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October 31, 2007
Free Burritos at Chipotle
Posted by Kevin D. Hendricks | Filed under: Experience
If you walked into a Chipotle restaurant today you probably saw dozens of people wearing aluminum foil. Why? As is their annual custom, Chipotle offers free burritos to anyone who comes in dressed as a burrito, and Chipotle's signature burrito comes wrapped in foil (though at my location it was only from 5-10 p.m.--sadly, I had to pay for my 4:15 p.m. burrito supper). They call it Boo-rito and it fits in with other free burrito promotions they've done, including a fake "BurritoEZ" tax form that served as a 'buy one, get one free' coupon.
So why do they give away free burritos? It creates tremendous buzz. Many locations have lines out the door. And it fits their personality. Chipotle is quirky and edgy--asking their customers to dress up is exactly the kind of thing they would do. And you know their personality is connecting with their audience when that same quirky and edgy audience shows up wrapped in aluminum foil and hungry for a giant burrito.
Chipotle succeeds by creating an experience around a burrito. Making that kind of connection is worth a few free burritos.
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