Thursday, August 7, 2014
Chipotle Marketing: A lesson in increasing Qdoba sales
Marketing isn't rocket science, but it does require some thought and basic rules, such as:
1. Know your audience.
In this takeout bag, one of many to highlight quotes as part of their new campaign, Chipotle told their paying customers they should hope for the day when they no longer pay Chipotle.
2. Never devalue your product.
Money is how we value our products and services. Until we start using Gummy Bears, we're stuck with money. By saying you want your product to be free, you are telling everyone you don't value your product and neither should they.
3. Support your mission.
If you're in the mood to publicly espouse personal philosophies, write a manifesto. Your products should promote your mission. For Chipotle, that's selling food. Don't talk about how much you hate working to provide that product or service, i.e. food. At least not on your takeout bags.
4. Live in the real world.
Chipotle wants Communism. That's their prerogative. But, until they decide to close up shop in a democratic republic, money is required for their company to exist.
5. Focus on your purpose.
In this quote, Chipotle has not only forgotten their own purpose, they want everyone else to live without one, too.
And here's my last point, but this is exclusively for Chipotle:
6. Get a better marketing person. I'm available, but I'm very, very expensive.