Chipotle is making lunchtime the ultimate hangout, even if you’re working from home.
Chipotle has begun hosting daily “Chipotle Together” video conference sessions on Zoom where fans can log in and join chats. Though Zoom may seem like a niche platform for a campaign rollout, Chipotle is often an early adopter of new digital platforms, according to a Gartner report, and this promotion is especially fitting as Zoom has been gaining popularity during the Coronavirus pandemic. The brand created the series as a way to encourage social distancing while maintaining “lunch break conversations” people so often have during their workdays. To add to the lighthearted atmosphere, Chipotle has recruited a celebrity lineup to join the zoom chats, starting the series with Colton Underwood, a former The Bachelor star.
The Chipotle virtual gatherings are the latest effort by the brand to connect with customers during the pandemic. Recently, the burrito brand promised free delivery for orders over $10, changed its delivery packaging to include tamper-evident seals, and began allowing no-contact deliveries. The brand also created a specialized delivery kitchen to accommodate the influx of meal orders and updated its delivery tracker feature for customers. Chipotle is one of many restaurants across the country that have had to quickly modify operations on account of the Coronavirus. The brand even created “Chipotlanes” to help with drive-thru pickup.
Chipotle has found a fun and unique way to engage with consumers online, and as such could manage to cook up stronger loyalty and stay relevant with customers even beyond mealtime.