Chipotle hits a ‘Home Run’ with its Digital Strategy
Here is Chipotle’s COVID-19 Digital Response
Changing Times Calls for Changing Strategies
“We’re seeing people wanting humour to brighten up their day. Our content is starting to lean back into that. People are just searching for any sense of normalcy” — Candice Beck, Digital & Social Media Manager
In March 2020, Chipotle hosted a series of “Chipotle Together” sessions via the video-conference app Zoom. These virtual lunch “parties” consisted of Q&As, free giveaways, and celebrity guests. Interesting right? That’s one of the many approaches the restaurant has been taking in playing its part to protect and cater to customers while also promoting its services during these unprecedented times.
It is no surprise that the pandemic has been especially bad for the restaurant industry, with restaurants around the country scrambling to reinvent themselves to better suit this new digitally-focused landscape. Restaurants have taken creative approaches to cope, but with a similar goal- to remain relevant. And Chipotle’s approach definitely caught my fancy.
The fast-casual restaurant has a quite extensive and consistent digital presence across various platforms like Facebook, Twitter, Instagram, Youtube, and TikTok. All of them have a single visual identity and extend matching branding and message.
Digital platforms not only act a medium to sell and promote from the comfort of home but also provide a major outlet for conversations and connections during a time when many of us are left feeling isolated; and Chipotle has recognized that. Chipotle has tried to replicate its happy environment on its social media platforms as an effort to ‘humanize’ its brand to continue building relationships and trust.
You might have noticed that the company has been including a very healthy dose of memes on its Instagram lately. They are funny, quirky, and light-hearted. Chipotle also announced the launch of its new TikTok Challenge called #ChipotleSponsorUs to celebrate the launch of the Group Ordering feature on its app.
This unconventional strategy has been instrumental for Chipotle in maintaining consumer engagement.
The restaurant has also made efforts to sure customers that it cares by offering free delivery, loyalty programs and rewards, and contactless delivery options.
The brand’s swift and timely response has made it one of the very few restaurants that has been able to salvage this tough year in sales- with digital sales growth at 216% during the first quarter of 2020.
Transparent Communications
“We’ve started to welcome guests back into our dining rooms in select locations with new guidelines in place. Serving real food to our communities safely is our number one priority.” - Brian Niccol, CEO & Chairman
Apart from the light-hearted content to keep the customers entertained, Chipotle is also ensuring that customers feel safe ordering from them by stating transparent safety standards on their website. The website has a separate page dedicated to COVID-19 and has all the information regarding the safety protocols for its employees and customers both along with a reassuring emotional message from the CEO.
Final Thoughts
The year 2020 has definitely taught brands a new lesson- increase your digital investment and add a human element to the social media strategy. We all need a bit of humour to ease with COVID-19 anxiety, and Chipotle is guaranteed to bring a smile to your face!
