Danielle Schlanger and Kim Bhasin highlight the fast casual juggernaut that is Chipotle. Sometimes you need to raise awareness.
Looking back at the early days of Chipotle, CMO Mark Crumpacker admitted that they overestimated how much people actually cared about animals and the environment. He had to shift its marketing.
"It turned out to essentially not be true," Crumpacker said at a conference earlier this year. "Only 20 to 30 percent of those people actually care about that stuff."
So, Chipotle had to revamp its marketing focus. Instead of only touting all the great stuff it's doing, it had to raise awareness for environmental issues and get people to care about making a difference.