The fast food industry is constantly evolving and it seems as though the only way key players can wipe out the competition is through costly advertisements and aggressive marketing campaigns. The art of simplicity has become a thing of the past; companies are continuously targeting broad consumer segments instead of focusing on their particular niche. Recently this popular strategy was challenged, when small town chain ‘Chipotles Mexican Grill’ began expanding into the commercial market.
Contrary to traditional marketing strategies, Chipotle’s main focus is to educate consumers on where food comes from rather than promoting their brand. They believe that by solely targeting millennials, those born between 1980 and 2000, they are able to focus on the core values of that specific segment. In this case, their target market’s ideals include healthy eating, locally grown ingredients and light branding. By straying away from conventional media outlets, Chipotle is building an alternative identity for themselves as a brand that customers can easily connect with.
Upon reading Chipotle’s profile I was thoroughly intrigued by the company’s willingness to take such bold risks, it is never easy to compete with large fast food chains, especially when lacking in branding. Their story has taught me that even in a highly competitive industry, less is sometimes more when it comes to marketing; the simplicity of a brands mission has the power to reach an audience far more effectively than any elaborate campaign.
Watch: Chipotle’s Latest Form of Advertising
Sources Used:
http://www.usatoday.com/story/money/business/2013/09/12/chipotle-big-food-millennial-marketing/2798023/
http://www.digitalsparkmarketing.com/creative-marketing/non-traditional-marketing/
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