In
2019, Chipotle Mexican Grill took a unique and proactive approach to brand
elevation by participating in the Scripps National Spelling Bee with its own
version: the Chipotle Bee, For Real. This initiative was a testament to the
power of innovative branding in driving future growth and creating a new energy
within a brand.
The
Chipotle Bee, For Real, was a specially curated event hosted by Justin Howard.
It featured Chipotle’s 51 ingredients and challenged participants to spell one
complex ingredient found at other restaurants and one simple, real ingredient
found at Chipotle. The competition included words like carrageenan,
dimethylpolysiloxane, and lecithin, as well as simpler words like avocado,
beef, and cheese.
Chris
Brandt, Chief Marketing Officer of Chipotle, emphasized the company's
commitment to using real ingredients that are easy to pronounce and spell. This
was contrasted with the artificial or processed ingredients and preservatives
used by other restaurants, which are often more difficult to spell and
pronounce.
Valerie
Miller, Communications Manager for the Bee, expressed the participants'
enthusiasm for the event and their shared passion for Chipotle’s mission of
cultivating a better world through education.
Building a Larger Share of Stomach
The
Chipotle Bee, For Real, incorporated 102 words, complete with special
pronunciation guidelines, definitions, origins, and uses in a sentence.
Participants who rose to the challenge received exclusive Chipotle Bee pins,
Chipotle Bee foil notebooks, and Chipotle gift cards.
This
initiative was in line with Chipotle's Behind the Foil campaign, which launched
the same year and focused on the transparency of Chipotle’s kitchens by
featuring real employees cooking real food from real ingredients.
Fast
forward to 2024, Chipotle continues to innovate and adapt to the changing
landscape of the food industry. The company recently announced a historic
50-for-1 stock split, making its stock more accessible to a broader range of
investors. This move, along with the rollout of its drive-thru concept, the
"Chipotlane", demonstrates Chipotle's commitment to growth and
customer accessibility.
Steven
Johnson, the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®,
believes that brand relevance is driven by innovation in new menu-related
products and new avenues of distribution. He envisions the "new
electricity" in the food retail industry as a combination of fresh foods,
plant-based foods, unique urban clothing, grocerant positioning, fresh food
messaging, autonomous delivery, cashier-less retail, and digital handheld
marketing.
As
we move into the future, food retailers must embrace the artificial
intelligence revolution while simultaneously promoting fresh, portable food
that offers a familiar yet unique experience. Foodservice Solutions®
specializes in outsourced business development and can help identify, quantify,
and qualify additional food retail segment opportunities or new menu product
segments and brand and menu integration strategies.
Think
about this, Chipotle Mexican Grill's innovative approach to brand elevation and
customer education serves as a case study for other food retailers looking to
create their own "new electricity" in the industry. As the Grocerant
Guru® Steven Johnson suggests, the key to survival in the next generation of
retail is embracing both technological advancements and the demand for fresh,
accessible food.
For
international corporate presentations, regional chain presentations,
educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA
based Foodservice Solutions. His
extensive experience as a multi-unit restaurant operator, consultant, brand /
product positioning expert, and public speaking will leave success clues for
all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call
1-253-759-7869
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