Chipotle has been struggling to regain customers since it’s health scares, dating back to July 2015. For a brand who’s mission statement is “Food with Integrity,”  food safety should have been a number one priority. Instead, outbreaks of E. Coli, Norovirus and Salmonella plagued the company at varying locations for the remainder of 2015.

Now Chipotle is struggling to regain customers. Food traffic isn’t as high as it used to be in restaurants, and revenues have declined.

In an attempt to win back customers, Chipotle used a free burrito coupon campaign. In February, 5.3 million downloaded the coupon, but only about 50% of them actually redeemed it, meaning customers are still wary of the restaurant chain. While it has driven traffic back to restaurants, Chipotle has failed to capture customer data to determine which customers are coming back.

Personalization matters. As the Entrepreneur article states, Chipotle’s campaign targeted customers nationwide, with direct mail pieces mailed to “resident” as opposed to personalizing them. Sure, it drove foot traffic back to the restaurants and a good portion of the coupons were claimed. But who came back to the restaurant? Was it die-hard Chipotle fans finally coming back around? Or was it individuals looking to just claim a free meal?

Chipotle doesn’t have that data because they didn’t invest in getting it. And as an organization, whether you have a loyalty program or not, having data that can help you with marketing to your client is important.  Personalizing the content going to them is how you keep track of who your top clients are.

With as many options as consumers have nowadays, personalizing the content going to them is important. It’s a proven method to engage consumers, not to mention, a way for marketing departments to gather and collect data about their customers.

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