Chipotle Research Report
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Transcript of Chipotle Research Report
![Page 1: Chipotle Research Report](https://reader031.fdocuments.net/reader031/viewer/2022022201/589c257b1a28ab65248b5283/html5/thumbnails/1.jpg)
FINAL RESEARCH REPORT SCOUT WILL�SABINA LEYBOLD�SABRINA KNIGHT�MATT HIRSCH
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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
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CORE CHALLENGE • Stock price dropped 42% • Sales fell 14.6% • Revenue dropped 7% • Public perception • Negative press • $50 million marketing plan for Q1 2016
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METHODS • Secondary Research • Focus Group • Interviews • Survey
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FOCUS GROUP • Demographics • Method – Category, competitors, brand perception
• Benefits & Limitations • Binary Behavior
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INTERVIEWS • Demographics • Focus on brand loyalty • Influence of friends on visiting habits • Effect of health outbreak • Authenticity of Mexican food • Variety, customer service, customization
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SURVEY • Demographics • Purpose • Hypothesis • Method
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DISCUSSION • Limitations • Overall Results • Recommendations – Promotions – Transparency – Assurance – Target Audience