Chipotle is tipping TikTokers off on its new menu hack. The restaurant has added customization features to its app that allow customers to choose which ingredients they would like to be “light, standard, or extra”. In honor of the new feature, the brand is including a $1 delivery discount for any orders placed on the Chipotle app until May 31. The “Complete Customization Chipotle” feature is accessed by swiping from left to right on an ingredient in the app when ordering a meal. The new feature lets customers re-create the in-store ordering experience, as they could always request customized orders in-person.
To promote the customization feature, Chipotle is leaning into TikTok with a series of “Menu Hack” videos. The TikTok series kicked off by presenting a Taco Salad, DIY Nachos, and Extra Dip hacks. The burrito brand encourages other users to create their own menu videos and share them using #chipotlehack on TikTok. Since the promotion began, the hashtag has garnered nearly two million views.
Chipotle’s new promotion reaches those that are at home during the Coronavirus pandemic, but staying connected via smartphones. While many customers cannot walk into a restaurant to place a customized order, the brand’s new app feature gives them the flexibility to order exactly as they would like. Advertising the feature on TikTok could help the brand connect with its target audience and continue to build a loyal following on the social media app as it rises in popularity. Chipotle was an early adopter of TikTok, according to a Gartner report, and has been leaning into the platform to drive engagement in the U.S. for the past year. In the past, the brand created hashtag campaigns for Cinco de Mayo and the Super Bowl, which gained 95 million views during the football game alone.
Chipotle’s return to TikTok could help it define its influence on the app by measuring how many orders are received for the menu “hacks”. By only releasing the tricks on Tiktok, Chipotle could increase its loyal following of customers on the app eager to try or share their own customized orders.