Consumer Behavior at Chipotle

When Chipotle opened its first store in $1993,$ the idea was simple: serve good food fast. It used fresh, high$-$quality ingredients, classic cooking methods, and distinctive interior design$$features typically found in fine$-$dining establishments. Chipotle is credited for creating a new category of dining now called $$fast$-$casual,$$ the fastest$-$growing segment of the restaurant industry. Fast$-$casual diners expect food to be fresh and high$-$quality, like that found in full$-$service restaurants, and for service to be comparable to the speed and convenience of fast$-$food establishments.

Numerous factors affect the consumer decision$-$making process at every stage, for example, psychological, situational and personal, sociocultural, and involvement. This activity is important because an effective marketing strategy must take all of these factors into account.

The goal of this activity is to illustrate how a company like Chipotle uses its knowledge and understanding of consumer influences to ensure that it meets the needs and expectations of its customers as well as developing effective strategies to sell its products.

Click the $$ button to watch the video. Then, answer the questions that follow.

Select the statement that describes why Chipotle customers tend to be high$-$involvement buyers.

Multiple Choice

Chipotle customers want made$-$to$-$order meals consisting of high$-$quality ingredients of their choice that they can receive quickly.

Chipotle customers want to pay higher prices for a meal that is made fresh and served to them.

Chipotle customers want a meal that is quick, convenient, and reasonably priced.

Chipotle customers want to walk up to the counter, order a premade meal, and be served quickly.