Chipotle's New Marketing Initiative
As part of the new marketing strategy, America's favorite Mexican fast-casual restaurant, Chipotle Mexican Grill, is planning on launching a new tagline this fall. While the company isn't necessarily moving away from its "food with integrity" roots, it aims to become "a purpose-driven lifestyle brand" rather than a simple food brand according to CMO Chris Brandt.
"Chipotle will become a brand that people want to know about, want to be a part of and want to wear as a badge," explained Brandt. "I genuinely believe that Chipotle can transcend the food category, separate itself from everyone else and be a category of one because there are no compromises with Chipotle. No one has such great tasting food that you feel good about eating like we do."
Pushing for stronger marketing efforts, Chipotle began to post more engaging content on their social media platforms such as Instagram, which have generated many responses and views. It is also working with its agency partners "on innovative creative about its food and the ingredients it uses" according to Brandt.
The company is even testing out potential new offerings which may be added to the menu. These items include nachos, frozen Mexican chocolate milkshakes, quesadillas, and avocado tostadas. In addition to these test products, Chipotle is looking at Happy Hour, offering $2 tacos with a drink from 2pm to 5pm and perhaps after 8pm to increase late-night sales. Other ideas discussed by Chipotle executives include a new loyalty program in 2019, timed deals, and ability to place delivery orders on Chipotle's mobile app.
CEO Brian Niccol foresees the brand reaching $10 billion in annual sales some time in the future, a big jump from last year's $4.5 billion revenue. Will these marketing efforts prove to be successful? Only time will tell.
