Within weeks, the round-up technology resulted in more than 1.4 million guests contributing, on average, 45 cents with each order. It generated close to $1 million for the first spotlight organization—the National Urban League. Additionally, it followed a June pledge from Chipotle of $1 million in support of organizations advocating against systemic racism, which started with a $500,000 commitment to the National Urban League.
Other efforts have been wide-ranging. Chipotle introduced a fresh multicultural employee resource group called UNIFIED (United Network of Influencers Furthering Inclusion and Ethnic Diversity) to foster change from within. It’s provided access to voter registration and education, and enabled employees to identify organizations they want to spotlight in the aforementioned app donations.
The company then allocated $250,000 to community improvement grants that the resource group will coordinate for restaurant GMs to facilitate at a local level.
Chipotle started to pilot a mentorship program to find a diverse group of “high-potential development” to advance through the company.
Some other points: A $50,000 donation, as part of Chipotle’s Pride program to The Center for Black Equity.
Pausing all paid advertising on Facebook and Instagram while the company “better understands the changes Facebook is making in regard to harmful contest posted to their platform.”
Matching the prize pool for the Chipotle Challenger Series II esports competition by donating $25,000 to the National Urban League.
Contributing more than $500,000 to support the next generation of farmers through the National Young Farmers Coalition. Recently, Chipotle awarded 50 diverse, young farmers $5,000 grants to begin or grow their businesses, 78 percent of which represent minorities in the industry.
For Andrada, two other, ongoing initiatives have left an impact on the company’s internal organization: Chipotle’s listening sessions, and “The Real Scoop with Marissa,” which are virtual multicultural education sessions featuring conversation with Black influencers.
On the first, Chipotle’s executive leadership tunes in, typically on Mondays, and just listens to employees air their concerns about real-life issues.
“To me, it’s about how do we really get a perspective from a personal standpoint where employees are coming from,” Andrada says. “It’s one thing on the outside to say Black lives matter. But what does that really mean, personally for our employees?”
Andrada starts by introducing herself and laying some ground rules. She asks simple questions, like, “What are the three words that describe how you’re feeling?” or “What is the one thing you want the executive leadership to know,” and “What ideas do you have that we should be doing, what should we be doing to create and cultivate a better world?”
And then Chipotle’s brass just listens.