HOME > Chowhound > Food Media & News >


Chipotle's new propaganda piece

Really well done, but I still won't eat there :-)


  1. Click to Upload a photo (10 MB limit)
    1. Tried a new local one recently. Regardless of their approach in the commercial, if the food's blase, I don't go back. And if I can make something better at home than I can get in a particular restaurant, I don't spend my money at that restaurant again.

      1 Reply
      1. re: cmvan

        The food at Chipotle is "blasé"?

        How do you mean? I thought it was just crappy "Mexican" chain food.

      2. Here's the first ad piece from Chipotle:


        and, from AdWeek with nods to the creative team:

        These types of ads might not change my eating habits but I adore what some companies will invest in. There are plenty of dumb, dull ads..I can easily embrace the beautifully crafted ones.

        15 Replies
        1. re: HillJ

          Just seeing the word "Coldplay" in that link ensured I didn't click it, HillJ.

          And while I watched the original ad, and thought it very well done with great animation and heart-tugging sad cow eyes, I still think Chipotle is being a bit disingenuous. Cows, chickens and pigs are still slaughtered for their menu offerings, right?

          Don't get me wrong, I'm all for ending factory farming. But to show the Scarecrow just chopping up vegetables at the end shies away from the fact that Chipotle still puts out menu choices with meat in them. They never show chickens and cows and pigs frolicking free-range in the fields on a "good farm". Just the vegetable chopping.

          1. re: LindaWhit

            LW, it's not that I don't have my opinion about the message. Honestly, I'm just admiring the animation. Coldplay doesn't leave me cold :) nor does the team that worked on the ad.

            How I feel as a consumer of any fast food is a separate issue (for me). Really well done ad but I won't eat there as written in the OP pretty much aligns with my feelings.

            1. re: HillJ

              Agree on how well done the animation was done. And like you, I won't eat there either....mostly because I am cilantro-averse. I know not everything has cilantro in it, but since even a hint of it can ruin a meal for me (soapy-taste issue), I'll just stay away. But as others have noted - the burrito I've seen coworkers get are humongously-stuffed with rice, beans, lettuce (I think) and a bit of meat.

              1. re: LindaWhit

                My youngest son ate at the local Philly Chipotle while in college. Since he'd rather eat 85% rice to chicken their burritos and prices appealed to him. While visiting him, I tried a burrito and found it dry as all get out. While cilantro isn't my issue (& I always wondered why I don't taste soap) dry/flavorless mush for some reason :) doesn't float me boat!

                1. re: HillJ

                  I always like my mush to at least have flavor, as any good mush should. I like brown sugar or maple syrup for extra flavor.

                  As for dry mush? Just make sure the milk isn't spoiled! ;-)


                  1. re: LindaWhit

                    Before I opened the link I was so hoping it was the Little Rascals! Thanks, I needed that pick me up!

                  2. re: HillJ

                    Surprised at the dry comment. Pretty much everything I get when I go there is pretty moist. Brown rice, lettuce, cheese and steak seem o be the only dry components they serve. White rice, both beans, fajita veg, chicken, carnitas, barbacoa, all the salsas, avocado guac are all "wet" in my mind.

                    1. re: melpy

                      I'm with you. The burritos there, especially compared to any other burrito chain, are definitely far from dry.

                      1. re: melpy

                        I was expecting so much more. More flavor.

                    2. re: LindaWhit

                      You can ask for less rice. They will give you a heaping scoop, but you can tell them "not too much rice" and they'll give you about 1/2 cup's worth. you aren't required to have the full scoop of rice.

                      I think anyone who thinks Chipotle is supposed to be authentic Mexican food is out of their mind. It's more like Mexican inspired. I would never go there and expect authentic tacos or burritos. It's something I eat maybe 1-2 times a year, and it hits the spot. But if I want real Mexican food, I hit up a taco truck or taqueria, not a national chain restaurant.

                        1. re: Veggo

                          it's certainly head and shoulders above Tijuana Flats -- went there today in a hurry and stressed-out (and very late) -- and was served the most miserable excuse for a burrito I've ever had the misfortune to encounter. I threw away three-quarters of a $10 burrito...hope they spend that ten bucks wisely, because they'll never seen another red cent of my cash. Vile.

                          (and doubly p.o.'d because the Chipotle on University in just across the street, but I didn't feel like making a u-turn)

                          1. re: sunshine842

                            e-mail me, you're in town, we'll lunch somewhere. Bring hubby.

                            1. re: Veggo

                              It's an accurate description. It shares a similar spice palatte.

                    1. It's so incredibly ironic. ...altho my husband, who pointed the piece out to me, had no idea that McDonalds was behind Chipotle until I informed him of the monumental gaul.

                      12 Replies
                      1. re: rainey

                        McDonalds hasn't been a part-owner of Chipotle since 2006.
                        (I keep kosher and have never eaten at either entity, so I don't have a dog in this fight.)

                        1. re: GilaB

                          OK. I stand corrected and I'm happy to have the truth prevail.

                          McDonald's appears never to have operated Chipotle tho they were a major financier of the initial operation. As a major investor over a period of a decade and being in the same industry it would surprise me if they never had input into operations but what we can know of the story is here: http://en.wikipedia.org/wiki/Chipotle...

                          And what is clear is that I spoke out of a TOTAL misunderstanding of the facts.

                        2. re: rainey

                          Oh, I had no idea they were connected. Which makes it even more cynical.

                          1. re: linguafood

                            I've only eaten at Chipotle a single time and that was with a coupon for a free burrito. McDonald's corporation bought up a bunch of Chipotle stock early on. After a bit of success Chipotle bought it back. That was the extent of McDonald's involvement in Chipotle.

                            1. re: John E.

                              I've never eaten at Chipotle, and the only reference/information I have on it (besides having observed the local branch to be regularly *packed* full of students with a line out the door) is a South Park episode.

                              I won't go into details, but you might imagine that the reference is less than flattering '-)

                              1. re: linguafood

                                You aren't missing much. Unless you like burritos that are filled with mostly rice yet somehow $7.

                                At least when I had one. I will say though that I am impressed by the CEO's "food with integrity" mission. Sure, it could be part marketing but the numbers don't lie. They try to source any combination of organic, natural, hormone free, free pasture foods as possible and in several instances are leaders in the industry.

                                1. re: youareabunny

                                  I don't care much for "Mexican" food, nor do I frequent chains. So yeah, I probably won't ever try the food there, but give them credit for trying to be 'better'....

                                  1. re: youareabunny

                                    There is a local chain of burrito places in the Twin Cities that I much prefer over Chipotle. They have a dozen locations and have unlimited chips and salsa to go along with your food order. I don't know where they source their ingredients, but I generally don't make that the reason to either eat at or avoid a restaurant.

                                    1. re: John E.

                                      Neither do I, but I definitely appreciate the effort.

                                  2. re: linguafood

                                    I love Chipotle because I can eat pretty healthfully there (ie my meal there is under 500 calories and has tons of protein), which can't be said for most fast food/fast casual places. I do get the bowl versus the burrito though. And, I definitely don't equate it with legitimate mexican food!

                                    1. re: juliejulez

                                      I agree -- it's actual food -- it's in a bin right in front of you, and you can easily identify pork, chicken, beef, and various vegetables.

                                      It's made to order -- no suntanning under a heat lamp.

                                      It's at least reasonably healthy, reasonably priced, and tasty, if not terribly "authentic" (whatever that means). I've never had bad service -- but I'll acknowledge this swings depending on the employees, the time of day, the manager, and the location.

                                      I like the pork carnitas enough to have sought out a recipe so I could make it when we were living far away from any of their stores.

                                      I don't eat much fast food -- this is at least one I don't mind stopping at.

                                      1. re: sunshine842

                                        Yup same here. And definitely agree on it depending on the location and time of day or even an individual employee. Like the one I go to near my office, if there's a certain person working the "cheese" section, I know I'll have to ask her for more cheese, she always skimps on it!