B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
2%
2% -- marketing budget percent of sales for Chipotle (2015)
Before its food safety incidents in late 2015, Chipotle spent between 2% and 2.5% of sales on marketing.
- Reported as a range of 2% to 2.5% of sales prior to food safety incidents
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
2%
Unit
Percentage
Data Vintage
2015
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
marshall-johnstonmm.com
Primary
Tier B
https://marshall-johnstonmm.com/2017/01/20/chipotles-biggest-marketing-campaign-to-come-in-2017/ ↗
Source Article
Chipotle’s Biggest Marketing Campaign to Come in 2017
Following a food safety crisis, Chipotle Mexican Grill has spent the last year working hard to recover and rebuild its brand strength. After several customers became ill from eating its food in the last quarter of 2015, the company continues to try to regain its momentum by launching its biggest mar…
Original Research
marshall-johnstonmm.com
· Original study ↗
Methodology
Range 2-2.5%; midpoint used. Pre-food-safety-incident baseline cited via AdAge
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Chipotle: 2% marketing budget percent of sales. Source: marshall-johnstonmm.com (2015). Via Lighthouse Intelligence -- https://lighthousedata.io/data/chipotle-marketing-spend-pre-crisis
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<blockquote cite="https://lighthousedata.io/data/chipotle-marketing-spend-pre-crisis" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>2%</strong> -- marketing budget percent of sales for Chipotle<br><small>Source: marshall-johnstonmm.com (2015) · <a href="https://lighthousedata.io/data/chipotle-marketing-spend-pre-crisis" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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