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Wednesday, April 27, 2011
Monday, April 4, 2011
CHIPOTLE - Social Media Monitoring - Final Report
Product review: Chipotle aims to do a few things but exceptionally well. When Chipotle first opened in 1993,the goal was simple; to serve high quality delicious food quickly with an experience that not only exceeded, but redefined the “fast food” experience. Some 16 years and more than 900 restaurants, they compete in a category of dining, now called “fast-casual” the fastest growing segment of the restaurant industry, where customers expect food quality that’s more in line with full-service restaurants , coupled with the speed and convenience of fast food. A chef named Steve Ells is the founded Chipotle. The first Chipotle was opened in Denver, Colorado.Food with integrity: Food with integrity is Chipotle’s commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers.
Comparison: As mentioned in my first Social Media Monitoring paper, the key competitors of Chipotle are Qdoba Restaurant Corporation, Taco Bell Corp. I compared Chipotle with Qdoba restaurant on Social Mention. I found that Chipotle has a lot more Reach, Strength, equal in Sentiment and less in passion when compared to Qdoba restaurant. Chipotle has more number of active participants and also is more active by itself on social media when compared to Qdoba.
This isn’t necessarily because Qdoba isn’t being mentioned, but Chipotle has been around a lot longer, extremely well-known and reasonable and affordable among common people, and has a significant amount of more finances for marketing, therefore a much larger reach and audience.
I also compared the two restaurants on Icerocket as well. I found that Qdoba’s blog participation is in no comparison with Chipotle’s blog participation as Chipotle is really active on Social media.
As we see in the above graphs, Qdoba has had a good amount of participation during March 13th and March 27th and during March 20th the response has been fair too. Chipotle’s participation has been moderate between March 6th and March 15th and also between March 25th and April 3rd. The blog participation has been immensely high and active during March 20th. In comparison with Qdoba, Chipotle is more active and popular on Social media blogging. Between March 6th and April 3rd Chipotle has had a blog trend of 151.93 posts per day and a total of 4,558 posts in this period, whereas Qdoba has had only 2.47 posts per day and a total of 74 posts between March 6th and April 3rd. Therefore, Chipotle is much more active on Social Media!
The last place I compared the two restaurants was on Facebook. As I mentioned in my first report, Chipotle doesn’t use Facebook as a major part of the company’s marketing strategy. The company has its own page on Facebook. For the purposes of this report, I compared Chipotle company page with Qdoba company page. Both the companies have a similar style of interacting with their fans. Both the companies are in constant contact with their fans on Facebook, they respond, answer to their fans. They also keep their fans updated.
New comic book day, and chipotle.
www.facebook.com/profile.php?id=100000859153100&v=wall&story_fbid=194942167211087
10 minutes ago - by Casey Elliott on facebook
on my way to my cabin :) just stopped and ate at qdoba:) yumm cant wait to get to my cabin:) yayy Volleyball#7 gotta love it:)
www.facebook.com/profile.php?id=100000501680374&v=wall&story_fbid=212510198775701
40 minutes ago - by Kaelin Crawford on facebook
Target Market: I believe Chipotle should continue to focus on its current target market of men and women , ages 18-35. These are the people that are most likely to visit the restaurant, become repeat customers and spread the word about Chipotle on Social Media. The company must take advantage of such a target audience and increase its participation on Facebook.
Recommendations: Chipotle is a big chain and has expanded well in time, and social media has been and will continue to be a crucial marketing tool. The use of Facebook has been an essential way to spread the word about Chipotle promotional appearances and events, but Chipotle does not voluntarily interact with their fans through their pages, they only respond to their fan’s comments.
Facebook: I think the Chipotle page should interact more with its followers. Chipotle should interact with their fans through its page and often and post open-ended conversations and questions to promote responses and conversations rather than only responding to its fans posts.
Youtube: There are only two-three Chipotle videos currently on YouTube. I think there should be more Chipotle commercials produces and posted like the one that exists. Another way to create more buzz around videos would be to have a Mexican cooking or recipe contest and post the video on YouTube and also share the videos on Facebook and Twitter.
Constant Contact: Chipotle can create bi-weekly or monthly newsletters about the events and happenings in Chipotle world-wide. These newsletters can be posted and shared on Facebook and Twitter, and also mass e-mails can be sent to all the followers on Facebook, Twitter and other customer database Chipotle holds. This can create a buzz and also help retain loyal customers.
Twitter: Twitter is a part of social media that more and more people are starting to tap into. Chipotle can send posts on Twitter directly to Facebook as Chipotle has and asks open-ended conversations and questions to its followers. This way, they can create more buzz.
If Chipotle continues to embrace the Groundswell and use Social Media as a marketing tool, there is no doubt that they will continue to climb the ladder of success and popularity like they have been. In the past few years Social Media has been responsible to increase the popularity of Chipotle. I am sure; Chipotle will perform even better if they maximize their participation on Social Media. I am a fan of Chipotle, are you?!?
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