Customer Role Chipotle

...

As we have notice Chipotle doesn’t really focus on having huge marketing campaigns, instead they use that budget in buying farm fresh ingredients and support their “Food with Integrity” concept. However, they emphasize a lot in connecting with their customers through their active Youtube, Twitter, LinkedIn, Pinterest, Facebook, Instagram and Google+, apart of their own website account where they post videos that are use as reminders of how the food that they are eating at Chipotle is prepared, as well as other engagements, commenting options. All in all, these are all strategies that the company uses to manage the interactions between their employees and their partial employees, which are their customers. We can see that they truly understand the importance of how the customer experience and satisfaction not only depends on them but also on their customers, which is why they do their best in managing the customer mix by attracting homogeneous group of people who appreciate high quality prepared food along with an excellent service.

Works Cited

Beard, Ross. Client Heartbeat. 5 August 2014. .

Strauss, Matthew. Chipotle Makes Education a Sales Tactic. 30 July 2015. .

Customer Satisfaction Chipotle

Chipotle belief that making good first impressions is a key factor in their service model, as Chipotle spokesperson, Chris Arnold stated, “When you order at a Chipotle, you’re in contact with a lot of people,” he says. “It’s an experience where customers are very involved, and that creates more of an opportunity to make an impression” (Melnick). Which is why the company put more emphasis on recruiting the right people, offering them appropriate training and promoting employees from within. The company also recognizes that employee satisfaction means customer satisfaction, therefore they encourage loyalty from part-and-full-time employees with the purpose of reducing turnover and additional training costs.

Chipotle’s success is not based on the amount of money they spend in their marketing and advertising campaigns, which is actually very little compare to their competitors. Actually, based on an analysis made by Market Realists in 2013, Chipotle spends most of their money in food costs that represented 33.40%, labor costs that accounted 23% of the company’s total revenues and on other operating costs including advertising and marketing expenses, bank and credit charges, restaurant maintenance costs, and utilities, that represented 10% of the company’s revenues.

They believe in the transparency of their products, the importance of building strong long-term relationships with their customers, and on creating incredible customer experience. Which is why they would rather invest their resources in targeting their main customers who are the Millennial’s that prefer quality over price, through a strong social media marketing plan that has actually place them as the #1 Mexican-style restaurant in America, #2 Restaurant in America with Best Media Value, and #22 Brand in America with most Media Impact. Additionally, Chipotle was ranked 15 in the 2015 Fast Casual Top 100 Movers & Shakers annual executive summit of the fastcasual.com website, where it also appeared that “The brand repeatedly is voted a consumer favorite in a variety of polls and has the highest millennial customer loyalty, according to a new research from YouGov” (Butler).