Dynamic Processes are business processes that are flexible, informal, and adaptive. Unlike structured processes, they normally involve strategic and less structured managerial activities and decisions and usually require human judgment. The dynamic process this group will focus on is Chipotle’s marketing. Chipotle is a household brand, in large part due to its successful marketing and social media presence. Chipotle has 1.2 million Instagram followers, 1.3 million X followers, and 3.2 million Facebook followers.
All of Chipotle’s social media platforms support its marketing efforts. For the purpose of this question, I will use Chipotle’s Instagram account. As previously stated, Chipotle has 1.2 million Instagram followers. They use this platform to share many types of information with their followers, including news on products, information about discounts/sales, and general company information. A huge part of their Instagram feed is their meme posting. They are catering to their target audience, which is mostly younger millennials and Generation Z, from ages 13-30. These memes are funny pictures often with currently popular jokes that include Chipotle’s branding in them. They post these to relate to their target clientele. Per speakrj.com, Chipotle averages 313 comments and 13.3K likes per post. Below are some examples of recent posts Chipotle has made, including a meme, an announcement for a particular product, and a customer sweepstakes.
As previously stated, Chipotle’s target audience is younger millennials and Generation Z, around the age range of 13-30. They use their social media platforms to share product information, customer sweepstakes, and a healthy portion of memes. According to Senior Manager of Social and Digital at Chipotle, Candice Beck, “Currently, we use memes in our day-to-day content as well as paid social media. We think about memes as a way to both relate to our customers and tap into specific insights, sometimes even trolling ourselves. We also use memes for social listening as a way to unlock new insights.” One metric they use to analyze the success of this digital marketing strategy is post-engagement. According to Candice Beck, “Post engagement is how we measure its effectiveness at a high level, including shares, which are visible in our reporting.” According to speakrj.com, Chipotle’s engagement rate per post is 1.3%. According to the text, social capital is the investment in social relations with the expectations of future returns in the marketplace. Social capital adds value in four ways: information, influence, social credentials, and personal reinforcement. The value of social capital is determined by the number of relationships in a social network. If I were to estimate the value of Chipotle’s social capital, I would add up all of their followers across the 3 main platforms to determine the number of ‘relationships’ they have, which would be 5.7 million relationships.
“Chipotle Instagram Followers Statistics / Analytics - SPEAKRJ Stats.” SPEAKRJ, www.speakrj.com/audit/report/chipotle/instagram/summary#content. Accessed 27 Nov. 2023.
Editors, eMarketer. “How Chipotle Mexican Grill Leverages Memes on Social Media.” Insider Intelligence, Insider Intelligence, 8 Feb. 2021, www.insiderintelligence.com/content/how-chipotle-mexican-grill-leverages-memes-on-social-media.
Enterprise social network (ESN) is defined as “a software platform that uses social media to facilitate cooperative work of people within an organization” (Kroenke, D.M. & Boyle, R., 2019). Enterprise 2.0 is defined as “the use of emergent social software platforms within companies or between companies and their partners or customers” (Kroenke, D.M. & Boyle, R., 2019).SLATES refers to an “acronym developed by Andrew McAfee that summarizes key characteristics of Enterprise 2.0: search, links, author, tagged, extensions, signaled” (Kroenke, D.M. & Boyle, R., 2019).
Chipotle secures its information by encryption sensitive information, regular security audits by making its employees create a new password every month for the app Workday, and employee training on cybersecurity best practices every three months.
Chipotle addresses don’t really SMIS security concerns because their company is not usually breached by to prevent it and they use two-factor authorization, and unique passwords for every single employee that changes frequently.
They don’t have any social media policies for employees, so they are free to do whatever they want on social media as long as they are following the laws. They manage inappropriate content and unfavorable reviews by responding to customers in a timely manner. They will offer customers if they would like a refund or have their food remade in order to satisfy their customers. An example includes a customer named Kesha P on Yelp. She stated “The service at this chipotle is terrible! I ordered my food in person, when I got to the register I paid with cash. Unfortunately, the cashier did not give me the exact change back. Instead he said "I don't have the change." I replied "What?" To which he said "I'm sorry." I was so dumbfounded that I just left but in reality that's not how you do business. Thats stealing. I know I should have asked for a manger or demanded he give me back the change I'm owed. Just an unfortunate circumstance” (Yelp.com, 2023), and in response Chipotle responded “Will you please contact us at https://www.chipotle.com/contact-us#report-an-experience so we can follow up with you directly? -Alex” (Yelp, 2023). Chipotle always tries its best to solve a problem, issue, or complaint immediately so it always offers its website to help customers report their experiences so they can do better next time.
References
“Chipotle Instagram Followers Statistics / Analytics - SPEAKRJ Stats.” SPEAKRJ, www.speakrj.com/audit/report/chipotle/instagram/summary#content. Accessed 27 Nov. 2023.
Davidson, R. (2023, July 28). Top 6 ERP software vendors in 2023: Company comparison list. Software Connect. https://softwareconnect.com/erp/top-vendors/#:~:text=In%20today%E2%80%99s%20age%20of%20digital%20transformation%2C%20the%20top,4.%20Sage%205%205.%20Epicor%206%206.%20Infor
Editors, eMarketer. “How Chipotle Mexican Grill Leverages Memes on Social Media.” Insider Intelligence, Insider Intelligence, 8 Feb. 2021, www.insiderintelligence.com/content/how-chipotle-mexican-grill-leverages-memes-on-social-media.
Kroenke, D. M., & Boyle, R. (n.d.-b). Using MIS. https://www.pearson.com/en-us/subject-catalog/p/using mis/P200000001377/9780136921509
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