Level of Involvement
As mentioned in problem recognition, many customers usually go to fast food restaurants to satisfy hunger. Although the motivation may be high because of the strong desire of eating, the consumers’ ability to process information would also be negatively affected by hunger. In addition, consumers’ opportunity might be low in certain situations, such as during workday lunch breaks when they have time constraints. Because of different internal and situational factors, consumers normally devote limited attention and efforts in the selection of fast food chains. Hence, the involvement in this product category is usually low. This is a big threat to Chipotle as a newcomer in the Spanish market, because some Spanish consumers …show more content…
Radio advertisement in the morning, from 8 to 10 AM, and in the afternoon from 6 to 8 PM. In big Spanish cities, the traffic is usually heavy in these two periods when people are travelling to and back from the work. It is more likely that the drivers would turn on the radio to learn about the traffic situations during those periods. It is reasonable to believe that the ad would reach to a larger audience. Moreover, it is likely that Chipotle would be considered as lunch place since Spaniard mostly eat their lunches out. In the ad broadcast in the period from 6 to 8 PM, Chipotle may use a strategy similar to that of Boston Market to pair the restaurant also with dinner (using dinner as a trigger and spreading messages like “Hungry for the dinner? Come to …show more content…
Although the X amount depends on consumers’ personality, in general Spanish consumers become more price-sensitive because of recent economic recessions. Restaurant prices are really competitive nowadays in Spain: a complete meal in Burger King or McDonald’s cost around 6 euros in Spain, while casual dining chains offer lunch menus (including entrée, main dish, dessert and beverage) for approximately 12 euros. Chipotle has to ensure that its prices are perceived as affordable for Spanish consumers. Taking into consideration its competitors’ price, Chipotle might want to charge its costumer around 9 euros (which is the middle point between 6 and 12 euros) for a combination of a main dish, beverage and
As mentioned in problem recognition, many customers usually go to fast food restaurants to satisfy hunger. Although the motivation may be high because of the strong desire of eating, the consumers’ ability to process information would also be negatively affected by hunger. In addition, consumers’ opportunity might be low in certain situations, such as during workday lunch breaks when they have time constraints. Because of different internal and situational factors, consumers normally devote limited attention and efforts in the selection of fast food chains. Hence, the involvement in this product category is usually low. This is a big threat to Chipotle as a newcomer in the Spanish market, because some Spanish consumers …show more content…
Radio advertisement in the morning, from 8 to 10 AM, and in the afternoon from 6 to 8 PM. In big Spanish cities, the traffic is usually heavy in these two periods when people are travelling to and back from the work. It is more likely that the drivers would turn on the radio to learn about the traffic situations during those periods. It is reasonable to believe that the ad would reach to a larger audience. Moreover, it is likely that Chipotle would be considered as lunch place since Spaniard mostly eat their lunches out. In the ad broadcast in the period from 6 to 8 PM, Chipotle may use a strategy similar to that of Boston Market to pair the restaurant also with dinner (using dinner as a trigger and spreading messages like “Hungry for the dinner? Come to …show more content…
Although the X amount depends on consumers’ personality, in general Spanish consumers become more price-sensitive because of recent economic recessions. Restaurant prices are really competitive nowadays in Spain: a complete meal in Burger King or McDonald’s cost around 6 euros in Spain, while casual dining chains offer lunch menus (including entrée, main dish, dessert and beverage) for approximately 12 euros. Chipotle has to ensure that its prices are perceived as affordable for Spanish consumers. Taking into consideration its competitors’ price, Chipotle might want to charge its costumer around 9 euros (which is the middle point between 6 and 12 euros) for a combination of a main dish, beverage and