Chipotle TikTok to Table

In December 2022, Chipotle’s menu customization reached a new level with the Fajita Quesadilla “hack” on TikTok shared by foodtok creator Alexis Frost, which was further amplified when Keith Lee stitched the video adding Sour Cream and Chipotle-Honey Vinaigrette. Fans flocked to try this unofficial item, despite it not being on the menu, making it almost impossible to order. Challenge: Quickly (and effectively from a operations standpoint) give consumers the menu item they want.

• Challenge: Quickly (and effectively from a operations standpoint) give consumers the menu item they want
• Insight: Early 2023, Keith and Alexis were dominating Foodtok, with consumers eagerly trusting and trying nearly everything they recommended. As Chipotle, a brand deeply embedded in cultural trends, we recognized the rising momentum of the hack conversation and knew we had to act quickly to bring it to life.

Chipotle redefined influencer partnerships by collaborating with Keith and Alexis to co-create a new national menu item, rather than relying on typical #sponsored posts. The campaign was expansive, with 100K restaurant crew members trained to prepare the new dish. Meanwhile, Keith and Alexis engaged their fans through live TikTok sessions, surprise deliveries, and collaborations with other internet stars, driving excitement and anticipation.

On launch day, Keith and Alexis were each given their own branded Chipotle restaurant and a custom version of the Fajita Quesadilla in the app. This bold move allowed Chipotle to redefine menu innovation in the TikTok era, resulting in one of the most successful digital menu launches in the brand’s history.

• Results:
  • Shorty Award Winner
  • Redefining Menu Innovation
  • Redefining Influencer Partnerships
  • 200% Quesadilla Sales Increase (Top Digital Sales in Chipotle’s History)
  • 37% Increase in Chipotle Rewards Enrollments WoW at Launch
  • 34 Million Social Impressions
  • 3.7 Million Social Engagements3
  • 4.5 Billion PR Impressions