Chipotle Is a Media Company That Also Makes Tacos and Burritos

The company's success is found through empowering its fans


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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in