The Enlightened Burrito

People are more aware than ever of the impact that food has on social systems, animals and the environment…the next step is feeding that curiosity with information. Real change comes when people are empowered with the knowledge they need to make informed decisions.
— Mark Crumpacker, CMO, Chipotle

For a company with an annual growth rate of close to 20%, Chipotle's pace is not for the faint of heart. Even more extraordinary are the ideas driving this success.

Mark Crumpacker, Chipotle's CMO, explains: "Our vision is to change the way people think about and eat fast food. We do this by avoiding a formulaic approach, guided by our belief in "Food With Integrity" – finding the highest-quality ingredients, grown or raised with respect for the environment, animals, and people who grow and raise the food."


For the past six years, Greenberg has worked with Chipotle to align its vision with evolving sentiment, as customers increasingly act on a greater awareness of the environment and a deeper understanding of where their food comes from.

By better understanding the changes in societal expectations, Chipotle is equipping its entire organization with the knowledge and tools to balance the desire for convenience, sustainable ways of eating, and running a successful business.

For more information on Chipotle's Food with Integrity commitment, click here

While taste and value have always been drivers of visitation to “fast casual” restaurants, diners are increasingly conscious of the impact of their choice.


Source: 2014 Chipotle Campaign Benchmark