to convey Chipotle’s commitment to safe and clean food processes. We intend to show the this commitment through a TV show focused around Celebrity Chef Bob Flay touring the country to promote clean and healthy cooking techniques at chipotle locations, use of social media to extend the reach Chipotle has with their audience promoting events and the number of followers and their interactions, as well as evolve the smartphone app to increase two-way symmetrical communication between Chipotle and their local customers.
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Biographies
Katie Boyer is a current senior attending Central Washington University where she is earning her B.A. in Public Relations. Throughout her college career she has been a member of PRSSA as well as worked her way up to becoming the associate editor of PULSE magazine.
Over the summer of 2015 she was a fashion-marketing intern at Butch Blum, a high-end retailer in downtown Seattle where she worked as a social media strategist, marketer, and event planner.
Raylene Garot is a current senior at Central Washington University, pursing a B.A. in Public Relations with a minor in Advertising. Throughout college, she has worked with the student run Central Communication Agency working with three Ellensburg Clients.
She is also an active general and board member of the Filipino American Student Association on campus. Currently, she is an intern at the Center for Diversity and Social Justice working with their marketing and public outreach.
Jonathan Osborne is a student-athlete at Central Washington University majoring in Public Relations with a minor in Advertising. Aside from being a long and triple jumper on the track and field team, he is also a board member of the CWU Advertising Club as an executive recruiter. He also works as an advertising and marketing consultant for the school newspaper, The Observer.
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During spring of 2016, he began his internship with CWU Athletics where he workd as a social media strategist, website content developer, and event planner.
Chance Davis is Public Relations major at Central Washington University. He is a current Vice President of the American Advertising Federation Club. While holding this position he is also the Treasurer for the CWU Golf Club. He has had many stories, articles, and press releases published in PULSE Magazine and The Observer Newspaper.
Since November 2015 Chance has been involved in multiple internships where he currently holds the title of Public relations and Marketing Coordinator with the Ellensburg Elite Youth Basketball.
