MOTIVATION AND BACKGROUND OF PROBLEM/OPPORTUNITY
Chipotle and Qdoba are two competing Mexican Grills in the Springfield, Missouri area. The two restaurants are compared frequently because of their similarities in price and choice of food and drink. The grills also market in a futuristic way by using the internet for the majority of all advertisements. Chipotle’s website states, “…we focus on sourcing the best possible ingredients, serving the tastiest food, and growing the most capable team we can” (Arnold 2014). Chipotle chooses to focus on their fresh ingredients as their unique selling point. Qdoba’s website states, “Qdoba Mexican Grill specializes in delivering flavor-fueled, customizable Mexican entrées, so that guests can savor exactly what they are craving – and all at one set entrée price” (Wallace 2014). Qdoba chooses to focus on its customers and price as their unique selling points. Journal …show more content…
Other objectives include the hometown or proximity of location, and ingredients. The scope of the research is bound to Missouri State students that have eaten at Chipotle or Qdoba in the past year.
HYPOTHESIS
The questions being explored in this research project are that different factors (hometown, proximity of location, and quality of ingredients) play a huge influence on a consumer’s decision to choose between Chipotle and Qdoba. This suggest our hypothesis: A Missouri State student will choose Chipotle or Qdoba based on their hometown, ease/proximity of location, and quality of ingredients.
RESEARCH DESIGN AND DATA-COLLECTION METHODOLOGY
Our research design is causal research because the factors that we have determined important will lead to findings needed. We have decided a number of variables (hometown, proximity of location and quality of ingredients) determine whether or not a consumer will purchase food from Chipotle or
Chipotle and Qdoba are two competing Mexican Grills in the Springfield, Missouri area. The two restaurants are compared frequently because of their similarities in price and choice of food and drink. The grills also market in a futuristic way by using the internet for the majority of all advertisements. Chipotle’s website states, “…we focus on sourcing the best possible ingredients, serving the tastiest food, and growing the most capable team we can” (Arnold 2014). Chipotle chooses to focus on their fresh ingredients as their unique selling point. Qdoba’s website states, “Qdoba Mexican Grill specializes in delivering flavor-fueled, customizable Mexican entrées, so that guests can savor exactly what they are craving – and all at one set entrée price” (Wallace 2014). Qdoba chooses to focus on its customers and price as their unique selling points. Journal …show more content…
Other objectives include the hometown or proximity of location, and ingredients. The scope of the research is bound to Missouri State students that have eaten at Chipotle or Qdoba in the past year.
HYPOTHESIS
The questions being explored in this research project are that different factors (hometown, proximity of location, and quality of ingredients) play a huge influence on a consumer’s decision to choose between Chipotle and Qdoba. This suggest our hypothesis: A Missouri State student will choose Chipotle or Qdoba based on their hometown, ease/proximity of location, and quality of ingredients.
RESEARCH DESIGN AND DATA-COLLECTION METHODOLOGY
Our research design is causal research because the factors that we have determined important will lead to findings needed. We have decided a number of variables (hometown, proximity of location and quality of ingredients) determine whether or not a consumer will purchase food from Chipotle or