Chipotle’s Newest Marketing Tactic Aimed At Engagement
Chipotle, the Denver based burrito chain has added onto their unique marketing strategies by releasing the new “Cultivating Thought” series. The new marketing layout contains a variety of different “two minute” quick reads printed on Chipotle cups and to-go bags. These “two minute” quick reads are based upon different cultural issues and topics provoking some deep-thinking while you enjoy your fat chicken burrito. The authors of the short reads are written from a conglomerate of different comedians, actors, and thought-leaders. The list includes Sarah Silverman, Judd Apatow, Bill Hader, Steve Pinker, and Toni Morrison. Otherwise, a list that many of us will find familiar with and should enjoy reading. The man behind all this? Jonathan Safran Foer, a New York Times best-selling author and curator of the series which is supposed to add a new form of entertainment for Chipotle customers as they sit down to eat their food. Accompanying the entertaining stories will be a combination of different artsy graphics to enhance the overall entertainment level.
Chipotle has always been a unique company with their non-traditional marketing campaigns in the past which has included The Scarecrow, Back to the Start, and Farmed and Dangerous marketing campaigns. Though the past marketing strategies provided mixed reviews, I believe the new “Cultivating Thought” series should be pretty successful and is a fresh concept for a fast food company to bring up. Chipotle already provides to a mid-to-to younger age consumer market and this artsy creativity fits right in with their type of environment. This is a great start and something that Chipotle should continue on with different authors who can craft up other brain-stimulating subjects. The attention grabbing theme should stimulate great table conversations and engage customers while enjoying the burrito at Chipotle, the company’s main goal in all of this. This is an intriguing enough of an idea that I will probably stop by and grab a delicious burrito soon, as well as to check out some of the new attractive marketing material.
What do you think of the new Chipotle: Cultivating Thought series?