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Part of the success of brands like Taco Bell, Wendy's and Arby's is that customers do not just eat restaurant food, they live it. From promotional t-shirts to snarky Twitter feeds, these brands do more than just sell food – they sell a lifestyle.
Chipotle became obsessed and closed to consumers as a result of its food safety issues. Niccol said that Chipotle had "lost some of its cultural relevance" and needed to change its image.
"Chipotle will become a brand that people want to know, want to be part of and want to wear a badge," said Christopher Brandt, Chipotle's marketing director.
To accomplish this mission, Chipotle is upsetting its marketing and customer interaction. The company has produced a number of new commercials that feature a fun and witty tone like Wendy and Arby.
The burrito chain has been reluctant in the past to create television commercials, preferring more local efforts and original short films to attract customers. The company did not advertise on television until last year.
"Our goal is to make our marketing investments more efficient and above all to drive traffic," Brandt said.
Chipotle has worked to improve brand awareness by buying advertising time during the season finale of successful TV shows, partnering with the National Basketball Association, and sponsoring video game players who play the successful Fortnite game.
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