chipotle brand audit paper [final copy]

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Qijiao Fan Hai Nguyen Weizhi Feng Adrian Torres BRAND AUDIT

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Page 1: Chipotle brand audit paper [final copy]

Qijiao FanHai NguyenWeizhi Feng

Adrian Torres

BRAND AUDIT

Page 2: Chipotle brand audit paper [final copy]

Part I: Brand Inventory – Company ViewHistory and Corporate vision

Inspired by authentic ingredients and the economic model of one local taqueria

store in San-Francisco, Steve Ells began to open the first Chipotle store in 1993 at a

former Dolly Madison ice cream location near University of Denver campus. The first

Chipotle was a wide success. After two years since the first Chipotle opened, Steve

added the second and third Chipotle locations. In 1996, Chipotle Denver area restaurant

opened. Following the extraordinary successes, Chipotle was able to invite more

outside investors to expand the scale of production to give way for the Chipotle’s

openings outside of Colorado: Minneapolis, MN, Columbus and OH. After Steve visited

some individual local farms, he found out pigs were raised in air-opening area as

opposed to the way majority of pigs were raised. So he decided to dg pork and chicken

naturally.

Chipotle went public on New York Exchange in 2006. After that, Chipotle still kept

focusing on providing the most authentic and healthy ingredients within each burrito. His

vision is to serve 100% naturally raised beef in the near future. Moreover, Steve

promoted to eliminate the antibiotics in ranching. From the year Chipotle opened until

now, it has always been emphasizing on pursuing high-quality ingredients and cooking

Page 3: Chipotle brand audit paper [final copy]

techniques to provide best eating experience for customers and fulfilling corporate

social responsibilities.

Driven by its main vision “Food with Integrity” -which is to serve the food made

with ingredients that serve the best for animals, environments and farmers, Chipotle is

still following it and making progress year by year. By 2010, 75 million pounds of meat is

naturally raised in a human way without given any antibiotics or added hormones.

Besides naturally raised animals and providing fresh meat, we expect to increase the

percentage of our cheese and sour cream made with milk from pasture-raised cows. We

will continue following our vision and improve our business performances by

strengthening our economic models and expanding restaurant margins.

Menu and Food Preparation

Chipotle serves only a five things: burritos, burrito bowls, tacos and salads. But

because customers can choose from four different meats, two types of beans and a

variety of extras such as salsas, guacamole, cheese and lettuce, there’s enough variety

to extend its menu to provide countless choices. Chipotle said that it plans to keep a

simple menu, but it will consider additions that it thinks make sense. Chipotle also

encourages customers to let it know if they can’t find something on the menu that’s

quite what they want; and if they can make it from the ingredients they have, they’ll do

Page 4: Chipotle brand audit paper [final copy]

it. In addition, Chipotle started to offer Kid’s Menu in 2009 to attract more families to

their restaurants.

Food With Integrity: Chipotle wants to keep a simple menu so that they can

concentrate on where they obtain each ingredient, and this has become an integral part

in their effort of providing high quality food. For example, as of December 31, 2010, all

of Chipotle’s restaurants served carnitas made with naturally raised pork, as well as

barbacoa made with naturally raised beef. Also as of December 31, 2010, about 80% of

Chipotle restaurants served naturally raised steak and about 86% of our restaurants

served naturally raised chicken. Naturally raised meat is defined by Chipotle as the

meat coming from animals that are fed a pure vegetarian diet, never given antibiotics or

hormones, and raised humanely. Chipotle said that its definition is stricter than the U.S.

Department of Agriculture’s standard for naturally raised marketing claims.

“In preparing our food, we use stoves and grills, pots and pans, cutting knives,

wire whisks and other kitchen utensils, walk-in refrigerators stocked with a variety of

fresh ingredients, herbs and spices and dry goods such as rice. Ingredients we use

include chicken and steak that is marinated and grilled in our restaurants, carnitas

(seasoned and braised pork), barbacoa (spicy shredded beef) and pinto and vegetarian

black beans. We add our rice, which is tossed with lime juice and freshly chopped

cilantro, as well as freshly shredded cheese, sour cream, lettuce, peppers and onions,

depending on each customer’s request. We use various herbs, spices and seasonings

Page 5: Chipotle brand audit paper [final copy]

to prepare our meats and vegetables. We also provide a variety of extras such as

guacamole, salsas and tortilla chips seasoned with fresh lime and kosher salt. In

addition to sodas, fruit drinks and organic milk, most of our restaurants also offer a

selection of beer and margaritas. Our food is prepared from scratch, with the majority

prepared in our restaurants while some is prepared with the same fresh ingredients in

commissaries.

Marketing Mix

Product Chipotle is best known for its large burritos, which are wrapped in foil paper and

served hot. They are made by flour tortilla with rice, black beans, meat, salsa and

cheese inside. Beside burritos, Chipotle also served other food including burrito bowl,

crispy and soft tacos, and salads, with a choice of chicken, pork carnitas, barbacoa,

steak, or vegetarian.

Price Chipotle distinguishes itself from its premium pricing strategy. Comparing with

their competitors in a broader sense, such as McDonald’s or Subway, Chipotle priced

their food higher. The price starts around $5.95 for a Chicken Burrito and can reach as

high as $8.15 for a Steak burrito with Guacamole. Prices of burritos depend only on the

types of meat. Customers can add all kinds of beans, rice, and salsas with no extra

Page 6: Chipotle brand audit paper [final copy]

charge. The brand image is enhanced by a relatively higher price than other fast food

restaurants.

Promotion Chipotle has run many promotions giving out free food to potential customers,

especially when opening a new store. Stores also give out free burritos on certain

occasions; for example, Chipotle gave away free burritos to reporters during the 1997

trial of Timothy McVeigh, which took place in Chipotle's hometown of Denver, and so did

they to those displaced by Hurricane Katrina in 2006.

For Halloween 2010, Chipotle announced that customers who dressed as a

processed food product would receive a burrito for $2. The event was part of a $1

million fundraiser for Jamie Oliver's Food Revolution called “Boorito 2010: The Horrors

of Processed Food." The promotion is

aimed to increase awareness of

family farms. Also in support of family

farms, Chipotle released music videos

of Karen O of the Yeah Yeah Yeahs

and Willie Nelson.

Page 7: Chipotle brand audit paper [final copy]

Locations

Since its first restaurant opened in 1993 in Denver, Colorado, Chipotle has been

putting effort in distribution throughout

the years. Today, the company has

more than 1200 locations, with

restaurants in 41 states, Washington

D.C., Toronto, and London, making it

very convenient for customers to buy

their food anywhere they go. Chipotle

offers various ways to distribute their food. Even though most customers order food in

store, they can also order it online or use the ordering application on an iPhone, or even

just send the order to the Chipotle store that is closest to the customers through fax.

There is also an ordering method available for events from which customers can order

burritos by box. In Austin, TX, Chipotle

recently started a new distribution

channel by sending out a truck with all

the cooking facilities inside. This

distribution form is a copy from Mexico

where such vendor trucks are common.

Followed by an irregular schedule released on Twitter, the truck goes to sell Chipotle in

Page 8: Chipotle brand audit paper [final copy]

different places of the city. The Chipotle truck serves almost the entire in-restaurant

menu except chips and crispy taco shells and the same ordering process.

Communications and Marketing Activities The company has put a lot of efforts in communicating with customers through

different platforms. For example, on the website page of Chipotle there is a section

named Fan-Antics, where Chipotle’s fans can leave a message or submit their pictures

that can be displaced on the website. Meanwhile, on their Facebook page there are

people posting on the wall nearly every minute and most of them get replied from the

Chipotle immediately.

Meanwhile Chipotle has been actively engaging with the local communities.

Chipotle thinks that “Each and every Chipotle restaurant is an active part of the

neighborhood around it- because without a neighborhood, you couldn’t have a

neighborhood burrito joint.” So far Chipotle has been hosting and participating in a great

number of social events. These events, ranging from high school basketball team dinner

to workshop of educating people about their core value “food with integrity”, have all

been helping to increase the brand awareness of Chipotle.

In the past, Chipotle mainly relied on billboards, radio ads, and word-of-mouth to

advertise. However, in 2012, Chipotle aired its first nationally televised commercial

during the 54th Grammy Awards ceremony. Chipotle received attention when Ozzy

Page 9: Chipotle brand audit paper [final copy]

Osbourne’s reality shows The Osbournes featured the company's burritos heavily.

Chipotle was also mentioned throughout the "Dead Celebrities" episode of the television

series South Park.

Event Sponsorship & Community Building

3rd Annual Haley Pontiac- Chipotle Bryan Circuit RaceLocation: Richmond, VADate: May 2009

! Burritos on wheels? We got to sponsor a

circuit race in Richmond with over 250 local

cyclists participating. Burritos and chips and

salsa were passed out to fuel the riders. Primes

(pronounced "preem”-- which is your French lesson for the day) are awards

given for riders who reach milestones during a sprint, and in this ride the

primes were burrito bucks. It was exciting to see the riders put the pedal down

when they knew a burrito was on the line!

Catch 25 Foundation FundraiserLocation: New York CityDate: December 2009

We were pretty excited to work with the

Yankees World Series Champion Manager Joe

Page 10: Chipotle brand audit paper [final copy]

Girardi's Catch 25 Foundation (which is dedicated to supporting individuals and

families around the country suffering from ALS, Alzheimer's, cancer and fertility

issues.) The West 45th Street Chipotle held a fundraiser that raised over $5100!

Brand Attributes

Throughout the years, Chipotle has always focused on more than just providing

fresh, organic burritos made with high quality raw ingredients. We focus more on the

source of ingredients and keep finding the ingredients raised with the respect for the

animals, the environment and farmers guided by our “Food with Integrity” vision. In

order to provide the best eating experience rather than “fast-food experience, we are

trying our best to provide the best eating experience at Chipotle by also emphasizing on

sanity, interior design, service and atmosphere. As a result, Chipotle has the following

brand attributes:

Better ingredients

used and grow in

sustainable ways

Naturally-raised

meat

Use sustainable

resources for food

production

Friendly service

Tasty food

Clean restaurant

Fun and energetic

Chipotle culture

Wonderful dining

experience

Implement the

concept “Food with

Integrity” (FWI)

Fresh cooking

Sustainable design

for each restaurant

Fast and organized

Community

building-support

local farmers and

work with large

food distributors

Page 11: Chipotle brand audit paper [final copy]

Part II: Brand Exploratory – Customer View 

Measuring Sources of Brand Equity of Chipotle—Capturing Customer Mindset

 In order to access Chipotle’s brand exploratory, our group has constructed a series of

qualitative and quantitative research to capture and measure sources of Chipotle’s

brand equity

In order to effectively build and manage brand equity, it is consequential to know

what customers think of Chipotle in terms of brand image, their beliefs and attitude

toward different brands, feelings, thoughts and perception. So we need to understand

consumers’ mindset by systematically conducting researches to measure sources of

customer-based brand equity. So we will measure that through both qualitative and

quantitative research techniques.

Chipotle Brand Tracking – Capturing consumer mindset

Purpose: In order to effectively build and manage brand equity, it is consequential to

know what customers think of Chipotle in terms of brand image, their beliefs and

attitude toward different brands, feelings, thoughts and perception. So we need to

understand consumers’ mindset by systematically conducting researches to measure

sources of customer-based brand equity.

Page 12: Chipotle brand audit paper [final copy]

Research Techniques: Qualitative and Quantitative

Aspects to Measure:

Brand Awareness (recognition of distance, angel, speed, perceived package size)

We measure Chipotle brand awareness in terms of brand recognition and brand

recall in order to determine the strength of Chipotle in consumer’s memory. Brand

recognition also is crucial for packaging. So we are eager to know if packaging is

distinctive enough to capture customers’ attention in the distance. Also we want to know

if our customers are able to recall some core brand elements like the name, logo, and

symbol and so on under some certain circumstances.

What appears in your mind when you think of Chipotle?

Finish this link C_I_O_L_

See if you can be aware and assess package designs of Chipotle.

If you want to have a fresh and tasty burrito, which restaurant would you consider

going?

If you want to dine in a Mexican restaurant, which restaurant would you go?

When do you think of your favorite fast food restaurant, what comes to your

mind?

Brand Awareness

Brand Association

Brand Image

Brand Response

Brand Relationship

Page 13: Chipotle brand audit paper [final copy]

Brand Association We use free association task to determine what subjects come to consumer mind

when they think of Chipotle. And in this way, we can identify the range of possible brand

associations in consumers’ minds and indicate the relative strength, favorability, and

uniqueness of brand associations.

Tell me what’s on your mind when you think of Chipotle.

What does Chipotle name mean to you?

What do you like best about the Chipotle?

What do you dislike the most?

What do you find unique about the Chipotle? How is different from brands?

Who eats at Chipotle? In what situations? When and where do they eat at

Chipotle?

What do you think the reason why others like Chipotle?

Brand Image

Brand image of Chipotle is reflected by the associations consumers hold. But

unlike measuring brand associations, we will analyze the specific attributes of Chipotle

consumers think and their level of consideration to dine in Chipotle at a regular basis.

Page 14: Chipotle brand audit paper [final copy]

What are the strongest associations you have to Chipotle? What comes to mind

when you think of Chipotle? (Strength)

What is so good about Chipotle? What do you like about Chipotle? What do you

like or dislike about Chipotle? (Favorability)

What is unique about brand? What features does Chipotle share with other

brands? (Uniqueness)

Brand Response

We are curious about how consumers can combine all their considerations to

make a final purchasing decision. We need to specifically measure purchase intention

of our consumers. And we will focus on the likelihood for consumers to buy Chipotle or

switch to another brand by giving consumers scenario to see if consumers would like to

pick us.

“Assume you are very exhausted and hungry and you want to eat a

delicious burrito that will take less time to cook, and it is also fresh, healthy

and filling. Also, you want to find a nice place to cheer your mood up. If

you go to downtown and see lots of restaurants, which one will you go? ”

Page 15: Chipotle brand audit paper [final copy]

Brand Relationship We will emphasize on two out of four dimensions : behavior loyalty and brand

substitutability to measure brand relationship. We can ask consumers some survey

questions to evaluate brand relationship as following:

How often do you eat at Chipotle? When was the last time you eat at Chipotle?

Which brand of burritos did you consider buying?

Which brand of burritos will you buy next time?

If Chipotle is not available in your area and you want to have a fresh burrito, what

would you have done? Or what other brands would you consider and why?

 Customer Knowledge – What do customers think about Chipotle?

The results from our marketing search and other sources such as comments on

Chipotle Facebook and Yelp allow us to conclude that a typical consumer brand

associations for Chipotle might be “love,” “big burritos,” “fresh,” “tasty,” “naturally-raised

meat,” “organic ingredients,” “casual dining experience,” “the outside and inside look of

the restaurant,” “Mexican,” “see you food being made in front of you” and so on. In

addition, the Consumer Reports ranked Chipotle as the best Mexican fast-food chain in

Page 16: Chipotle brand audit paper [final copy]

2011, proving that Chipotle has successfully advanced its mission to serve “Food With

Integrity” and its commitment to building a unique and special people culture.

Mantra“Food With Integrity”

Mental Map

Page 17: Chipotle brand audit paper [final copy]

Sources of Brand Equity

The following sources have helped create high brand awareness plus strong,

favorable, and unique brand image for Chipotle:

The Chipotle name, which means “smoked and dried chili pepper” in Nahuatl, the

native Aztec dialect, is one of the sources of Chipotle’s brand equity. In addition to its

authentic sound, Chipotle also chose the name because most of its food contains

ground chipotle pepper. This brand name seems to receive high awareness from

customers. The Chipotle Pepper Harvest logo is also a key source of equity. The new

logo on the right seems to receive better perception from the customer.

Chipotle’s brand equity is mainly contributed by the safe and great-tasting food

that it provides the customer. Chipotle’s burritos are usually perceived as huge ones,

which customers think worth their money. Chipotle’s commitment to using not only fresh

but also high quality raw ingredients such as naturally raised meat, organic produce,

and even dairy free of added hormones has created a differential effect in customers’

Page 18: Chipotle brand audit paper [final copy]

knowledge, especially to those who are health-conscious. Customers are exposed to

the concept of “Food With Integrity,” “Naturally-raised meat” when they are in Chipotle’s

restaurants or heard from friends. Customers will be curious to try Chipotle’s food to see

the difference.

Another important source of equity is the Chipotle website, which is fun,

attractive, creative and informative. It allows customers to locate Chipotle restaurants

and place orders easily. The website also provides a wide-range of details about

sources of the ingredients, nutritional information, and the history about Chipotle.

Customers have a relaxing and curious feel when they visit Chipotle website because

there are interesting things that they can explore. For example, the website shows

visitors how pigs should be raised, how their produce is grown, and recommended

reading.

The casual-dining experience in Chipotle’s restaurants is also an essential

source of equity. Customers said they are attracted by both the outside and inside look

of Chipotle restaurants. Also, having a chance to smell, see, and feel the sounds, the

smells, and the sights of cooking can really help customers work up an appetite. This is

a unique association which makes Chipotle different from other fast-food and fast-

casual brands.

Moreover, each Chipotle is designed with a kitchen that’s open to the entire

restaurant. Each ingredient is laid out in front of you so customers can choose the

Page 19: Chipotle brand audit paper [final copy]

perfect combination to make their meal. They can watch the process as their burrito,

bowl, tacos, or salad is prepared exactly the way you want it and handed to them almost

instantly. Some customers even said “they feel safe about their food because they can

see how their food cook and made in front of them, and it doesn’t seem they are hiding

anything from us.” Finally, the interior design of Chipotle and the music would make it a

fund and interesting place for customers to eat with families and friends.

Not only does Chipotle aim for quality food, but also for environmentally friendly

packaging. Their bowls are made from recycled newsprint. They use unbleached tray

liners, napkins and cups that are made from post-consumer waste. These proprietary

business practices separate Chipotle Mexican Grill from the rest of the sub-standard,

unethical, animal abusing brands in the restaurant industry.

An additional source of equity for Chipotle is its image as a community builder as

it works with local farmers to buy their organic produce. Also, through local events

sponsorships, Chipotle has established its unique image in the eyes of the customers in

those regions.

Another source of Chipotle brand equity is their creative packaging. Chipotle puts

great stories sent by the customers or hand writing narratives about their “Food With

Integrity” philosophy. Some customers said that they love reading the stories on their

cups while having the meal, while others said they knew Chipotle is using naturally-

raised meat through the stories on their cups.

Page 20: Chipotle brand audit paper [final copy]

Customer-Based Brand Equity Model

Salience

Performance Imagery

Feelings

Resonance

Customers love Chipotle-Brand Loyalty -Customer Engagement.

-Fun experience-Fresh-Healthy

-Distinguished smoked jalapaño logo-Interior design of the store; wood and metal.

- Fresh, Big burritos made of Organic Ingredients, Naturally raised meat- Quick & friendly service, a higher but reasonable price

High quality burritos, casual dining More depth than breath Known but not very Prominent Brand Awareness

-Well-known for high quality burritos.-High credibility on the sources of food.

Judgements

Page 21: Chipotle brand audit paper [final copy]

Competitive Review

Fast-casual restaurants market

Chipotle positions itself as a fast-casual trendy restaurant which provides tasty, big

burritos made from high-quality organic ingredients at an affordable price: higher than

fast food but lower than the price of family restaurant, which satisfies the need for most

American consumers: an growing demand to consume health food: fresh, natural and

nutritious. Even though Chipotle was one of the earliest restaurants to promote this

industry, Chipotle is still facing fierce competitions in this industry. Competitors in the

fast-casual Mexican market include Qdoba Mexican Grill, Moe’s Southwest Grill and

Baja Fresh.

Figure 1: Favorite QSR/Fast Casual

Restaurant Ranked by Number of Votes

Figure 2:Favorite QSR/Fast Casual

Restaurant Indexed by Location Count

Page 22: Chipotle brand audit paper [final copy]

Figure 3: Chipotle Restaurants State-by-state breakdown

Fast-Food restaurants market

Consumers who perceive the fast service of Chipotle will form a wrong impression

that Chipotle belongs to fast-food market. But the fact is that Chipotle does share

certain characteristics that correspond with fast-food market: reasonable price, fast-

service. Unlike fast-food restaurants, Chipotle serves burritos fast without providing

“fast-food experience”.

Page 23: Chipotle brand audit paper [final copy]

Strongest market competitors

A variety of food options in menu (queso,

burrito, fajita, breakfast)

Distinctive flavor: roasted, slightly sweet, fire-grilled

Catering ServiceQ-cash Card reward program

“Our Sound” (more music options, free music

downloading)Innovative, inviting interaction encourage

consumes try different things.Franchising

Fresh, healthy ingredients

Fast Service

Tasty burritos

Cooking in open spaces, 100%

transparency

Serve food in a clean

environment

Reasonable pricing

Serve fresh, high-quality food

Health-consciousness

Serve food in a clean

environment

Reasonable pricing

A variety of food options

Franchising

Customer rewarding program: E-

club, gift card

Points of shared parity

Points of shared difference

Page 24: Chipotle brand audit paper [final copy]

How Chipotle Is Different

Points of Parity! ! ! Points of Difference Fresh

Healthy

Fast casual dining

Burrito

Mexican Grill

StrengthsInnovationStrong management teamStrong brand equityStrong financial positionCommunity InvolvementStrong Focus on Quality

WeaknessesAvailability of brand specific sourced foods Limited menuHigh costs for ingredientsSlightly higher price than its competitors

Opportunities Product BrandingAsset LeverageEmerging markets and overseas expansionOffer products in grocery storesExpand secret menu

ThreatsHigh competition in burritos marketEconomic slowdownLower cost competitors or importsPrice warsEmergence of other similar fast-casual chains in the marketSubstitutes

Food With Integrity

High quality food

Naturally raised meat

Organic produce

The restaurant experience

The unique story in founding the

company

Sustainable restaurant designs

SWOT

ANALYSIS

Page 25: Chipotle brand audit paper [final copy]

Recommendations

Expand domestically first and internationally later to enhance brand awareness while maintaining the core value of the brand:

Currently, a lot of customers ask Chipotle to open new restaurants in their areas

because they love Chipotle’s burritos. This is a good trend for Chipotle to expand its

business and the breath of brand awareness. However, Chipotle needs to keep track

with its “Food With Integrity” philosophy because this is the most unique image that it

owns. Since it is difficult to look for supply in organic produce and naturally raised meat,

Chipotle should be considerate in opening restaurants so that it could still maintain its

uniqueness. Chipotle brand awareness is still not strong yet, so it should not risk its

reputation by leaving its core values.

Chipotle is having a few restaurants outside of the U.S, in Toronto and London,

and people in these areas say that they love Chipotle, too. There are also requests from

customers in Europe for more openings. Chipotle needs to do more research in Europe

market for the potential openings of Chipotle. Again, if Chipotle ever decided to

penetrate more extensively the international market, it would still need to consider not

only the taste and reference of local markets but also keeping the best ingredients in

their food. Finally, Chipotle could also explore the possibility of penetrating emerging

Page 26: Chipotle brand audit paper [final copy]

markets, where people prefer Western food. However, we don’t think this will be

happening for any time soon.

Do more marketing and Local Activities:

Since its first opening in 1993, Chipotle has built their brand equity solely on

word-of-mouth about their high quality food. This is a perfect way to do marketing in the

restaurant business. Chipotle corporate brand has gained awareness from customers,

but the product-attributes are still considered higher than brand attributes. However,

Chipotle has evolved to another higher level, where marketing and branding become

more important. Therefore, Chipotle should have advertising programs such as TV ads,

radios, and prints more often to leverage Chipotle brand.

Second, Chipotle gained awareness because of its high involvement in local

activities. Based on the information provided on its website, Chipotle has held a lot of

local activities in 2009 such as sponsoring circuit races, helping fund raiser, and so on.

Recently, Chipotle seems to be less engaged in such activities. This is an important part

of extending customer awareness, so Chipotle should consider being more involved in

local community again.

Find ways to gain more control in the naturally-raised meat and organic produce.

The biggest obstacle that Chipotle is currently facing is the limited supply for the

high quality ingredients that it needs. If it could solve this problem, it would be a highly

success for Chipotle.

Page 27: Chipotle brand audit paper [final copy]

Brand Extension

In September 2011, Chipotle opened an

Asian fast-casual concept restaurant named

ShopHouse Southeast Asian Grill in

Washington, D.C. The company has said the

new restaurant "would follow the Chipotle

service format and its focus on 'food with

integrity' in ingredients." Chipotle will start with

only one store, and see how the restaurant

works out. ShopHouse Southeast Asian Kitchen features "cuisine inspired by Thai,

Malaysian and Vietnamese cuisines" served in bowls or as banh mi sandwiches. For

this brand extension, the points-of-parity and points-of-difference are following:

Points of Parity

Same service form as Chipotle

Organic ingredient (food with integrity)

Same ways to feed animals

Points of Difference

Different brand elements (e.g. different

brand name, logo, color, etc.)

Different cultures, styles and tastes of

food.