One of the first casual restaurants, American fast food chain Chipotle Mexican Grill, simply called Chipotle, serves simple, old-fashioned Mexican-inspired cuisine. The variety gets its name from the smoked chile called Chipotle, which is commonly used in Mexican cooking.
But you have to know what made the brand successful. That's how the $47.33 billion company became known for its delicious Mexican cuisine and loyal millennial clientele.
Chipotle's target segment is good for college students and young professionals who want to quickly whip up healthy meals instead of fast food. With offerings like tacos, salads, burritos, and bowls priced according to its pricing strategy, Chipotle sells its products through its stores and mobile apps.
All of its marketing strategies are based on its core value of "food with integrity", encouraging people to trace the origin of their food and eat responsibly.
Marketing strategies that gave Chipotle a boost in business:
1. Customer-centric approach
The brand focuses on providing customers with unforgettable experiences. From the playlist in the store to the simple design of the point of sale, the customer is at the center. The brand works on all aspects of casual dining, such as speed of service, convenience, and familiarity. However, this group has distinguished itself by its focus on consumption New ingredients.
2. Digital marketing strategy
Depending on its target audience, the company uses digital marketing to get closer and stay visible. With a huge following on social media platforms like Twitter, Facebook, Instagram, LinkedIn, Pinterest, and even TikTok, the brand focuses on staying relevant and making people easy to remember.
3. Content Marketing
The brand understood the importance of content marketing early on. Use stories in your marketing strategies. Campaigns like “Cultivating Thought” had 10 famous authors write stories, which were placed on mugs and grocery bags, creating intrigue and goodwill. They support "Food for Thought," a Huffington Post campaign that raises awareness among industry and consumers about alternative food systems.
Another campaign worth mentioning is the "Back to Start" marketing ads that use animations to show how human farming techniques are more powerful and effective than industrial ones.
4. Gifts, customer satisfaction and much more
With its relentless focus on customer satisfaction, the company comes up with innovative ideas to raise customer awareness. For example, Chipotle gave out 100,000 free burritos to healthcare workers on National Burrito Day as a thank you to all those who fought on the front lines during the COVID pandemic.
Chipotle also launched its loyalty club in 2019, amassing more than 23 million rewarded members in just two years. They also launch special offers from time to time to impress customers.
5. Festivals and Events
Chipotle is hosting Cultivate Festival, a series of festivals across the United States that feature performances by celebrity chefs, live music, and experiences that educate attendees about organic and sustainable food sources.
6. Use professional athletes as ambassadors
It is made differently than any other brand. If a player expresses happiness after trying a Chipotle meal, he will send a card that guarantees a free daily burrito for life. This has led many professional athletes to express their love for the brand, such as Drew Gooden, Mario Chalmers, and Abby Wambach.
For someone who started a fast food brand to support the idea of healthy eating, Chipotle made Steve Ailes rich. In the decade since going public in 2006, Chipotle has returned investors in excess of 3,600%. The brand continues to grow in the market even after 27 years of adding outlets every year.Also Read: McDonald's Marketing Strategy that made it a global success