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Chipotle Breakfast Line

Chipotle Breakfast Line. By: Shwan Rashid Jessica A. Rodriguez Sean Pezzini Juliana Acosta. Agenda. Introduction The Product Trends and Keys to Success Product Position Target Market Marketing Mix Marketing Communications Marketing Objectives Financial Plan.

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Chipotle Breakfast Line

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  1. Chipotle Breakfast Line By: Shwan Rashid Jessica A. Rodriguez Sean Pezzini Juliana Acosta

  2. Agenda • Introduction • The Product • Trends and Keys to Success • Product Position • Target Market • Marketing Mix • Marketing Communications • Marketing Objectives • Financial Plan

  3. Introduction • Founded by Steve Ells in 1993 • Headquarter is based in Denver, Colorado • Chipotle is a chain of restaurants that runs in the United States, Canada, and Europe • ‘Food With Integrity’

  4. The Product • Market Needs -Need for healthy and convenient breakfast that is offered at a fair price • The Product

  5. TRENDS AND KEYS TO SUCCESS • Trends - Cultural shift towards eating healthy and organic - Cultural shift towards supporting local farms • Keys to success - Breakfast line is a niche in a large market -Superior customer service

  6. Product position • Positioning Statement: For the busy and on-the-move people who want a healthy and convenient breakfast, Chipotle offers delicious breakfast burritos and breakfast bowls that will give people the right start to their mornings. • The Value Proposition - More for the same

  7. TARGET MARKET • Geographics • Demographics -Age -Income -Life-cycle

  8. Marketing Mix • Pricing -$6.70 per breakfast burrito/bowl • Distribution - Contractual vertical marketing system

  9. Marketing Communication • Advertising • Sales Promotions • Public Relations BREAKFAST BURRITO OR BREAKFAST BOWL

  10. Financial Plan Break-even analysis

  11. WHAT WE LEARNED

  12. Questions?

  13. THANK YOU!

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