Tuesday, July 29, 2014

New Store Opening


Chipotle BurittostorelineChipotle new store opening

Chipotle New Store Opening

Background:

  • Chipotle (Chi-pot-lay) is a restaurant serving fresh, made to order burritos.   The music is pumping the grill is sizzling the food is amazing.  Fresh salsas, and hand marinated meats are made in small batches, with the finest of ingredients.  It’s a gourmet meal without the gourmet price.

Marketing Objectives:

  • Generate brand awareness
  • Drive trial
  • Generate new location buzz
  • Generate media attention

Strategies:

  • Create Community buzz around a Free Burrito Day
  • Partner with nearby high school booster club for fundraising event
  • Send an e-mail blast to current customer list
  • Place full page ads in community publications
  • Spread a secret phrase that is good for a free burrito via text messaging
  • Provide paycheck stuffers to large local area employers
  • Use media added value for cooking segments and food drops
  • Receipt day cross promotion with sporting goods store

Results:

  • Record 1st week opening sales surpassing sales goal by 20%
  • Long lines generated media coverage
  • Created community goodwill through fundraiser
  • Created interest and awareness of new location

chipotle

made in small batches, with the finest of ingredients.  It’s a gourmet meal without the gourmet price.

w location

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