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February 26, 2013

1

Chipotle Customer Interaction

by dablakely

It seems like every Prof within McIntire has some sort of sponsorship from the local restaurants!  Over the past 6 months we have discussed McDonalds, Burger King, Chipotle, Arby’s, KFC, and so on and so forth.  By the end of any given class block it is common to hear “man, I am craving (fill in the blank) after that discussion” but sadly most of the stores are not within walking distance.  Luckily for me my office is right across from the holy grail of buritos: Chipotle!  After one of my notorious trips (which always turns into the envy of the office) I found myself idly reading the bag.  Chipotle publishes customer stories or short explanations of their company on the sides of the bag in stylized fonts and designs.  As I was looking at one side though I began to realize that it most certaintly was not in english.  Then I realized that I did actually recognize the words, though I knew I was comprehending a cohesive sentence.  Let’s see if you have any idea what it is:

photo (2)

Any ideas?

Well then it clicked in my mind that I recognize this from my work with website!  “Lorem Ipsum” is a block of non sensical words that are used to display fonts, designs and lay out for websites and other graphic design projects.  It is used to avoid the observer from getting caught up on the actual words and to instead see how the over all image appears.  So, while laughing to myself, I pulled out my smart phone to snap a picture (which you clearly already know) and sent it off to the offical Chipotle (@ChipotleTweets) twitter account!  Basically I thought I had found a funny mistake, and that they must have simply forgotten to put in the actual text when they sent the bag design to production.

Here is where this suddenly becomes a relevant blog.  The Chipotle twitter account responded, not once, not twice, but three times!

photophoto (1)This is a prime example of a brand interacting with customers, but also a very interesting experience that had nearly nothing to do with their product.  They aren’t in the paper bag industry (assuming that is an industry to itself) or in some kind of comedy industry, yet Chipotle made an effort to not only be witty but interact.  Putting something like that on the side of the bag would only offer so many outcomes, one of which being what happened with me.  Instead of wasting the touch point that the bags create, the company was able to create additional value which in my mind only succeeds in putting them even higher on the food chain food chain (not a typo).

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