Several factors contribute to Chipotle’s legendary brand success, but the most significant is empowering its fans.
“Our strategy is supercharging the superfans,” Tressie Lieberman, Chipotle’s vice president of digital marketing and off-premise, told Adweek’s Heide Palermo at this week’s Performance Marketing Summit. “Our superfans are our true advocates. Marketing success is consumers telling others about the brand.”
The first step in that strategy is thinking of themselves as a media company. Content on social platforms is the way Chipotle communicates with consumers and also how they listen to what those customers want.