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
