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@chipotlesocialmediacasestudy
Taco Tuesday!
Chipotle stays up to date with all of the so called "holidays" that occur every week, like "Taco Tuesday." By doing this, they definitely draw in a younger crowd which has worked for Chipotle to gain popularity among high school and college students.
~Makala
Cultivate Festival!
Chipotle has the same posts on all of their social media sites so that they can reach more than just one audience. This has definitely worked in their favor because they can gather more customers that perhaps would not have seen their posts if they do not use that particular site.
~Makala
Fundraising on Instagram as well!
Chipotle also uses it's Instagram to promote it's fundraising events. By doing this, they are catching their fan's eye visually rather than just a word posting on another social media site.
~Makala
More than burritos!
Chipotle is famous for their burritos, but they also offer more. Such as bowls, tacos, and chips and guacamole. There is definitely always something new to try!
~Makala
Chipotle’s Instagram- An Overview
In what ways do they use it?
Chipotle uses it’s Instagram to advertise the various food and deals that it offers.
What audiences do they connect with?
Their audience is users that are persuaded by fun and creative images rather than word-based posts.
Do you think it is effective? Why or why not?
I think their Instagram page is effective because it uses photos rather than word postings to draw in their crowd. This helps Chipotle gain followers that are more impacted visually.
~ Makala
Facebook posts of delicious food!
Chipotle also uses it's Facebook page to promote the different types of food that it offers. This could make a fan think that perhaps they should try something new at their favorite food stop.
~Makala
Cultivate Festival
These images are from the Cultivate Foundation Festival that Chipotle participated in. This Festival brings together farmers, chefs, thought leaders, artists, musicians, and participants like you, on a journey towards more sustainable, wholesome and delicious food.
~Makala
Chipotle's Fundraising on Facebook
This year, if you go to Chipotle on Halloween dressed in costume, you will receive a $3 burrito. Proceeds up to $1 million benefit the Chipotle Cultivate Foundation. This is just one example of the fundraising that Chipotle participates in.
~Makala
Facebook Page!
With over 2 million likes and over 3 million visits, it is clear to see that Chipotle attracts many fans over their Facebook page. They post about fundraisers and advertise their food.
~ Makala
Chipotle’s Facebook- An Overview
In what ways do they use it?
Chipotle uses it’s Facebook page to promote it’s menu and fundraisers. It also posts images of it’s delicious food. They basically advertise about how great Chipotle is.
What audiences do they connect with?
Their audience is Facebook users that know about Chipotle and enjoy their food.
Do you think it is effective? Why or why not?
I think their Facebook page is effective because it draws in the Chipotle loving crowd. It updates it’s fans on it’s new recipes and on it’s fundraisers.
~ Makala
Chipotle's Tumblr- An Overview
In what ways do they use it?
Chipotle uses its blog to update their customers about what is going on with the company and also informs their followers about food related topics. Sometimes, they use their blog to interact with their followers.
What audiences do they connect with?
Their audience is other bloggers on tumblr and people who regularly read blog posts. People who enjoy food and food justice especially are targeted in their posts.
Do you think it is effective? Why or why not?
I think their blog is effective because they use a lot of appealing pictures and witty blog post titles to draw audiences' attention into their posts. Their blog is effective to those who actually look at blogs. Their other social media accounts have a larger following.
~Marisa
This simple blog post has by far more notifications than the typical blog post. Although this did not include a lot of information or any text, the simplistic nature drew attention to it-rather than dissuade it. Also, since this post called for responses, more people were willing to reblog this and let their opinions be known. This was quite an effective post for their followers and tag searchers.
~Marisa
Chiles are fascinating. We use several different kinds in our restaurants and each brings something very unique to the table. One of our favorites is the chile de árbol. With an impressive rating of 15,000 to 30,000 Scoville Units, these peppers liven up our red tomatillo salsa.
What’s a Scoville unit? A man by the name of Mr. Wilbur Scoville seems to have had a love of all things spicy, too. He developed a unit of measurement back in 1912, during his time working for a pharmaceutical company. While he was the first to develop a standard way to measure the heat level of peppers, his method had some flaws, specifically with the hottest peppers and the poor souls who had to test them. According to his method, five trained tasters sampled a series of peppers diluted with sugar water. During the test, sugar water was gradually added until the burning sensation stopped. When this sensation would cease, the pepper would be assigned a number—Scoville Heat Units. This number was based on the amount of times the mixture required dilution to take the heat away.
Pepper heat is no longer tested this way, but many people still refer to the Scoville scale as a guide when comparing peppers. For instance, most people are familiar with the heat of a jalapeño. It only measures 2,500-8,000 on the Scoville scale, which means that our chiles de árbol can be up to 12 times hotter! And common pepper spray comes in at a whopping two million Scoville Units.
-Skyllo
This aptly-named blog post is both informative and entertaining. The way it is written is much more entertaining than a textbook. Also, the addition of the pictures draws followers' attention to the post. This post is targeted towards their followers as well as anyone who searches the chipotle tag or a chile tag. This post also got more notes than the average post.
~Marisa
And then there were tacos—boom!
No, literally.
Tacos might have gotten their name from the silver mines in Mexico in the 18th century. Rumor has it, back then the word “tacos” referred to the explosives workers used in the mines. These were just little pieces of paper wrapped around gunpowder. The miners would then place them in the holes they chiseled in the rock and bam!
As the legend goes, the hand-held meal these workers often ate eventually earned the same name. The first tacos were even supposedly called “tacos de minero”—miner’s tacos.
Coincidentally, we still think they’re dynamite! We hope you agree.
-Skyllo
This blog post by Chipotle has a witty title which draws attention to it. This is one of Chipotle's more popular posts on the blog. It offers information to their tumblr followers about the origin of tacos. Also, anyone who searches the "chipotle" tag on tumblr can find this blog post and read about tacos. This post was quite effective in getting more notes (reblogs and likes) than the typical post gets.
~Marisa
Chipotle's Twitter Account- An Overview
In what ways do they use it?
Chipotle's twitter is used in various ways. Sometimes it's used as promotion for a new partnership or a special event or deal. Other times it is used to connect to their customers and promote their food to individuals by replying to their tweets.
What audiences do they connect with?
This appeals largely to their twitter followers. However, because people can retweet Chipotle's tweets, more twitter users are seeing Chipotle's tweets than just their followers. Also, since they are a certified company on twitter, they can promote their tweets to any twitter user.
Do you think it is effective? Why or why not?
I would say that the personalizing of advertising to specific twitter users is very effective in making people feel special. Also, the fact that twitter allows for tweets to be shared to people who don't specifically follow the initial tweet to see it.
~Marisa
Chipotle Tweeted Me!
Interactivity at its best, folks.
We (more specifically me, Marisa) have a personal touch on this blog. Working on this project has made me crave Chipotle even more than I normally do (which seemed practically impossible at the time). Being the millennial that I am, I tweeted about my desire for a burrito and got a reply from the twitter account itself. What a great addition to this project, right?
Anyway, this tweet was remarkably effective. I made a mental note to go to Chipotle the following weekend. In this instance, the audience was myself and they used this tweet to personalize their promotion of Chipotle specifically to me and possibly my twitter followers. Indeed this reinforced my love of Chipotle.
~Marisa
Chipotle's Tweet
This tweet draws attention to itself by the addition of a video. Chipotle's followers will see this and know all the information they need to participate in this event. Since this was also a pinned tweet on Chipotle's twitter account, this is the first tweet anyone will see when they go on their account page. I believe this tweet to be effective in that it is very informative of an advertised event. Favorites and retweets on a certain tweet does not account for hoe many people saw the tweet, so there could have been more people that saw this and did not favorite or retweet it to their followers. Also, the followers of those that retweeted this were able to be exposed to this ad causing a larger audience, than is suggested.
~Marisa
