MKT 333 Job Final

© MSN Marketing Co 2016 December 18, 2016
Monica Murphy Samantha Pachta Nikki Heng

© MSN Marketing Co 2016
Background: When “Chipotle opened its first restaurant in 1993, the idea was simple: show that food served fast
didn't have to be a “fast-food” experience. Using high-quality raw ingredients, classic cooking techniques, and
distinctive interior design, we brought features from the realm of fine dining to the world of quick-service
restaurants. Over 20 years later, our devotion to finding the very best ingredients we can—with respect for
animals, farmers, and the environment—is shown through our Food With Integrity commitment. And as we
grow, our dedication to creating an exceptional experience for our customers is the natural result of cultivating a
culture of genuine, rewarding opportunities for our employees.” - Chipotle
Methodology: Collected, analyzed, summarized, and synthesized secondary data from 78 obtained from sources such as company's
owned and earned media, Google Finance, Motley Fool, Brand Channel, Advertising Age, Fast Company, or Social Bakers to
provide insights into how to foster brand loyalty in a highly competitive fast food/casual restaurant industry. Collected, analyzed,
summarized, and synthesized secondary data on USA, Mexico, Brazil, Korea, and Australia obtained from Hofstede Cultural
Dimensions, United Nations' Development Reports, and OECD Better Life Index to provide insights into how to foster brand
loyalty across multicultural Millennials market; Conducted, analyzed, and summarized secondary data research from Hofstede,
United Nations, OECD, Heritage, Global Edge, and Happy Planet Index.

What fast food/casual restaurant brands are
college students like you loyal and why?
What makes college students talk about those
brands?
What makes those brands unique and different
from each other?
How could our client foster greater brand loyalty
across the multicultural market in the United
States?
How could our client foster great talk-ability
across the multicultural market in the United
States?
College students keep coming back to these restaurants
because of the way they represent their marketing mix.
College students talk about these brands because they are
highly connected through social media.
They all capture their own way of satisfying the needs of
their customers.
By adding a continuous rewards program and
donating a portion of the proceeds from each
purchase.
By being more interactive and posting regularly on social
media
Conclusion: All brands have created a loyal relationship with their customers through different types of marketing mix. However, with the high
demands of product and an increase of different lifestyles, they have to re-evaluate the implementation for their brands. Therefore, Chipotle must
continue their rewards program, and be more interactive on their social media to foster a great brand-loyalty and talk-ability across the U.S.

Takeaway: The fast food causal restaurant brands that college students are loyal to are: Chipotle, Panera, Chick-Fil-A, Jimmy John’s, and
Moe’s. College students keep coming back to these brands and are loyal to them because of the way they represent their brand, product,
channels, promotions, and price.

Place your
screenshot here
Takeaway: College students talk about these brands because they are highly connected through social media, which is the number one channel of
communication, aside from word of mouth for the millennial college students and the millennial generation. In addition, they also talk about it in
person when prompted with tangible merchandising.
Tangible Items

Takeaway: In a generation where so much importance is placed on technology and being fast, these different brands all capture their own
way of satisfying customer needs such as, fresh ingredients, online ordering, delivery, and rewards programs to compensate loyal customers.

Takeaway: With a high uncertainty avoidance, Chipotle should bring back their continuous rewards program and donate their leftovers daily to local
food shelters to foster greater brand loyalty. In doing so, the multicultural market wont be as stressed about the unknown future as they will know
how many points they have and where the leftover foods are going daily.

Place your
screenshot here
Takeaway: With a high number (and continuously rising) of mobile phone subscriptions as a form of communication, Chipotle should create a more
interactive app amongst frequently posting throughout social media to foster talk-ability across the multicultural market in the United States.
Per 100 people, 98.4 have a mobile phone
subscription in the United States
Place your
screenshot here

Table 1a. Internal Analysis ………………………………………………………………………………………………………………….. Page 1
Table 1b. External Analysis …………………………………………………………………………………………………………………. Page 2
Table 2. SWOT Analysis …………………………………………………………………………………………………………………. Page 3
Table 3a. Super Brand Analysis Strengths ………………………………………………………………………………………………… Page 4
Table 3b. Super Brand Analysis Weaknesses ……………………………………………………………………………………………… Page 5
Table 4. Hofstede ………. ………………………………………………………………………………………………………………… Page 6
Figure 1. Hofstede ……….………………………………………………………………………………………………………………… Page 7
Table 5. United Nations…………………………………………………………………………………………………………………… Page 8
Figure 2. United Nations …………………………………………………………………………………………………………. ……… Page 9
Table 6. OECD ……..……………………………………………………………………………………………………………………… Page 10
Figure 3. OECD ……..…………………………………………………………………………………………………………….. ……… Page 11
Table 7. How is economic freedom around the world?............................................................................................................ ……… Page 12
Figure 4. How is economic freedom around the world?.......................................................................................................... ……… Page 13
Table 8. How is business climate around the world? ………………………………………………………………………………… Page 14
Figure 5. How is business climate around the world? ……………………………………………………………………………… Page 15
Figure 6. Goals/Issues …………………………………………………………………………………………………………………....... Page 16
Table 9. What can Chipotle do to improve happy planet index in the United States? ……………………………..............……… Page 17
Author’s Page …………………………………………………………………………………………………………………...... ……… Page 18
Sources ……………………………………………………………………………………………………………………………. ……… Page 19-22

Strengths Weakness
Company • No Long term Debt17
• Enormous Growth Potential72
• Meritocratic promotion system53
• Low presence in Canada, Europe and Asia17
• Low Presence of ShopHouse and Pizzeria Locale72
• Double digit drop in revenue67
Brand • Local Grower Support1
• Jobs for Refugees53
• #1 fast food restaurant with fresh ingredients39
• Association with E.Coli67
• Public Political Stance67
• Tex-Mex centric may turn people off14
Product • Burritos, Burritos Bowl, Tacos and Salads17
• Food with Integrity1
• Track and trace system39
• Systemic Crises63
• Limited Menu72
• High Calorie Food1
Channels • Online Ordering through iPhone and Android ordering
applications17
• Postmates, Orderup, Tapingo, Favor Apps1
• Catering1
• No Drive Thru72
• No late night hours1
• Loud music1
Promotion • 806 K Twitter Followers, 379 K Instagram Followers,
3,021,477 Likes on Facebook, 5,334,972 Checked in44
• “Do Good With Burritos” – Host a fundraiser and keep
50%.1
• Animated Short Films1
• Decrease number of social post44
• Limited Advertisement1
• No continuous rewards program1
Price • Reasonable for High Quality Food5
• College Students or Low Income Price Range53
• Discounted pricings through holiday events14
• High Stock Price72
• More expensive than other competitors1
• Upcharges for extras1
Bottom Lines Chipotle is an easily identified company that offers fresh
ingredients throughout the U.S. They have high followings
on all platforms of social media. They also opened up a huge
channel of e-commerce on mobile devices.
With an increase of communications through social media, Chipotle lack
interactions with a decrease number of social post. In addition, by limiting
their rewards program, there is an increase of uncertainty avoidance
throughout their multicultural market.

Opportunities Threats
Suppliers • Get products from local farmers31
• Lessen requirements on suppliers18
• Offer different kinds of food6
• E Coli from current suppliers12
• Limited Suppliers18
• Suppliers taken up by existing competitors12
Channels • Drive-Thru24
• Delivery37
• More locations around busy college campuses15
• Difficulty managing construction and development37
• Offered in US only15
• Shift in dining habits69
Competition • Continuous rewards Program37
• Do more fundraising and donations37
• Open up off branches of chipotle serving different food73
• Locally owned companies37
• Offer delivery37
• Cannibalization of customers77
Target Customers • Invest in other eatery concepts to gain more customers37
• Gain competitors customers77
• Increase eye catching advertisements22
• Customer availability37
• International markets cause more in depth planning and thinking due to differences37
• Multi unit, multi market Mexican food and burrito concepts which are expanding
nationally37
Society & Culture • Expand to different countries15
• High value on Fresh food31
• High value on vegan and vegetarian food37
• Interest in specific foods20
• Interest in healthy food20
• “Food with Integrity” poses for risks and challenges37
Economy • Store expansions69
• Food prices69
• Tax on food16
• Plummeting Stocks12
• Changing interest rates and interest income20
• Executive compensation 5x industry norm19
Political & Legal • Laws requiring fresh food standards20
• Mandatory food provider for all campuses64
• Mandatory delivery to college campuses64
• Court cases due to e-coli20
• High leasing contracts20
• Food regulations20
Technology,
communications, and
transportation
• Enhance phone app37
• Offer live chats with employees37
• Delivery partners37
• App not available to all operating systems37
• Offer delivery at all locations37
• Rapidly change in software systems16
Natural Environment • Grow their own vegetables31
• Rid of all genetically modified organisms37
• Dim lighting37
• More pesticides in foods37
• Sales fluctuate due to season change37
• Limited resources31
Bottom Lines Chipotle could limit their competitors by continuing their rewards
program and increase food with a cause by donating their leftover food
daily to local food shelters to increase brand loyalty and talk-ability.
As mobile subscription increases, there are more interactions through social media. Chipotle
lack of presence through all operating systems within their application causes them to limit
their talk-ability.

Strengths Chipotle is an easily identified company that offers fresh ingredients throughout the U.S. They have high
followings on all platforms of social media. They also opened up a huge channel of e-commerce on mobile
devices.
Weaknesses With an increase of communications through social media, Chipotle lack interactions with a decrease number of
social post. In addition, by limiting their rewards program, there is an increase of uncertainty avoidance
throughout their multicultural market.
Opportunities Chipotle could limit their competitors by continuing their rewards program and increase food with a cause by
donating their leftover food daily to local food shelters to increase brand loyalty and talk-ability.
Threats As mobile subscription increases, there are more interactions through social media. Chipotle lack of presence
through all operating systems within their application causes them to limit their talk-ability.
Major
Finding
To foster greater brand loyalty and increase talk-ability Chipotle must continue their rewards program while
donating their leftover foods to local shelters and increase consumer interactions throughout social media
including their application across all operating systems.
Page 3© MSN Marketing Co 2016

Chipotle Panera Chick-Fil-A Jimmy Johns Moes
Company • No Long term debt17
• Enormous Growth Potential72
• Meritocratic promotion system53
• Panera 2.046
• Stock has climbed 1.4%52
• Operates PaneraCares56
• Franchise Company38
• Chick-Fil-A Team Member Scholarships13
• Privately Held and Family Owned38
• Donates to military, education, the arts,
and had excellent health care for
employees56
• Offers online ordering and delivery35
• Promotes executive team from stores55
• Part of FOCUS Brands Inc. which also owns 7
total entities25
• Online Ordering36
• Donates money to JDRF36
Brand • Local Grower Support1
• Jobs for Refugees53
• #1 fast food restaurant with fresh ingredients39
• Modernizing brand46
• Extending the Panera brand into a nonprofit
organization56
• Brand is growing though stock purchases daily52
• America’s Most Liked Restaurant71
• “Eat Mor Chikin”  Cow Campaign38
• “Solicitous, Prompt, and Accurate Service”71
• Tagline of “Freaky Fresh and Freaky Fast”55
• Widely known and recognized42
• Brand is closely associated with fresh
products56
• Able to listen to music via the website, getting
people to stay on the site for longer36
• Extending the brand to grocery stores36
• Greater variety of options than competitors36
Product • Burritos, Burritos Bowl, Tacos and Salads17
• Food with Integrity1
• Track and trace system39
• New ordering system for flawless preparation of food46
• First national brand to serve “Clean Bacon”52
• Sophisticated food items66
• Chicken Sandwiches, Chicken nuggets, Salads
and Fries38
• Freshly Squeezed Lemonade and biscuits38
• Fresh Fruits and Vegetables38
• Fresh Ingredients and bread baked daily55
• Switching to more natural meats free of
antibiotics and hormones76
• Product comes out fast and correct every
time55
• Kids menu available21
• “Honestly Awesome Food”27
• Salsa Bar36
Channels • Online Ordering through iPhone and Android
ordering applications17
• Postmates, Orderup, Tapingo, Favor Apps1
• Catering1
• Over 2,000 stores52
• Cafes offer a certain ambience66
• Located in 45 states and Canada46
• Catering Delivery/Pickup38
• Kid Friendly38
• Drive Thru Only Outlets38
• More than 1,000 stores42
• Always searching for more franchises76
• Has the most restaurant chains besides
Subway, Starbucks, Dunkin Donuts70
• Friendly welcoming upon entering the store
“Welcome To Moes!”25
• Over 400 different stores26
• Stores are vibrant and welcoming43
Promotion • 806 K Twitter Followers, 379 K Instagram Followers,
3,021,477 Likes on Facebook, 5,334,972 Checked in44
• “Do Good With Burritos” – Host a fundraiser and
keep 50%.1
• Animated Short Films1
• AmbitiousTVmarketing “Make today better”66
• MyPanera Loyalty program66
• Promoting within grocery stores by allowing customers
to purchase and make their own Panera at home59
• 747 K Twitter, 547 K Instagram, 7,603,867
Facebook, 4,757,860 Checked in44
• High Social Media Interactions44
• High Sponsorship though Local Communities13
• Listed #1 twitter brand by number of
interactions2
• Promotes as being “eco-friendly”58
• Active on social media with lots of
followers41
• Online app with rewards program within36
• All the social media facets are easily accessed
from their webpage36
• Hired professionals to grow their social media
branding43
Price • Reasonable for High Quality Food5
• College Students or Low Income Price Range53
• Discounted pricings through holiday events14
• Panera Cares runs off of a “Pay what you can”
philosophy7
• Coupons loaded onto MyPanera card51
• Consumers have become brand loyal and are willing to
pay a higher price11
• Free meals on Cow Appreciation Day76
• Combination options38
• Lower cost because of chicken76
• Able to buy gift cards online35
• Affordable sandwiches35
• Combo meals offered35
• Able to buy gift cards online36
• Combo meals (drink and queso) offered36
• Tortilla chips are always included with any
purchase36
Bottom Lines
Chipotle is an easily identified company that offers fresh
ingredients throughout the U.S. They have high interactions
with their consumers on all platforms of social media. They
also opened up a huge channel of e-commerce on mobile
devices.
Panera is a company that wants to be seen in all facets of the
country. The combination of thousands of stores, a strong
loyalty program, the nonprofit work they are so passionate
about coupled with the new technology they are introducing,
they are successfully accomplishing their goals and staying on
the cutting edge of the competition
With a unique name or brand like Chick-Fil-A, the
company continues to grow by providing solicitous,
prompt, and accurate service. In addition, due to their
high interactions within the community, they receive a
high following through their social media, while also
appealing to all sectors of customers.
By mostly raising awareness of their company
and brand, Jimmy Johns appeals to the quick and
fast lifestyle of commuting working and busy
college student. By offering delivery, being open
later hours, and being so active on social media
Jimmy Johns is ahead of the “fast-casual dining”
curb.
Moe's may not be the most well-known of the “fast
casual” dining world but they are working hard and
fast in order to make their mark. By offering top of the
line ingredients, free chips and salsa and discounted
queso they are quickly growing there brand in not only
awareness but social media following as well.
Major Finding Whilst it is difficult to pin-point what makes a “fast-casual” restaurant successful, it can be concluded that a high social media following and placing a vital importance on customer satisfaction are on the top of the list. In an age
where so much importance is placed on technology and being fast, these different brand all capture their own way of satisfying needs: such as fresh ingredients, online ordering, and rewards programs to compensate loyal customers.

Chipotle Panera Chick-Fil-A Jimmy Johns Moes
Company • Low presence in Canada, Europe and Asia17
• Low Presence of ShopHouse and Pizzeria
Locale72
• Double digit drop in revenue67
• Parted ways with lead agency (Cramer-Krasselt) in
201150
• Slower growth rate than competitors51
• No delivery available (yet)51
• Not open on Sundays38
• No delivery option38
• Incur long lines during meal hours38
• Privately owned company, can’t see stock prices or
financials42
• CEO is too detail oriented to make new innovative
decisions78
• No drive thru option35
• Privately owned company, can’t see stock prices
or financials26
• Longer lines during peak hours45
• No delivery available36
Brand • Association with E.Coli67
• Public Political Stance67
• Tex-Mex centric may turn people off14
• Technology growth to grow the brand is slow
moving10
• Using misleading messages to grow the brand32
• Losing their lead advertising agency hurt the brand
through bad press32
• Publicly support controversial issues74
• Cow-Centric30
• Limited variety of options38
• Not enough room for all the competition to keep
growing70
• Brand cannot grow as fast due to being privately
owned42
• Misleading: “Gourmet Sandwiches”35
• Brand not as well known45
• Cannot grow as rapidly due to inability for public
to purchase stocks26
• Misleading: “Tex-Mex”45
Product • Systemic Crises63
• Limited Menu72
• High Calorie Food1
• High calorie foods51
• Dropped a lot of money to improve product line, and
demand didn’t really grow that much47
• Wide variety of products leads to inconsistency51
• Antibiotic in chicken74
• High Calories food38
• Portions are getting smaller as price is
increasing38
• Not a good way to lose weight23
• High carb, calorie and fat in food23
• Ingredients misleading to appear fresh23
• Not as fresh of ingredients as competitors45
• Not as healthy as competitors45
• Products sometime dry and lack flavor45
Channels • No Drive Thru72
• Loud music1
• Not open late51
• Keep opening new stores, customer base isn’t
growing fast enough47
• Modernizing the cafes is proving to be a time and
money consuming venture46
• Unsafe drive thru set up38
• Limited parking38
• Limited Seating42
• Picky CEO may be slowing the growth for more
franchises78
• Store fronts are usually small and crowed42
• Not as many locations as competitors25
• Not open late36
• Interior decorating may be considering over the
top43
Promotions • Decrease number of social post44
• Limited Advertisement1
• No continuous rewards program1
• Hard to turn social media buzz into dollars10
• Promoting using fear has a negative connotation to
the public32
• Not very interactive with consumers on social
media61
• Non-uniformed promotions8
• Such a heavy push on breakfast is making the
rest of the products get lost in the shuffle14
• No regular promotions offered through social
media13
• Outdatedsignage78
• Franchises forced to denote 4.5% of sales to just
advertising78
• Limited physical advertising78
• Limited awareness due to lack of promotion48
• Not many deals on social media49
• Do not interact with customers via social media49
Price • High Stock Price72
• More expensive than other competitors1
• No coupons or incentive to cut costs on social media50
• More expensive than competitors51
• No real combo meal options available51
• Expensive compared to competitors38
• Price is consistently increasing slowly17
• No value menu38
• High delivery fees35
• Combo meals kind of lame, don’t get a lot with it35
• Varying range of products leads to extreme price
variances36
• Brand loyalty to competitors makes it hard for
people to justify spending more45
Bottom
Lines
With the success of popular demands for their
product, Chipotle suffer with long lines during
peak hours and are not able to operate during late
night hours or deliver for the expand of their
customer base.
Panera is making large strides to be more innovative but
with no more customer base coming in, they are just
spending money to spend money. Panera also needs to
enhance their rewards program to keep customers loyal.
Chick-Fil-A has a very limited consumer base
because there are little to no coupon ads, religious
beliefs, high calories product and a misleading logo.
With outdated signage and coupons hard to come by,
Jimmy Johns is at risk for losing their customer base if
they do not make drastic changes or become a publically
traded company soon.
Moe's Southwest Grill has found themselves in a very
competitive market, lots of customers have brand loyalty
to other brands and want to spend their money
elsewhere. Moe's is under scrutiny for not having top of
the line ingredients. They are also not as well-known
because of their low store count and being a private
company
Major Finding While super-brand all have things in common that make them successful, they also have things in common that they need to work on. Offering more coupons within rewards programs or developing and shaping a value menu would attract more low income consumers and
college students. Also, putting the company public seems to make a big difference in sales, social media interaction and overall popularity of the different publically traded brands.

HOFSTEDE
USA Mexico Brazil Korea Australia
Individualism 91 30 38 18 90
Indulgence 68 97 59 29 71
Masculinity 62 69 49 39 61
Uncertainty Avoidance 46 82 76 85 51
Power Distance 40 81 69 60 36
Long-term Orientation 26 24 44 100 21
Bottom Lines:
USA has a high loosely-knit social
framework in which individuals are
expected to take care of only themselves
and their immediate family. They allow
themselves to enjoy life while maintaining
a preference in achievements, heroism,
assertiveness, and material awards at a
medium level. However, they still feel
uncomfortable with uncertainty of the
unknown future. With everyone having
equal rights, there is not a high power
distance. They also prefer to maintain time-
honored traditions and norms while
viewing societal change with suspicious.
Mexico represent a tightly-knit
framework in society where
individuals are dependent on others
for unquestioning loyalty. They love
to enjoy life with almost no restraint
while maintain a preference in
achievements, heroism, assertiveness,
and material awards at a medium
level. However, they are very
worried about the unknown future as
there are inequalities among all. Still,
they maintain time-honored
traditions and norms while viewing
societal change with suspicious.
Brazil also represent a tightly-knit
framework in society. They also
enjoy life with some restraints.
They maintain a medium level of
competitiveness with worries of
the unknown future. While there
are some inequalities issues, they
still maintain time-honored
traditions and norms while
viewing societal change with
suspicious.
Korea has a very tightly-knit
framework. They have a very
high restraint when it comes to
enjoying life. While they are less
competitive, they are still very
worried about the unknown
future. With a high hierarchical
order, they are encourage to
thrift and efforts in modern
education as a way to prepare
for the future.
Australia are expected to take
care of only themselves and
their immediate family. They
love to enjoy life with low
restraint. While they like to be
competitive, they are still afraid
about the unknown future. With
a low hierarchical order, they
maintain time-honored
traditions and norms while
viewing societal change with
suspicious.
Major Findings:
Besides Korea, all countries represent a tightly-knit framework in which individuals are expected to take care of only themselves and their immediate family. They all like to
enjoy life with a certain restraint. They all worry about the unknown future. Therefore, to drive brand loyalty in these countries Chipotle will have to continue their rewards
program to decrease an uncertainty avoidance or the worry about an unknown future by providing points for loyal customers to earn a reward. In addition, it will also increase the
level on Individualism as there is a high value of it in the U.S.

91
30
38
18
90
68
97
59
29
71
62
69
49
39
61
46
82
76
85
51
40
81
69
60
36
26 24
44
100
21
0
20
40
60
80
100
120
HOFSTEDE34
Individualism Indulgence Masculinity Uncertainty Avoidance Power Distance Long-term Orientation
Bottom Line: Chipotle could drive brand loyalty in these countries by bringing back their rewards program permanently to decrease an
uncertainty avoidance or the worry about an unknown future by providing points for loyal customers to earn a reward. In addition, it will
also increase the level on Individualism as there is a high value of it in the U.S.

UNITED NATIONS40
Measure Issue USA Mexico Brazil Korea Australia
Rank 8 74 75 17 2
Human Development Index Overall 0.915 0.756 0.755 0.898 0.935
Life Expectancy at Birth Health 79.1 76.8 74.5 81.9 82.4
Expected Years of Schooling Education 16.5 13.1 15.2 16.9 20.2
Gross National Income per Capita Income $52,946.50 $16,056 $15,175 $33,890.50 $42,260.60
Inequality-Adjusted Human Development
Index
Inequality 0.76 0.587 0.557 0.751 0.858
Gender Development Index Gender 0.995 0.943 0.997 0.93 0.976
Multidimensional Poverty Index Poverty n.a. 0.024 0.011 n.a. n.a.
Employment to Population Ratio Work 57.8 58.5 65.6 59.1 61.5
Homicide Rate (per 100,000 people) Human Security 4.7 21.5 25.2 0.9 1.1
Exports and Imports (% of GPD) Trade 30% 64.20% 27.60% 102.80% 41%
Mobile Phone Subscriptions (per 100 people) Communication 98.4 82.5 139 115.5 131.2
Carbon Dioxide Emissions per Capita
(tonnes)
Sustainability 17 3.9 2.2 11.8 16.5
Population, Total (millions) Demography 322.6 123.8 202 49.5 23.6
Bottom Lines:
With an overall
raking of 8, the USA
has the highest in
income, gender,
sustainability and
demography.
However, they
ranked the lowest in
the work to
population ratio.
With an overall
ranking of 74, Mexico
has the highest
homicide rating,
which isn't good. They
have the second
highest rating for
trade. They also rank
the lowest in
education,
sustainability , and
communication.
With an overall
ranking of 75, Brazil
has the highest in
employment to work
ratio, communication,
and homicide
(although not good).
They rank low in
inequality, trade and
sustainability
With an overall
ranking of 17, Korea
ranks the highest in
trade and second in life
expectancy,
communication, and
sustainability. They
also rank the lowest in
homicide rates.
With and overall
ranking of 2 Australia
has the highest in health,
education, and
communication. In
addition, they are in
close seconds with
income, gender and
work, and they also
have a low rating of
homicides .
Major Finding:
All countries value and strive in having a higher education, with the lowest score being 13.1 in Mexico and the highest being 20.2 in
Australia. Therefore, Chipotle can build brand loyalty by making stores available on campuses as education is important in these
countries. In addition, each country has a high number in communication with the lowest being an 82.5 in Mexico and a high of 131.2
in Australia. As technology is growing it would be best to build brand loyalty by becoming more intact with social media, posting
frequently, and frequently keeping up to date with technology and communication changes.

79.1
76.8
74.5
81.9 82.4
50
60
70
80
90
100
LifeExpectancyinYears
$52,946.5
Gross national
income per
$16,056.0
Gross national
$15,175.0
Gross national
income per
capita
$33,890.5
Gross national
income per capita
$42,260.6
Gross national
income per capita
UNITED NATIONS40
Bottom Line: Life is great across these countries as the the lowest life expectancy is 74.5 and $15,175 gross national income per
capita. To maintain a high life expectancy, Chipotle can drive brand loyalty across these societies by maintaining their food
with integrity to ensure individual’s health for a long life span.

54
Measure Issue US Mexico Brazil Korea Australia
Population (millions) 311.6 118.4 196.5 50.2 23.1
Visitors per year (millions) 171.6 76.7 5.2 11.1 6.1
Renewable energy 6.30% 8.70% 45.80% 8.70% 4.60%
Rooms per person Housing 2.4 1 0.9 1.4 2.3
Household net adjusted disposable
income
Income $41,071 $12,806 $11,487 $19,372 $33,138
Employment rate Jobs 68.10% 60.40% 66.70% 65.30% 71.60%
Quality of support network Community 90.10% 75.30% 90% 75.80% 95.10%
Student skills Education 492 417 402 542 513
Air pollution (micrograms) Environment 10.7 11.9 16.6 29.1 5.9
Voter turnout Civic Engagement 66.70% 63.10% 78.90% 75.80% 93.20%
Self reported heath Heath 87.50% 65.50% 69.70% 35.10% 85.40%
Life satisfaction Life Satisfaction 6.9 6.2 6.5 5.8 7.3
Feeling safe walking alone at night Safety 73.90% 39.90% 39.50% 67.70% 62.60%
Employees working long hours Work-Life Balance 11.70% 28.30% 9.50% 23.10% 13.40%
Bottom Lines
US has low voter turn out,
but high self reported
heath, quality of support
network and disposable
income. To build brand
loyalty in the US a
company could promote
their brand as healthy and
a family activity.
Mexico has a very low
disposable income, and
voter turnout. They also a
high amount of people
working long hours. To
build brand loyalty in
Mexico a company could
promote their brand as
low cost, and a good thing
to eat while at work.
Brazil has a low disposable
income, low student skills,
and do not feel safe
walking home at night.
However they have a
decently high voter turn
out. To promote a brand
in Brazil a company could
promote their product as
inexpensive and fulfilling
their civic duty.
Korea has low population
and self reported heath
but has a higher
disposable income than
most other countries and a
high amount of people
working long hours, the
also have a low life
satisfaction rating. To
promote a brand in Korea
a company could show
how their product could
improve their life.
Australia has a very high
voter turn out, life
satisfaction and people
feel safe walking home at
night. They have a low
population and visitors
per year. To promote a
brand in Australia a
company could show how
their product could further
improve their life.
Major Finding
Life across these countries are okay but not great considering the lowest life satisfaction score is 5.8 in Korea. All countries has a relatively low value within the
employment rate. Therefore, Chipotle can drive brand loyalty across these societies by extending their operational hours to increase labor opportunities.

5
6
7
8
OECD54
$33,138
$19,372
$11,487
$12,806
$41,071
Bottom Line: Work life in these countries are okay. The relationship between life satisfaction and employees working long hours concludes that
the longer the employees work, the lower their life satisfaction. Therefore, Chipotle can drive brand loyalty across these countries by extending
their operational hours to create more shifts (opening, mid-shift, closing) for the employees to switch off without having to work long hours. By
doing so, Chipotle will also help these countries increase the employment rate and GDP.

28
Issue Measure USA Norway Costa Rica Luxembourg
Economic
Freedom
Overall score (rank) 75.4 (11) 70.8 (32) 67.4 (50) 73.9 (19)
Rule of Lax
Property rights 80.0 90.0 50.0 90
Corruptions 74.0 86.0 54.0 82
Limited
Government
Government Spending 54.7 41.8 88.7 43
Fiscal 65.6 53.2 79.4 61.1
Regulatory
Efficientcy
Business 84.7 89.6 68.6 73.7
Labor 91.4 48.5 53.8 42.6
Monetary 77.0 76.2 77.6 83.2
Open Markets
Trade 87.0 87.8 81.6 88
Investment 70.0 75.0 70.0 95
Financial 70.0 60.0 50.0 80
Bottom Lines:
USA is one of the top
countries within their
economic freedom. Most of
which include their
property rights, high trade
and investment
opportunities.
Norway has an average
score of 70.8 within their
economic freedom. It is a
result of a very huge
property rights, low
government spending and
high trades.
Costa Rica has a
medium level of
economic freedom
due to high
government spending
and average property
rights.
Luxembourg has a
high economic
freedom with high
property rights, trade
and high investment
opportunities.
Major Finding:
Chipotle could improve the economic freedom in the U.S by staying unbiased towards any political stands to decrease
the risk of increasing government corruption.

28
74.0
86.0
54.0
82.0
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
USA
Norway
Costa Rice
Luxembourg
Corruption
Bottom Line: When it comes to corruptions, Norway is the leading country with a score of 86.0 followed by
Luxembourg’ score of 82.0. With the U.S corruption’s score of 74.0, Chipotle could help decrease it by having an
unbiased political stands to avoid an increase of any government corruptions.

29
Government
Type Federal Republic Constitutional Monarchy Democratic Republic Constitutional Monarchy
Economy Control 76.2 71.8 67.2 73.2
Political Risk A2 A1 A4 A1
Economy
Income Level High High Upper Middle High
Development Developed Developed Developing Developed
Agriculture 1.30% 1.82% 5.61% 0.18%
Service 78% 63.22% 69.42% 88.54%
Industry 20.70% 34.96% 24.97% 11.28%
Manufacturing 12.30% 8.27% 16.35% 4.74%
Trade
Balance (in millions) ($802,951) $34,099 ($2,381) $3,194
Exports (% of GDP) 12.60% 37.05% 35.06% 213.85%
Imports (% of GDP) 15.50% 31.47% 37.24% 177.65%
Risk
Risk A2 A1 A4 A1
Business Climate A1 A1 A3 A2
Strength Labor market, energy Oil fields, banking system
Tourism resources, best social
indicators: education and health
Low public debt, skilled
international workforce
Weakness Polarization, fertility
Household debt, Labor shortage
in high value-added sector
Exposure to natural disaster, lack of
skilled labor
High dependence on arge
financial sector, Economy
vulnerable to Eurozone economic
situation
Bottom Lines:
U.S has a well business climate
due to a high economy control,
high income level, and
developed country.
Norway has a good business
climate because of their high
economy control, low political
risk, high income level in a
developed country.
Costa Rica has an average business
climate due to their high political
risk in a developing country.
Luxembourg has a great business
climate because they are a low
risk country with the high trade
and export in a high income and
developed country.
Major Finding: Chipotle can make the U.S business climate greater by expanding their merchandise to increase the manufacturing part of the economy to grow.

29
78.0
63.2
69.4
88.5
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
USA
Norway
Costa Rica
Luxembourg
Bottom Line: The business climate around the world are good considering the lowest GDP is 63.2. However, Chipotle can help make
the business climate better while fostering greater brand loyalty by expanding their merchandising (clothing, hats, backpacks) to
increase manufacturing jobs for the economy to grow the countries.

United Nation’s Goals 68
Globally, one in nine
people in the world today (795
million) are undernourished
Poor nutrition causes nearly
half (45 per cent) of deaths in
children under five – 3.1
million children each year.
One in four of the world’s
children suffer stunted
growth. In developing
countries the proportion can
rise to one in three.
End diseases that
are caused by
hunger
Help children
grow healthy
Help expand child
life expectancy
Bottom Line: Chipotle can help end hunger while fostering greater brand loyalty in the United States by decreasing food waste to
donate their leftover food to the local food shelter.

Population Millions 314.1 5 4.7 530.9K
Income GDP per capita $51,000 $102,000 $10,000 $105,000
HPI Score
Overall Score (HPI) 20.7 (108) 36.8 (12) 44.7 (1) 13.2 (139)
Life expectancy 78.8 (31) 81.3 14) 79.1 (30) 81.1 (16)
Well-being 7 (18) 7.7 (2) 7.3 (10) 7 (16)
Ecological footprint 8.2 (137) 5 (108) 2.8 (75) 15.8 (140)
Inequalities 13% (34) 7% (7) 15% (39) 7% (6)
Bottom Lines:
With a high population, USA is
a wealthy country with a high
expectancy which also relates
to their well-being. However,
they have a high economic
inequalities.
With a low population, Norway is
one of the wealthiest country in
the world. They have a high life
expectancy and well-being. In
addition they have a very low
economic inequalities. However,
they have a low ecological
footprint.
For a small population
country, Costa Rica have a
very high well-being
comparable to wealthier
countries. However, they are
struggling the hardest in
economic inequalities.
Luxembourg being one
of the smallest country
in the world have a
very high GDP per
capita. However, they
have a big problem in
ecological footprint.
Major Finding:
Chipotle can help U.S improve the economic inequalities by focusing on their own home grown plants and animals to increase job
opportunities to decrease the poverty line. By doing so, individuals can obtain those jobs without having prior higher education or experiences
to get the job.

Nikki Heng
(Editor/Data Analyst)
• Senior Marketing Major
• Works 30 hours per week
while taking 18 credit hours
• Loves hiking
Monica Murphy
(Editor/Designer/Research Analyst)
• Works two part-time jobs as a
marketing assistant, and
operations/website designer
while taking 18 credit hours.
• Avid golfer and dirt-bike rider
Samantha Pachta
(Research & Data Analyst/)
• Works 30 hours per week
while taking 18 credit hours
• Loves hiking

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signage-auditor/301198/

Economic Freedom: 28
OCED: 54
Hoff: 34
U.N: 40
Global Edge: 29
Happy Planet: 33
U.N Sustainability goals: 68

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