VP of Marketing at Chipotle Mexican Grill, Stephanie Perdue joins Barbara and Americus to discuss Chipotle and the restaurant industry coping with the Coronavirus pandemic. Back in March 2020, the restaurant industry was hit hard when social distancing and stay at home orders were rolled out, meaning they had to close their doors. Chipotle responded very well by realizing their Gen-Z and Millennial customer base was transacting through their phone and at the start of the pandemic, 20% of sales were digital.
Chipotle was founded on the radical belief that real food is better for you and for the world. Sourcing real and sustainable ingredients and providing food with high integrity standards is what the brand stands for, and they wanted to promote and advocate this message for their first-ever Superbowl Ad.
Going beyond product and service was what Chipotle wanted to drive home as the pandemic has brought to light many issues, yet we still have the power to mobilize and have a positive impact on the future.
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