Rediscovering Purpose: How Chipotle Became Visible, Relevant, and Loved

Abstract: This case study details the marketing strategy Chipotle deployed starting in 2018 after a series of food crises threatened its brand reputation and loyal customer base. It introduces the decisions and rationale of a newly installed marketing team charged with restoring the company’s positive trajectory, and focuses on marketing-specific aspects of their strategic plan. The case tackles the challenge of reengaging customers through brand purpose by reenergizing the tenets upon which the Chipotle brand was originally built: cultivating a better world through access to real food. Using the 4 Ps as a framework, we analyze efforts to make the brand visible, relevant, and loved, considering strategy implementation alongside results. This research advances brand management discourse by detailing the importance of consistent and synergistic marketing activation in purpose-driven marketing.