I am a huge chipotle fan as I’m sure so many of you are. I have always valued chipotle and their quality ingredients. I have appreciated chipotle’s “food with integrity” mantra and have never doubted the truth in their “no hormone induced” chicken beef and pork as they advertise in all of their locations. Chipotle (owned by Mcdonald’s) has advertised itself as a non main stream, anti industrial food production restaurant chain. Chipotle which targets the Millennial generation in its campaigns, does not advertise on TV, and instead uses mostly social media advertisements, as Millenials view TV advertising as mainstream and pushy. Chipotle recently started a marketing campaign, using both a video on youtube and an app game. The video, a work of beautiful animation and music, shows a scarecrow, ( who is slowly becoming Chipotle’s new mascot) in a sad fantasy world where Scarecrows are slaves to Crows who are the has producers of all food. Chickens are shown growing larger after being shot with injections of hormones. The scarecrow longs to find an alternative to this unhealthy world. The scarecrow picks a pepper in rural farmland and is inspired and starts his own healthy natural burrito stand. The video ends with a banner that says “Cultivate a Better World” over the scarecrow’s stand. The entire video doesn’t even mention the word Chipotle in it once.
The truth is that Chipotle’s ingredients are not as pure as they claim to be. Chipotle uses GMO’s in many of it’s foods, and while there still is honesty in the company in that it tells you which ingredients are genetically modified organisms, it is still using them. There are many concerns and doubts about Genetically modified organisms and its effect on human health and environmental sustainability. People were upset that the ad seems to advertise the “better world” or Chipotle as an all natural non meat using company in the video, when in reality meat is a main component of the success that chipotle has experienced.
For a company that prides itself on its “honesty” you’ll find that there isn’t much transparency regarding who the company’s suppliers are, what these animals are fed, and where chipotle is getting its meat. Chipotle, which has its own website has very vague information on its products. For example, when you enter the website, click on animals, and then click on pork, Chipotle gives a brief over view about pigs that suffer mistreatment and intake many antibiotics thus making them unnatural, Chipotle then goes on to say ” There are ranchers whose pigs are raised outside or in deeply bedded pens, are never given antibiotics and are fed a vegetarian diet. It’s the way animals were raised 50 years ago before huge factory farms changed the industry. We believe pigs that are cared for in this way enjoy happier, healthier lives and produce the best pork we’ve ever tasted. We call this style of ranching naturally raised, and since 2001, we have sourced 100% of our pork from producers who follow these guidelines.” But does chipotle ever actually say where the pigs are located? On what farms? by which specific suppliers? Customers want more transparency and truth from Chipotle. As a company that prides itself on its organic honesty, it really isn’t being so honesty recently