Chipotle’s marketing campaign is brilliant because they are reaching the target audience for which it was intended. Though the lines that run out the door at Chipotle are comprised of nearly every demographic, Chipotle’s target audience is primarily the Millennials.
The number one casual restaurant among Millennials is Chipotle. In California, three out of five 20-24 year olds visited Chipotle in the past year, the highest penetration of any casual restaurant chain…Chipotle’s Millennial penetration is twice what it is among older age groups. (“Millennial target”, n.d.)
According to Belch & Belch (2015) Millennials are typically considered those born between 1982 and 2000 and are considered the “most educated, mobile, and tech-savvy generation in history”. Marzelli (2014) writes, “Millennials show a remarkable amount of brand loyalty for several dining brands. Jimmy John’s, Chipotle, Chick-Fil-A, Whataburger, in that order, have the highest current millennial customer loyalty among all major fast dining outlets over the past six months.” The marketer’s dilemma is that Millenials are the most difficult group to market to perhaps because they “suffer from information overload” (Belch & Belch, 2015). Information overload is understandable given their access to technology. Chipotle has not overmarketed to this generation, which is charming and endearing to this group. The Chipotle logo has a quiet footprint in their advertising. When addressing Millennials, Chipotle’s CMO, Mark Crumpacker explains “that Millennials (Chipotle’s core target audience) are ‘skeptical of brands that perpetuate themselves” (as cited in Khazal, 2013). This is why the consumer does not see the Chipotle logo until the vey end of “The Scarecrow” video.
Belch, G.E, & Belch, M.A. (2015). Advertising and promotion: An integrated marketing communications perspective (10th ed., p. 41). New York, New York: McGraw-Hill Education.
Khazal, S. (2013, December 2). Four lessons to take away from Chipotle’s short film “The Scarecrow”. Retrieved from https://brandtrackerblog.wordpress.com/2013/12/02/four-lessons-to-take-away-from-chipotles-the-scarecrow-advertisement/
Marzilli, T. (2014, December 18). Jimmy John’s, Chipotle, Chick-Fil-A and Whataburger inspire loyal Millenials. Retrieved from http://www.brandindex.com/article/jimmy-johns-chipotle-chick-fil-and-whataburger-inpsire-loyal-millenials
Millenial target: Chipotle has fresh appeal. (n.d.) Retrieved from http://www.millennialmarketing.com/2009/09/millennial-target-chipotle-has-fresh-appeal/