Chipotle Branding Strategy and Marketing Case Study

Analysis and examples of Chipotle’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.

Chipotle brand logo

Brand Overview

Category

  • Food Service
  • Fast Food

Business Type

Physical Products

Customers

Target Customer

Healthy Fast Food Consumers

Primary Need (Job To Be Done)

Eat something that’s fast and filling without being as unhealthy

Brand Visual Identity & Content

Primary Brand Colors

[

#A81612

[

#451400

Brand Typefaces

  • Trade Gothic LT
  • Nunito

Hero Content

Chipotle hero image

Hero Content Type

Photo

Content Features People

No

Brand Messaging

Key Messages

Headline
Real Food Right To You.
 
Subheadline
All your faves made fresh everyday. Share the guac or don’t share the guac, that’s up to you.
 
CTA
Order Now

Benefit or Feature Focus

Benefit

Tone of Voice

Keywords
Friendly, Cheerful, Funny
 
Dimensions
Funny (+1) <> Serious
Casual (+2) <> Formal
Irreverent (+1) <> Respectful
Enthusiastic (+1) <> Matter of Fact

Aspirational

Self-Transcendence

Element of Value Self-Transcendence

Emotional

Wellness

Element of Value Wellness

Functional

Saves Time

Element of Value Saves Time

Sensory Appeal

Element of Value Sensory Appeal

Quality

Element of Value Quality

Brand Benefits

Benefit #1

Access a food option that I can get quickly but provides a healthier mix of ingredients

Benefit #2

Enjoy the ability to easily customize or change up my order within a well-defined range of options

Benefit #3

Support a restaurant that prioritizes ingredients that are both healthy and environmentally responsible

Competition

Key Competitors

Taco Bell, Panera Bread, Subway, Panda Express, El Pollo Loco, On The Border, Qdoba

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