Why Chipotle's bet on TikTok is paying off:
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In other words, TikTok’s not exactly reinventing the wheel here, which may explain brands' reluctance to jump in. “Almost half of our customer based is Gen Z or millennials, so social media is a fact of life. They just expect you to be in the places where they are,” said CMO Chris Brandt. Influencer Marketing Hub shows
Brandt joined Chipotle in 2018, shortly after Brian Niccol was tapped as CEO. His first line of marketing business was to stop focusing on what other brands weren’t doing and instead celebrate what’s special about the brand. TikTok, and social media in general, plays a major role in that strategy. “We knew this was the right thing to get started with. It was relatable. You can do it at home. We just wanted to try some things and see what happened. We didn’t know how it would do. I’d say with 230 million views, we were off to a good start,” Brandt said.
Because of these early results, Brandt is certain there will be more campaigns from Chipotle on the nascent platform. Chipotle is going to continue its pursuit of TikTok because it goes along with its new-ish marketing strategy that follows a stage-gate process: “Make sure you have a good idea, start on a small scale and see what happens.”
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