Chipotle: The Scarecrow

This case study shows how Chipotle, the American fast food brand, told its story and displayed its purpose, earning passionate and loyal customers.

Chipotle: The Scarecrow

Challenge

Chipotle is known for its great food, but few know that Chipotle has radically changed the fast food industry. Believing that the more people know about Chipotle, the more they will become passionate loyal customers, Chipotle wanted to tell this story.

The founder of Chipotle, Steve Ells, summed how they wanted that story told in the following statement, "The idea is to get people to think, to find more information. We're trying to bring people in through entertainment…and spark conversations."

Chipotle needed to assert itself as the sustainable restaurant leader. We wanted to spark dialogue among...

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