Flipboard Friday: Five Hot Marketing Ideas You & Your Hospital Should Steal From Chipotle¶

Source: https://www.wte.net/Blog/June-2023/Flipboard-Friday-Five-Hot-Marketing-Ideas-You-Your-Hospital-Should-Steal-From-Chipotle
Date: June 2023
Author: Martin W Smith

Introduction¶

The author compares his experience at a hospital cancer center with visits to Chipotle, identifying marketing lessons hospitals and other companies can adopt. He argues that Chipotle excels at understanding customer needs while many healthcare providers lag behind.

Section 1: Time, Money, Bread and Circus¶

Time Is More Valuable Than Money¶

The author emphasizes that how organizations treat customer time significantly impacts the overall experience. He contrasts his experiences at Duke Cancer Center and University of Cincinnati, noting that Duke's use of hospital pagers—similar to restaurant paging systems—gave patients a sense of control over their time.

Key observations:

Patients feel frustrated by lack of control, not necessarily by actual wait times
The perception of control matters more than objective duration
Chipotle's mobile app recognizes "time is more valuable than money"
UC Health's "pill diary" system frustrates patients by reinforcing the message that hospital time takes priority

Bread and Circus = Offer Both and Let Customers Choose¶

Chipotle designs for two customer types:

Bread customers: Want speed, minimal engagement, don't care about watching food preparation
Circus customers: Enjoy engagement, watching their meal created in real-time

The company's shallow kitchen design allows visibility while accommodating both preferences through a mobile app option and in-person ordering.

Marketing lessons to steal:

Know target customers intimately
Create options without overwhelming with choices
Recognize that customer segmentation is fluid and circumstance-dependent
Let customers decide their preferred experience level

Section 2: Authentic Transparent Stories Win¶

Authentic Transparency Weathers Storms¶

Chipotle maintains customer trust through several methods:

Open Kitchens: Visibility builds trust and reduces opportunity for deception. This transparent design also reduces rental costs.

Simplicity: A straightforward menu, ordering process, and preparation method create perceived authenticity. Customers feel they understand what they're getting.

Segmentation: Allowing customers to choose their engagement level ("like me" feeling) enhances perceived authenticity.

Trendspotting: Chipotle responds to trends like sustainability without being dominated by them, making customers feel included rather than lectured.

Why Not How: The company leads with values and purpose. Chipotle's values page demonstrates how to connect with customers on shared beliefs.

Chipotle's values page exemplifies mobile-first responsive design. The company uses minimal text paired with thoughtful design that works across all screen sizes, reinforcing authenticity and narrative credibility.

Section 3: Loyalty Deserves Rewards¶

When Everything Is A Game Loyalty Needs Rewards¶

The author observes that smartphones transform all activities into continuous games. Because customers now allocate time and attention as precious resources, companies must reward loyalty or lose it.

Key insights:

Smartphones enable continuous gameplay and engagement
Loyalty programs must reward actions without requiring burdensome customer effort
Operant conditioning principles apply: pair rewards with desired behaviors
Chipotle's loyalty program functions as a behavioral reinforcement mechanism

The author concludes that successful modern marketing requires making products or services into rewarding games that encourage repeat engagement, similar to how Chipotle uses gamification to drive customer loyalty and lifetime value.