While eating your burrito or refilling your soda, there’s always plenty to think about at Chipotle.
When you’re waiting in line at a Quick Service Restaurant for your meal, or dining by yourself because no one in the office can agree on where to grab lunch, there’s always a bit of idle time to fill.
In the tradition of reading a fun-filled cereal box at the breakfast table, Chipotle copywriters serve up plenty of amusing and interesting tidbits — sharing their brand mission on every soda cup, napkin, bag and wrapper.
“They say a restaurant could never use mostly naturally raised meat because it’s WAAAAY too expensive & hard to find,” my cup says to me as I’m biting into a steak burrito. “They say that it doesn’t matter how good the ingredients are in quality as long as they can get a big quantity on the cheap… I think they are just trying to keep a good Chipotle down. Keep doing things your way, Chipotle.”
I love the doodles on the cup. I love the font. I love the messaging. While I’m sipping my drink, I gobble down the entire script much more eagerly than if my server had given me a corporate brochure on sustainable agriculture.
Captive Audience: Do you always read the entire cup monologue at Chipotle?
Chipotle napkins brag about recycling with a joke about once being a parking ticket or electric bill and being reincarnated for a greater purpose. The joke reminds me of a classic Sesame Street skit in which game show host Guy Smiley does a “Here is Your Life” bit with an oak tree, introducing him to his furniture offspring.
Wanting to read more, I ask the cashier if I can please have a clean wrapper without burrito juice seeping through any nouns or adjectives. She’s happy to oblige:
Mealtime Reading — Double click on the burrito basket wrapper to read the witty Chipotle copy, without any stray sauteed onions obscuring your view.
Cleverly worded fountain drink cups, place mats and in-store advertising certainly can engage customers when they are a captive audience, but there is always competition. Nearly everyone in line has their mobile phone and thus, no reason to ever look up from their game, Facebook or email.
Whenever there is engaging brand copy, the Pongr Photo Response Marketing platform can turn any visual media into a direct response campaign. Pongr technology recently was used by Arby’s to power its popular “Snap and Rock” Sweepstakes.
Arby’s fountain drink cups featured pictures of three rock stars: Trace Adkins, Taio Cruz and The All-American Rejects. Customers chose to photograph their favorite star for a chance to win a VIP concert experience, emailing/texting their pics to Arbys@pongr.com and instantly receiving an entry confirmation as well as a special offer or prize from Arby’s and Pepsi.
The response to the promotion was overwhelming: Nearly a half million fans submitted more than 660,000 soda cup photos for their shot at glory. Entering the Sweepstakes did not require any special QR codes or pulling sticker labels off the cup — just a snap and send with a cell phone.
As Chipotle (see our burrito fan photo gallery) continues to demonstrate, you don’t need to put rock stars on cups to grab thirsty people’s attention. But once you have it, Pongr can help bring this engagement to the next level.
(Pongr’s mobile Photo Response Marketing platform and image recognition technology help Quick Service Restaurants turn any of their existing logos, cups, napkins, place mats and in-store advertisements into an always-on direct response campaign. The Pongr system also integrates brand photo contests with their CRM. Check out Our Story.)