A Well-Branded Burrito: Chipotle’s Use of Videos to Support Their Brand

At least one night per week, my wife and I put our feet up and have Chipotle for dinner. We each get our favorite thing every time…we don’t even ask each other anymore. It’s so damn good.

Recently, I caught a blog post by Jaci Russo that described Chipotle’s newest ads promoting the local farmer. Intrigued by these ads, I jumped over to the restaurant’s website to take a closer look — because if there is one thing that I enjoy more than a burrito, it’s a great story.

Despite eating the food almost every week, I’d never navigated through Chipotle’s website. But, after arriving at www.chipotle.com, I was pleasantly surprised by the use of video content on the site. The company does a great job supporting their story with authentic web videos. Here is a rundown of what you’ll see when you get there:

Story of the Founder

This video talks about the inspiration of the owner, Steve Ells, and also takes the viewer back to the very beginning. The web video shows images from the first restaurant and features an on-camera interview with Steve. One of the interesting takeaways here is that Steve doesn’t really keep an eye on the fast-food industry. He simply believes Chipotle operates differently and doesn’t fit into the traditional category of “fast food.”

Story of a Key Supplier

Chipotle places a great deal of importance on where their ingredients come from. In fact, the company developed a video profiling one of their suppliers. The video demonstrates the integrity of the local farmer and explains why this is so important to the restaurant.

Culinary Story

Once you eat at the restaurant, you quickly realize that one of Chipotle’s key differentiators is the fresh ingredients. The preparation of the food is really unparalleled for this type of restaurant. By watching this video, viewers have a chance to see where the ingredients come from and why the kitchen is constantly moving and shaking throughout the day.

In short, this is a great example of how a company can really enhance its brand through web video content. These videos aren’t based on some catchy tagline or a :30 spot on television. They just get to the heart of Chipotle’s story and present an authentic view of the company.

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