chipotle research report

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