Promotions:
Chipotle/ Burrito Bowl
1. Buy a $25 gift card and receive a free burrito bowl, limited time offering
Chipotle has gift cards that are sold in store, to promote the new burrito bowl Chipotle would offer for a limited time a free burrito bowl to customer if they buy a $25 dollar or more gift card. This would run in 3 month periods, 4 times a year due to the change in style of the gift card options. Chipotle would use small displays that are put on their counter next to the gift cards for consumers viewing.
2. Online printable coupons if you take online survey and receive a free Burrito bowl or Burrito of your choice.
Using Chipotle’s website, once the customer clicks on a certain link off of the website a pop up of the survey consisting of 5 quick dichotomous questions will be available to answer. Once the questions are answered a link to be clicked to receive the customers printable coupon for either the free burrito bowl or burrito of the customer’s choice. This will only be advertised online through the company’s website and it will run from only early spring to early summer. Advertising for this promotion is not available because it is an automatic pop up connected with Chipotle’s website.
3. iPhone apps for Chipotle to place orders in advance and pay
Chipotle offers iPhone applications to make it easier and faster to order and pay. This helps solve problems such as craving for your favorite Chipotle burrito but don’t have time to stand in line? Or maybe you’re traveling and need a quick taco fix but don’t know where to find the nearest Chipotle. Chipotle Mobile Ordering allows users to customize their Chipotle order, pay with a credit card, find the nearest Chipotle restaurant, and even save orders as “Favorites” for future orders. This promotion runs annually because of the iPhone application is added from the customer to their personal phone. Chipotle would advertise for this on their website, and can have a small display in their stores on table where customers eat.
4. Chipotle Annual Halloween Promotion
If you show you show up to a participating Chipotle wearing dressed as a processed food this Halloween, and you can purchase a burrito, bowl, salad or tacos for $2. Some of the proceeds will be given to a particular charity. Chipotle would run ads from the beginning of October in their stores, as well with flyers in their stores to promote the idea before Halloween begins. This promotion will begin and end on October 31, annually.
Public Relations:
1. Sponsoring events held at the local farms Chipotle gets ingredients from
Chipotle is proud to let their customers know where their ingredients come from. Whenever possible Chipotle uses ingredients from local farms; supporting farmers who grow/raise better ingredients for our customers. This PR Campaign will run for 6 months, April-October, focusing on sponsoring events held at the local farms. Local events may include Farm Fairs, which hold games, rides, petting zoo’s and acts that are family friendly. Chipotle can advertise these events on the Website, Facebook, Twitter, local TV stations (advertising during Prime Time) and placing posters in restaurants close to those locations. By sponsoring these events Chipotle can give consumers the overall experience of where their food comes from and why it’s so delicious. During these occasions Chipotle can set up tents and make Burito Bowls, using these ingredients for the guests. This will give families and friends a fun event to attend and see Chipotle in a new light.
2. Placing photos and videos on the Webpage, Facebook, and Twitter about those sponsorships
After sponsoring each event Chipotle can post pictures and videos on their Website, Facebook and Twitter account. Within 2 days of each event Chipotle will post this photos and videos to recap to consumers all the fun events that guests were able to take part in. When they post this they can also highlight the dates, times and locations for future Farm Fairs sponsored by Chipotle.
3. Making newsletters on Chipotle.com about upcoming events and previous events they have sponsored. This will include a monthly competition.
Chipotle loves including their customers and Fan-Atics (those who REALLY love Chipotle) included everyday. By making a newsletter Chipotle can better execute this. The newsletter can include Stories about Chipotle sponsorships, interesting stories, upcoming promotions, and even a monthly competition. The monthly competition will be for customers to do something creative with a Chipotle product; such as a photo. Each month there will be a new winner and their photo will be posted on the Website for the entire month’ they will also receive a free Burrito Bowl or Burrito for their next visit. This campaign can run for 12-months. After and during this time period we will monitor its success and decide whether to continue the newsletter or not. To bring attention to this at the beginning of each month Chipotle can post a reminder for consumers to check out the newsletter and enter the contest on their Website, Facebook, and Twitter.
4. Holding events at Chipotle locations about better eating (part of Food With Integrity). Place reminders about these events on local radio stations & website.
Chipotle places a lot of emphasis on the healthy ingredients that go into their products. Chipotle can hold events at restaurant locations (their larger locations in urban areas) about leading healthier lifestyles through food. This will relate to their Food With Integrity campaign and place Chipotle in an even better perspective to the customers. This PR Campaign can run for 3 months (April-June, months leading up to summer) and will hold these events once a month. Reminders for these events will be placed on the Chipotle Site and local radio stations.
5. Celebrity endorsement events
We would like to get young, healthy celebrities to endorse Chipotle Products. These celebrities may include Blake Lively, Zac Efron, and Rihanna (or celebrities somewhat relative). We can make commercials of them taking a break from their busy schedules to enjoy Chipotle products. They can talk about why they enjoy Chipotle; bringing Chipotle to the consumers mind in a new fun way. These commercials will run for 6 months (January-June) during prime time on major channels (such as ABC, NBC, CBS, MTV) near cities where Chipotle restaurants are located.
