Chipotle has earned praise for helping farmers switch to organic produce, using renewable energy, composting, and directly tying executive bonuses to ESG goals. Over the past year, it also captured the attention of Gen Z, becoming a top food brand on TikTok with 2.2 million followers, launching a popular Roblox experience, and generating its second highest sales day ever with a burrito giveaway on Twitter. “We wanted to be where our consumer was, whether it’s TikTok, gaming, sports,” says CMO Chris Brandt. Translating TikTok hacks to real menu items and starting TikTok challenges with prizes like a year of free burritos has been a runaway success.
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