The Social Value Index and its components - the Social Value Score™ and Social Value Scorecard™ - identify and quantify three core insights: 1) the social value drivers of a specific industry that influence consumer demand and determine if a brand’s social impact efforts are relevant to their consumers; 2) the ratings and rankings of key competitors within an industry so a brand can see how successfully it is using social impact to influence consumer purchase compared to its peers; and 3) the estimated revenue increase, in dollars, for improving its Social Value Score™.

1. Social Traditional
Social Value ScoreTM
Company Analysis
1st Quartile
88Company Performance 2013 2012 2011
Social Value Score 88 N/A N/A
US Sales Growth % 17.58 20.26 23.64
Industry Performance 2013 2012 2011
1st Quartile (>83) 14.63 14.09 13.58
2nd Quartile (>75) 1.01 1.54 5.04
3rd Quartile (>70) -1.48 1.07 0.84
4th Quartile (rest) 1.32 4.07 2.73
*Average US Sales Growth % by Social Value Score
Social Value Score is a proprietary
rank, calculated by aggregating
companies’ relative performance on
social purchase drivers, as opposed
to traditional purchase drivers.
The industry specific drivers
are derived and weighted through
primary research conducted by
Mission Measurement.
Restaurant Industry: QSR is
comprised of the most prominent
restaurant chains operating in
the US; including public, private and
non-US restaurants.
Revenue Opportunity is calculated
using econometric modeling of
consumer choice trade-offs in the
context of reported annual spend
per consumer, and company size.
©2014 Mission Measurment. All Rights Reserved. Additional information about Mission Measurement’s methodology can be found at
www.missionmeasurement.com/methodolgy
Chipotle Mexican Grill Inc.
1 Uses the highest quality ingredients 2.19 1st
2 Uses fresh ingredients 2.15 1st
3 Offers healthy options at affordable prices 1.81 1st
4 Offers great-tasting food and drinks 1.62 2nd
5 Offers my favorite meals 1.58 1st
6 Offers healthy dinner options 1.53 1st
7 Provides the best value for the money 1.51 2nd
8 Makes it easy for families to eat healthy 1.49 1st
9 Has healthy options of my favorite meals 1.46 1st
10 Uses ingredients free of additives 1.42 1st
Chipotle continues to be a 1st Quartile
performer on “ingredient quality, freshness and
source” as well as “healthiness accessibility”,
which make up 8 of the Top Purchase Drivers.
These Social Purchase Drivers are playing an
increasingly important role for US Consumers.
Chipotle performs in the 2nd Quartile for “taste”
(#4) and “value” (#7); and does not perform in
the 4th Quartile for any Top Purchase Driver.
Chipotle still has some room to create
economic opportunity from improving its Social
Value Score. A 1-point increase in Chipotle’s
score is estimated to drive consumer spending
by $247 M per year. This opportunity
represents latent demand in existing Chipotle
consumers which can be best captured
by improving its breakfast and snack options.
As much as 44% of consumer purchase
behavior in the restaurant industry is
driven by social value. Health-oriented
Drivers dominate the Top Purchase Drivers
for the restaurant industry (#1, 2, and 3).
Consumer “healthiness” perception is deter-
mined by ingredient freshness, quality
and source, as well as by healthy-option
accessibility. These Social Drivers are notably
more influential than Traditional Drivers, such
as, taste (#4) and value (#7).
The 1st Quartile Social Value Score
companies have significantly higher sales
growth characteristics (averaging 14%
over the past 3 years) compared to the other
three Quartiles (averaging 3%, 0%, and
3% respectively).
Top Purchase DriversPurchase Analysis
Company Revenue Opportunity
Normalized: Average preference weight is 1.00
Company
Quartile
Social Value
Meter
Restaurant: QSR
Social Value Score
Quartile
Marginal Increase in Consumer Spend
1.00 1.25 1.50 1.75 2.00 2.25
Ticker Market Cap Industry
CMG $16.5 billion Restaurant: QSR
Pret A Manger
Chick-fil-A
Chipotle
Jason’s Deli
Panera Bread
Subway
Corner Bakery Café
Noodles & Company
Qdoba
Boston Market
Chipotle 88 Industry Average 76Social Value ScoreTM
Leaders
60 70 80 90 100
Social Value ScoreTM
88
86
87
83
83
92
86
88
84
83
88
1st
2.23% | $246 Million
8.65% | $1,001 Million
89
Max
Data through 12-31-2013
10%
20
50
40
High
30
10%
20
50
40
Good30
10%
20
50
40
Good 32%
30
Low
Fair Good
High
10%
20
50
40
High 44%
30
Low
Fair Good
High
10%
20
50
40
High 44%
30
10%
20
50
40
Good 36%
30