In the constantly evolving landscape of marketing, the key to maintaining relevance is experimentation. Chipotle Mexican Grill, renowned for its burritos and fresh ingredients, stands out as an excellent example of a brand pushing boundaries to connect with its audience. Michael Kotick, Senior Marketing Director at Chipotle, shares how the organization approaches strategic testing and the profound impact it has on the brand.
Chipotle’s marketing experimentation is characterized by boldness in seeking new and unexpected approaches with its audience. Kotick emphasizes two goals of this experimentation: risk reduction through small investments and expanding initiatives that generate excitement and stimulation. This action reflects a commitment to adaptability and humility, allowing the brand to adjust strategies based on real experiences rather than relying solely on traditional marketing tools.
Over the years, Chipotle has conducted numerous innovative experiments that captured the attention of diverse audiences. From early engagement on TikTok to creating virtual restaurants on Roblox and broadcasting short films about factory farming, the brand consistently explores unconventional paths. A notable success is the collaboration with ELF Cosmetics, creating a makeup line targeting ELF’s Gen Z audience.
The journey with ELF began with a smaller-scale experiment, releasing a limited number of products to test complexity. Initial success prompted a deep exploration, leading to the creation of a comprehensive makeup line. The release of a lip balm inspired by guacamole, following a small test, garnered 200 million impressions, over five million interactions, and sold over 8,000 units in just one hour.
For organizations looking to replicate Chipotle’s success, Kotick suggests considering four key aspects. First and foremost is creating a culture that encourages learning and accepts failure as part of the experimentation process. Second, maintain a consumer-focused approach by understanding audience information and aligning the brand’s purpose with consumer needs. Third, understand the context, platforms, and culture when planning and executing experiments. Finally, start small and expand based on information gained from various small bets.
Chipotle’s commitment to marketing experimentation not only keeps the brand fresh but also positions it as a trailblazer in the industry. By embracing risk, learning from experiments, and maintaining a consumer-focused value, Chipotle sets a precedent for strategic marketing that others can draw inspiration from. As the marketing landscape continues to transform, Chipotle’s success is evidence of the power of careful and bold experimentation in building a brand’s long-term presence.
Author Ho Duc Duy © All rights reserved.
