Free Burritos At Chipotle
November 3rd, 2008
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Image from Varsity Blues (1999), with some photoshopping.
On Halloween, many Chipotle restaurants continued their tradition of giving out free burritos to anyone who showed up dressed as one. For most people, this meant wrapping themselves in foil, but there aren’t any strict rules about having a full costume.
Supposedly, some people have scored free burritos by simply wrapping their thumb in foil. And some people have just put on some foil that was discarded by earlier customers.
I got my burrito by wearing one of their burrito bowl covers as a hat, though the lady gave me the impression that she wasn’t thrilled with my costume. But there’s no Seinfeld-esque Burrito Nazi saying “No burrito for you!”
Not every customer dressed up, because they don’t want to look crazy. Still, Chipotle gave away a lot of free burritos, and some people even left because the lines were too long.
I figure that Chipotle must get good business from this, or they wouldn’t do it. They take a big hit on the free burritos, but they also get a lot of buzz when everyone tells their friends about it.
Some people will hear about Chipotle for the first time, try a free burrito, and decide they want to come back. Others will be reminded that they haven’t been there in a while, and get back in the habit.
Giving away free stuff won’t work for everyone, and I’m not sure what makes it work for Chipotle. Maybe dressing up like a burrito converts you into a loyal Chipotlean?
November 3rd, 2008 at 8:09 am
Hey Hunter, so glad to see the second provocative photo on your blog in a row
This is definitely a good marketing tactic, and I am sure it works for them. The biggest thing that this creates is word of mouth for the chain , as demonstrated in you posting about it. That is the best marketing they could get. Dressing up as a burrito is pretty unique and funny!
Conrad Hees´s last blog post..The 5 Lessons that Obama Can Teach Us About Self-Marketing
November 3rd, 2008 at 10:57 am
Ah! I wonder how many days in a row would you use images like this as the post’s header banner.
Daniel Richard´s last blog post..120+ Participants Of Blogging Idol 2 (2008)
November 3rd, 2008 at 10:59 am
Hi Hunter,
I guess you are on the Sex Sells marketing now?
I love Halloween. I did my own free offer this year as you know (for everyone else — sorry, it was only for my existing clients. And they didn’t have to dress up as ghost or demon
). I also enjoyed watching some dress up people in town. If you dress up, you’ve got to be seriously dressed up — that is the spirit. People in Oregon are crazy about Halloween!!
Akemi – Yes to Me´s last blog post..Gratitude For Synchronicities, Gratitude Friday, Edition 16
November 3rd, 2008 at 11:51 am
@ Conrad, I wonder how many bloggers posted about it. The blogging effect could really be significant if enough people did it.
@ Daniel, I’m just waiting for people to object. It feels completely inappropriate to me.
@ Akemi, I’m testing sex sells marketing. I would have guessed that it wouldn’t work here, but who knows? I guess you could have had clients dress up and let the spirits pick the best costume! Oregon might be crazy about Halloween because of the Salem witch trials, even though they were in Salem, Massachusetts, not Salem, Oregon.
November 3rd, 2008 at 12:18 pm
Ah, that’s why there was a long line in front of Chipotle’s Friday…. I must say, I love Chipotle’s. They’re brilliantly run business, and I want to get to know people who run their PR campaigns.
As for your current marketing tactics — well, I’m afraid it may backfire on you. I’m gonna have to stop coming here when I’m at work!
ari
Ari Koinuma´s last blog post..Why Passion Can Feel Like a Burden
November 3rd, 2008 at 1:35 pm
@ Ari, I do like the way they run things, except I hate their website because it’s very heavy on Flash. Other than that, they’re cool.
As for these pics, I would have assumed that they’d backfire, but now I’m not so sure. When I saw that Zen Habits post, I thought, “Leo, what the hell are you doing? Some of us are at work!” But most people are saying they didn’t even notice the picture. I just don’t get it.
November 3rd, 2008 at 5:01 pm
Well, shoot, if this works – maybe I should start posting my own rack!
Hayden Tompkins´s last blog post..The Courage to Leap
November 3rd, 2008 at 7:05 pm
Your photographs remind me of the scantily clad girls that pass out fliers at the stop lights here in Panama (on the one hand, men are more likely to roll down the window if they’re alone or with other men in the car, but on the other hand, women and men with their significant other in the car are less likely to roll down the window).
I think that whenever you get someone to participate in something you’re doing they get a feeling of belonging, which is one way to gain their loyalty (we all want to belong).
November 3rd, 2008 at 10:30 pm
@ Hayden, well, you just do what you gotta do.
@ Marelisa, are the fliers targeted at men? Because if they want women to take them too, maybe they need a more diverse staff!
I guess the belonging thing is a big part of free burrito day. It’s not like you just have to show up, but you have to do something that makes you one of them.
November 4th, 2008 at 9:12 am
It IS inappropriate! I object!
November 5th, 2008 at 1:18 am
@ Caroline, I was wondering when someone would! Thanks for speaking your mind!