Dissecting Chipotle’s Fun Approach to Social Media

24 June, 2020 (Wednesday)
About the Brand:

Chipotle is an American chain of fast-food restaurants that specialises in Mexican food. It was founded by Steve Ells back in 1993. What started with 16 restaurant outlets in Denver Colorado, today has over 2000 locations worldwide. It competes with other popular names like Taco Bell, Panera and Moe’s Southwest Grill among others.


Chipotle has understood the significance of social media and has dedicated its efforts to creating an amazing experience for its audience. Its presence is consistent across Facebook, Twitter, YouTube, Pinterest, LinkedIn, and Instagram. It exploits the unique features of these platforms to tremendously boost its social reach. It markets itself as a brand that cares about people, society and the environment all the while using humour as a medium to communicate these values.

Along with its lip-smacking burritos, Chipotle also delivers quality memes that are sure to tickle your funny bone. Its social media is filled with witty posts and droll memes that keep the mood light. This creative approach helps Chipotle effortlessly advertise its products without seeming too pushy. The result is an endless feed of relatable content coupled with a few tips and hacks on how to ‘chipotle’. It also uses posts across platforms and is a master at using user-generated content.

Its regular supply of quirky content is loved by its followers. It also engages users using AI filters and other such social media gimmicks which are ignored by most brands. Creating such experiences help it establish a deeper connection with its audience. At the same time, its video campaigns like ‘Scarecrow’ and ‘Process not Processed’ show its prowess in the kitchen. The fact that it embraces platforms like TikTok and Pinterest help it gain an edge over its competition in terms of reach.

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