Back to the Start

'Green is the New Green' according to Chipotle Mexican Grill. This ad was released at the 2011 Superbowl and it still gives me chills. The combination of Willie Nelson’s song “The Scientist” and Chipotle’s message is just awe inspiring. Chipotle works closely with farmers and ranchers to ensure that their operations create as small an impact as possible on the environment. They also strive to make each of their restaurant locations as ‘green’ as possible.

Chipotle Mexican Grill is staying current while also ‘Going Back to the Start’ of farming. They use social media to stay in contact with their consumers, they have a @ChipotleTruck1 that travels around Texas and you can find out exactly where it is headed next by following their Twitter feed. They also have a company Twitter feed @ChipotleTweets where they manage customer questions and concerns in an open forum.

Even their website is current and engaging. When you visit their website they have a store locator and a link to download their mobile app, but when you go deeper they have character and life on that screen. You can learn about the business through an interactive timeline. “We’ve Got History: The Life & Times of Chipotle” takes you from 1993 when the first Chipotle restaurant opened at a former Dolly Madison ice cream location, and brings you through their history of turning Green. In 2002 they started serving only free range chicken, and their fight in 2009 where Steve Ells (The CEO) testified before Congress to try and eliminate the use of antibiotics in ranching.

I hope more companies follow suit with Chipotle Mexican Grill and Steve, he is paving the way for a Greener future, and setting his brand apart from the greasy money grubbing fast food joints that don’t care about the environment and our world.