3/17/2024 0 Comments Black bear diner original locationThis year’s report analyzed the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. Hopefully this means that despite the recent incidents, Chipotle will still bounce back and learn from its mistakes. The satisfaction may be correlated to the brand’s solid fulfillment score. NPS is a reflection of customer satisfaction and it seems to be the one of the strongest aspects of Chipotle’s brand. With an NPS of 26 percent, it is the second highest in the industry behind Dunkin’ Donuts, which has a score of 36 percent. A brand that defines itself this way should be serving safe food and avoiding any outbreaks.Ĭhipotle, however, excels in the Net Promoter Score (NPS). There may be a disassociation between what Chipotle says and does – as it defines itself with a commitment to “Food With Integrity” and that it goes above and beyond the standards of a typical fast food chain. This could also be related to Chipotle’s youth, but it says something about how the brand communicates and the resulting consumer perceptions. Low archetype scores for a relatively high-ranking brand indicate that although consumers are connecting with the brand, they are not forming strong associations with it. While Chipotle is the second most intimate fast food brand, it scores below industry average for every archetype expect fulfillment (29 versus 27), which relates to exceeding expectations and delivering superior service and quality. Chipotle must assure customers that it is trustworthy so that more will begin to transition to the later stages of intimacy. Although sharing is important, it does not reflect a strong commitment like the bonding stage or co-identification like the fusing stage. Its success in this stage is likely a result from the explosive growth while still being relatively new to the category. The stages of Brand Intimacy measure the depth and intensity of brand relationships and Chipotle leads the fast food industry for customers in the first stage, sharing, with 21 percent. This makes Chipotle an enigma and MBLM analyzed the fast casual giant to try to understand it from a Brand Intimacy perspective.Ĭhipotle has an impressive number of customers experiencing intimacy, mostly in the earliest stage. Nonetheless, it has had food safety catastrophes along the way – including the 2015 outbreaks of E.coli and norovirus and the summer 2017 norovirus outbreak and rat incident in Dallas. In the past years, Chipotle’s popularity has grown exponentially from 16 locations in 1998 to 500 in 2005 to 2250 in 2017. “However, we believe that it needs to make and demonstrate tangible change in terms of its food safety controversies to build stronger bonds with consumers.” “While it has a mixed Brand Intimacy profile, Chipotle has a lot going for it, including having more intimate customers than any other competitors,” said Mario Natarelli, partner at MBLM. Chipotle also ranked first for men in the fast food industry and performed well with millennials. It beat out several dominant brands, including the remaining eight in the top 10 for the fast food industry: McDonald’s, Pizza Hut, Subway, Domino’s, Wendy’s, Dunkin Donuts, KFC and Burger King. According to the 2017 report, top ranked intimate brands continued to outperform the S&P and Fortune 500 indices in revenue and profit over the past 10 years.Ĭhipotle ranked 64th in the study overall, out of nearly 200 brands, with a Brand Intimacy Quotient of 30.8. Brand Intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand. The report, which is the largest study of brands based on emotions, found that the industry ranked eighth overall out of the 15 total studied. MBLM, the Brand Intimacy Agency focused on strategy, design, creative and technology, today revealed that Chipotle ranked second in the fast food industry, following only Starbucks, according to its Brand Intimacy 2017 Report.
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