Chipotle

Chipotle's Original Series Debuts on Hulu

Chipotle Mexican Grill debuted its original comedy series, “Farmed and Dangerous,” on Hulu and Hulu Plus. The four-episode series marks Chipotle’s first foray into long-format, unbranded content. Produced in conjunction with Piro, a New York—based studio, the series stars Ray Wise (“24,” “Mad Men,” “Twin Peaks”) and Eric Pierpoint (“Parks and Recreation,” “Big Love”), and provides a satirical look at the lengths the agriculture industry goes to manage perceptions about its practices.

What Great Brands Do

Q: What does it take for a quick-service brand to become a great brand?

A: I get this question all the time. Many people look at superstar brands like Apple, Southwest Airlines, and Nike and mistakenly conclude those companies achieved their successes as a result of good timing, great advertising, or just plain luck. But I’ve found that these companies have employed specific, somewhat surprising, techniques that have turned them into industry icons.

Bowled Over

In the fast-food breakfast world, the carrier has long been king. From McMuffins to Croissan’wiches, burritos to breakfast wraps, flatbreads to breakfast paninis, and now—thank you, Dunkin’ Donuts—even breakfast sandwiches served on a glazed doughnut, fast-food chains have dedicated an inordinate amount of ingenuity to finding tasty, portable, hand-held ways to deliver the day’s most important meal to us with a minimum of fuss and mess.

The Actual “Chipotle of Pizza”; Brand Invests In Pizzeria

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Chipotle Mexican Grill partnered with restaurateurs Bobby Stuckey and Lachlan Mackinnon-Patterson to launch a fast-causal pizza concept called Pizzeria Locale. The first restaurant is located in Denver and is based on a full-service pizzeria by the same name located in Boulder, Colorado. Pizzeria Locale opened its first fast casual location in partnership with Chipotle in May and is exploring options for second and third locations in Denver.

Chipotle’s Next Big Thing

The Mexican fast casual rolled out its catering program nationally, but how will the build-your-own model fare in consumers’ homes and boardrooms?

Chipotle is tapping into new consumer occasions with the recent national rollout of its catering program. The added operation allows the brand to compete in a different space with fast-casual concepts like Panera and Qdoba Mexican Grill that have established catering options.

Chipotle tested catering in select regional markets, including Colorado, earlier this year before implementing the program nationally in November, says Danielle Winslow, a Chipotle spokeswoman.

Game Time

Brands’ mobile games build customer sales, loyalty.

Mobile games like Chipotle's Scarecrow app give fast food restaurants promo tool
Chipotle's "The Scarecrow" game was downloaded more than 530,000 times. Chipotle

A handful of quick-service brands released games for mobile platforms in 2013, and the apps proved to be more than just for fun. In fact, some brands are reporting increased sales and customer loyalty by integrating games within their apps.

Among the restaurant companies that found success this year with app games were Blimpie, McDonald’s, and Chipotle.

2013: A Year In Review

Nine stories that shook up the limited-service industry in the last year.

Despite a year filled with turmoil in Washington, the limited-service restaurant industry showed moderate growth and promise in 2013, thanks in part to creative new ideas and products, plus another good gain from fast-casual units.

With issues such as sequestration, a payroll tax increase, the government shutdown, and the Affordable Care Act hanging over the industry, it’s perhaps not surprising that gains have only been nominal, despite employment increases and an improving economy.

Vegging Out

Beef, pork, poultry, and seafood may be the staples of the limited-service restaurant industry, but non-meat items aren’t taking a back seat on the menu these days. Although vegetarians make up a small percentage of the American dining population, an increasing number of consumers are deciding to eat less meat.

“Ten years ago, it might have seemed like a fad, with just a small population, but it’s been constantly increasing,” says Jesse Gideon, corporate chef and chief operating officer for Fresh To Order, a 10-unit fast-casual chain based in Atlanta.

4 Ways to Build an Alcohol Program

Ordering a beer with your burger or a margarita with the taco special at your favorite fast-casual restaurant used to be a rarity, but more concepts are now offering alcoholic selections, from beer to signature cocktails. With the increased awareness and education of adult beverage culture in our society, consumers are expecting, even demanding, a better selection of adult refreshments with their meals, causing more fast-casual concepts to take a look at alcoholic beverage programming.

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