In fast food, big brands (like McDonalds and Burger King) spend considerable investment on national campaigns, constantly broadcasting their messages to as many consumers as possible. Chipotle, in contrast, works with a much smaller budget, rarely advertises on TV and does its work in-house, and in return is seeing much better growth. It all comes down to its specific non-traditional marketing strategy, and mobile marketing plays a huge role in Chipotle's success. They utilize and integrate SMS/text messaging, mobile applications, mobile games and videos to create a well-rounded digital strategy to most effectively and efficiently reach their target audience.
WHY IT WORKS
Explore this site to see Chipotle's mobile strategy in action and to find out how it integrates mobile into its overall marketing strategy, as well as how it's paid off.
WHY IT WORKS
- Chipotle is well aware of its target audience, Millennials (or Generation Y), and how to best reach them. Its strategy is to win over Millennials by solidifying its reputation as a company that employs corporate social responsibility, a commitment to freshness, as well as offering a healthier fare than its competitors. The brand also gains goodwill by shying away from traditional media, because younger audiences feel like it’s less authentic and less easy to connect with.
- Chipotle’s campaigns tie together multiple digital mediums to get consumers to participate, especially mobile, which is one of the best ways to reach the Millennial audience.
- SMS and mobile marketing are good ways for a restaurant chain like Chipotle to leverage in-store when consumers have a couple of minutes of free time while they're in line, waiting for food or eating.
Explore this site to see Chipotle's mobile strategy in action and to find out how it integrates mobile into its overall marketing strategy, as well as how it's paid off.