Target Consumer

Chipotle has cultivated a brand of using fresh ingredients to incorporate into a healthy and active lifestyle. Therefore, in the United States, Chipotle’s target demographic is the millennial generation of people born between 1982 and the early 2000s. By using healthy, fresh food as a marketing technique, Chipotle has been able to attract this crowd of consumers. Millennials prefer quality over price, so Chipotle has emphasized the quality of their food products.

In Taiwan, Chipotle should target the same demographic of millennials. The graphic above shows the demographics of Taiwan’s population. Approximately, 12.88% of the Taiwanese population is between the ages of 15 and 24, which is the targeted age range for Chipotle. If Chipotle maintains the same marketing strategy that they have pursued in the United States, they should be able to successfully tap into the market of younger consumers in Taiwan.