Chipotle had been on a rock steady growth trend the past few years; even before the pandemic began, it faced challenges stemming from the quick evolution of their customers’ ordering and media habits – both were getting more diverse and more digital.

From an ordering and experience perspective, their competitors were no longer just other restaurants, they were now facing challenges from delivery apps and brands like Seamless, DoorDash and Uber Eats. Convenience was the competition.

From a media perspective, customers were more aggressively tuning out generic, brand communications in favor of more one-to-one messages. They also wanted a two-way relationship – if customers showed loyalty they wanted to see clear, immediate benefits.

Our objectives were to:

- build brand love and drive repeat visits and incremental purchases

- develop an understanding of customers and their preferences on an individual level

- leverage those insights to craft more personal, more compelling communications

- develop a creative system to deliver personalized messaging at scale

- re-design the loyalty experience to be more rewarding, more reactive and more fun

- acquire new members