Chipotle

Anatomy of a Marketing Campaign

In an age when consumers’ choices have never been broader, it’s critical to stand out among the sea of other brands and offerings. That may be one reason why companies from practically every industry are spending hundreds of thousands—if not millions—of dollars to develop and execute marketing campaigns that resonate with their target audience, drive sales, and cement brand loyalty for years to come.

Chipotle Joins Slow Food USA in School Garden Initiative

Chipotle Mexican Grill announced a partnership with Slow Food USA to create or support about 100 schools gardens in 10 metropolitan areas across the country. Through hands-on discovery and an innovative school curriculum, the organizations hope to cultivate a generation of kids who care more about where food comes from and how it is prepared.

Connecting the Dots

Technological advances have influenced the restaurant industry in obvious ways, including through virtual reservations, online reviews, and increased customer interaction through social media. But in the back of the house, new tracking software and standards are revolutionizing supply systems, allowing restaurant operators to have a better understanding of where their food comes from.

Brands report that the traceability changes have increased efficiency and food safety, while also boosting the bottom line.

Chipotle Reveals Lineup for Dallas Cultivate Festival

Chipotle Mexican Grill announced the celebrity chef and music line-up for Cultivate Dallas-Ft. Worth, which is making its southern debut on October 18 in nearby Irving, Texas, at Lake Carolyn. The one-day festival includes cooking demonstrations by celebrity chefs, live music, local food artisans, regional beer and wines, a special Chipotle festival menu, a Kids’ Zone with games, and other activities that emphasize fresh and affordable food made with sustainable ingredients. Admission is free.

Creative Containers

Chipotle’s new packaging initiative covers cups, bags with creative content.
Fast food restaurant Chipotle labels packaging with creative content.
Chipotle's new "Cultivating Thought" initiative prints creative content from several different authors and artists on the brand's cups and bags.

Michael Lewis’s thoughts on managing time. A George Saunders note to the future. Barn raising with Malcolm Gladwell. These aren’t part of a short story anthology or panels at a literary conference; they’re what is now plastered on the side of a Chipotle cup.

What started as an idea from writer Jonathan Safran Foer has turned into Chipotle’s newest food packaging initiative, “Cultivating Thought,” which is leveraging creative content to catch customers’ attention.

Tabasco Returns to Annual Chipotle Cultivate Festival

Tabasco is returning as an official sponsor of Chipotle Mexican Grill’s annual Cultivate Festival. The one-day food, music, and ideas festival is a celebration of where food comes from and the people who make it. Farmers, chefs, artisans, thought-leaders, and musicians will come together to reach their shared vision of a world of more sustainable, wholesome, and delicious food.

Getting to the Meat of Marketing

Sustainability continues to shape the future of the quick-serve industry, and many concepts are marketing their food as sustainable by highlighting locally sourced, in-season produce from nearby farms. But while limited-service restaurants design their marketing push around vegetables and plant-based products, they’re still trying to figure out how to work sustainably raised meat into the brand conversation.

New Study Reveals America’s Favorite Quick-Service Chains

Pizza segment rankings from Market Force Information survey. Market Force Information

With new limited-service brands emerging at a rapid pace, consumers have more dining choices than ever, and their preferences are proving that established national concepts could learn a thing or two from these smaller, younger chains. According to a nationwide study on consumers’ favorite quick-service chains from Market Force Information, brands like Firehouse Subs, Qdoba, and Papa Murphy’s rank better for customer satisfaction compared to more established category players like Subway, Taco Bell, and Pizza Hut.

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