Chipotle vs. Taco Bell
Are there demographic differences between the
clientele of Chipotle and Taco Bell?
Introduction
I. Data Collection
II. Data Analysis
A. Qualitative Data
B. Quantitative Data
III. Conclusion
IV. Limitations and Future Directions
Why is this important?
It is vital for these businesses to know the demographics that eat at
their restaurants. Not only who eats there, but why they chose one or
the other.
Price? Health? Convenience? Status?
Hypotheses
H0: There are significant demographic differences between the clientele of
Chipotle and Taco Bell, specifically in the categories of gender, age, and
ethnicity.
H1: There are no significant demographic differences between the clientele of
Chipotle and Taco Bell, specifically in the categories of gender, age, and
ethnicity.
………………………………………………………
Data Collection
Online Survey Data
Target Sample: Respondents are aged 18-35+. Majority of respondents are
college students ages 18-24. (74 responses). Overall 79 responses. 37 male,
41 female
Recruitment Method: Voluntary. No compensation
Format: nominal, interval, ratio and ordinal questions
Observational Research
Target Sample: Approximately 50 observed customers at both Chipotle and
Taco Bell in Athens, Ga.
Recruitment Method: 3 complete observers, 1 complete participant
Format: Handwritten field notes
Variables of Interest: Mostly demographics (age, gender, perceived physical
condition, race/ethnicity)
……………………………………………………....
Focus Group Data
Target Sample: College Students ages 20-22
Group demographics: two focus groups
Length of session: 60 minutes
Format: one moderator per group, audio-recorded and handwritten notes of
responses
……………………………………………………...
Experimental Design
60 participants who will be recruited through UGA Sona-Systems.
Consists of:
Control Group: Instructed to spend $10 of their own money at either Chipotle or Taco Bell
post-test: will be asked if their decision would have been different had it not been their own money,
Treatment Group: Instructed to spend $10 given to them by the researchers at either Chipotle or Taco Bell
post- test: group will be asked if their decision would have been different had it been their money
…………………………………………………………………………………………....
Independent Variable
IV: Whether the participant is spending their own money or spending money given to them by the researcher.
Dependent Variable
DV: Which restaurant the participant chooses to spend the money at either Chipotle or Taco Bell.
H1 The majority of participants who are spending their own money will go to Taco Bell because of price concerns, while
those who are given money by the researchers will be more likely to choose Chipotle because it is perceived as more
of a luxury good/high quality establishment.
Qualitative Findings
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Focus Groups:
➢
varied brand preferences
➢
social appeal vs cost appeal
Observational Data:
➢
primary consumers are in the college age-group (18-24)
➢
greater percentage of minorities choose Taco Bell over Chipotle
Quantitative Findings
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Comparative Findings
➢
73.4% prefer Chipotle to Taco Bell
➢
Majority of survey sample strives to live a “healthy” lifestyle
Chi-Square Test Findings
➢
No significant difference between male and female respondents regarding
restaurant preference or quality of ingredients
❖
Correlation Test Findings
➢
Significant positive relationship between age and the use of organic ingredients
➢
There is no relationship between healthiness of a person’s lifestyle and their
perceptions of how healthy Taco Bell and Chipotle
Conclusion
No significant demographic differences
➢ Promising initial numbers
➢ Outside factors may have affected results
Evaluation of Initial Hypothesis
H0: There are no significant demographic differences between the clientele of
Chipotle and Taco Bell, specifically in the categories of gender, age, and
ethnicity.
H1: There are significant demographic differences between the clientele of
Chipotle and Taco Bell, specifically in the categories of gender, age, and
ethnicity.
We fail to reject the null
Answering the Research Question
Question: Are there demographic differences between the clientele of Chipotle
and Taco Bell?
❖
For this study, the answer is no.
Insights:
➢
Chipotle = Starbucks
➢
Chipotle > Taco Bell in 18-24 age bracket (If all else equal)
➢
Focus more on price, brand image, and healthiness of food
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Important takeaway: What NOT to focus on
Limitations & Future Directions
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Time constraints
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Small, non-representative samples
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Future:
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Thorough planning of hypotheses/question
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larger samples with larger age range
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replica studies should further explore age, price, health, and brand
position