An Open Letter to Chipotle
I’ve been going to Chipotle since it was the lonely single store down on gilpin. i noticed a change in your branding and corporate positioning recently and was wondering why you were taking such a “budget” approach. i’ve never heard anyone say that chipotle was too expensive in my whole life. to me, the “low roller menu” comes off as cheap, and the new campaign feels unfocused and rushed.
i used to greatly admire Chipotle’s marketing and positioning, even through the whole “McDonalds” phase. The edginess you used to have has been replaced by just another mega-chain attitude that cheap is better.
i do, however, like the new kids menu. i always saw that as a barrier for families, because even the pico de gallo is a little spicy. Would have loved to see fish tacos as a menu option. Or burritos smothered in green chile.
I work in the creative industry here in denver (I’m the Creative Manager at Flying Dog Brewery) and could name 5 agencies off the top of my head that would have developed much better creative than what I’m currently seeing.
Plus, it was sad to see Bank Gothic go away from everything you’ve done.
Thanks,
Josh Mishell
