Chipotle CMO Chris Brandt recently told CNBC the restaurant chain’s marketing messaging has a greater focus on customer love than being better than competitors.
Even prior to its shift in marketing messaging, Chipotle did not shy away from commenting on social issues. With Chipotle's core demographic being younger overall, from the oldest millennials to college students, supporting causes like environmental sustainability and farmers wasn't much of a risk. But in the wake of the social justice movement and increased activism, brands are often at a crossroads — silence or support — when it comes to thorny issues.
"We have a definitely progressive culture, but the way I framed it for our teams is that we're not a political action committee," Brandt said. "Chipotle has been a long-time supporter of [sustainability]; we just can't lay into every single issue, and I think that we really allow our employees a lot of latitude," Brandt said."'You should pursue your passions, you should do that, but the company [will] not necessarily weigh in on every single one."Chipotle's social media presence has also helped it develop loyalty among younger consumers.
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