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#SB14sd: Can Social Impact Help You Grow Your Brand? Use the Social Value Index™ to Know Before You Invest.
#SB14sd: Can Social Impact Help You Grow Your Brand? Use the Social Value Index™ to Know Before You Invest.

10 years ago - It’s the same old story: Consumers say they care about social impact but their behavior just doesn’t match their statements. So marketers and brand managers have rightfully begun to doubt this claim. Why does this happen? Because the traditional approach to determining what social impact to fund has been more like guesswork than the rigorous consumer research approaches used for other marketing decisions. The result is that brands and companies spend literally billions of dollars on causes and issues in hopes their consumers will care. There must be a better way. And now there is...

#SB14sd Day 2: Brands, NGOs Acknowledge Challenges, Explore Catalysts for Systemic Change
#SB14sd Day 2: Brands, NGOs Acknowledge Challenges, Explore Catalysts for Systemic Change

10 years ago - After a rousing morning of plenary presentations, the spirit of authenticity, transparency and “reimagining partnership” continued into the afternoon Tuesday as dozens of brands and NGOs discussed strategies, limitations and creative solutions to a range of large-scale issues.

The 'CVS Effect' in Action: Lessons from Chipotle's #BurritosNotBullets CSR Win
The 'CVS Effect' in Action: Lessons from Chipotle's #BurritosNotBullets CSR Win

10 years ago - After a bruising shareholder vote-down on executive pay last week, Chipotle Mexican Grill sure needed a win.It got one, courtesy of some loaded semi-automatic weapons and some pissed-off moms. In a May 19 statement, the company asked customers not to bring guns into Chipotle restaurants.This is another great example of what I’m calling the “CVS Effect” — the growing trend of companies doing the right thing, because it’s the right thing to do.

How to Redefine Capitalism-as-Usual (or 8 Steps to Becoming a Truly Sustainable Brand)
How to Redefine Capitalism-as-Usual (or 8 Steps to Becoming a Truly Sustainable Brand)

10 years ago - When Patagonia launched its Responsible Economy campaign last fall, VP of Environmental Initiatives Rick Ridgeway eloquently summed up the ‘elephant in the room’ of capitalism: Growth is not sustainable. Ridgeway accepts that evolving from our current economic system will be especially challenging for larger companies with insatiable IPOs, but I’d like to share some ways it not only can be done but is being done.1. CSRCorporate social responsibility has been a fantastic gateway for newcomers to sustainable business values, allowing a brand to better understand its impacts and act as a baseline to refer back to over time.

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In This Age of Big Data, What Does Ethical Advertising Look Like?
In This Age of Big Data, What Does Ethical Advertising Look Like?

10 years ago - Part of the reason I eat less junk food these days is because I don't really know what it is anymore. I have nothing against fat and sugar, but junk food is full of stuff I no longer recognize. A homemade cookie is one thing, Diet Coke is something else. If I put stuff in my body, I want to understand it.This seems modest to me. I am not an organic foods zealot, but I am drifting that way because mainstream food production is economizing too much. That means more permutations (emphasis on "mutation") of additives, crap, filler, and who-knows-what. If the rise of Chipotle indicates anything, it is that these types of concerns are mainstream.

The 'CVS Effect' in Effect: Apple, Disney and Chipotle Step Up
The 'CVS Effect' in Effect: Apple, Disney and Chipotle Step Up

10 years ago - Five major brands have just made news for decisions that buck the bottom-line mantra. Could this be momentum for the "CVS Effect"? Take a look and see if you agree. And note too how brands are joining with allies on these issues, while one brand — Chipotle — is potentially breaking major new ground.Feb. 28: Apple CEO defends doing the right thing — not just the bottom line

2014 Starts Off with a Bang: New Sustainability Commitments and Innovation Abound
2014 Starts Off with a Bang: New Sustainability Commitments and Innovation Abound

10 years ago - As 2014 gets underway, I have been privileged to participate in a wide range of forward-looking discussions taking place within the global Sustainable Brands community, and especially within our membership group. My takeaway going into the year is that there is a good deal of reimagining and redesign for a regenerative future going on in the world today, much of which may yet be unseen by those not fully focused on keeping a whole systems’ eye on things as we are at SB, and we are quite excited to be sharing with you what we’re seeing as the year unfolds.

BBVA, AT&T, GE, Unilever Among Brands Best at Making Sustainability Viral in 2013
BBVA, AT&T, GE, Unilever Among Brands Best at Making Sustainability Viral in 2013

10 years ago - Is 2014 the year that sustainability marketing and communication become a big deal for companies? That’s certainly the impression you could draw judging by Unilever’s recent launch of its Project Sunlight campaign, not to mention Chipotle’s "Scarecrow" film and interactive game along with IKEA’s new sustainability awareness-raising "Wonderful Everyday" campaign.

Chipotle's New Comedy Series Spoofs the Evils of Industrial Ag
Chipotle's New Comedy Series Spoofs the Evils of Industrial Ag

10 years ago - This week, Chipotle announced the upcoming premiere of “Farmed and Dangerous,” a new original comedy series that satirically explores the world of industrial agriculture in America. Produced by Chipotle and Piro, a New York-based studio known for its unique work in film and television, the initial four-episode season will air Monday nights on Hulu and Hulu Plus beginning Monday, Feb. 17, 2014. The comedy integrates Chipotle’s values and commitment to serving “Food with Integrity” without any explicit Chipotle branding.

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Top 10 Ways Brands Used Their Power to Create a More Sustainable World in 2013
Top 10 Ways Brands Used Their Power to Create a More Sustainable World in 2013

10 years ago - 2013 was a banner year for companies using their muscle to drive transformative change, both internally and globally. Without further ado, here is just a taste of some of the progress we found most inspiring.

Actions Speak Louder: How to Communicate More Than Just Words
Actions Speak Louder: How to Communicate More Than Just Words

10 years ago - The success of Chipotle’s recent ‘Scarecrow’ video goes beyond its glossy Cannes-worthy visuals or the 7 million views it has received since its launch last month: The online advertisement is a marketing feat because it taps into the power of storytelling in a way that reflects Chipotle’s ethos and is woven into all of the company’s communications. A look into Chipotle’s broader communications efforts reveals the lesson that for a sustainability message to authentically resonate with audiences, it needs to be part of a strategic communication plan and backed up by real action.

Help Us Help You: Thrive as a Purpose-Driven Brand with New Data, Tools and Success Stories
Help Us Help You: Thrive as a Purpose-Driven Brand with New Data, Tools and Success Stories

10 years ago - Sustainability experts often talk about the need for — and opportunities in — embedding systems thinking and sustainability-driven innovation into every aspect of a business. It sounds quite sexy, but it very often is a long and messy process that takes years, even at companies whose executives ‘get it’ (and that is still a small minority of companies, mind you). Baking significant improvements into product design, manufacturing, supply chain and operations is challenging enough, but not at all the end of the story for companies that want to capture a full set of sustainability benefits.

Starbucks Jumps on the Sustainably Sourced Wagon with New Origins Campaign
Starbucks Jumps on the Sustainably Sourced Wagon with New Origins Campaign

10 years ago - Continuing a positive trend of transparency in the food industry, Starbucks' latest campaign focuses on the quality and sourcing of its coffee beans, as sustainability and health concerns continue to motivate consumers to ask, "Where does this come from?"Launched on Sunday during the Emmys, the new documentary-inspired TV ad shows the heritage of the cafe chain's Arabica coffee beans. "The bean matters, because you cannot roast in quality, you cannot roast in complexity," the voiceover says as black-and-white footage of coffee plantations and the roasting process runs.

Chipotle Launches Assault on Big Food with Short Film, and There's More to Come
Chipotle Launches Assault on Big Food with Short Film, and There's More to Come

10 years ago - Chipotle keeps sticking its neck out for "sustainable," locally produced food — now with an animated short-film attack on "Big Food" and with the promise of more expansive and aggressive efforts to come."The Scarecrow" is a 3-1/2-minute film that Chipotle Mexican Grill released online last week that depicts what the brand calls "a dystopian fantasy world" in which "all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system."

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Biotech Companies Launch Campaign to Combat Anti-GMO Movement
Biotech Companies Launch Campaign to Combat Anti-GMO Movement

10 years ago - This week, a group of biotech seed companies including Monsanto, Dow and DuPont launched a website to combat mounting opposition to genetically modified foods among consumer groups and activists, according to Reuters.

Five Reasons Every Business Should Care About the New Metrics of Sustainable Business
Five Reasons Every Business Should Care About the New Metrics of Sustainable Business

11 years ago - Every now and then, as I discuss various products Sustainable Brands has to offer to our growing community of brands and solution providers, I mention our New Metrics of Sustainable Business conference and I detect either a blank stare or a confused nod. When I pause to find out why, I typically get a response gravitating around these questions: “What exactly are these New Metrics you speak of? How do they affect my company, and why should I care?”Simply put, New Metrics (#NewMetrics) is an umbrella term for the latest and most successful ways businesses are creating and capturing entirely new forms of value, or quantifying previously ignored economic, social and environmental impacts and opportunities.

Chipotle Pledges to Serve More Than 15 Million Pounds of Locally Grown Produce in 2013
Chipotle Pledges to Serve More Than 15 Million Pounds of Locally Grown Produce in 2013

11 years ago - Chipotle Mexican Grill says it plans to serve more than 15 million pounds of locally grown produce in its restaurants this year, up from its 2012 goal of 10 million pounds.As one of the few national restaurant companies with a significant commitment to using local produce on a large scale, Chipotle has steadily increased its locally sourced produce supply since beginning the program in 2008.

Emotion Is Currency: A Five-Point Plan for Effective Sustainability Communications
Emotion Is Currency: A Five-Point Plan for Effective Sustainability Communications

11 years ago - "How will it deliver value?" is a commonly heard response to a proposal for a new sustainability communications campaign.Behind this innocent little phrase is a dangerous assumption that sustainability communications is a separate strand of activity with a message aimed at a hypothetical audience segment of 'greens.'