Outline

Introduction

Greeting

Have you ever thought about the perfect burrito? Whether it’s a fresh pressed tortilla, warm queso, or perfectly mixed ingredients, Pancheros has shown through their advertisements why their burritos are superior to the competition.  

Thesis

Pancheros chooses to focus on using pathos and logos to reach their customers. They try to appeal to the humorous side of consumers. All of their advertisements are also very consistent by way of font style, layout, and content.

Overview

Let’s learn more about Pancheros by first looking at their target audience, followed by how the advertisements apply pathos and logos, and finally how effective these advertisements are.

(Let’s begin by examining the target audience)

Target Audience

               -This commercial was aimed at the younger generation, and people who have suffered from poorly mixed burritos.

                              -Only ones that use “Bob”.

                              -Ensures a perfect mix of ingredients in every bite.

               -It also helps that they use a younger employee.

-Pancheros franchises are mostly found in college towns, so many of the customers are employees’ peers.

-By choosing to advertise on napkins, Pancheros is assuming that their customers enjoy cleanliness.

               -Choosing to advertise on napkins is a big investment.

                              -Maybe they won’t take one

                              -Maybe they take too many.

               -Store also has to back up by being clean.

              

-They also take a risk when advertising on cups.

                              -But when it works, it is very attention grabbing.

-Print advertisement tries to focus on people who enjoy fresh ingredients.

               -Showcasing one of a kind, fresh pressed tortilla.

(Next, let’s look at Pathos)

Pathos

The company tends to lean towards using humor/happiness as an emotional appeal over other emotions.

                              -Napkin advertisement makes a play on words.

                              -Kids will smile if they get a quesadilla.

                              -Using popular background music that is in no way related on a commercial.

                              -Talking sexy to a tortilla.

               I think Pancheros definitely succeeds in making their consumers laugh at their advertisements, while also making an emphasis on what separates them from other Mexican grills.

(Pancheros also uses logos for advertisements)

Logos

               Consumers can notice that Pancheros likes to stick to a particular font style.

                              -This shows that they are committed to staying consistent.

               The layout of these print advertisements is also consistent.

                              -Centered

                              -Takes up “white space”

Pancheros wants consumers to know that they use the freshest ingredients, and they put time into their products.

               -“Ice, the only frozen thing we got”

               -Showing off the fresh pressed tortilla

(Finally, we will look at the effectiveness of these advertisements.)

Effectiveness

I think the effectiveness of Pancheros advertisements can be seen through its number of franchises.

                              -Opened a new location in Champaign, Illinois.

                              -Fourth Illinois location.

                              -Currently has 65 locations, plans on 75 by end of 2015.

                              -Consumers want Pancheros.

               A potential weakness could be basing restaurants near college towns.

                              -If basing consumer base on college students, we don’t always have money.

Countering that though is the good public relations the company gets when it works with local universities.

               -Iowa students got to work with Pancheros to help create advertisements.

               -Their target audience is working directly with them.

Conclusion

Summary

               To conclude, we have examined many of the different advertisements Pancheros uses every day. We have covered who they are trying to reach, how they want to appeal to this audience, what the arguments are that make them better, and how effective this techniques are.

Re-Statement of Thesis

               By choosing to use pathos and logos in their advertisements, Pancheros has developed a strategy that is both personal and logical. They have shown why they are the superior option.

Closer

               So why not go get a burrito better built?

References

Pancheros Expands Presence In Illinois With Fourth Location In Champaign. (2015, September 22).        Retrieved from                 http://www.franchising.com/news/20150922_pancheros_expands_presence_in_illinois_with_f                ourth.html

Snee, T. (2015, September 22). Getting an A in burritos. Retrieved from                 http://now.uiowa.edu/2015/09/getting-burritos