Marketing Case Study : Chipotle

We have a super fun marketing story lined up for today: Chipotle!

Fast food in the US is a very cluttered space. There are 200,000+ brands. Yes, two hundred thousand!

Chipotle has managed to stand out. Their recipe for success has three ingredients:

 Good food? Yes

 Good service? Yes

 Good marketing? YESSS

Chipotle is one of the most talked about brands even outside of the US.

How did they pull it off? Let’s get into it!

#1: A 10/10 social media game

Whenever there’s a new trend, you’ll definitely find Chipotle there. But here’s the thing. Don’t most brands try to do that?

What’s different about Chipotle is that they follow trends, but with their own twist. They don’t just “jump on the bandwagon”, you know what I mean. Let me give you examples.

 What most brands were doing:

Bottle flip challenge

 What Chipotle was doing:

A Chipotle lid flip challenge

 What most brands were doing:

Making memes about the viral corn kid

 What Chipotle did:

A collab with him to build on his love for corn!

In fact, that video became Chipotle’s highest performing Instagram post. EVER.

Plus, Chipotle keeps its social media feed just how their audience likes it: unhinged

And, of course, relatable

#2: They don’t do any influencer marketing

Not in the traditional sense anyway.

When a celebrity expresses their love for Chipotle, they send them a Burrito card which entitles them to a free burrito every day. For the rest of their life.

It’s so unique that it’s a thing that celebrities then create their own “hey i’m so relatable” content about.

(That’s right – everyone’s always looking out for content )

Here’s Olivia Rodrigo’s 

Instead of official collaborations, Chipotle takes advantage of any instance a celebrity mentions them. Even if it’s a mistake.

Like the time Travis Kelce accidentally referred to Chipotle as Chipolte and THEY ACTUALLY CHANGED THEIR STORE NAME IN KANSAS TO CHIPOLTE LIKE WUT???

Or the one where Jungkook from BTS called it “Chicotle” and they absolutely owned it.

#3: They quickly adapt!

Exhibit A: BeReal

When GenZ got obsessed with BeReal, brands were struggling to figure out how to use it. Because BeReal didn’t allow any ads.

Chipotle found a way to advertise anyway – organically.

They gave out free burritos in their stores to whoever posted a BeReal in a Chipotle backdrop.

Whatever it takes to be where the cool kids are 

Exhibit B: Upcoming sports

Last year, the US Women’s Soccer Team was very close to breaking a World record. Chipotle announced a free dish to the first 2500 people who texted them after any goal!

Or with F1.

Chipotle partnered with Haas F1, and said that if a Haas driver scored a point during the US Grand Prix, they would give away 5000 free dishes.

(Side note: if you follow F1, you know that didn’t quite work out )

Exhibit C: Lockdown

Yes, that ol’ dark time.

Businesses were struggling to find ways to keep in touch with their customers. Chipotle played on what became the fad at that time: Zoom calls

Instagram lives were too mainstream. And just a check-in-the-box approach.

Chipotle organized virtual lunch parties that were honestly super wholesome during those times.

Chipotle is proof that if you chase a clear consistent goal in a sincere way, the marketing just works. 

They’ve gone on record to say what their goal is:

• Be visible
• Be relevant
• Be loved

And they’re doing all three!