Chipotles The Scare Crow

The film begins with an introduction scenery of acres and large amounts of crops (corn and wheat), along with cattle and other forms of animals used in the production of the meat industry. During the agricultural featured scene, Mr. Schlosser elucidated how food preferences and the way we eat is evolving at a rapid speed, while others still perceive the food industry as an agrarian corporation. The film then makes its emotional appeal towards the audience by providing images and videos of chickens in multiple repulsive situations. The chickens were thrown onto conveyor belts by primarily African American workers, which now accounts for a fine percentage of employees in the food industry. Schlosser elaborates on the unseen dilemma of animal and worker abuse in these corporations. He then exemplifies his realization of how the abuse is enacted in numerous ways, one of which is implementing restrictions as to what workers are allowed to do and say. They use these restrictions as a way of controlling their workers and providers in such industries, because the workers/providers can’t risk losing the income they receive from these multi-billionaire companies. The above said scenes justifies how Schlosser uses emotional appeals to the viewers in order to enhance the initial

With the location and the community near the ad out of the way, the rhetorical appeals can better be explained. Those being logos, ethos, and pathos. To begin with, logos, or logic, tries to appeal to the intellect and mind of the target audience that they are trying to reach. In the case of this specific ad, the logic of this ad seems quite direct. In that if you prefer to eat chicken, you should visit Chick-fil-A, instead of the alternatives. Which in the case of this ad, it is almost a blunt statement. Since it directly tells the viewer to, eat more chicken. The next rhetorical appeal would be ethos, or appealing to ethics. Which tries to convince you that the author behind the ad is credible and an authority on the topic in question. In

Where and when did you observe the behaviors? Who made the observations? On 1/28/16, En-Lei observed inside of Chipotle. On 1/29/16 and 1/30/16, Matt observed across the street from Chipotle. On 2/1/16, Dana observed from a window across from Chipotle in the lobby of the Huntington Hall. On 2/2/16, John observed across the street from Chipotle. What behavior categories did you observe? How did you define each behavior category? We observed the outwardly happiness or unhappiness of individuals leaving Chipotle during lunch hours. We defined outwardly happiness as the smiling of each individual leaving Chipotle and unhappiness as the lack of a smile. When and how did you make observations? We used the frequency method of observation during lunchtime

The actions taken by Chipotle after the E.coli outbreak can be seen as both exacerbating the problem and finding ways to resolve the problem. However, as the crisis began, leadership coming from CEO Steve Ells and Co-CEO Monty Moran painted a picture of denial. One of the first decisions made in reaction the crisis was to purchase full-paid advertisements. This marketing tactic was done to mask the severity of the e-coli outbreak, sooth investors, and retain loyal customers. In addition to television advertisements, Chipotle decided to advertise using direct mail (Wahba, 2016). This practice does not correlate with traditional chipotle advertising; their last paid advertisement was in 2012. Chipotle has always operated in a fashion that let

There were popular food brands, large corporations, grocery stores, and diners that are very loved by America. The first two major brands like Perdue and Tyson. Which are large providers for chicken, and fills the shelves with all of their products. The next huge company that is shown is McDonalds fast food restaurants and their factories. These brands are very common, and usually easily recognized. The images are suppose to be able to relate important brand with the issues the films address with large corporations running the food industry. It even applies foodborne illnesses and negative outcome associated with these brands. The film is trying to paint a picture of the dangers that our food present through the lack of regulation in the food

Chipotles norovirus scared many however, who is to say that every Chipotle in America, is going to have contaminated meat. Shutting down Chipotles everywhere. People bring things too far. Chipotles sales went down dramatically, 30 percent. With that being said they lost a lot of their customers and regulars. People see things like this and run from it, saying things like “oh i’m never going to eat there.”, “their

The company had run a national TV commercial which named “Back to the Start” during the Grammy Awards. Chipotle also had published their food, restaurant concept and business through favorable articles and television programs. Moreover, Chipotle used video and music programs as well as event strategy to attract the consumers’ attention to their restaurants. The company also initiated promotional activities via newly opened restaurants to attract more consumers. Chipotle introduced a reward program, the “Farm Team” to encourage more customers to join a program that educated them something related to Chipotle Mexican Grill business concept. In addition, the word-of-mouth publicity from customers enable Chipotle to reduce the cost of advertising but at the same time increasing the brand reputation of the restaurants in the

Though many enjoy the quick and delicious food that fast food restaurants provide, this image targets not just the general fast food eater, but a more specific audience. Unhealthy foods are typically cheaper and are often eaten more by the later adolescent and early adulthood population, or those who can afford it. Just because it is the convenient and affordable option does not mean it should be the choice made by consumers, that is what Slater is trying to show viewers. McDonalds being considered the cheapest and is most frequently eaten, is why it was chosen to be the icon for this image. That being said the bullets are replaced for the fries showing the dangerous effects of this food, which is eaten all the time. Fries can shorten lifespans and destroy the vital organ keeping you alive and this message is conveyed through this image. All of these factors come down to the main purpose of the

Juxtaposition is utilized throughout the commercial and is specifically referenced in the two images of the chicken; in addition, the purpose of the juxtaposition is to reveal the deceit and misguidance of Crow Foods and the lies they are pumping into their food. In the first picture, the color scheme is very vivid and inviting with its pastel yellows and blues, but this scheme is sharply contrasted in the second photo with dark grays, blacks, and reds which connote a very evil and malicious environment. This evil implication of Crow Foods is meant to illustrate how the company is deceiving their customers with bright, happy displays, but in reality, they are using dark, sinister methods to acquire their desired supply. Another method of juxtaposition

The Fast food industry is extremely competitive. Although Chipotle is a step up from most fast food restaurants, it still must

Chipotle Mexican Grill is a fast casual Mexican Restaurant that operates from the United States. Although the restaurant is specifically segmented to the fast casual Mexican restaurant market, it does not simply operate in this realm. Chipotle is also successful operating in the restaurant market as well. According to the Trefis Team (2014) Chipotle Mexican Grill has managed to take market share from restaurants in the fast food industry.

Changes in customer preferences, general economic conditions, discretionary spending priorities, demographic trends, traffic patterns and the type, number and location of competing restaurants have a moderate effect on the restaurant industry (Chipotle, 2010). One example of customer preferences being a driver in the industry is the “Whole Food-ism Movement” which has put a large focus on organic, antibiotic-free, and non-processed foods (Mansolillo, 2007). Consumers now look for healthier options when eating and an overall healthier lifestyle. Chipotle has been able to benefit from this movement by carrying on their “Food with Integrity” mission (Chipotle, 2010).

Chipotle is the leader in the fast casual market, with over 1,900 locations, $3.21 billion in annual revenue, and the ability to serve up to 300 customers an hour. It has innovated the restaurant market by providing reasonably priced scratch-made meals, containing local ingredients, all within the confines of a pleasing aesthetic environment (Chipotle Mexican Grill, Inc., 2014; Kaplan, 2011). To reach its success, the firm utilized architectural innovation by stealing components of various types of restaurants already in existence. The company appropriated its rapid meal preparation methods from fast food chains such Subway and Quiznos, adopted its provision of quality food from more upscale casual Mexican restaurants, and implemented a locally based supply chain similar to that seen at many local farm-to-table establishments. This convergence of different properties came together right as the millennial generation was coming of age and demand higher quality, natural, and locally sourced ingredients in meals that could receive quickly. The company has also attempted to utilize an incremental innovation approach by removing all CMO ingredients and testing new foods such as breakfast items, soup, and chorizo sausage (The Associated Press, 2015; Peterson,

As Chipotle began to grow and expand, Steve took the initiative to learn about the way most of the food in the US is produced and processed. He was quite disturbed when he discovered that pigs were raised in confinement, produce was grown on factory farms with very little respect for the environment and dairy cows were confined and injected with hormones (Ells). This experience prompted Steve to meet with ranchers and

Chipotle is facing numerous challenges due to the fact that E. coli outbreak which requires the corporation from the key stakeholders to keep it under control and apply the new food safety protocols which can aid to bring the regular customers back. Although the main cause remains a mystery, Chipotle’s E. coli outbreak has been authoritatively declared officially over by the experts. However, since the poisoning outbreak, the impact of the reduced number of customers affects the profit which the company used to enjoy before such eventuality (Scholes 27).