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Chipotle Consumer Research & Campaign Strategy

Project type

Research, Survey, Advertising

Date

March 2023

Location

NYU SPS — Campaign I

View the full research deck

Spearheaded consumer research to uncover the primary barriers to customer retention. Analyzed behavioral data to reveal that brand reliability—not price—drove churn, establishing a data-validated foundation for targeted win-back campaigns.

This was a team project with 2 other members. I led the creative direction, the creation of the "Every Day Is Chipotle Day," and the optimization of our survey questions.

Tools:
-Canva
-Google Forms

A presentation slide titled "We Assumed..." showing two hypothesis bubbles for Gen Z (18–29) and Millennials (30–45), with circular photos of people eating Chipotle. Gen Z's assumed barrier is price and value perception; Millennials' assumed barrier is wait times and inconsistency. Target audience listed as Gen Z & Millennials aged 18–45.

A presentation slide titled "Key Learnings" outlining five consumer insights: Gap in Relevance, Eroding Consumer Trust, The Trade-Off Mindset, Weak Value Perception, and Emotional Flatness. The slide concludes with a strategic opportunity statement: "Position Chipotle as an everyday, flexible meal that feels generous and reliable across daily moments."

A presentation slide titled "Messaging Recommendations" presenting three data-driven campaign territories: Get What You Came For (addressing portion inconsistency), Every Day Is Chipotle Day (addressing craving and occasion frequency), and Worth It, Every Time (addressing value perception). Each territory includes a consumer insight and corresponding message.

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