Even though Chipotle operates in the fast-food industry and provide limited services, the company wants to change people’s way of thinking about fast foods and makes the order served fast but without having the “Fast food” experience. In order to provide quick order, Chipotle uses a service line that allows the customer to customize the order and move through different sections efficiently. By doing this, the customer not only can have a unique and easy purchasing experience, but also see the fresh and healthy ingredients offered by Chipotle. Besides the quick service speed, Chipotle in recent years put a huge emphasis on educating the customers about their focus about locally produced food, naturally raised animal meat, and sustainable farming. Aligning with the core mission of “Food with integrity”, Chipotle has launched series of marketing campaign, which is an integration of advertising, websites and theme activities. …show more content…
The first television commercial of Chipotle was about a 2 minute animated story about a famer who finally convinced by his conscience and decides to change his industry plant business back to a sustainable and humane farm. During our group’s visit to the local Chipotle store, I saw a lot of posters on the wall, advertising the Chipotle’s ingredients. For example, there was one said, ”This is not just a burrito. It’s a foil-wrapped, hand-crafted, local farm supporting, food culture changing cylinder of deliciousness.” Even though I did not eat Chipotle that often, those posters made me focused on the freshness of the food