In a proactive and unique partnership Chipotle Mexican Grill announced its
participation at the 2019 Scripps National
Spelling Bee with its very own spelling bee: Chipotle Bee, For Real.
Elevating and edifying your brand message is a key drive of future growth and
create a platform for a new electricity within the brand according to Steven Johnson,
Grocerant Guru® at Tacoma, WA based
Foodservice Solutions®.
This unique proactive branded platform was hosted by Justin Howard,
Chipotle Bee, For Real took place on a specially-created stage and featured
Chipotle’s 51 ingredients. Chipotle invited spellers to tackle one complex
ingredient found at other restaurants, and one simple, real ingredient found at
Chipotle. The competitor list included words like carrageenan,
dimethylpolysiloxane and lecithin. Chipotle’s list included avocado, beef and
cheese.
Chris Brandt, Chief Marketing Officer of Chipotle stated “Chipotle only
uses real ingredients in its kitchens, and those ingredients tend to be simple
to pronounce and easy to spell,” … “However, other restaurants frequently use
artificial or processed ingredients and preservatives that are often much more
difficult to spell and say, so we highlighted this difference in a unique way
at the Scripps National Spelling Bee.”
Valerie Miller, Communications Manager for the Bee stated “Our spellers
have voracious appetites for words and good food, and they were thrilled to
have a chance on the Chipotle stage,” …“We are also passionate about Chipotle’s
mission of cultivating a better world, which we aim to achieve through the pursuit
of education.”
So, the Chipotle Bee, For Real incorporated 102 words which were
complete with special pronunciation guidelines, definitions, origins and uses
in a sentence. Spellers that were up for the challenge received prizes
including exclusive Chipotle Bee pins, Chipotle Bee foil notebooks and Chipotle
gift cards.
Chipotle’s presence at the Bee is consistent with it’ Behind the Foil
campaign that launched this year. Behind the Foil focused on the transparency
of Chipotle’s kitchens by featuring real employees cooking real food from real
ingredients. This year’s national finalists can attest that eating real to
cultivate a better world is as easy as it sounds. Have you created a platform for new electricity?
According
to Johnson, “Brand relevance is in part driven with innovation in new menu
related products in combination with new avenues of distribution all of which
are the platform for the new electricity.”
Johnson
stated “that in my minds-eye the new electricity must be very efficient for the
supply and includes such things as fresh foods, plant based foods, sampling, toy’s, beer, developing brands,
unique urban clothing, grocerant positioning, Fresh food messaging,
autonomous delivery, cashier-less retail, plates, glasses, cash-less payments,
digital hand-held marketing.
All
food retailers to survive the next generation of retail must embrace the
artificial intelligence revolution while simultaneously embracing fresh
food that is portable, fresh, with differentiation that is familiar not
different.
Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities or a new menu product segment and
brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
visit Facebook.com/Steven Johnson, www.Linkedin.com/in/grocerant/ or www.twitter.com/grocerant/
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