Chipotle's Food With Integrity Strategy
Some of the strategies Chipotle implemented in order to appeal to their existing target market and capture new markets were;
• Promoting its increasingly green farm-to-table-to-consumer supply chain. It launched a multi-pronged initiative to “change the way people think about what they eat,” building on their original “Food with Integrity” vision. In 2011, they initiated a new campaign entitled “Cultivate
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This foundation has raised almost $1.5 million to these causes.
• Chipotle also hired the Creative Artists Agency to produce “Back to the Start” which encompassed and animated short film focused on raising pigs sustainably. The short film that wen viral received over 6.8 million views as of September, 2012. This campaign and film have won various awards specifically for Best Integrated Campaign and Best Film for Branded Content at Cannes (June 2012). Furthermore, 60 cents of each download of the movie’s theme song was donated to Coldplay’s “The Scientist” sung by Willie Nelson, which was donated to the Cultivate Foundation (How Chipotle's "Food with Integrity' Strategy Can Really Succeed, 2012).
• Chipotle planned the first ever “Cultivate” festival in Chicago to assist in building the community and to unite ‘food, farmers, chefs, artisans, thought leaders and musicians.
• This company initiated their Farm Team invitation-only loyalty program. This encouraged customers to build points by playing online games that educate them about food supply and production. These award points are redeemable for discounts within the Chipotle restaurants (How Chipotle's "Food with Integrity' Strategy Can Really Succeed, 2012).
SWOT
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