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Chipotle prides itself on being a different kind of fast-food company, and that even applies to how it briefs its ad agencies.
For example, the company does not feed real-time, quarterly sales figures to its creative shops, which include CAA Marketing and GSD&M. Why? Well, that's what the other food chains do, explained Mark Crumpacker, Chipotle's chief marketing and development officer, today at the 4A's Transformation conference in Austin, Texas. Also, when you focus on short-term gains you lose sight of the big picture of what you're trying to accomplish, namely building a distinctive brand.
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