ChipotlePowerPoint_FINAL-2
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Transcript of ChipotlePowerPoint_FINAL-2
Breakfast Burrito Expansion
Waking Up
Deborah Park - Kyle Rotte - Heidi Willuhn
Problem
Individual Unit Property Revenue
is Limited.Stagnant Product Lines
Highly Competitive
MarketUnknown Mobile App
SOLUTION
Goals and OBJECTIVES
2016
Increase USE of Mobile App
$$ = 15% revenue
Increase market share and awareness
Keep unit cost $3 / breakfast burrito
Train employees in advance of launch20142015
Financial Impact
20162014 2015
In addition to new stores.
Revenue
COGS
Gross Profits
Operating Expenses
EBIT
3,511,000
2,563,030
947,970
351,100
561,760
3,931,000
2,869,630
1,061,370
393,100
628,960
4,910,000
3,584,300
1,325,700
491,000
785,600
Dolla
rs in T
housa
nds
MARKET AND CUSTOMER
Affluent
Tech-SavvyHealthy
Prefers Options
Ethnic Taste Preferences
INDUSTRY AND COMPETITORS
Technology and Operations
EACH STORE: General Manager
Apprentice Manager1-3 Hourly Service
Managers1-2 Hourly Kitchen
Managers23 Full & Part Time
Employees
Two 8-hr Shifts
11 a.m. – 10 p.m.
+ 1 Additional Shift
+ 5 Additional EmployeesNew Products Needed: - Eggs- Chorizo- Potatoes- Coffee
FIT: STRATEGY - STRUCTURE - CULTURE
TARGET MARKETIndividual
On the Go!
At a Table
Group
POSITIONING
Millennials ordering a breakfast burrito
in-store or using our mobile app will have a fast and convenient
way to get a fresh, healthy meal on-
the-go.
PRODUCT AND PRICE
BREAKFAST
$6.10 - $6.50
PLACE
50 Urban Locations
500 Locations
1,600+ Locations
20162014 2015
PROMOTION
PRINT MEDIA EXAMPLE
Questions?