Chipotle is a popular restaurant chain that has successfully appealed to a wide range of consumers. It has a casual atmosphere, yet still provides high-quality food. This combination has made it a favorite among college students, office workers, and families with kids.
But why do all these people like Chipotle? What about it is so attractive that makes them walk into a Chipotle instead of another similar restaurant?
In this article, we will explore the Chipotle target market and discuss the factors that have contributed to Chipotle’s success.
Who is the Chipotle Target Market?
To best understand the Chipotle Target Market we need to understand why someone goes to Chipotle as opposed to another similar restaurant, like Panera Bread or Pret a Manger or Dunkin Donuts, or a bakery, coffee shop, or fast-casual restaurant.
What is about Chipotle that attracts consumers to it? What are some of the circumstances under which someone walks into a Chipotle?
By asking and then answering such questions we can divide the Chipotle target market into the following segments:
- People who love Mexican food
- People who specifically love Chipotle’s food
- People who are looking for a quick and easy meal
- People who appreciate the service at Chipotle
- Parents looking for a place to take the kids to eat
- People who like the broad menu options at Chipotle
- People who appreciate quick service
- People looking to meet friends for a quick bite
- People looking for an affordable but tasty meal
- People looking for the best of fast food and casual dining
Let’s look at each of these customer segments closely.
#1. People who love Mexican food
People who love Mexican food are a prime Chipotle target market and are likely to walk into a Chipotle because it is a Mexican restaurant. These people are looking for authentic Mexican food or at least a close approximation to it.
What Chipotle offers them is the ability to customize their meal to include all of their favorite Mexican flavors and ingredients. They can get exactly what they want and know that it will be fresh and tasty.
Chipotle has become a popular choice for Mexican food lovers because it offers a quick, easy, and affordable way to get their fix.
#2. People who specifically love Chipotle’s food
People who love the food at Chipotle are going to be some of the most loyal customers that Chipotle has. They are the ones who are going to be coming back time and time again because they know that they can count on Chipotle to deliver a delicious and satisfying meal.
These customers are likely to be drawn in by Chipotle’s advertising that focuses on the food and the satisfaction that it gives. They may have seen pictures of delicious-looking burritos and bowls and know that they can get the same thing when they walk into a Chipotle.
#3. People who are looking for a quick and easy meal
Another segment of the Chipotle target market includes people who are looking for a quick and easy meal. These people may not have the time to sit down and enjoy a leisurely meal, but they still want something that is going to be fresh and tasty.
Chipotle offers them the ability to get their food quickly and without having to compromise on quality. Many people who want to grab a bite on the go are willing to pay a little bit extra for the convenience and quality that Chipotle offers.
Chipotle is also a relatively affordable option when compared to other quick and easy meal options, like fast food. This makes it a popular choice for people who are looking to get a good value for their money.
#4. People who appreciate the service at Chipotle
Many people will go to Chipotle because they appreciate the service that they receive. The staff at Chipotle is known for being friendly and helpful, which makes the experience of going to Chipotle a positive one.
Service matters a lot to most people, especially when they are short on time. The last thing that someone in a hurry wants is to deal with a surly server or long lines. Chipotle’s reputation for good service is one of the things that keeps its customers coming back.
#5. Parents looking for a place to take the kids to eat
Parents are always looking for a place to take their kids that is affordable, convenient, and offers good food. Chipotle ticks all of those boxes, which makes it a popular choice for parents.
Chipotle is also a good option for parents because it offers a broad menu that will please even the pickiest of eaters. And, since Chipotle is a quick-service restaurant, parents can get in and out without having to spend a lot of time there.
#6. People who like the broad menu options at Chipotle
This segment of the Chipotle target market is attracted to Chipotle for its wide range of menu options. These people like to go to restaurants that offer a lot of variety so that they can try something new every time they go.
People who enjoy trying new things are often willing to pay a little bit more for the chance to do so. And, since Chipotle’s menu options are all reasonably priced, this segment of the market is willing to pay for the quality and variety that Chipotle offers.
#7. People who appreciate quick service
Not everyone’s looking for a long, sit-down meal when they go out to eat. Sometimes, people just want to grab something quick and be on their way.
This segment of the Chipotle target market appreciates the quick service that Chipotle offers. They know that they can walk in, order their food, and be out the door in a matter of minutes.
This is especially appealing to people who are short on time or who just don’t want to spend a lot of time at a restaurant. This segment includes people working at offices near Chipotle locations who want to grab a quick lunch, as well as people who are running errands and need to stop for a quick bite.
#8. People looking to meet friends for a quick bite
When friends want to meet up for a quick bite, they often turn to Chipotle. This segment of the Chipotle target market likes that Chipotle is a convenient place to meet up with friends.
The food is also a big draw for this segment of the market. People who are looking to meet up with friends for a quick bite want something that is tasty and satisfying. Chipotle’s menu offers a variety of options that are sure to please everyone in the group.
#9. People looking for an affordable but tasty meal
Often people look for a balance between affordability and taste when choosing a restaurant. This segment of the Chipotle target market is attracted to restaurants that offer meals that are tasty and filling and are still reasonably priced.
Chipotle is a good option for this segment of the market because it offers reasonably priced menu items that are made with fresh ingredients. This means Chipotle’s people can count on a good healthy meal that is both affordable and delicious.
#10. People looking for the best of fast food and casual dining
Sometimes people want the best of both worlds when it comes to restaurants. They want the convenience and affordability of fast food, but they also want the quality and taste of casual dining.
This segment of the chipotle target market is looking for a restaurant that offers good food at a reasonable price, without the hassle of a sit-down meal. Chipotle is the perfect option for this segment because it offers high-quality food at close-to fast-food prices.
Conclusion
The Chipotle target market includes people who both love Mexican food and specifically love the food at Chipotle.
People who are looking for a quick and easy meal also find themselves going to a Chipotle if it’s convenient. Another point of attraction is the quality of service.
Parents looking for a place to take kids to eat also like Chipotle for the many options that it has that kids tend to love without complaining a lot. Likewise, people who like the broad menu options also find Chipotle a good place to eat.
For many, quick service is a vital point of differentiation between restaurants and this segment of the Chipotle target market appreciates the quality and speed of service that they get there.
When looking for a place to meet friends, hang out, and get a quick bite, people often just meet up at a Chipotle restaurant. They can be sure to get an affordable and tasty meal – a perfect option between fast food and casual dining.
