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Chipotle Hands Out The Big Treats

By: Briskman Stanfield

In this busy world not many lines are worth the wait unless the place's name is...Chipotle. Take a look at any location, especially on October 31st, when the queue may serpentine right out the door. On that day Chipotle will double the deal when they serve both customers and a very good cause.

It is no trick, it’s Boorito time this Halloween from 4 p.m. to close for all hobgoblins who dress in costume with a tie-in photo contest online to boooot! But the real treat is what the small price of $2 accomplishes.

This time the deal does not end at the checkout. With every bewitching $2 burrito, bowl, salad, or order of tacos purchased, proceeds of up to $1 million will benefit their committed cause, the Chipotle Cultivate foundation.

It takes many ingredients to make a restaurant succeed. And because today’s customers are more discerning about where they dine, honest intentions must win their trust before the cash register ca-chings.

For Chipotle that begins by going beyond their offer of ‘food with integrity’ and supporting those beliefs through philanthropic efforts. The Chipotle Cultivate foundation is one of their major involvements that helps fund Chipotle’s initiatives to promote ‘sustainable agriculture, family farming and culinary education.’ All part of Steve Ellis’ vision, which began almost 20 years ago.

Yet without the proper marketing, dreams can become nightmares. Not the case at Chipotle, considering their fan lines, and thanks in big part to the brilliant, fresh skills of marketers. At Chipotle everything breathes fresh and easy including the simplistic billboards that say more than a thousand words to all passersby.

But lastly Chipotle involves the customer in the entire responsible process, a fact quickly learned by all newbie diners during their first order drill. Yes, walking in sync from the ‘other side’ works because it requires personal input to affirm each order every step of the way.

In the end it’s more than a two-way treat thanks to a culmination of efforts. The result is not only a satisfied customer who enjoys ‘fresh, delicious, affordable food' every single time, but people who have a greater respect for one another as they learn to work together, creating a more sustainable environment by becoming a small participating link.

In all honesty, Halloween or not, is it any wonder why the line never ends at Chipotle?