Adam, Kaity, Maria, Mariah
MKT-H317: Consumer Behavior
March 5, 2014

Food With Integrity: Chipotle's Brand Story

Chipotle puts the main emphasis of their brand on their mission statement "food with integrity". With this, they highlight their efforts to use local, organic food and naturally raised animals. The mission statement is further explained on Chipotle's website:

"It means serving the very best sustainably raised food possible with an eye to great taste, great nutrition and great value.

It means that we support and sustain family farmers who respect the land and the animals in their care.

It means that whenever possible we use meat from animals raised without the use of antibiotics or added hormones.”

And it means that we source organic and local produce when practical. And that we use dairy from cows raised without the use of synthetic hormones

Food With Integrity is a journey that started more than a decade ago and one that will never end”

(Video: 3:40-4:19)

An Autobiography with Pictures

Chipotle uses colorful graphics to get consumers' attention- and they show rather than tell. By using pictures and minimal words, they can easily demonstrate their brand story to the public.

Advertising for the Chipotle website

As you can see, there are pictures to represent what each fact is about, and by clicking on the pictures you can obtain even more information. It is easy to navigate from one topic to another, so when you're finished reading about the animals, you can simply click on the "people" tab to continue learning.

Customer Interaction

Chipotle's local, all-natural, and overall healthy image makes their ability to engage their customers that much greater. With actual facts and data to show about their food, they increase their transparency and therefore are better able to engage their customers, with not just tasty food, but locally-grown, responsibly raised, and organic food.

The customers can also read, hear and see the history of Chipotle on their website.

In addition to the "Chipotle Story-How It All Started" video, there are many ways to learn about the company's history.

Interactive Timeline of Chipotle's History
Letter written to customers by Steve Ells, Chipotle founder.

By knowing the history of the company as well as the mission, customers can connect with Chipotle at its creation point. It also gives consumers the chance to see how Chipotle has evolved and why they are the company they are today. This rich heritage story helps strengthen the bond between Chipotle and its customers.

"Farmed and Dangerous"

Recently, Chipotle released a 4-part, satirical series about the"industrial farming" industry (as opposed to sustainable farming, that Chipotle advocates) as a way to show the consumers why their brand's emphasis on sustainability is important. In a quote to USA Today, Chris Arnold, Chipotle's director of communications said of "Farmed and Dangerous":

"It's a very effective tool for us to engage people who aren't paying attention to these issues or who don't know much about them...The more people that understand food and where it comes from the more likely they are to make choices that are similar to the choices (Chipotle) makes. Down the road we think it will pay dividends."

This miniseries is a creative way to engage the consumer in the company's brand story.

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