Chipotle's Marketing Magic: Visits Up Despite Dip in Average Visits Per Location
Chipotle Mexican Grill has been actively engaging customers with recent marketing campaigns, including new menu items and student-focused initiatives. The brand's share of fast-casual visits has grown significantly, reaching 26% in the second quarter of 2022.
Chipotle's marketing efforts have included special promotions like Boorito, where Rewards members received a $6 entrée for dressing up last year. This year, the 'Chip-or-Treat' deal offers weekly treats tailored to customers' preferences, valid for five days and earning Rewards badges for extra perks.
The 'Chip-or-Treat' promotion runs throughout October, leading up to the annual Boorito event on Halloween. Boorito, a 25-year-old tradition, typically offers deeply discounted burritos, bowls, or other entrées. Despite a 6% drop in average visits per location in the second quarter, Chipotle's visits grew 0.7% year over year, slightly outpacing the wider fast-casual segment's 0.5% growth. This growth can be attributed to the brand's focus on value-conscious diners, with 30% of foodservice traffic motivated by deals.
Chipotle's marketing pushes, including the 'Chip-or-Treat' deals and the upcoming Boorito promotion, are driving customer engagement and visit growth. Despite a slight dip in average visits per location, the brand's overall visits have increased, reflecting its success in appealing to value-conscious diners.
