Marketing Currents - Business and Marketing Current Events

Chipotle spinoff restaurant: Farmesa to serve customizable bowls with salmon, veggies and more


Chipotle Mexican Grill announced Wednesday it will open a new spinoff restaurant, Farmesa, a “fresh eatery concept” serving customizable bowls in California.

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Discussion Questions:

  1. What is a brand?
  2. What is brand extension?
  3. Do you think a “spinoff restaurant” might represent an example of brand extension? Why or why not?
  4. Based on what you learned in this story, has Chipotle tried to launch spinoff restaurants in the past? What happened?
  5. Why would Chipotle be interested in launching another spinoff restaurant?
  6. Based on what you learned from this story, describe the concept behind Farmesa.
  7. What is positioning?
  8. How is Chipotle positioning the Farmesa restaurant?
  9. Why do you think Chipotle is using that positioning strategy?
  10. What is a target market?
  11. Who might represent the target market for Farmesa?
  12. Why do you think the concept is launching in California?
  13. What do you think must happen before Chipotle considers expansion of Farmesa restaurants beyond California? Why?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.