Ep 02: Authentically Fulfilling Your Brand Purpose with Chris Brandt CMO of Chipotle
Chipotle is slowly cementing its place as an institution in the food landscape, and this is in large part due to its incredible marketing efforts. From their NBA final ‘freeting’ to their involvement at the National Spelling Bee, the company is making huge strides in entrenching themselves into popular culture. Leading the marketing charge is our guest today, Chris Brandt, who has been CMO for 18 months. Before this, he held CMO roles at Taco Bell and Bloomin’ Brands, along with senior positions at Coca Cola and General Mills. In this episode, Chris sheds some light on what working at Chipotle has been like. When he started at the company, they were in the midst of a food safety crisis. While he worked with PR on damage control, he also spotted an opportunity to share how real everything at Chipotle was.
From the food to the server’s enthusiasm, authenticity has always been at the core of what they do. Through Chris’s decision to put a spotlight on this, not only have they recovered from the crisis, but they have grown even stronger. Chris also dives into the importance of innovation and why, through Chipotle’s stage-gate process, he can test out ideas. For him, this has been one of the most enjoyable and rewarding aspects of working at a multi-location company. He also talks about how despite spending their marketing budget primarily on national campaigns, they are still fully aware of local experience. Chris says that although he has always loved Chipotle, the feeling has grown much stronger since working there. They truly live their brand purpose, and Chris’s passion for what they do is infectious. Join us today!
Key Points From This Episode:
Learn more about Chris’s background and how he came to his CMO role at Chipotle.
The role of marketing in getting Chipotle through their 2015 crisis and the strength of the brand since.
Why Chipotle’s approach over the last 18 months has become about celebrating themselves.
How Chipotle fulfills its brand purpose of cultivating a better world.
The way that Chipotle has responded to different diet trends through its marketing.
Chris’s thoughts on multi-location retail and why he loves it despite its challenging nature.
The three priority areas Chris has wanted to drive: Difference, purchase, and culture.
Insights into Chipotle’s NBA finals promotions and how it made them relevant in culture.
How establishing a marketing analytics group has helped Chipotle close the ROI loop.
Find out what Chris’s number one requirement for being on his team is.
Why a stage-gate process has helped Chipotle with innovative menu items.
While most of the Chipotle marketing happens nationally, there are some local campaigns.
How Chipotle tackles search and other aspects of the digital marketing ecosystem.
Learn how the customer experience fits into marketing at Chipotle.
Chipotle’s superpower: How their digital kitchens have set them apart from their competitors.
Lightning round questions with Chris: Gen Z, Yelp, and who he’d like to see on the show.
Tweetables:
“We’ve got to give people more stories beyond just the crisis story.” — Chris Brandt [0:06:52]
“Being in multi-location retail tests you like no other marketing job I’ve ever had.” — Chris Brandt [0:14:10]
“We believe, the more you find out about Chipotle, the more you’ll like it.” — Chris Brandt [0:25:12]
“Ideas differentiate you, ideas separate you, and ideas win.” — Chris Brandt [0:29:33]
“A good idea poorly executed is a really bad idea.” — Chris Brandt [0:32:50]
“We can drive all kinds of awareness but where the rubber meets the road is if they can’t find their local Chipotle, it doesn’t really help.” — Chris Brandt [0:37:31]
“An experience is the new product.” — Chris Brandt [0:47:14]