Chipotle Vs Q Doba Case Study

Decisions. They haunt us, taunt us, and sometimes tear into our relationships like hungry dogs. Though this may be an exaggeration, there is not one among us who has not faced a decision as important as the one to follow: Chipotle or Q’Doba? Both claim to have fresh ingredients, friendly service, and an array options for culinary bliss. However, when stacked one against the other, one offers its consumers peace of mind and a stance on the moral high ground, while the other falls short in this category. In this fast-paced world of action and busy schedules, it is important that we be able to sit down to a quick meal and not worry about our health. Both Chipotle and Q’Doba present customers with a menu of fresh ingredients and meal …show more content…
“I have heard it said, ‘If you stand for nothing, you will fall for anything.’ I want to know the story behind my food. Where did it come from? Who is responsible for the lettuce? The pork?” (13). This customer speaks for many these days. Consumers are no longer happy just eating. They desire the facts behind the food. At Chipotle, consumers are granted this wish in the form of dinnertime reading material. Yes, that’s right. The cups. Each one explains a different aspect of Chipotle’s business practices, from free-range beef, to family-farm raised pork. Chipotle allows its eaters to be thinkers, too. “I love Q’Doba, but what practices am I supporting? Factory farms? Feed lots?” Chipotle informs us as we eat, and somehow, that little bit extra makes us feel more connected to our food. For some consumers, this is peace of mind. “I like knowing what I am eating. It makes me feel like I am helping someone—the farmer, the rancher, the community” (13). Chipotle has made a wise decision in these cups, and consumers are thankful for the education. People like to be right, and to be viewed as right by others. For these diners, Chipotle’s “Where did it come from?” campaign allows them to stand a bit higher than consumers who merely go out to