Chipotle Mexican Grill Menu Music is ‘Better for you’

 

At the intersection of food that has the halo of ‘better for you’, music, and brand relevance Chipotle Mexican Grill is once again elevating it brand messaging, creating new electricity with its core users according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  

So, when Chipotle Mexican Grill announced that it was partnering with Shawn Mendes and the Shawn Mendes Foundation to launch "Wonder Grants" supporting young innovators in sustainability, as well as a "Shawn Mendes Bowl" on the Chipotle app and Chipotle.com for a limited time in the U.S. and Canada.  You know, that it was a brand invitation, that would be gobbled up, according to Johnson.

Now get this for every Shawn Mendes Bowl sold, Chipotle will donate $1 toward the Shawn Mendes Foundation in support of changemakers that is good and extend the brand ‘halo’ to a new subset.  The new digital menu item features Cilantro-Lime Cauliflower Rice, the brand's latest menu innovation that was launched earlier this month like we said before this is ‘better for you’ and that is a good thing.  So, in short Chipotle has a daily double of proactive messaging that will resonate with its core customers.

(Shawn Mendes Bowl: Cilantro-Lime Cauliflower Rice, black beans, chicken, roasted chili-corn salsa, romaine lettuce, and guac).  This marks the first time Chipotle has launched a philanthropic entrée on its menu. It’s a great idea and one sure to drive new electricity.

When Chipotle and Shawn Mendes begin awarding "Wonder Grants" to young activists focused on sustainability that halo will continue expanding the brand messaging. The "Wonder Grants" are designed to help young changemakers with big ideas but insufficient resources to launch or complete innovative projects across a range of fields including music, film, activism, education, science, environment and technology. How are you driving new electricity into your brand?

This partnership with a music icon company will drive new electricity, top-of-mind brand awareness, top-line-sales, bottom-line-profits, all while edifying store unit metrics according to Johnson.

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as; corporate partnerships, fresh foods, online ordering, delivery, self-driving cars, plant-based foods, music, streaming, food sampling, toy’s, podcast, movies, cereal, developing brands, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different and Subway fits that bill according to Johnson.

So, to learn more about the Shawn Mendes Foundation, fans can visit www.shawnmendesfoundation.org . The sustainability Wonder Grant recipients will be announced in the coming weeks.

Shawn Mendes stated, "It is important to me to partner with a company that values sustainability – I'm excited to partner with Chipotle and appreciate their support for my Foundation and young changemakers who are leading the charge in these crucial efforts,"

Chris Brandt, Chief Marketing Officer at Chipotle stated, "We are thrilled to partner with Shawn Mendes and use the power of our real food to back the next great innovations in sustainability," … "Together with Shawn's team and our passionate fans, we continue to pursue our mission of cultivating a better world."

In 2021, ‘better for you’ is going to be a big thing according to Johnson. Chipotle understands that and is also introducing a new extension of its Real Foodprint feature that will allow fans to view the cumulative potential impact of all their Chipotle orders, as compared to orders using conventional ingredients, in one comprehensive dashboard on the Chipotle app and Chipotle.com. Real Foodprint, introduced in October 2020, is a sustainability impact tracker that uses data provided by HowGood to compare average values for each of Chipotle's real ingredients to their conventional counterparts against five (5) key metrics.

The Real Foodprint computed for a Shawn Mendes Bowl is:

Less Carbon in the Atmosphere

1.4 grams

Gallons of Water Saved

1.7 gallons

Improved Soil Health

1.8 sq ft

Organic Land Supported

1 sq ft

Antibiotics Avoided

42.3 milligrams

At the conclusion of the campaign, Chipotle will share a Real Foodprint for all Shawn Mendes bowls ordered to demonstrate the potential impact of his ingredient choices at Chipotle on the environment and animal welfare.

Are you looking for a new Out of the Box  partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.