In this chapter we review different concepts of a product, as well as Branding. Chipotle has a firm grasp on one of our most important brand makers: Millennials. Millennials believe in what Chipotle stands for: Community. And based on that insight, the brand has consistently created a way for its customers to explore their interest in “food with a conscience,” making what could be tedious and preachy into an ongoing dialogue and movement that is both socially conscious and good for the palette. Leveraging the Chipotle brand in these new concepts will play very well with Millennials who drive a disproportionate share of margin for the franchise and vote not just with their visits, but with their likes, follows, tweets and Instagrams. Starting with Millennials and cascading from these new concepts will accelerate their growth potential, quickly.
Chipotle has also been very creative as far as packing their products. They in the beginning of last summer a new line of oddly literary packaging—bags and cups printed with new writing both from authors you might find in the New Yorker as well as comedians like Sarah Silverman.Instead of limiting the topics to food or sustainability, both themes the company has focused on in the past, and ultimately decided to let authors write about whatever they wanted.
The project was the brainchild of author Jonathan Safran Foer, who happened to eat lunch in a Chipotle restaurant one day by himself, and started wishing he had something to read. He knew people at the company—who'd reached out after Foer wrote Eating Animals, a book about factory farming—and decided to suggest his idea: What if Chipotle’s packaging was more like a book or a magazine? If customers like the new packaging, the company plans to roll out another lineup of writing soon. The soda cup may be the next literary form.
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