While Chipotle has sought to identify its brand closely with a commitment to using ingredients like Niman Ranch meats that are naturally-raised (the chain's motto, after all, is "food with integrity"), a recent "ethnography study" by Chipotle of its customers found that its emphasis on quality foods was not a major factor for its customers.You could turn this on its head and say Chipotle is succeeding with quality foods--if you consider quality=tasty food. Busy customers may not take the time to evaluate Chipotle's green practices, but they do know they can get an affordable good lunch.
Although Chipotle's customers may overlook the company's commitment to sustainable food, Chipotle's growth still demonstrates that fast food can be achieved sustainably. And that's a good thing. I think this is something the industry, rather than consumers, takes note of.
Feb 18, 2009 10:45:28 PM
Posted By: Mark
This is not surprising.
As another mass market quality brand says, "food should taste good."
As a marketer of locally grown foods for 9 years, I found that the assumptions that existed in the campaign planner's minds prior to launch (people want SUSTAINABLE local food) were quickly dispelled by some basic market research.
The challenge in planning a marketing campaign of any kind is that you think your beliefs are generalizable to the broader community. But more often than not, your beliefs and those of your colleagues and associates are like the skin on an apple. Apparently everywhere, but dwarfed by the true majority.
People want food to taste good first. They they want it to be from their community, and to support community economic development and self reliance. Organic eventually showed up on our surveys in 5th place.
This study shows more about the myopia of Chipotle grill than anything else.