Chipotle Sofritas

Chipotle sofritas

Marketing Mix Strategies

Strategic Alternatives

1. Product development

Chipotle has always offered a large array of options for their burrito bowls, which includes various meats and vegetables. However until now chipotle had no meat substitute for their non-meat eating customers. With smart product development chipotle came up with the brilliant idea of a tofu-based chorizo like meat alternative. Chipotle prides themself on being health conscience, organic, and aware of the environment, which attracted a large base of consumers living the vegetarian and vegan lifestyle. Since vegans and vegetarians live a life parallel to chipotles mission, it would only seem fit to make a product that fits with their diet.

Product

1. Chipotle wanted to create a product to meet the needs of their vegan/vegetarian customers.

2. The only vegan/vegetarian alternative was to order bowls with no meat leaving customers without a hearty, filling option in their bowl.

3. Chorizo is a spiced Mexican sausage with plenty of flavor. So chipotle took the idea and base of a pork chorizo and substituted the pork for soy to make tasty Mexican flavored soy based meat alternative.

4. Chipotle chose the name ‘Sofritas' for their meat alternative because comes from the Spanish word ‘Sofrito' which means, gently fried with a combination of garlic, peppers, onions, and tomatoes.

5. Sofritas is branded as a meatless soy based alternative that both vegans and carnivores can enjoy.

Price