In general, fast food does not have a good reputation. So what can restaurants do to be successful on the market? Is there a way to surprise and convince the client? What to do to stand out from the others?
In United State, to the surprise of many, people know what the healthy fast food means. Company called “Chipotle” just started selling the truth. Company was opened in 1993 in Colorado and currently has more than 860 restaurants.
Chipotle skillfully is using social commitment in building a strong brand. Its target group are mainly people born in the 80's and 90's until 1996. Studies show that they understand and support the principles of sustainable development and are willing to choose products of companies which use them.
In United State, Chipotle is a true leader of responsibility on the quick service restaurant market. The company prides itself on the fact that the meat is sourced from traditional breeding, which does not apply antibiotics, and the animals are free-range.
The company has decided to play on the emotions. Chipotle created an advertising spot. It is an animated story of a pig farmer who once decided his usual farm converted into a productive enterprise. But in the end he realises that it is not good either for him or for people or animals and returns to the traditional breeding.
Advertising hit the emotions of Americans. After emission the Chipotle Mexican Grill recorded increase in sales by 11 percent. And there is no indication that the trend is going to stop.
N.B
references:
http://www.chipotle.com/en-US/Default.aspx?type=default
http://mobilemarketing.pl/aplikacja-%E2%80%9Echipotle-ordering%E2%80%9D-pobrana-700tys-razy/
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