Virtual Hangouts With Zoom
Chipotle Mexican Grill is hosting a series of daily “Chipotle Together” sessions on a video conference site called Zoom with celebrity guests and guests reaching up to 3,000 fans. Marketingdive says Chipotle’s virtual hangouts on Zoom is a great way to bring people together as they practice social distancing to reduce the spread of the coronavirus. The online gathering “Chipotle Together” campaign is the chain’s latest innovation in online media following campaigns to reach younger consumers where they are more likely to spend their time on social media. In the past few years Chipotle has developed marketing efforts through a variety of digital platforms such as Amazon Alexa, Instagram, Snapchat, TikTok and more.
Restaurants like Chipotle, have had to drastically change their operations as the country responds to the coronavirus outbreak leading them to close unless they can offer delivery or takeout. Chipotle chain has worked to boost its delivery business to appeal to the growing number of people that will be ordering food online. Before cities started quarantining, Chipotle had created a tamper-evident packaging seal to ensure that food is untouched during delivery.
The latest “Chipotle Together” effort follows other campaigns that are aimed at engaging younger consumers beyond mealtime. These efforts may provide a solid foundation for Chipotle to withstand the surge in takeout and delivery during this pandemic.