The Zest of Friendliness
Chipotle

Role: Strategist

Gen-Z is eating out less often. Gen-Z feels like their best moments with Chipotle are behind them. The reason? In-store experiences that aren’t hitting due to less than excellent employee interactions.

Background

Task

Identify a core insight, provide 3 recommendations for Chipotle and a recommendation for how the team should investigate further.

Problem

Over the last 6 months, Chipotle’s most loyal young customers have been visiting Chipotle less and less.

Insight

We thought if the food was fresh & real, customer satisfaction would be guaranteed, but actually Gen-Z is missing a key ingredient from Chipotle: the zest of friendliness

Advantage

Chipotle has been one of Gen Z’s most loved and loyal brands for years.

Strategy

Remind the world just how cool it is to oldest on the market