It's Not Irrational: My Internal Influences for Eating Chipotle All Too Frequently

"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.

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.

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

Not All Heros Wear Capes

When you think of a hero, you may think of a superhero. Maybe you're picturing a philanthropist, or a celebrity, or a really awesome mentor of yours. You may overlook my personal heros who have helped me through some tough times:

The men and women who work at Chipotle.

Chipotle was founded in 1993 and now operates over 1600 locations, including three in Ann Arbor. They're known to have founded the fast-casual restaurant model, meaning that they serve high-quality ingredients quickly. They aim to use ingredients that were responsibly raised and grown.

At Chipotle, the meal possibilities are endless. The menu is simple but what you order is totally unique. They don't differentiate much to target different demographics. The basic menu offers the options of a burrito, a bowl, tacos, or a salad. They also have kids menus and a few locations offer unique items, but for the most part Chipotle keeps it simple. This allows them to focus on their food's quality and to monitor the suppliers of each ingredient.

The simple Chipotle menu

The restaurant is successful thanks to the value it brings to consumers. Chipotle creates utilitarian value by offering filling meals that cost around $8 to $10. Chipotle doesn't have to differentiate its products very much but they're still able to cater to the wants of pretty much anyone looking for a delicious meal, even those who don't eat meat or gluten. Even better, when you eat there you get to watch your own meal being created right in front of you. Chipotle employees prepare all food in front of the customers, meaning that there’s no question of what you’re actually eating. Plus, it tastes really good.

On the other hand, the Chipotle experience goes far beyond the food itself. The stores are all pretty uniform so customers know what to expect, from the menu to the decor and the music. The atmosphere is inviting, never intimidating. Chipotle is super popular among people our age, making it the perfect place to hang out and grab a bite. No joke, I graduated from high school in 2011 and when I'm at home for breaks I still can't go to my hometown Chipotle without seeing someone I know there. 

It doesn’t take long to get your food (unless it’s free burrito day), but the ingredients are fresh and the meals are pretty healthy. I've been eating there regularly for a while, way back in the days of the clear utensils and the old logo. I have a lot of fond memories being there in high school. In a way, Chipotle makes me feel nostalgic. I would definitely describe Chipotle as the food version of a hug from an old friend. The hedonic value of the restaurants in conjunction with a really awesome product makes Chipotle successful.

I feel you, little man.

So, tell me in the comments below:

What was your favorite place to hang out in high school? How did that place add enough value to keep you & your friends coming back?