"All things equal, consumers prefer the familiar to the
unfamiliar" (Babbin/Harris, 57.)
When you walk into just about any Chipotle in the country, you
know exactly what to expect. Aside from the select few locations that are
chosen to test potential products, the menu, decor, music and overall
atmosphere is the same.
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| Look familiar? Of course it does! |
When you step into a Chipotle for the first time, it may be a bit
confusing. The menu is atypical (before the creation of the fast-casual model,
where else could you completely customize your order ingredient by ingredient?)
Once you take your first few bites, though, you’re hooked.
This contributes a lot to my perception of Chipotle (slide 15).
Beyond the quality of the ingredients themselves, the familiarity of the
restaurants brings me back time and time again. I don’t have to re-learn the
ordering process, or try to remember what I like and what I don’t like. When I
go to similar burrito chains, it takes some serious thought to decide which
protein I want – what if their carnitas seasoning tastes bad? Once you’re
familiar with a particular menu, that eliminates the possibility that you would
order something you don’t like.
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| I cannot over-stress the importance of Chipotle salad dressing |
It may sound silly, but there’s a lot of intentional learning
(slide 20) that’s gone into my Chipotle order. I’ve had burritos with both
kinds of beans, I’ve tried the tacos (both hard- and soft-shell), and you
better believe that I’ve introduced the salad dressing to just about everyone
I’ve ever gone to Chipotle with. Now, I know exactly what I want in my burrito
bowl (tortilla on the side, of course) and the best way to order it.
As I mentioned in my last blog, I associate Chipotle with a lot of
positive memories of great times with friends. Because of this, as well as the
friendly employees and the delicious food, going to Chipotle makes me happy. That
emotional appeal definitely contributes to my behavior in terms of choosing a
place to eat (slide 31). Of course I’d rather eat somewhere that consistently
makes me happy than something I’m unfamiliar with.
Tell me in the comments below; is there a restaurant where you’ve
taken the time to perfect your meal order? If so, where is it and what do you
order?
Source: Lecture, CB Chapters 3-5
