Chipotle's Digital Marketing Strategy

Chipotle is a restaurant chain found all around the United States. Not only are they known for their food, but people recognize them for their unconventional marketing strategy. If you think about it have you ever seen a Chipotle commercial? You probably have not; they have only ever run one commercial. Instead they focus their attention on digital marketing which is a much cheaper route to take. While this may not work for every company, it has been widely successful for Chipotle. Their target market is millennials, who use social media more than they watch TV. In order to target millennials, Chipotle focuses on showing their consumers how fresh and healthy their product is. Their main sources of marketing are Twitter and Instagram. Chipotle believes that using these unconventional methods will give their brand a more down-to-earth, authentic way to interact with customers.

Here is an example of one of their instagram posts. As you can see they are working to use humor to appeal to millennials. This humor is found throughout all of their posts. 

This is one of their posts on Twitter. If a child were to see this ad they would think nothing of it. When a millenial sees this they will automatically see the hidden message in the post. Through these witty posts Chipotle has helped lift their brand past their recent e coli breakout.