Speech Outline

Introduction

• Greeting/ Hook
• "The best and most recognizable brands aren’t built through advertising or promotional campaigns alone, but rather through all of the ways people experience the brand." In this quote, Chipotle’s chief marketing officer (Mark Crumpacker) describes why he thinks that advertising is bad for business. Everyday, people across the nation make decisions on products based on the advertisements that they are surrounded by. So, how is Chipotle able to successfully compete with other restaurants in the market while spending hundreds of dollars less on advertising than other companies?
• Thesis Statement
• Chipotle effectively influences consumers by presenting their ads in a simple, easy to understand manner through the use of logos. I am analyzing two ads, one simply shows a picture of a burrito, making a consumer crave their product; the second ad that I am analyzing makes  a point that their food is prepared without the use of hormones, and it is all grown on local farms.
• Overview
• Chipotle can be equally as successful as other companies while spending $6 million a year, compared to companies that spend $600 million a year on advertising
• The use of stating facts and information about their restaurant in their advertisements through the use of logos attracts many customers. Growing health concern makes people in society choose the healthiest option when going out to eat.

Body of the Presentation

• Transition
• Chipotle defies the use of traditional media in their advertising because younger audiences think it's less authentic and less easy to connect with; chipotle targets millennials for their primary consumer targets.
• Main Idea 1
• Chipotle's advertisements focus more on experience and value rather than competitiveness and sales. While they obviously want to be as successful as possible, they do this by maintaining their values. They use logos in one of the ads that I am analyzing by making a point that their food is organic because it is grown on local farms, and their meat is naturally raised

• Main Idea 2
• Chipotle knows exactly who they are targeting, so they blend into the modern generation. I attended music festivals in Chicago such as Pitchfork and Lollapalooza, where Chipotle had stations that gave away free tacos and burritos and they gave away coupons for free food in the future. They reinforce positive experiences that connect to their restaurant.
• Main Idea 3
• Chipotle uses simplicity in their advertisements. The second advertisement that I am analyzing is just a picture of a burrito because images make people crave their product, and are able to easily access a Chipotle restaurant because of there is almost always a chipotle nearby in a majority of cities and suburbs across the nation. Chipotle avoids pesky television commercials, and exclusively advertises on smart phone apps, magazines, and online.

Conclusion

• Restate Main Ideas
• Chipotle targets younger audiences by advertising through experiences and reinforces positive connections with their restaurant
• Chipotle uses logos in their advertisements in order to inform potential consumers that they avoid the use of GMO's, they are organic because they get all of their products from local farms
• Chipotle's advertisements are simple and easy to understand
• Re-statement of the thesis statement
• Chipotle's marketing strategies are inexpensive, and much simpler than most chain restaurants; however they are equally as successful as their competitors.