consumer behavior Chipotle Video Exercise
ASSIGNMENT: Watch “The Scarecrow” video, then research and answer the following questions. Write up the results in 1 page and submit.
The 2013 video was part of Chipotle’s attempt at creating a wholesome and sustainable fast food image. Is creating such an image possible? Or is this an oxymoron? Explain.
Why did The Scarecrow video do well with Generation Z? What 3 values do the video share with this age cohort?
What is the message of the video? What consumption trends are identified?
In the past 3 years, Chipotle has had several challenges with trying to maintain their “Food with Integrity” slogan. Share 3 examples.
Chipotle has been losing market share and sales are plummeting. How would you recommend Chipotle reconnect and win back loyal Generation Z consumers in light of these fiascos?
Chipotle Mexican Grill is trying to position itself as a leader in the casual but healthy dining market. Chipotle’s brand concept of “Food with Integrity” targets Millennials and especially Generation Z. Chipotle is trying to replace traditional advertising with interactive and emotionally engaging stories as seen in “The Scarecrow,” a 3 – minute animated video. Watch the video and do the exercise.
This video was part of Chipotle’s attempt at creating a wholesome image trying to pursue sustainable fast food. The song “Pure Imagination” was performed by Grammy Award®–winning artist Fiona Apple, and is available for download on iTunes.
