There is a new report out that shows just how valuable it is to connect with the Millennial and Gen-Z boys and girls. The headline reads “Chipotle seeing turnaround as a result of Digital initiatives”.
Chipotle has increasing revenue “largely due to modernization efforts for digital customers”. WOW! How’d they get these super savvy, awesomely critical consumers that tots graves choice and personal value to help grow their base line 10-15%? Simple… they doubled their national TV spend to $47.2 million, running spots in NFL, NBA, NCAA and Primetime that promoted free burrito bowls for first-time users of its mobile app. A little bribery never hurt anybody. At the same time they cut their digital budget by 53%, from $5.1 million to $2.4 million.
A more accurate and unbiased lead would have maybe read “Chipotle uses TV to Boost Burritos..Baseline ”, but that would just give too much credit where it’s due, wouldn’t it??
Hurry – go get your carne asada steak bowl available for a limited time only !!
