Friday, February 16, 2007
Chipotle's "Fast Food with Integrity"
Check out this article on Chipotle from Businessweek. Chipotle's founder, Steve Ells, is trying to cash in on America's shift towards healthier foods by introducing organic food and utilizing an open kitchen. The company spends relatively little on advertising because Ells thinks it "isn't believable." Instead, he tries to communicate his brand through the Chipotle store design and product.
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Interesting article! As a big Chipotle fan, I was surprised that not everything is organic, but Ells is right in that it doesn't always matter to the customer. Even though their burritos are huge and not low in calories, I feel better about eating a product that is more transparent to me than other fast food restaurants. As for not advertising, it makes sense to me. People experience Chipotle, tell their friends, and the word spreads.
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