CASE STUDY: Chipotle Brand Perception Change Increases Customers

Provided by Fifty Technology Ltd
How Chipotle changed its brand perception and reached 2.5m potential new customers.

What was the Challenge / Background of the Campaign?

Chipotle is a fast casual restaurant chain specialising in tacos and burritos that are made to order in front of the customer. Having first launched in the US in 1993, the brand has now expanded to the UK, Germany and France, and has since gained a cult following, propelling the company to over $869 million in revenue as of Q1 of 2021. Our challenge was to identify and deliver new potential customers to Chipotle, and raise awareness for its new "Lifestyle Bowls Range" - bowls designed around healthy diets including vegetarian, vegan and keto.

What was the Campaign Objective?

Chipotle's goal was to challenge its existing brand perception and position itself as a healthier fast casual restaurant option. To achieve this, we focused our efforts on boosting awareness of key brand messaging, and on promoting Chipotle's use of real ingredients and fresh produce to create made-to-order meals that would attract a specific type of persona, namely people interested in healthier food options, in light of the chain's new high-protein and plant-based options.

What was the Solution?

Fifty built a bespoke segmentation analysis of Chipotle's UK social audience, which we combined with our UK Health & Fitness study in order to prospect their audience with precision. We identified several key tribes from our analysis, namely "London Professionals", "Fitness Fanatics" and "US Health & Nutrition". By pulling insights from these specific audiences, we launched a closely targeted traffic and awareness campaign, applying geotargeting around new restaurant locations in Chiswick and Bermondsey and overlaying this with bespoke Tribe targeting.

What were the Results?

Our hyper-local targeting strategy lent itself to hyper-focused results. Fifty delivered an impressive 10.7m impressions, 2.5 million potential new customers, and consistently outperformed CTR benchmarks with an average CTR of 1.24%. Fifty has now been working with Chipotle for two years and supports each new UK restaurant opening with insights and media planning, with scope to expand our services beyond the UK into Europe.

What were the Key Learnings of this Campaign?

Fifty data works with hyper-focused campaigns. Global or local, Fifty can tailor your campaign to suit your brand's specific needs. Optimise creative and messaging based on your custom audience. Rather than running a generic campaign, we utilised the results from our bespoke segmentation analysis to ensure Chipotle's creatives were hyper-relevant and audience-specific. Fifty can help you evolve your brand perception. Through our deep analysis into Chipotle's audience, we were able to identify their new target market and differentiate their new brand voice.

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All adultsBoth
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