CHIPOTLE / CASE STUDY / BY LUCY AITKEN

Issue 32, 17 August 2012

Chipotle opens a new restaurant nearly every other day serving burritos, salads and tacos, freshly filled with humanely-farmed food and made to order for each customer. Its Cultivate brand platform has been busy sharing the company's story and ethos through short films, music, a loyalty programme and events. It also promotes Chipotle's Cultivate Foundation, which supports farming communities across the US. So just how has a fast food company which has shunned traditional advertising made sustainability such a hot topic?

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