the power of sdr
TRANSCRIPT
The Research League
Nikki Heng Casey Fugate Monica Murphy
1. Executive Summary (Nikki) 2. Social Media Analysis Table (Monica) 3. Financial Data Analysis Table (Casey)
4. Competitive Analysis Tables (Strength & Weaknesses) (Casey) 5. Generational Analysis Table (Monica & Nikki)
6. Internal SWOT Analysis Table (Nikki) 7. External SWOT Analysis Table (Nikki)
8. SWOT Analysis Summary Table (Nikki) 9. Segment Profile of Strategic/General Target Market (Nikki)
10. Target Marketing Strategic Summary Table (Nikki) 11. Perceptual Map Figure (Monica & Nikki) 12. Marketing Mix Summary Table (Nikki)
13. Reference List in APA Format (Nikki, Casey)
10/23/2016
Executive Summary 1. How do Superbrands use their Social Media? All brands understand the importance of creating an emotional connection with their customers through all social media platforms. 2. Who is the best of the best? The best will be looked by their net income. 3. What are the strengths of all Superbrands? All superbrands understand the marketing mix. 4. What are the weaknesses of all Superbrands? All Superbrands have to adapt to new changes within the environment. 5. Who are the general market? Gen Z, Millennial, Gen X, Baby Boomers and Silent Generation. 6. What are the strengths and weaknesses that Chipotle have? Chipotle is an easily identifiable brand. However, they suffer with providing the end of their promise. 7. What are the opportunities and threats that Chipotle have? Chipotle have an opportunity to expand their locations. They also face a limited suppliers due to their high expectations. 8. Who are the general target markets? Millennials 9. Who can provide fast and healthy food? Chipotle and Panera. 10. What is the Marketing Mix for Chipotle? Product, Price, Promotion and Place.
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Table 6. Social Media Table Analysis Chipotle Buffalo Wild Wings Starbucks Panera Bread The Cheescake Facotry
Website
•Insidelookofthekitchen •BarandGrillrelatedfoodandbeverages •Merchandisecollec8ons •PaneraatHome •Cakeplayapp
•Originalmovieforad •Sports •Onlinecommunity •Videointerac8onswithPaneraproducts •LegendaryCheesecakes
•Dietaryop8on •Promo8ons •Environmentfriendly •Posi8veimpacts •Madefresheveryday
•Animatedingredientsad •WingTuesdaysandBonelessThursdays •Openjobs •Livechatswithfitnessexperts •Seasonalcheesecakepromo8ons
•Fes8valandMarketevents •ShowsbigscreenTV'stopromotethemandfootballseason •Interna8onal •Booksigning •Catchyslogan/statuses
•ToughMudder •Sports/bar&grillappealingvideos •Seasonalheadline •Familyoriented •Promoteshealthyfoodop8onsandrecipelinks
•383KFollowers •95KFollowers •11.5MFollowers •21.8KFollowers •419KFollowers•Prodcut-centric •Wings,beerandsports •Coffee-centric •Combina8onproducts •High/qualityphotography
•Eyecathcing,useofabstractandbrightcolors •Highqualilty/appealingphotos •Reallife/realworldsituta8ons •Promotestheirhealthyfoodthat"doesgood" •Mostlycheesecakebasedphotos
•808KFollowers •674KFollowers •11.7MFollowers •429KFollowers •14.7KFollowers
•Highcustomerinterac8ons •Highpromo8onofsports,wings,andbeer •Currenteventsrelatedtweets •Word+Imagetweets •Promotesseasonalcheesecakes
•Comicaltweets •Sportsrelatedinterac8ons •Givingback •Promo8ngtheirnewbacon •Highcustomerengagmentsandmen8ons/tags
YouTube
•Animatedshortfilms •Blazin'WingChallenge •Upstanders •No-Nolist •Insidetheculture•Ingredientsreign •TVcommercials •Coffeerecipe •TVcommercials •Differentcheesecakevideos
•Processnotprocessed •Superbowltalks •Givingback •Promo8ngcleanfoodbytheendof2016 •Healthy&vegan
Pinterest •Cul8vatefes8vals •2.6KFollowers •CoffeeDIY •Takecareofyourself •Cheesecakebased(photos)•Burritosonwheels •Noavailableboards •Storedesigns •Fuelyourbody •Presenta8onofcheesecakes•Weddings • •Starbuckscupart •Whattheydointhecommunity •
Bottom lines
Withatransparentlookofalltheprocessinthekitchenontheirwebsite,Chipotleunderstandsdifferentdietaryop8onsandproudtoshowofftheirburritosthroughoutInstagram.Inaddi8on,theiruniqueanimatedshortfilms,ingredientsreignepisodesandcomicaltweetscreateengaginginterac8onswiththeircustomers.Chipotlealsostepoutsideofthestoretocreatecul8va8ngmusicfes8valswithburritosonwheelstocelebratefood,ideasandmusic.
Bycrea8ngauniquebrandgearedtowardssports,barfoodandbeer,butalsobringinginpeopleforthefriendlyatmosphereofjustcatchingadrinkwithfriends,BuffaloWildWingshasbeenutmostsuccessful.Withahighajributeofpromo8onsthroughsocialmedia,theyhavebeenabletograbaholdofthe"BarandGrill'market.
Asaninterna8onalcompany,Starbucksisabletogivebackthroughtheircommunity,employeesandtheAsaninterna8onalcompany,Starbucksisabletogivebackthroughtheircommunity,employeesandtheenvironment.Theyvaluehardworkingindividualstobeupstanders.Inaddi8on,theycreatedanonlinecommunityforcustomerstogivefeedbackandideastobepartoftheStarbucksteamthatleadtoanexpansionofthebrandformerchandisecollec8ons.
Bycrea8nguniquecombina8onmealsthroughPaneraathome,Panerahascreateddemandsfortheirproductfromrestaurantstogrocerystores.Theyhavehighinterac8onwiththeircustomersthroughFacebooklivechatwithfitnessexpertsthroughQ&A’stoincreaseawarenessonhowtotakecarefuelyourbodywithPaneraBread’sproducts.
Withhighcustomerengagements,catchyslogansfortheirstatuses,andbeingknownfortheirlegendarycheesecakeselec8ons,TheCheesecakeFactoryhasgrabbedaholdofthedessertmarektwhenitcomestocasualdineinrestaurants.Inaddi8ontotheirextravagant,wellpresentedcheesecakes,theyalsoprovideahealthylistofop8onsfordinner(includingveganfood),therforewhenyouindulgeinthecheesecakesfordessertyoudon'tfeeloverlystuffed,orunhealthy.
Major Finding Allbrandsunderstandtheimportanceofcrea8nganemo8onalconnec8onwiththeircustomersthroughmul8pleoutletssuchasmusic,environmentfriendlymissionsandhighvalueonsocialresponsibili8es.Inaddi8on,byhavingac8veinterac8onswiththecustomersthroughallsocialmediaplamormstheyareabletobuilduniqueanddifferentrela8onshipswiththeircustomers.
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Table 4. Who is the best of the best? Chipotle Starbucks Panera Bread Buffalo Wild Wings Cheesecake Factory Revenue $4,501.22 $19,162.70 $2,681.58 $1,812.72 $2,100.61 Total cost of revenue $3,064.52 $7,787.50 $876.21 $1,050.66 $504.03 Gross Profit $1,436.70 $11,375.20 $1,805.37 $762.06 $1,596.58 Total selling/general/admin. expenses $530.12 $6607.80 $1076.64 $237.86 $844.12 Total Operating Expense $3,737.63 $1,523,220.00 $2,439.99 $1,674.23 $1,935.36 Operating income (income before taxes) $763.59 $3,930.50 $241.59 $138.49 $165.25 Net Income $475.60 $2,757.40 $149.34 $95.07 $116.52 Gross margin 10.57% 14.39% 5.57% 5.24% 5.55% Return on investment 12.72% 0.18% 6.12% 5.68% 6.02% Return on marketing investment (estimate) 89.72% 41.73% 13.87% 39.97% 13.80% Bottom line: Given the Net Income totals above, It appears that Starbucks is the best of the best. Chipotle is in second place however which is not a bad place to be considering the size of the competition.
$4,501.22
$19,162.70
$2,681.58 $1,812.72 $2,100.61 $475.60 $2,757.40 $149.34 $95.07 $116.52 $0.00
$1,250.00 $2,500.00 $3,750.00 $5,000.00 $6,250.00 $7,500.00 $8,750.00
$10,000.00 $11,250.00 $12,500.00 $13,750.00 $15,000.00 $16,250.00 $17,500.00 $18,750.00 $20,000.00 $21,250.00
Chipotle Starbucks Panera Bread Buffalo Wild Wings Cheesecake Factory
Revenue Net Income
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Table 10a. Competitive Analysis - Strength
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Chipotle Panera Starbucks Buffalo Wild Wings Cheesecake Factory
Company
NoLongtermdebt[17] Panera2.0[41] Worldwide(23,043coffeehousesinmorethan68countries)(1)
From2011to2015,thecompany’srevenuesincreasedfrom$784millionto$1.8billion(8) StrongpresenceacrossallregionsofUSA(9)
EnormousGrowthPoten8al[65] Stockhasclimbed1.4%[47] RevenueGrowth16.5%increaseoverUS$16.448billion(2014)(1) Riseinrevenueofover131%(8) CheesecakeFactoryhasahistoryofproducingreliable,
steady,andsustainablegrowth(10)Meritocra8cpromo8onsystem[48] OperatesPaneraCares[51]
RevenueUS$19.163billion(2015)(1) Revenuefromfranchisedrestaurantsincreasedfrom$67millionto$98million(8) Steadyandreliablegrowthwithlowrisk(10)
Brand
LocalGrowerSupport[1] Modernizingbrand[41] Brandawarenessandexcellentreputa8onleadingtoveryhighcustomerloyalty(1) StrongbrandequityintheU.S.(6) Polished-casualrestaurants(10)
JobsforRefugees[48] ExtendingthePanerabrandintoanonprofitorganiza8on[51]
Starbucksisstandingasoneofthemostrecognizedandrespectedbrandsintheworld(1)
Payingajen8ontothecalendarforspor8ngevents(7)
Well-knownasoneofthepremierfastcasualrestaurants(10)
#1fastfoodrestaurantwithfreshingredients[35] Brandisgrowingthoughstockpurchasesdaily[47]
Starbuckshasoneoftheworld’sstrongestandmostpopularbrands(2)
BuffaloWildWingsfocusesonbeer,wings,andsports(7) Knownforhigh-qualityfoods(10)
Product
Burritos,BurritosBowl,TacosandSalads[17] Neworderingsystemforflawlessprepara8onoffood[41] DiversifiedProducts(1) Uniquesaucesandseasonings(6) Casualcomfortableseung(9)
FoodwithIntegrity[1] Firstna8onalbrandtoserve“CleanBacon”[47] Environmentallyfriendlyproducts(1) Morethan190restaurantshaveaddedtableside
tablets(7) Freshqualityingredients(9)Trackandtracesystem[35] Sophis8catedfooditems[60] Ethicallysourcinghigh-qualitycoffee(1) Theirchickenismorethanjustchicken(8) Largeassortedmenu(9)
Channels
OnlineOrderingthroughiPhoneandAndroidorderingapplica8ons[17]
Over2,000stores[47]Universitycampuses(1) Over1000+loca8onsspreadacrosstheUS(6) Over175restaurantsofferawidevarietyofmenu(9)
Postmates,Orderup,Tapingo,FavorApps[1] Cafesofferacertainambience[60]Opera8ngin40countriesworldwide(1) AsofDecember2015,thefranchiseesoperated
573restaurants(8) Offertakeoutop8ons(10)Catering[1] Locatedin45statesandCanada[41]
HighergrowthinmarketssuchasChina(1)From2011to2015,theoverallunitcountofBuffaloWildWings(BWLD)hasincreasedfrom817to1,169(8)
Sellsmerchandise(10)
Promotion
806KTwijerFollowers,379KInstagramFollowers,3,021,477LikesonFacebook,5,334,972Checkedin[39]
Ambi8oustvmarke8ng“Maketodaybejer”[60]
Effec8veuseoftheStarbucksCard,storeloyaltyprogramandmobileorderingappstoencouragerepeatpurchases(1)
Associa8onwithsportensuresafrequentclientele(6)
Theypromotethemselvesasapremierop8onforfood(9)
"“DoGoodWithBurritos”–Hostafundraiserandkeep50%[1]
MyPaneraLoyaltyprogram[60]Loca8onbasedpromo8on(3) Customerexperiencedenhancedbyofferinglive
sportsandspecialmenus(6)Theyhaveagoodreachonsocialmedia(SocialMediaTable)
AnimatedShortFilms[1] Promo8ngwithingrocerystoresbyallowingcustomerstopurchaseandmaketheirownPaneraathome[53]
Theydifferen8atethemselvesfromothercompanieswhichhelpsthemhaveabigmarketshare(3)
Promos,giycardsetcarevalueaddedservicesforcustomers(6) 420kinstagramfollowers(SocialMediaTable)
Price
ReasonableforHighQualityFood[5] PaneraCaresrunsoffofa“Paywhatyoucan”philosophy[7] Goodqualitytojus8fycosts(3) increasingmenupricesanaverageof3.0%(8) Pricesareactuallylowerthansomeotherupscale
restaurants(9)CollegeStudentsorLowIncomePriceRange[48] CouponsloadedontoMyPaneracard[46]
Oneofthefirstcompaniestoadapttomobilepayments(3) netearningsgrowthwillexceed28%(8)
TheCheesecakeFactoryhasbeenabletoofferanaffordableexperienceands8llgenerateanajrac8veprofitmargin(9)
Discountedpricingsthroughholidayevents[14] Consumershavebecomebrandloyalandarewillingtopayahigherprice[11]
OfferingHighpriceditemswithlowcostitemstojus8fycost(3)
BuffaloWildWingssees18%2015netearningsgrowth(8)
Theirdessertsarehgihlypricedbutbecauseofthehighqualit,pricedoesnotseemtoeffectdemand(9)
Bottom Lines
Chipotleisaneasilyiden8fiedcompanythatoffersfreshingredientsthroughouttheU.S.Theyhavehighinterac8onswiththeirconsumersonallplamormsofsocialmedia.Theyalsoopenedupahugechannelofe-commerceonmobiledevices.
Paneraisacompanythatwantstobeseeninallfacetsofthecountry.Thecombina8onofthousandsofstores,astrongloyaltyprogram,thenonprofitworktheyaresopassionateaboutcoupledwiththenewtechnologytheyareintroducing,theyaresuccessfullyaccomplishingtheirgoalsandstayingonthecuungedgeofthecompe88on
Starbucksisanelitecompanythatdoesalotofgoodprac8cesinordertogeneraterevenueandcon8nuetocontrolalargepor8onofthemarket.
BuffaloWildWingsisasuccessfulcompanywhenitcomestothesportsrestaurantmarketandwillcon8nuetodominate.
TheCheesecakeFactoryisoneofthebestHigh-endfastcasualrestaurantsonthemarketandiswellknownassuch.
Major Finding Althoughitisdifficulttostateonespecificthingtomakeasuccessfulfastcasualrestaurant,thedatahaveshownthatthereisarela:onshipbetweensuccessandahighsocialmediafollowingwithinthebrands.Inaddi:ontotheinterac:onswiththeircustomers,allbrandsalsobuildsanemo:onalconnec:onbypromo:ngdifferentvaluesthatreachesouttotheiraudienceclosely.
Table 10a. Competitive Analysis - Weakness
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Chipotle Panera Starbucks Buffalo Wild Wings Cheesecake Factory
Company
LowpresenceinCanada,EuropeandAsia(17) Partedwayswithleadagency(Cramer-Krasselt)in2011(45)
OverdependenceonrevenuefromtheAmericassegment(1)
Astheirrevenuegrows,sodoestheiropera8ngcosts(8)
TheirRevenueisnotashighastheothercompaniesintheanalysis(FinancialAnalysis)
LowPresenceofShopHouseandPizzeriaLocale(65) Slowergrowthratethancompe8tors(46) Hadtoclosestoresbecauseoflimitsongrowth(5) Compe8nginthehighlycompe88verestaurant
business(8) Compe8nginaverycompe88vemarket(10)
Doubledigitdropinrevenue(61) Nodeliveryavailable(yet)(46) Openingnewstoresandlaunchingablizzardofnewproductscreateonlysuperficialgrowth(5)
Reachedasatura8onintheU.S.canslowdowngrowth(6) Thelackofpresenceoverseaslimitstheirgrowth(9)
Brand
Associa8onwithE.Coli(61) Technologygrowthtogrowthebrandisslowmoving(10)
Newproductstookawayfromthebrandscoffeetheywereknownfor(5)
Brandisknownforsportssoitisunajrac8vetononsportsfans(7) Highcalorificvalueinthefoodtarnishedbrandimage(9)
PublicPoli8calStance(61) Usingmisleadingmessagestogrowthebrand(30) Thebrandexperiencedeclinedaswai8ng8mesincreased(5)
Brandonlyrepresentstheirwingsandbeerproducts(7) Theirbrandisviewedas"toohighclass"(9)
Tex-Mexcentricmayturnpeopleoff(14) Losingtheirleadadver8singagencyhurtthebrandthroughbadpress(30)
ThepricepremiumforaStarbuckscoffeeseemedlessjus8fiableforgrabandgocustomers(5)
Thebrandstaglineis"WingsBeerSports"whichmayturnawaypoten8alcustomers(7) Thebrandisoyenviewedastooexpensive(9)
Product
SystemicCrises(57) Highcaloriefoods(46) Generalizedstandardsformostproducts(2) Highfat,highcaloriefoodcanturnoffhealthconsciouspeople(6) Unhealthysugarfilleddesserts(10)
LimitedMenu(65) Droppedalotofmoneytoimproveproductline,anddemanddidn’treallygrowthatmuch(42) Imitableproducts(2) Notmanyhealthyop8onsonthemenu(6) Manypeopleareunawareoftheirproductsotherthan
desserts(10)
HighCalorieFood(1) Widevarietyofproductsleadstoinconsistency(46) Complicatedmenuofdrinks(5) Almostalloftheirfoodisfried(6) Theyalsoofferalcoholicbeverageswhichcouldpushsome
peopleaway(10)
Channels
NoDriveThru(65) Notopenlate(46) lessalignedwithculturaldemandsinsomemarkets(2)
Theyhavemanyrestaurantswhichcancauseself-cannibiliza8on(8)
Lowinterna8onalpresenceascomparedtobiggerfoodchains(9)
Nolatenighthours(1) Keepopeningnewstores,customerbaseisn’tgrowingfastenough(42) Compe88onfromlow-costcoffeesellers(2) Theydonothavedeliveryservices(6) Theydonothavealargeamountofstores(9)
Loudmusic(1) Modernizingthecafesisprovingtobea8meandmoneyconsumingventure(41)
SlowgrowthinEuropeindicatespoorposi8oningandwrongcompe88vestrategyforthosemarkets(1) Theyonlyhaveloca8onsintheU.S(6) Theydonotmakeverymanysalesontheweb(9)
Promotions
Decreasenumberofsocialpost(39) Hardtoturnsocialmediabuzzintodollars(10) Overdependenceoncoffeesaleswithnoabilitytoinfluencethevola8lepriceofcoffeebeans(1)
Restric8veconceptwhichappealsmostlytosportsenthusiasts(6) TheylackabigpresenceonTwijer(SocialMediaTable)
LimitedAdver8sement(1) Promo8ngusingfearhasanega8veconnota8ontothepublic(30) Thenewrewardssystemisunpopular(4) Increasedfrom$26.1millionin2011to$60
millionin2015(8)Theirpromo8onsaremostlycheesecakebased(SocialMediaTable)
Nocon8nuousrewardsprogram(1) Notveryinterac8vewithconsumersonsocialmedia(55)
Theyarenowrewardingbasedontotaldollarsspentinsteadofnumberofdrinks(4)
Theyusepromo8onsforsportsgamesandoverspendonadver8sing(8)
Theirinstagramlacksphotosofothermenuitems(SocialMediaTable)
Price
HighStockPrice(65) Nocouponsorincen8vetocutcostsonsocialmedia(54) Higherpricepoints(2) increasingmenupricesanaverageof3.0%(8) Moreexpensivethanmostfastcasualop8ons(9)
Moreexpensivethanothercompe8tors(1) Moreexpensivethancompe8tors(46) Highpriceswhencomparedtoothermajorcoffee-servingchains(1)
Wingsarepricedhigherthanthoseatotherwingjoints(8) Theirdessertsareoyenseenasoverpriced(10)
Upchargesforextras(1) Norealcombomealop8onsavailable(46) Therewardssystemismakingpeoplespendmore(4) Theychargeextraforranchwhileothercompaniesgiveitforfree(8) Thefoodisexpensiveanditishighclass(9)
Bottom Lines
Withthesuccessofpopulardemandsfortheirproduct,Chipotlesufferwithlonglinesduringpeakhoursandarenotabletooperateduringlatenighthoursordeliverfortheexpandoftheircustomerbase.
Paneraismakinglargestridestobemoreinnova8vebutwithnomorecustomerbasecomingin,theyarejustspendingmoneytospendmoney.Paneraalsoneedstoenhancetheirrewardsprogramtokeepcustomersloyal.
Starbucksmakesalotofmoneyandhasalargepor8onofthemarketsharebuttheyhavealotofissuesthatneedtobeadressedinorderforthemtohaveevenmoresuccess.
BuffaloWildWingseffec8velymarketstosportsfans,buttendstomissmanyoftheothercustomersouttherebecausetheydonothavehealthyop8onstoajracthealth-conciousindividuals.
Thecheescakefactoryisasuccessfulcompany,howevertheyneedtomakesomechangestotheirpricingandpromo8onaltoolsinordertobecomeanevenbejercompany.
Major Finding Althoughallsuperbrandsarewellknowntomost,theyhaveli@letonoconnectonstoall.Theyfollowcloselytopromoteorcommunicatewithintheirsmalltargetmarketgreatly.Asaresult,theymissanopportunitytopromoteorcommunicatewiththegeneraltargets.
Generational Analysis
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Name Generation Z Millennials Generation X Baby Boomers Silent Generation Demographics Age 6-20yearsold[1] 18-33yearsold[2] 34-49yearsold[3] 50-68yearsold[4] 69-83yearsold[5]
Gender 48%iden8fyasexclusivelyheterosexual[64] 48.7%Females 49.7%Females 51.9%Females 51.3%Males[6] 50.3Males[7] 48.1%Males[8]
FamilyStatus 80%thinksamesexmarriageshouldbelegal[66] 28%Married 65%Married 66%Married 60%Married68%Single[9] 19%Single[10] 10%Single[11] 4%Single[12]
Children N/A 60%havenochildreninhousehold[67] 32%havenochildreninhousehold[67] 86%havenochildreninhousehold[67] 98%havenochildreninhousehold[67]
Job 17%wantstostartabusiness[65]68%arecivilianemployedeitherpar-8meorfull-8me:Management,Professional,andRelated[13][14]
83%arecivilianemployedeitherpart-8meorfull-8me:Management,Professional,andRelated[15][16]
65%arecivilianemployedeitherpart-8meorfull-8me:Management,Professional,andRelated[17][18]
81%arenotinlaborforce[19]
50%arepar8cipa8nginaninternship[65]
Educa8on
50%willbeuniversityeducated[65] Mosthaveobtainedahighschooldiplomaandatleastsomecollegeexperience[20]
25%willbeuniversityeducated[65] Mosthaveobtainedahighschooldiplomaandbachelor'sdegree[22]
Mosthaveobtainedahighschooldiplomaandbachelor'sdegree[23]
52%useYouTubeorothersocialmediaforschoolresearchassignments[65]
33%willbeuniversityeducated[65]
85%researchonline[65] 33%watchlessonsonlinetoeducatethemselves[65] Income $14,244[24] $61,003[25] $73,200[26] $65,843[27] $40,378[28] Loca8on 86%Metropolitan[29] 86%Metropolitan[30] 83%Metropolitan[31] 80%Metropolitan[32]
Ethnicity55%Caucasian,24%Hispanic, 57%Caucasian,21%Hispanic, 61%Caucasian,18%Hispanic, 72%Caucasian,11%Hispanic, 78%Caucasian,8%Hispanic,14%African-American,4%Asian[33] 13%African-American,6%Asian,3%Other[34] 12%African-American,7%Asian,2%Other[35] 10%African-American,5%Asian,2%Other[36] 8%African-American,4%Asian,1%Other[37]
Religion "PluralistGenera8on"[64]56%Religious,35%Non-religious,8%Inbetween[38] 70%Religious,23%Non-religious,6%Inbetween[39] 78%Religious,17%Non-religious,5%In
between[40]85%Religious,11%Non-religious,4%Inbetween[41]
Psychographics InterestListentomusic,Read,WatchTV,ConnectwithFriendsandFamily,Exercise[58]
WatchTV,ConnectwithFriendsandFamily,ListentoMusic,Read,Travel[58]
WatchTV,ConnectwithFriendsandFamily,Read,Travel,ListentoMusic[58]
WatchTV,Read,ConnectwithFriendsandFamily,Travel,ListentoMusic[58]
Read,WatchTV,ConnectwithFriendsandFamily,Travel,Garden[58]
VirtualReality[63]
Values
Healthyajributesareveryimportantandwillingtopaypremiumforit[61]
Loyalty,morals,realism,privacy,socialbility[43] Work/familybalance,loyalty[44] Poli8cs,work,equalism,loyalty[45] Patrio8sm,family,respect,hardwork,givingback[46]
77%areextremelyinterestedinvolunterringtogainworkexperience[65]
Traits
Ajen8onspanof8seconds[64] Diversityfocused,op8mis8c,poli8calsavvy,independent[48]
Adaptable,self-sufficient,self- Ambi8ous,mul8-taskers, Task-oriented,organized,
driven,independent,pragma8c[49] independent,work-centric[50] strongworkethic[51]Mul8-tasking[47] Mo8vatedtoachieved[52]
Behavioral Stores MAC,MichaelKors,Nike,Amazon,Chubbies[57] Wal-Mart,Target,Nike,Forever21,AmericanEagle[54] GroceryStore[71] Importanceincustomerservice[75]
BrandsMAC,MichaelKors,Nike,Amazon,Chubbies[57] Nike,Apple,Samsung,Sony,Wal-Mart,Target,Microsoy,
Coco-Cola,Jordan,Pepsi[54]Chobani,Cu8es,Stevia,Tide,NakedJuices,DoveFrozenTreats[60]
Pom,AngryOrchard,CommandHooks,McCafeGroundCoffee,GorillaTape[60]
MusicLorde[62] Beyonce,Coldplay,Jus8nTimberlake,JimiHendrix,Nirvana,
GreenDay,Rihanna,JayZ[55]Beck,Nirvana,Dr.Dre,RedHotChilliPeppers,PearlJam,Madonna[68]
TheRollingStones,BobDylan,TheBeatles,LedZeppelin,ThebeachBoys,JohnLennon[72]
GlennMiller,BennyGoodman,DukeEllington,CountBassie[76]
TV/Movie ModernFamily[62] SocialNetwork,DailyTonight,CableNews[53] IndianaJones,BacktotheFuture,TheShining,StarWars,BreakfastClub,BeverlyHillsCops[69]
TheGraduate,EasyRider,TheGodfather,Jaws[73]
TheWizardofOz,GonewiththeWind,It'saWonderfulLife,GuessWho'sComingtoDinner[77]
Places 52%BigCity/UrbanNeighborhood,28%Suburbs,14%Rural
Countryside[61]54%BigCity/UrbanNeighborhood,26%Suburbs,16%RuralCountryside[61]
46%BigCity/UrbanNeighborhood,26%Suburbs,23%RuralCountryside[61]
36%BigCity/UrbanNeighborhood,25%Suburbs,34%RuralCountryside[61]
32%BigCity/UrbanNeighborhood,22%Suburbs,40%RuralCountryside[61]
Atlanta,Pijsburg,Memphis,Boston,Aus8n,SanDiego,Seajle,Houston,Denver,Charloje[56]
Atlanta,WashingtonD.C,SanFrancisco,Portland,Ba8more[58] Pijsburg,Orlando,Detroit,Boston,St.Louis[58]
Celebri8es LelePons[62] Beyonce,Coldplay,Jus8nTimberlake,JimiHendrix,Nirvana,GreenDay,Rihanna,JayZ[55] GeorgeClooney,GeorgeLopez,EddieMurphy[70] OprahWinfrey,PaulaAbdul,TimAllen[74] MarilynMonroe,RobertF.Kennedy,Mar8n
LutherKingJr.,NeilArmstrong[78] Online Facebook,VirtualReality[63] 51%Instagram,42%Snapchat[53] Facebook,Email Facebook,Email Facebook Facebook,Twijer,LinkedIn
Bottom Lines:
Genera8onZare6-20yearsoldisthefirstmobilegenera8on.Theyaregloballydiverse.Therefore,theyarea"pluralistgenera8on"becausetheybelieveindiversityandthecoexistenceofallraceandgenderinasociety.They
believethatitisveryimportanttogainexperiencesuchaspar8cipa8nginaninternshipforagreatercareerpath.Theonlineworldisveryimportanttothemastheyuseitmainlyforeduca8onandcommunica8ons.Bygrowingupwithfull
accessoftechnology,theylovetomul8-taskwithalltechnicalgadgetstoshop,communicateandeducate.Asa
result,theirajen8onspanwillonlylast8seconds.
Millennialsare18-33yearsold.Theyaremorejobfocusedthanhavingarela8onshipwithasignificantother.
However,theys8llbelievethatitisimportanttobesocialandloyalwiththeirfriendsandfamily.Asidefromthat,theirfavoritepas8mesincludewatchingtv,readingandtraveling.Theyenjoyproductsfromlargecompaniessuch
asWalmart,Nike,Microsoy,andApple.Mostmusiclistenedtobymillenialsnowcoincideswith"pop"music,andhiphop.Muchofthisgenera8on'sentertainmentisbasedinsocialmedia,i.e.themovieSocialNetwork,andthefactthatover50%ofthemhaveInstagram.Theyareheavilyconcentratedonbeingpoli8callycorrect.Firstgenera8ontobelessthan60%caucasian.Mostpopular
celebri8esarealsomusicians.
Genera8onXisthegroupofpeopleaged34to49yearsold.Theyarebyfarthemostcivilianemployedlivinggerera8on,withover80%ofemployedincivilian
posi8ons.Asadirectresulttheyarealsothehighestpaidgenera8on,averagingnearly10kdollarsmorethananyotherlivinggenera8onannually.Thisgenera8onis
hallmarkedbyselfsufficiency,independence,adaptability,andthecompromiseofaworkandfamilybalance.Themajorityofthisgenera8onaremarried.Theyalsoverymuchenjoygoingtothegrocerystore,
withsomeoftheirfavoritebrandsbeingTide,Dove,andChobani.Someofthisgenera8on'smostpopular
moviesincludeclassicssuchasIndianaJones,StarWars,andTheShining,withactorssuchasGeorgeClooneyandEddieMurphy.Aswiththeothergenera8ons,Facebook
isverypopular.
LiketheSilentgenera8on,thisgenera8onishighlyreligious,butthisgenera8onismosthighlycharacterizedbyitsmusic.GroupslikeTheRollingStones,LedZeppelin,andTheBeatles,arenowconsideredclassicsandamongthebestsellingofall8me.Mostbabyboomersnolongerhavechildrenlivingintheirhousehold.Theyenjoypoli8cs,listeningtomusic,andwatchingTV.
TheyenjoyheartybrandssuchasAngryOrchard,andGorrillaTape.Moviesapplaudedbythis
genera8onincludeTheGodfather,andJaws,withcelebri8essuchasOprahWinfreyandTimAllen.Facebookisalsoverypopularamongthebaby
boomers.
Thesilentgenera8onischaracterizedbyastrongfamilyorientedgroupofpeopleaged69to83yearsold.Theyarethemostreligiouslyinclinedgenera8on,withover80%claimingtobe.They
arealsoepitomizedbypatrio8sm.Thisgenera8onishighlytaskoriented,andisthemost
ruralsubsidingofanylivinggenera8on.Thisgenera8onenjoysdoingthingssuchasreading,traveling,gardening,andusingFacebook.People
ofnotefromthisgenera8onincludeMar8nLutherKingJr.,MarilynMonroe,andNeil
Armstrong.
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Table 8a. Internal Analysis Strengths Weakness
Company •NoLongtermDebt17 •LowpresenceinCanada,EuropeandAsia17•EnormousGrowthPoten8al65 •LowPresenceofShopHouseandPizzeriaLocale65•Meritocra8cpromo8onsystem48 •Doubledigitdropinrevenue61
Brand •LocalGrowerSupport1 •Associa8onwithE.Coli61•JobsforRefugees48 •PublicPoli8calStance61•#1fastfoodrestaurantwithfreshingredients35 •Tex-Mexcentricmayturnpeopleoff14
Product •Burritos,BurritosBowl,TacosandSalads17 •SystemicCrises57•FoodwithIntegrity1 •LimitedMenu65•Trackandtracesystem35 •HighCalorieFood1
Channels •OnlineOrderingthroughiPhoneandAndroidorderingapplica8ons17 •NoDriveThru65
•Postmates,Orderup,Tapingo,FavorApps1 •Nolatenighthours1•Catering1 •Loudmusic1
Promotion
•806KTwijerFollowers,379KInstagramFollowers,3,021,477LikesonFacebook,5,334,972Checkedin39 •Decreasenumberofsocialpost39
•“DoGoodWithBurritos”–Hostafundraiserandkeep50%.1 •LimitedAdver8sement1
•AnimatedShortFilms1 •Nocon8nuousrewardsprogram1
Price •ReasonableforHighQualityFood5 •HighStockPrice65•CollegeStudentsorLowIncomePriceRange48 •Moreexpensivethanothercompe8tors1•Discountedpricingsthroughholidayevents14 •Upchargesforextras1
Bottom Lines
Chipotleisaneasilyiden:fiedcompanythatoffersfreshingredientsthroughouttheU.S.Theyhavehighinterac:onswiththeirconsumersonallplaEormsofsocialmedia.Theyalsoopenedupahugechannelofe-commerceonmobiledevices.
Withthesuccessofpopulardemandsfortheirproduct,Chipotlesufferwithlonglinesduringpeakhoursandarenotabletooperateduringlatenighthoursordeliverfortheexpandoftheircustomerbase.
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Table 8b. External Analysis Opportunities Threats
Suppliers •Getproductsfromlocalfarmers29 •EColifromcurrentsuppliers12•Lessenrequirementsonsuppliers18 •LimitedSuppliers18•Offerdifferentkindsoffood6 •Supplierstakenupbyexis8ngcompe8tors12
Channels •Drive-Thru24 •Difficultymanagingconstruc8onanddevelopment33•Delivery33 •OfferedinUSonly15•Moreloca8onsaroundbusycollegecampuses15 •Shiyindininghabits62
Competition •Con8nuousrewardsProgram33 •Locallyownedcompanies33•Domorefundraisinganddona8ons33 •Offerdelivery33•Openupoffbranchesofchipotleservingdifferentfood66 •Cannibaliza8onofcustomers70
Target Customers
•Investinothereateryconceptstogainmorecustomers33 •Customeravailability33
•Gaincompe8torscustomers70 •Interna8onalmarketscausemoreindepthplanningandthinkingduetodifferences33
•Increaseeyecatchingadver8sements22 •Mul8unit,mul8marketMexicanfoodandburritoconceptswhichareexpandingna8onally33
Society & Culture •Expandtodifferentcountries15 •Interestinspecificfoods20•HighValueonFreshfood29 •Interestinhealthyfood20•Highvalueonveganandvegetarianfood33 •“FoodwithIntegrity”posesforrisksandchallenges33
Economy •Storeexpansions62 •Plumme8ngStocks12•Foodprices62 •Changinginterestratesandinterestincome20•Taxonfood16 •Execu8vecompensa8on5xindustrynorm19
Political & Legal •Lawsrequiringfreshfoodstandards20 •Courtcasesduetoe-coli20•Mandatoryfoodproviderforallcampuses58 •Highleasingcontracts20•Mandatorydeliverytocollegecampuses58 •Foodregula8ons20
Technology, communications, and
transportation
•Enhancephoneapp33 •Appnotavailabletoallopera8ngsystems33•Offerlivechatswithemployees33 •Offerdeliveryatallloca8ons33•Deliverypartners33 •Rapidlychangeinsoywaresystems16•
Natural Environment •Growtheirownvegetables29 •Morepes8cidesinfoods33•Ridofallgene8callymodifiedorganisms33 •Salesfluctuateduetoseasonchange33•Dimligh8ng33 •Limitedresources29
Bottom Lines
Withahighvalueonfreshfood,andtheopportunityforstoreexpansions,Chipotlecouldbecomeadominantchoiceingainingcompe:torscustomers.Also,withanaddi:onalchannellikedeliverytoreceivetheproduct,itcouldincreasesaleandimprovecustomer’ssa:sfac:onduetotheshiJindining
habits.
Duetothelimita:onofsuppliersaJertheE-colibreakout,Chipotlehassufferedbecauseoftheincreasedinterestinhealthyfood,morepes:cidesintheirfoods,andalackofresources.
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Table 8c. SWOT Analysis Summary Strengths Chipotleisaneasilyiden8fiedcompanythatoffersfreshingredientsthroughouttheU.S.Theyhavehighinterac8onswiththeirconsumersonallplamormsofsocial
media.Theyalsoopenedupahugechannelofe-commerceonmobiledevices.
Weaknesses Withthesuccessofpopulardemandsfortheirproduct,Chipotlesufferwithlonglinesduringpeakhoursandarenotabletooperateduringlatenighthoursordeliverfortheexpandoftheircustomerbase.
Opportunities Withahighvalueonfreshfood,andtheopportunityforstoreexpansions,Chipotlecouldbecomeadominantchoiceingainingcompe8torscustomers.Also,withanaddi8onalchannellikedeliverytoreceivetheproduct,itcouldincreasesaleandimprovecustomer’ssa8sfac8onduetotheshiyindininghabits.
Threats Duetothelimita8onofsuppliersayertheE-colibreakout,Chipotlehassufferedbecauseoftheincreasedinterestinhealthyfood,morepes8cidesintheirfoods,andalackofresources.
Major Finding Despiteopera:nginalow-incomeenvironment,Chipotle’suniquebrandandfreshproductmeetsthewantsandneedstoawiderangeofconsumerswithdifferentlifestyles.Theconsistentinprice,customerservice,andfreshingredientskeepsthecustomer’sreturnrate.However,withthehighdemandfortheirproduct,latenightconsumerssuffertheavailabilityoftheproductsandservicesduetoChipotle’scurrentopera:nghours.
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Table 11. Segment Profile Name Millennials
Demographics Age 18-33yearsold[2]
Gender 48.7%Females51.3%Males[6]
FamilyStatus 28%Married68%Single[9]
Children 60%havenochildreninhousehold[67] Job 68%arecivilianemployedeitherpar-8meorfull-8me:Management,Professional,andRelated[13][14]
Educa8onMosthaveobtainedahighschooldiplomaandatleastsomecollegeexperience[20]
33%willbeuniversityeducated[65] Income $61,003[25] Loca8on 86%Metropolitan[29] Ethnicity 57%Caucasian,21%Hispanic,13%African-American,6%Asian,3%Other[34]
Religion 56%Religious,35%Non-religious,8%Inbetween[38]Psychographics Interest WatchTV,ConnectwithFriendsandFamily,ListentoMusic,Read,Travel[58]
Values Loyalty,morals,realism,privacy,socialbility[43]
TraitsDiversityfocused,op8mis8c,poli8calsavvy,independent[48]Mo8vatedtoachieved[52]
Behavioral Stores Wal-Mart,Target,Nike,Forever21,AmericanEagle[54] Brands Nike,Apple,Samsung,Sony,Wal-Mart,Target,Microsoy,Coco-Cola,Jordan,Pepsi[54]
Music Beyonce,Coldplay,Jus8nTimberlake,JimiHendrix,Nirvana,GreenDay,Rihanna,JayZ[55] TV/Movie SocialNetwork,DailyTonight,CableNews[53] Places 54%BigCity/UrbanNeighborhood,26%Suburbs,16%RuralCountryside[61]
Atlanta,Pijsburg,Memphis,Boston,Aus8n,SanDiego,Seajle,Houston,Denver,Charloje[56] Celebri8es Beyonce,Coldplay,Jus8nTimberlake,JimiHendrix,Nirvana,GreenDay,Rihanna,JayZ[55] Online 51%Instagram,42%Snapchat[53] Facebook,Twijer,LinkedIn
Bottom Lines:
Millennialsare18-33yearsold.Theyaremorejobfocusedthanhavingarela8onshipwithasignificantother.However,theys8llbelievethatitisimportanttobesocialandloyalwiththeirfriendsandfamily.Asidefromthat,theirfavoritepas8mesincludewatchingtv,readingandtraveling.TheyenjoyproductsfromlargecompaniessuchasWalmart,Nike,Microsoy,andApple.Mostmusiclistenedtobymillenialsnowcoincideswith"pop"music,andhiphop.Muchofthisgenera8on'sentertainmentisbasedinsocialmedia,i.e.themovieSocialNetwork,andthefactthatover50%ofthemhaveInstagram.Theyareheavilyconcentratedonbeingpoli8callycorrect.Firstgenera8ontobelessthan60%caucasian.Mostpopularcelebri8esarealsomusicians.
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Summary of Target Market
Unique and Different Product/Brand Attributes
Customer's Unsatisfied Needs
Most Important and Easily Communicable Product/Brand Attributes
Burritos,BurritosBowl,TacosandSalads[17]
MoreJobfocusedthanmarriageorchildren[9]
Fastfillingmealduringworkbreak
FoodwithIntegrity[1] Heavilyconcentratedonbeing
poli8calcorrect[43] Transparencyfomgrowthwithinthesoiltothefinishedburritobowl
TrackandTraceSystem[35] Highconcentra8ononsocial
media[53] Easilytrackandtracethesuppliersthroughsocialmedia
Bottom Lines
Chipotleprovidesafillingburrito,tacoandsaladthatisservewithintegritywhenitcomestohowitispreparedandservetotheircustomers.Asa
resultthetrackandtracesystemisinplacetoiden8tyandrecallany
hazardousproducts.
Millennialsarenowmorejobfocusedthanmarriageor
havingchildren.Theydedicatemostoftheircommunica8onorconnec8ng8measidethroughsocialmedia.Therefore,theystrugglephysicalsocialskills.Theyalsostrugglewithtrustfrompoli8calcorrectness.
Withafastfillingmealduringworkbreaks,Millennialsdonothavetoworryaboutmakingamealorbeinglatetoworkbecauseofmealprep.Inaddi8on,withthetransparencywithinthekitchen,theycantrusttheprocessbehindthescenes.Theycanalsoeasilytrackandtraceany
productthroughoutsocialmediawithaclickofabojom.
Major Finding ChipotletargetsMillennialthatareveryfocusedontheirjobthathavetrustissueswithinthepublicandlackofconcentra8onoutsideofsocialmedia.Chipotlepresenttheirproductandservicetobefast,transparentandeasilytrackedthroughsocialmediatoprovideaconvenience
servicewhileworkingandaclearoutlookonhowtheproductsaremadeorcomefrom.
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Perceptual Map
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Summary of Marketing Mix Product Price Promotion Place
•Burritos,BurritosBowl,TacosandSalads[17] •ReasonableforHighQualityFood[5]
•806KTwijerFollowers,379KInstagramFollowers,3,021,477LikesonFacebook,
5,334,972Checkedin[39]
•OnlineOrderingthroughiPhoneandAndroidorderingapplica8ons[17]
•FoodwithIntegrity[1] •CollegeStudentsorLowIncomePriceRange[48]
•“DoGoodWithBurritos”–Hostafundraiserandkeep50%[1] •Postmates,Orderup,Tapingo,FavorApps[1]
•TrackandTraceSystem[35] •DiscountedPricingthoughHolidayEvents[14] •AnimatedShortFilms[1] •Catering[1]
Bottom Line
Afillingburrito,tacoandsaladthatisservewithintegritywhenitcomestohowitispreparedandserveto
theircustomers.Asaresultthetrackandtracesystemisinplaceto
iden8tyandrecallanyhazardousproducts.
Reasonablepriceforhighqualityfoodthatisafforableforcollegestudentsorlowincomeindividuals.Inaddi8on,
discountedpricingisprovidedthroughoutpromo8onalholiday
events.
There'sahighcustomerinterac8onthroughoutallsocialmediaplamorms.Theyalsopromote"DoGoodWithBurritos"tokeepacloserfanbasedlocallybyhelpingthecommunityhostafundraiserandonlykeep50%.Inaddi8on,theyalsocreatedanimatedshortfilmstoconnect
globally.
OneisabletoreceivetheproductofChipotlethroughonlineorderingviaChipotle's
Applica8on.Itisalsopossibletoorderthroughthirdpartyapplica8onssuchaspostmates,orderup,tapingo,orfavorappsforittobe
deliveredtoyou.Chipotlecanalsobeapartofabiggergatheringthroughtheircateringservices.
Major Findings
Chipotleisaneasilyiden:fiedcompanythatoffersfreshingredientsthroughouttheU.S.Theyhavehighinterac:onswiththeirconsumersonallplaEormsofsocialmedia.Theyalsoopenedupahugechannelofe-commerceonmobiledevices.
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References 1 1- (2016). Retrieved from chipolte: chipolte.Com 2- april 2016 social marketing report. (2016, april). Retrieved from social bakers: https://www.Socialbakers.Com/resources/reports/united-states/2016/april/ 3- better buy chipotle mexican grill vs panera bread. (2016, september 21). Retrieved from the motley fool: http://www.Fool.Com/investing/2016/09/21/better-buy-chipotle-mexican-grill-inc-vs-panera.Aspx 4- better buy: chipolte mexican grill vs. Panera bread. (2016, may 17). Retrieved from the motley fool: http://www.Fool.Com/investing/general/2016/05/17/better-buy-chipotle-mexican-grill-inc-vs-panera-br.Aspx 5- bill ackman right about chipotle enormous growth. (2016, september 18). Retrieved from the motley fool: http://www.Fool.Com/investing/2016/09/18/is-bill-ackman-right-about-chipotles-enormous-grow.Aspx 6- bowman, J. (2016, august 26). Chipolte is serving burritos in a new way. Retrieved from the motley fool: http://www.Fool.Com/investing/general/2016/08/26/chipotle-is-serving-burritos-in-a-new-way.Aspx?Source=isesitlnk0000001&mrr=0.25 7- brady, S. (2011, january 13). Panera cares, customers rise to the occasion. Retrieved from brand channel: http://brandchannel.Com/2011/01/13/panera-cares-customers-rise-to-the-occasion/ 8- brady, S. (2016, august 10). Brand news: chipotle happy hour, adidas x james harden & more. Retrieved from brand channel: http://www.Brandchannel.Com/2016/08/10/brand-news-081016/ 9- brown, C. (2016, september 8). The companies trying to track everything we eat, from seed to stomach. Retrieved from fast company: https://www.Fastcompany.Com/3063134/food-safety-track-and-trace-data 10- Buffalo Wild Wings | SWOT Analysis | USP & Competitors ... (n.d.). Retrieved October 23, 2016, from http://www.mbaskool.com/brandguide/food-and-beverages/9946-buffalo-wild-wings.html 11- can social media tell you about chipolte. (2014, june 12). Retrieved from the motley fool: http://www.Fool.Com/investing/general/2014/06/02/what-can-social-media-tell-you-about-chipotle-potb.Aspx 12- can you guess what america's favorite fast casual resturant is now? (2016, april 23). Retrieved from the motley fool: http://www.Fool.Com/investing/general/2016/04/23/can-you-guess-what-americas-favorite-fast-casual-r.Aspx 13- cardenal, A. (2016, september 12). Can chipolte mexican grill start growing again. Retrieved from motley fool: http://www.Fool.Com/investing/2016/09/12/can-chipotle-mexican-grill-start-growing-again.Aspx 14- chick fil A. (N.D.). Retrieved from twitter: https://twitter.Com/chickfilanews 15- chipolte. (N.D.). Retrieved from twitter: https://twitter.Com/chipotletweets 16- chipolte has gigantic expectations. (2014, feb 26). Retrieved from the motley fool: http://www.Fool.Com/investing/general/2014/02/26/chipotle-has-gigantic-expectations.Aspx?Source=isesitlnk0000001&mrr=0.33
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References 2 17- chipolte mexican grill. (2016, september). Retrieved from google finance: https://www.Google.Com/finance/historical?Q=nyse%3acmg&ei=gsjyv6n-f4lhmahzz5zqda 18- chipolte mexican grill. (2016). Retrieved from google finance: https://www.Google.Com/finance?Q=nyse%3acmg&fstype=ii&ei=m6xhv7gei8ebmagjl7l4bq 19- chipolte securities and exchange commision hearing. (2015, feburary 4). Retrieved from chipolte: http://ir.Chipotle.Com/mobile.View?C=194775&v=202&d=3&id=ahr0cdovl2fwas50zw5rd2l6yxjklmnvbs9mawxpbmcueg1sp2lwywdlptewmdm5odm1jkrtrve9msztrve9jlnrrevtqz1trunusu9ox0jprfkmzxhwpszzdwjzawq9ntc%3d 20- chipoltes shame. (2016). Retrieved from the motley fool: http://caps.Fool.Com/blogs/chipotle39s-shame/969557 21- chipotle annual report. (2016). Retrieved from chipolte: file:///C:/users/monic_sptec10/downloads/2015%20annual%20report_chipotle%20(3).Pdf 22- connect: kids. (N.D.). Retrieved from moes southwest grill: http://www.Moes.Com/connect/kids/
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44- Jurevicius, O. (2016, October 19). Starbucks SWOT analysis 2016 | Strategic Management Insight. Retrieved October 23, 2016, from https://www.strategicmanagementinsight.com/swot-analyses/starbucks-swot-analysis.html 45- Know Your Numbers. (2016). Retrieved from Social Bakers: file:///Users/nikkiheng/Downloads/know-your-numbers.pdf
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56- Nathan, R. (2016, April 19). Inside Buffalo Wild Wings' Marketing Strategies - Market ... Retrieved October 23, 2016, from http://marketrealist.com/2016/04/inside-buffalo-wild-wings-marketing-strategies/ 57- News, B. (2016, September 21). Panera to Be First National Chain to Serve 'Clean Bacon'. Retrieved from Advertising Age: http://adage.com/article/cmo-strategy/panera-national-chain-serve-clean-bacon/305952/ 58- Nisen, M. (2014, March 20). How Chipotle transformed itself by upending its approach to management. Retrieved from http://qz.com/183224/how-chipotle-transformed-itself-by-upending-its-approach-to-management/#/h/55509,2/ 59- O'Farrell, R. (n.d.). Starbucks Pricing Strategy | Chron.com. Retrieved October 23, 2016, from http://smallbusiness.chron.com/starbucks-pricing-strategy-10544.html 60-On The Same Page, No Matter the Age: Reading Is a Top ... (n.d.). Retrieved October 24, 2016, from http://www.nielsen.com/us/en/insights/news/2015/on-the-same-page-no-matter-the-age-reading-is-a-top-spare-time-activity.html 61- Our Food. (n.d.). Retrieved from Jimmy Johns: https://www.jimmyjohns.com/about-us/our-food/ 62- Our Giving. (n.d.). Retrieved from Jimmy Johns: https://www.jimmyjohns.com/about-us/our-giving/ 63- Our Mission. (n.d.). Retrieved from Panera Cares: http://paneracares.org/our-mission/ 64- Our Sustainability. (n.d.). Retrieved from Jimmy Johns: https://www.jimmyjohns.com/about-us/our-sustainability/ 65- Panera At Home. (n.d.). Retrieved from Panera Bread: . https://www.paneraathome.com/?utm_source=pbcom&utm_medium=menu-dropdown&utm_campaign=panera-at-home 66- Panera Bread. (n.d.). Retrieved from Twitter: https://twitter.com/panerabread
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The Research League
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