Brand Truth
Chipotle customers want fresh, diverse, and authentic options that earn their trust and meet their needs.
Chipotle customers want fresh, diverse, and authentic options that earn their trust and meet their needs.
Chipotle is Spicing Things Up and Inviting You to Help Add Some Flavour to the Menu!
Context
While Chipotle's reputation is known for freshness, customization, and quality, some customers find the brand's offerings have felt limited.
As consumer tastes become more diverse and values-driven, many feel the menu doesn't reflect their culture, dietary restrictions, or desire for connection.
There's a wedge between Chipotle's promises and how customers experience it, creating an opportunity to adapt, revamp trust, and better meet their expectations.
As consumer tastes become more diverse and values-driven, many feel the menu doesn't reflect their culture, dietary restrictions, or desire for connection.
There's a wedge between Chipotle's promises and how customers experience it, creating an opportunity to adapt, revamp trust, and better meet their expectations.
Insight
Many Chipotle customers customize their meals to match their tastes, identities, and dietary and financial restrictions. They’re craving a deeper connection. Each choice is a desire to feel included in the brand.
Idea#ChipotlePhilosophy invites fans to develop and explore diverse culinary philosophies through a competition to open a restaurant.
Let’s turn up the heat and create a new menu together! (No idiot sandwiches here).
Let’s turn up the heat and create a new menu together! (No idiot sandwiches here).
The winner has their dish featured on Chipotle socials and their menu
The winner gets to open a restaurant
