Headstrong marketing drives Chipotle results

Geoffrey Precourt

This event report outlines how Chipotle, the restaurant chain, is challenging marketing conventions in the quick-service category.

Headstrong marketing drives Chipotle results

Geoffrey PrecourtWarc

Headstrong marketers, almost by nature, are a nightmare for advertising agencies.

They know what they want. They expect to get it. Their agencies have a choice: march to the client's drummer or move on.

In 2009, Chipotle Mexican Grill, Inc. – driven by a headstrong founder – had churned through four agencies and determined it needed to take a fresh look at the way it went about advertising.

So the headstrong entrepreneur went out and found a headstrong CMO. And the choice was just the kind of pick a headstrong CEO would...

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