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.
Brand Overview
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
Hero Content Type
Photo
Content Features People
No
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Self-Transcendence
Emotional
Wellness
Functional
Saves Time
Sensory Appeal
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, McDonald’s
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