The New York Times. FEB. 15, 2018.
https://www.nytimes.com/2018/02/15/business/chipotle-chief.html?rref=collection%2Ftimestopic%2FAdvertising%20and%20MarketingHe led a turnaround at taco bell. Can he do it at chipotle?
Taco Bell and Chipotle fast-food restaurants
The business article talks about two different fast-food chains experiencing two different situations in business. Brian Niccol, a chief executive at taco bell, is expected to turn things around at the straining chipotle just like he did in taco bell. Brian Nicoll is moving to chipotle in a months' time.
Brian Niccole reversed the fortunes at taco bell. He revised it marketing strategies and the reliance on franchisees. When he joined the taco bell a couple of years ago, he worked on marketing strategies and product innovation that the chain was struggling with its public image and sales deteriorate. During Nicoll's tenure, he became more digital and experimental. He started promoting menu items by rebranding them. He took the social media by revamping the company's social media strategies which had been left helpless. Mr. Niccole employed the use of media by advertising their new products as it was evident in the company's upscale concept in 2016. As part of his rebranding, he changed the company's slogan "Think outside the Bun" to "Live Mas," to emphasize on the lifestyle and not the product that the consumers have favored in the past. Introduction of new menu items like Doritos Locos Taco turned Taco Bell into a known Dorito star. These strategies help create a buzz which sold aggressively sold out the company chains to other independent owners. Taco bell reduces the risk and the cost by engaging the franchisees. Taco bell popularized itself by citing with popular chains such as Pizza Hut and KFC.
Chipotle owns all of its 2400 stores, but they rarely do not make major updates on their menus. As Brian Nicole takes over, his marketing campaigns must focus on the details of the menu ingredients to gain back the advantage that had been edged out with food-borne illness encountered in its restaurants. Establishing the brand momentum which needs innovation by taking on something new that can revive their brand in the market. Introduction of new ingredients in its menu items was used to justify its a bit high prices as a show of quality. As all changes were put in place, Chipotle Company tries its best not to compromise the quality of its products.
The Chipotle menu had some issues due to its limited nature. Customers tend to stick to their favorites. An issue arises when you get a customer one item, but in their mind, they are in for another item that is not included on the menu item. This remains a task for a new manager and marketer Mr. Niccole to figure out.
The main implication on marketing is the urge of meeting the customer's needs and results in customer satisfaction. Policymakers and the public should take note research on marketing and consumer. Policymakers should focus on the marketing of products that will not have health implications for the consumers. This situation is seen in policies governing the advertisement of alcoholic drinks and tobacco products. Public policy issues that relate to marketing are in the areas of consumer protection from the deceptive advertising, product labeling and legal restraints (Mazar and Ariely, 2006). Marketers are encouraged to be truthful in whatever products they are marketing. The product should meet the expectations created by the consumers. It should not be sale oriented which compromise on the quality of the products. Marketing should be much of making public aware of the product they are in need of to solve their problems.
Mazar, N., & Ariely, D. (2006). Dishonesty in everyday life and its policy implications. Journal of public policy & Marketing, 25(1), 117-126.
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