Chipotle Mexican Grill is proving it’s always “with it” even during a pandemic. The brand knows what Millennials and Generation Z need in the moment and, in a time of self-isolation and quarantine, the fast-casual chain is providing comfort and entertainment through social media apps.
For those stuck at home, the Newport Beach, Calif.-based company has launched a series of Instagram live streams with celebrities and musicians to entertain its customers and drum up some additional business as well as morale.
The series, which the brand is calling Chipotle Together, rewards select fans who watch the livestream with a code for a free entrée from the chain that has ceased dine in operations.
Instagram live enables socializing in a time of social distancing. Celebrities frequently use the feature to preform for and to interact with fans. Other participants can interact with each other as well.
According to the chain, Chipotle Together is “a virtual lunchtime hangout for 3,000 fans that will feature celebrity appearances/Q&A, exclusive content and much more.”
“With the current events taking place, Chipotle wanted to bring a little joy to its fans and bridge an online connection during this unique time,” said a Chipotle marketing spokesperson.
Expected to launch a new episode every day, Chipotle Together has gotten big names so far. Former Bachelor contestant Colton Underwood walked fans through a “hilarious Chipotle-inspired presentation” and musician Lauv performed an “acoustic performance of his top hits” according to the chain.
On March 18, musician Portugal the Man is set to perform in the daily edition of Chipotle Together at 6 p.m. PST/ 9 p.m. EST.
The full schedule hasn’t been released yet, but it will be available via Chipotle’s Twitter and Instagram accounts. The “hangout” broadcasts on Instagram live.
This isn’t Chipotle’s first foray into unfamiliar marketing territory. It was the first chain to interact with its customers on Tik Tok last year that wound up paying off and raised participation rates in annual events like Guacamole Day.
Chipotle has installed other initiatives in light of the coronavirus pandemic including closing all dining rooms, free delivery on any Chipotle order $10 or more via the Chipotle app and Chipotle.com, Delivery Kitchens that specifically prepare orders for delivery, tamper evident delivery packaging and an in-app delivery tracker.
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