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• Initiative #1: Continue to grow revenues (up 20.3% in 2012) by opening new stores (opened 183 in 2012) • Initiative #2: Increase comparable restaurant sales (by 7.1% in 2012) • Initiative #3: Marketing building Chipotle brand and engaging customers to create stronger, deeper bonds
• Initiative #1: Continue to grow revenues (up 20.3% in 2012) by opening new stores (opened 183 in 2012) • Initiative #2: Increase comparable restaurant sales (by 7.1% in 2012) • Initiative #3: Marketing building Chipotle brand and engaging customers to create stronger, deeper bonds
Entity 1: Develop individual store profiles including traffic patterns, customer demographics and product preferences by time of day/day of week
Entity 2: Leverage local sporting and entertainment events to drive store traffic at slow stores and during slow times
• • •
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Key Entities & Key Decisions
Chipotle 2012 Business Strategy
• Which promotions… • Which local events… • What staffing and inventory…
• Initiative #1: Continue to grow revenues (up 20.3% in 2012) by opening new stores (opened 183 in 2012) • Initiative #2: Increase comparable restaurant sales (by 7.1% in 2012) • Initiative #3: Marketing building Chipotle brand and engaging customers to create stronger, deeper bonds
Entity 1: Develop individual store profiles including traffic patterns, customer demographics and product preferences by time of day/day of week
Entity 2: Leverage local sporting and entertainment events to drive store traffic at slow stores and during slow times
Increase store traffic (acquire new customers, frequency of repeat customers)
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ncia
l Dri
vers
Increase shopping bag revenue and margins (cross-sell complementary products, up-sell)
Increase number of corporate events (catering, repeat catering events)
Improve promotional effectiveness (Halloween Boo-ritto, Christmas gift cards, graduation gift cards)
Key Entities & Key Decisions
Improve new product introduction effectiveness (seasonal, holiday)
Chipotle 2012 Business Strategy
• Which promotions… • Which local events… • What staffing and inventory…
Thank You!! Schmarzo Blog: http://infocus.emc.com/author/william_schmarzo/ � To Achieve Big Data’s Potential, Get It Into The Boardroom
http://www.entrepreneur.com/article/236125
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