{"id":9140,"date":"2014-06-17T14:37:56","date_gmt":"2014-06-17T18:37:56","guid":{"rendered":"http:\/\/herculiz.com\/dev\/?p=9140"},"modified":"2018-10-18T20:12:43","modified_gmt":"2018-10-18T20:12:43","slug":"fast-food-wrapped-up-in-a-twist","status":"publish","type":"post","link":"https:\/\/brandtwist.com\/blog\/brand-experience\/fast-food-wrapped-up-in-a-twist\/","title":{"rendered":"Fast Food Wrapped Up In a Twist"},"content":{"rendered":"

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Chipotle is not your stereotypical fast food restaurant chain. After experiencing Chipotle<\/strong> <\/a>one time, you will forever be done with the regret that often follows eating the traditional fast food burger and fries. Founded in 1993 in Denver, Colorado, Chipotle Mexican Grill has grown from a single, small restaurant to a worldwide phenomenon with over 1600 outlets in 44 U.S. states and 4 different countries.<\/p>\n

While Chipotle is classified in the fast casual segment of the dining industry, you would never know while eating it. You won’t experience the typical \u201cregret factor\u201d that makes you question your fast food decision 45-minutes later when you’re trying to digest. That’s because they make good on their promise to use organic, fresh ingredients and naturally raised meat – as reflected in the company\u2019s mission statement: Food With Integrity. This mission is further brought to life with vegetarian options such as vegetable burritos, salads, and Sofritas (shredded tofu braised with chili and spices).<\/p>\n

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There’s also an intriguing mystery about Chipotle\u2019s menu that many customers (except the extremely loyal) may not know. There is a secret menu. This menu has interesting options which one cannot find on the standard restaurant menu, such as Quesaritos and Burritodillas. This has created compelling interest for loyal brand fans known as \u201cChipotle addicts\u201d, like myself, who are looking for a new experience each time we go to Chipotle. When ordering off the secret menu, the friendly employees might even give you a knowing smirk or wink congratulating you for being an “expert”. These “secret” additions to Chipotle\u2019s menu, as well as their interesting packaging which contains \u201cpassionate ramblings\u201d such as, \u201cI think we could be really good together\u201d, paired with a picture of a burrito,\u00a0is a TWIST in the fast food business which\u00a0separates them from most other fast food competitors.<\/p>\n

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Chipotle also stands out from the rest of the fast food shops thanks to its use of technology for an easier, more customer-friendly experience. If you are worried that the line will be too long or if you\u2019re in a rush, you can use their mobile \u201cChipotle Ordering\u201d app to give your order in advance. And there’s always the more traditional option to phone in and place your order.<\/p>\n

Another important characteristic that Chipotle has which differs it from the rest of its competitors is their casual, yet\u00a0vibrant atmosphere.\u00a0In every Chipotle you can always count on lively music like reggae or salsa, or other up-beat, fast-paced music to go along with friendly employees who can make your day brighter.<\/p>\n

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Chipotle appeals to a wide variety of customers but seems to have a special spot in the hearts of teenage boys such as myself. Their recent prom promotion is a great example of how well they know their target market. Knowing that it is prom season and that Men\u2019s Warehouse will be filled with tuxedo-renting, burrito-craving teenage boys, They partnered with Men’s Warehouse<\/strong><\/a> to give each buying customer a coupon good for a Men’s Warehouse discount and a free order of chips and guacamole at Chipotle.<\/p>\n

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Three things you can learn from Chipotle to TWIST with your own brand:<\/p>\n