“OTLE”
Today’s fast-casual dining category focuses on building relationships and generating brand loyalty with younger consumers.
Chipotle believes commitment doesn’t belong on the menu, and that it is better to have accessible options in today’s culture.
Create a campaign where Chipotle breaks up with chips, addressing how consumers who deem them “salty” or “inconsistent” have helped us realize keeping them around is actually holding us back.
...of course we roll out a link to a new menu with affordable, existing options that reflect relationship culture.
Manifesto
You don’t want someone begging for your loyalty,
and we think it’s better to be surrounded by accessible options.
Sometimes you don’t want to be committed to a whole meal,
trying to see it through until the end only for it to turn around and grow cold on you.
You’re done trying to bring the heat back just for it to not be the same.
It could be a different menu, but you’ve seen how this plays out.
Nobody has time for that.
Face it.
Some food relationships are better enjoyed as a snack.
So take your time.
Explore your options.
And when you’re ready to settle down for an entrée,
we are still here.
We’re Chipping out…
OTLE