Chipotle Breaks Records On Twitter With Its National Burrito Day Promotion
Every year at National Burrito Day, Chipotle makes sure to make a splash. It jumps on the bandwagon of popular trends, the same as cryptocurrency or metaverse to feed delicious food to consumers everywhere.
But this year, the food company changed its approach and tailored it to the age-old basic approach. This means that Chipotle took to making an impact on Twitter.
The brand hosted a candid giveaway, which was inspired by numerous of its fans. Together, they managed to deliver record-breaking successful results.
The activation began on the 6th of April, when Chipotle released various text-to-win codes on the microblogging website, Twitter. The aim of this exercise was to giveaway 10,000 burritos, free of cost.
Chipotle also dispersed an additional 500 codes to several of the website’s users to surprise them. Free delivery was also offered on orders of $10 or above.
Despite the fact that this was not the brand’s flashiest display of its influence, it was a day when the company recorded its second-largest online sales up till now.
It also recorded the highest volume in a single day on social media of any online activation. One of the best things about its activity was that Chipotle did not lose sight of its longtime goal that has surrounded this particular holiday.
The vice president of off-premise and digital marketing of the company, Tressie Lieberman, spoke on the occasion, saying that the aim of this strategy was to supercharge its super fans.
She went on to talk about how the brand believes that its fans are not the same as others and they are quite passionate about the food it serves.
According to the vice president, all Chipotle wants to do is to make sure that it provides desired products to its customers, which motivates them to talk about the company’s delicious food.
Demand for the company soared shortly after the company sent the text codes. In less than sixty seconds, more than 1 million SMS tests had been sent and more than 150,000 messages had been received on social media.
All of this influx was from consumers wanting a free burrito. The vice president explained that around the holiday, numerous fans ask for a free product, which is what motivated this effort in the first place.
Lieberman talked about how the company tries to do something unusual each year to keep things interesting. However, Chipotle had not expected this kind of response.
The brand received additional marketing help by partnering up with GrubHub a day before the activity went live. Through the agreement, it offered no less than 20,000 burritos for free to consumers who had placed a minimum order of $20 using the app.
To promote its offer, the company also joined hands with Alix Earle, a social media mogul and a popular influencer amongst teens. He took to sharing the deal on his TikTok page and it garnered a lot of demand.
In less than 12 hours, all the free burritos on the app had been claimed by consumers of the brand.