Lessons Learned in Rebranding Chipotle

Chipotle’s brand suffered major hits from several food safety challenges,  causing the stock price to free fall by nearly 67% and forcing the company to rebrand and rebuild its reputation.  It’s been a remarkable turnaround.  The current stock price is up 90% in 2019.  In a recent interview, the company’s chief marketing officer Chris Brandt explained the strategy used to rebuild Chipotle’s reputation and re-earn consumer confidence.  

Brandt stated that Chipotle has always been a disruptive brand.  His goal was to promote what makes Chipotle special.  He moved the branding away from comparing Chipotle to competitors, opting instead to focus on what makes Chipotle great.  Brandt believes that effective marketing involves innovation, storytelling and collaboration.  “You have to find the stories of the brand and tell them, because today’s consumer – particularly at Chipotle where almost half of our customers are Gen Zers or Millennials – want to know the story behind the brand…People not only want a conversation, they expect you to have one and understand what the brand stands for,” Brandt said.

Chipotle’s story relates that the chain uses real, unprocessed ingredients that are responsibly sourced using classic cooking techniques to make delicious food.  You will never see a microwave, can opener or freezer in a Chipotle.  Brandt helped enhance the Chipotle story by focusing on what happens behind the scenes.  He compared the preparation process to a farmer’s market and wanted to show customers how Chipotle uses real culinary skills to make delicious food every day.  That was the inspiration behind the company’s highly successful “Behind the Foil,” advertisements that feature real employees talking about what makes Chipotle great and what they value the most. 

But how can we take this lesson and bring it into decorative plumbing and hardware showrooms?  

• Consumers want to know what your brand stands for and, for many DPHA members, there are compelling stories to tell.  You don’t simply sell tubs, faucets and vanities, you help make lives more enjoyable.
• Personalize the experience by determining what is most important to your clients, which is not something that can be obtained online or through a home center.
• Have an ongoing conversation with your existing and prospective customers.  That’s one of the reasons DPHA provides an easy button to do so by publishing the customizable blog for members every week that members can use as their own.
• Take advantage of DPHA’s smart purchasing guides that answer the questions that your customers ask most often, promote your ability to be a trusted advisor and make their bath and kitchen renovation process easier.