Chipotle Panelists Will Discuss How to Cultivate—and Keep—a Millennial
NEW YORK–(BUSINESS WIRE)–On November 17, four brand leaders from Chipotle Mexican Grill (NYSE:
CMG) will join in a panel discussion in New York City on how the brand
earns its place as one of millennials’ favorites, as reported by
Nielsen. Hosted by Sequence, an independent design and development
agency, the panelists will share an inside look at the pros and cons of
having a hyper-engaged millennial following, as well as best practices
for taking care of fiercely loyal customers. Sequence has enjoyed a
long-standing partnership with Chipotle over the years to create and
shape the brand’s unique character, carrying its strong vision across
digital, print and in-store experiences.
The 80 million millennials in the U.S. hold over $1 trillion in annual
spending power1, and Chipotle regularly tops the list when
millennials report which brands they trust and buy from most. Chipotle’s
commitment to serving “Food With Integrity” resonates strongly with this
audience, who are drawn to the brand’s radical transparency surrounding
its ingredients and practices.
“Stereotypes about millennials are often incorrect and misleading. At
Chipotle we are on a mission to change the way that consumers think
about and eat fast food, and this generation continues to surprise us
with the passion and level of engagement they have with our company. We
seek to embrace their positive traits in our marketing approach—as they
tend to actively seek out brands that are values-based and have an
authentic story to tell,” said Mark Shambura, Director of Brand
Marketing at Chipotle.
Chipotle’s innovative digital experiences and campaigns have also been
critical for reaching millennials, who primarily interact with brands
online or through mobile devices. In a recent report
published by Sequence, consumer research showed that 52 percent of
millennials get their first impression of a brand through digital
channels rather than physical touchpoints. Additionally, the report
showed that 51 percent of millennials are first introduced to a brand
through a smartphone.
The exclusive lineup of this panel will feature leadership perspectives
from the brand, digital, creative and food teams within Chipotle. A Q&A
session and drinks will follow the panel discussion. The event will be
held on Tuesday, November 17, from 6–8pm at Capsule Studio, located at
873 Broadway, Loft 204, New York, NY 10003.
For more details about the event and to RSVP, please visit www.sequence.com/events.
Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea
that food served fast did not have to be a typical fast food experience.
Today, Chipotle continues to offer a focused menu of burritos, tacos,
burrito bowls (a burrito without the tortilla) and salads made from
fresh, high-quality raw ingredients, prepared using classic cooking
methods and served in a distinctive atmosphere. Through our vision of
Food With Integrity, Chipotle is seeking better food from using
ingredients that are not only fresh, but that—where possible—are
sustainably grown and raised responsibly with respect for the animals,
the land, and the farmers who produce the food. In order to achieve this
vision, we focus on building a special people culture that is centered
on creating teams of top performers empowered to achieve high standards.
This people culture not only leads to a better dining experience for our
customers, it also allows us to develop future leaders from within.
Chipotle opened with a single restaurant in 1993 and operates more than
1,900 restaurants, including 17 Chipotle restaurants outside the US, 11
ShopHouse Southeast Asian Kitchen restaurants, and is an investor in an
entity that owns and operates three Pizzeria Locale restaurants. For
more information, visit Chipotle.com.
Sequence is an independent agency that designs and develops connected
experiences by launching new brands, digital products and service
experiences that improve people’s lives and grow businesses. From
strategy to design to development, the 75-person Sequence team delivers
complete and compelling experiences for the world’s best-known and most
innovative companies including Apple, Chevron, Chipotle Mexican Grill
and The Ellen DeGeneres Show. For more information, visit Sequence.com
or find us @sequenceSF.
1According to 2014 research by Boston Consulting Group.
104 West Partners for Sequence
Sarah Thorson, 720-407-6078