Brands We Love: Chipotle
I. love. Chipotle. There, I said it. And no, I’m not referring to the pepper, but the mouth-wateringly delicious Mexican grill.
The best part is, it goes beyond the food. I love the cheekiness of Chipotle’s brand, but the fact that it’s mixed with a “Food With Integrity” mission, I have become the most loyal of brand advocates.
But first, a little history: In 1993, Chipotle was founded by Steve Ellis in Colorado. Ells and his father calculated that the store would need to sell 107 burritos per day to be profitable. After one month, the original restaurant was selling over 1,000 burritos a day.
Chipotle’s menu consists of four simple options: burritos, burrito bowls, tacos and salads. And, four types of protein: chicken, pork carnitas, barbacoa (spicy, shredded beef) or steak (and of course, customers have the ability to make a vegetarian option as well).
Why such a limited menu? Steve Ells has said, “[I]t's important to keep the menu focused, because if you just do a few things, you can ensure that you do them better than anybody else.”
Well put. So, what about the brand?
First and foremost, a little more info on Chipotle’s “Food With Integrity” mission.
Food With Integrity is our commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers. It means serving the very best sustainably raised food possible with an eye to great taste, great nutrition and great value.
It means that we support and sustain family farmers who respect the land and the animals in their care. It means that whenever possible we use meat from animals raised without the use of antibiotics or added hormones. And it means that we source organic and local produce when practical. And that we use dairy from cows raised without the use of synthetic hormones.
Food With Integrity is a journey that started more than a decade ago and one that will never end.
Quite a bold statement for a fast,casual dining chain.
And then there’s the physical branding. The packaging is irreverent and hilarious. The cups and bags tell a story, providing a little entertainment while you nosh on your burrito.
And, for the design nerds out there, you’ll find “Lorem ipsum” placeholder text on the larger carryout bags. (Huge props go out to Sequence, the creative development agency responsible for Chipotle’s quirky brand executions.)
In 2011, Chipotle released a short film entitled, “Back to the Start.” The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system.
The video reached more than four million views on YouTube when it aired, in its entirety (2 minutes and 20 seconds), during the 2012 Grammy Awards. At present, the video has a whopping 7.3 million views.
Chipotle has even launched a free, all-day food and music festival called Cultivate. Last year’s event in Chicago, paired chefs such as Amanda Freitag and Jonathan Waxman with local farmers for cooking demos, while CAA Marketing helped line up bands like Calexico to headline. As festivalgoers roamed through the entertainment, they discovered tents that informed them about shocking but common industrial-farming practices. This year, Cultivate will return to Chicago, but is also expanding, with events in San Francisco and Denver.
And the momentum continues…Last year, Chipotle ranked 34th on Fast Company’s list of The World’s 50 Most Innovative Companies. Why? “For exploding all the rules of fast food.” So, thank you, Chipotle, for continuing to innovate and push us out of our fast food comfort zone. I am genuinely excited to see what’s in store (and am now, of course, craving a burrito bowl with chips and guac).
Sources
“Feeding frenzy,” Rocky Mountain News, Janet Forgrieve, Feb. 18, 2006
“Chipotle: Fast Food with Integrity,” Businessweek, http://goo.gl/l73fN
“Food With Integrity,” Chipotle.com, http://goo.gl/5SP20
“The World’s 50 Most Innovative Companies,” Fast Company, Danielle Saks, http://goo.gl/7H771
New Look, Classic Taste: Coca-Cola Follow Up
Keeping a brand fresh while still maintaining its integrity can be challenging. While an updated look could modernize your brand or help it stand out in a crowded marketplace, it is important not to lose sight of who you are and what your brand stands for. Imagine just how challenging refreshing your brand would be it were 125 years old. As Coca-Cola celebrates this milestone anniversary, Coca-Cola and Diet Coke cans are getting a fresh new look.
Rolling out in September, revamped Diet Coke cans feature a magnified segment of the Diet Coke logo where the “D” of Diet rests on top of the “k” of Coke. This mod design does not reveal the brand’s complete name. I guess when you’re the world’s best-selling diet soda you don’t have to worry about partial name recognition.
Not to be outshone by its calorie-free counterpart, design firms around the world have been creating special anniversary packaging for Coca-Cola’s flagship beverage. Check out ADWEEK’s collection of designs from Britain, Hong Kong and Serbia.
Coca-Cola found a nice balance with this campaign. One quintessential beverage got a sleek, edgy design and the company still embraces and celebrates its history in a fun and visually-appealing way.
What other brands have you seen celebrate milestones with special packaging?
More than Just Java: Starbucks Follow-Up
From new sizes to a new logo, the Starbucks brand has seen many changes in the last year. Following the introduction of wine and beer to its menu options, Starbucks has also extended its food offerings.
Starbucks is introducing a line of " bistro boxes," in snack and entree sizes, priced from $4.95 to $6.95 and all under 500 calories. The initial entrees are chipotle chicken wraps, sesame noodles, chicken lettuce wraps and salumi and cheese. The new menu items reflect a ramped-up emphasis on food at Starbucks, which has generally focused on breakfast sandwiches and pastries.
From booze to bistro boxes, Starbucks has moved far beyond the classic cup of joe. The Starbucks brand started with a focus on coffee. Baristas were trained in coffee knowledge and served high quality coffee due the strict control over the quality and processing of the beans. Aroma, atmosphere, flavor and store design stimulated all five senses and contributed to an overall "Starbucks Experience."
Though food items are nothing new, previously served pastries acted as complements to the coffee. As the menu at Starbucks keeps growing, edible items are standing out on their own. I don't want to wash down my chipotle chicken with a vanilla latte. Add other innovations such as books and music to the mix and it's no surprise Starbucks dropped the word "coffee" from its name and logo.
New ideas and expanded menus don't appear to be a problem for Starbucks loyalists. With corporate restructuring plans in place and new stores opening in India and Vietnam, expansion of the Starbucks brand doesn't seem to be slowing any time soon.
McMakeover
McDonald's has introduced subtle changes over the past few years such as healthier menu options and new coffee drinks. Now, the fast food chain is undergoing a $1billion dollar makeover. According to USA TODAY, McDonald's hopes to have the majority of America's 14,000 locations revamped by 2015.
Expect to sit at wooden tables or on faux leather chairs. Bright red and yellow interiors are being traded for muted yellow, orange and green palettes. Though designs vary by location, recent makeovers of select stores have included: Flat-screen TVs, adding second drive-through windows and lounge areas for diners looking to stay a while.
Another new feature seen in some locations: the golden semi-swoosh. McDonald's calls it the yellow "brow" — or half of a golden arch. Maintaining the familiar yellow design, the brow might be a sleeker, more modern approach to the famous arches.
It is unclear how consumers will react to the renovation. The new look and feel will certainly be familiar to Panera or Starbucks customers, but many Americans grew up with the classic look and could feel alienated by the drastic changes. For now, all eyes are on McDonald's. America's largest chain restaurant is redefining itself which could mean big changes in the future for other fast, casual dining competitors.
Marketing Mexican History
Just as we tuck away our green shirts from St. Patrick's Day, May arrives bringing us a new celebratory holiday. And consumers aren't the only ones celebrating.
A minor holiday in Mexico, celebrating a victory over the French at the Battle Of Puebla, Cinco de Mayo gained popularity in the 1950's and 1960's because of the Good Neighbor policy, an effort to build a better relationship between The United States and Mexico, according to National Geographic.
The commercialization of Cinco de Mayo began in the 1980s. American corporations were eager to appeal to the expanding Hispanic population in the U.S. and saw Cinco de Mayo as vehicle to tap into that market. Anheuser-Busch and Miller Company created Hispanic Marketing departments and began sponsoring Cinco de Mayo celebrations. Thanks to widespread marketing efforts, the holiday has evolved into a drinking holiday for many people. Cinco de Mayo has become to beer companies what Valentine's Day is to greeting card and candy companies.
So enjoy the discounts at your local Mexican restaurant, especially the chips and brand salsa!
Starbucks Did What?!
Caffeine addicts across the world are in uproar over Starbucks' announcement this week that its logo would be changing to celebrate its 40th anniversary in March and the company’s larger focus.
On Starbucks’ site you can read comments from people upset over the change and even suggesting alternative designs. Interestingly, Starbucks partners (also known as employees) are posting positive comments and are expressing excitement for the change. Commenter Simplycatlin, a partner, says “You guys love the experience not the name and not the green lady...” Bingo.
A brand is so much more than a logo. (Repeat this phrase five times.) It’s about the emotional experience people have with your brand; the unique place your brand holds in people’s hearts and minds.
Maybe all the uproar is not really about the logo, it’s about the fear that people’s favorite brand may be changing and moving away from coffee and its delicious pumpkin cream cheese muffins. Maybe Starbucks brand fans are worried that this “third place” they’ve come to love escaping to could change. Of course, maybe they really just don’t like the new logo.
What do you think – is it the logo or is it more than that causing the controversy?
Please note: This blog entry was not biased in any way by my long-time respect for their brand and my adoration for Howard Schultz, who I affectionately refer to as Howard, like I’ve known him for years.
Brews and Booze
Starbucks recently announced it will serve regional wine and beer, starting in its home city of Seattle. In an experimental trial, the company renovated a store in Seattle's busy Capitol Hill area and stocked it with new beverage offerings as well as a selection of local cheeses. In addition to the new menu, the barista bar has been rebuilt to seat customers closer to the coffee.
USA TODAY mentioned that the revamped store looks less like a Starbucks and more like a cafe that's been part of the neighborhood for years. Muted color palettes, dim lighting and an overall low-key design seem to contradict the entire Starbucks brand.
From the bright green logo to the unique language spoken when ordering drinks, Starbucks has always distinguished itself from other coffee shops. Why then after years of standing out, would Starbucks want to fit in?
Scott Bedbury, marketing chief for both Starbucks and Nike in the 1990s, told USA TODAY that evolution is critical for Starbucks and that wine sales could bring in "latte-like" profits. "Brands have to evolve or die," he said. "It's a tall order. But if anyone can pull it off, it will be Starbucks."
Bedburry is not alone in thinking evolution is critical. Other brands such as Belk underwent major changes this year. For now caffeinated customers across the country will have to wait and see if Starbucks stores in other cities will get a makeover similar to Seattle. I wonder if wine will come in Tall, Grande and Venti sizes?
The 6th Food Group: Crayons
cray·on / [krey-on, -uhn]
–noun
1. a pointed stick or pencil of colored clay, chalk, wax, etc., used for drawing or coloring.
2. a drawing in crayons.
–verb (used with object)
3. to draw or color with a crayon or crayons.
–verb (used without object)
4. to make a drawing with crayons.
When I hear the word crayon, my mind immediately goes to the iconic art supply and the brand I grew up with ... the Crayola crayon and its magnificent box of 64 with a built-in sharpener. I remember holding them with little hands, learning how to use the different shades together, and even melting them for cool grade-school art projects.
So this new beverage line has me puzzled. You want me to 'drink crayons?' I've been taught all my life to keep the markers, paintbrushes and crayons out of mouth, and now there is an imperative to do so?
As a mom, I can appreciate the premise behind the beverage: a drink with no high fructose corn syrup, less sugar and more juice than leading drinks for kids. As a verbal branding associate, I see a great opportunity for a fun, new name that can appeal to kids in its tonality, and to moms in its approach to nutrition.
Using an arbitrary word for a brand can work, if it's executed well. Apple built its brand off ease and the approachability of something as simple as a piece of fruit. Is Crayons trying a similar approach? Capitalizing on our childhood nostalgia and hoping that translates into a mental shift? That now, it's ok to 'drink our crayons?'
As for kids, will this product be confusing in real-life scenarios? "Mom, can I have Crayons with dinner tonight?" Or, "Kate, you can drink these Crayons, but don't eat those in your art supplies." For some reason, I can't reconcile the idea of now consuming or drinking something that has been a part of my life for so long, and used in a very different way. What do you think? Are you ready to 'drink your crayons?'
Arizona Boycotters Impact a New York Tea
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AriZona Iced Tea is suffering the consequences of sharing a name with the southwestern state as people upset by Arizona's new irrigation law boycott the state as well as businesses based there. The ironic thing is that AriZona Beverage Company was founded in 1992 in Brooklyn, New York and maintains all operations in this northeastern state. I suppose the founders may now wish they had put a little more strategy behind their name generation instead of merely taking cues from their home decor.
Contributed by Allison Jobes
Bar Call
Belve? Stones? The Shack?
Here’s an interesting article on the benefits and pitfalls of developing and marketing your own brand's bar call.
What's in a Nickname? In Spirits World, an Implied Relationship
What do you think? Should brands develop their own nicknames or leave it to consumers? And, what are some memorable brand nicknames that you like or dislike?