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Chipotle's new propaganda piece

linguafood Sep 15, 2013 10:53 AM

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


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  1. sandiasingh RE: linguafood Sep 15, 2013 10:54 AM


    1. c
      cmvan RE: linguafood Sep 15, 2013 11:42 AM

      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
        linguafood RE: cmvan Sep 15, 2013 12:00 PM

        The food at Chipotle is "blasé"?

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

      2. h
        HillJ RE: linguafood Sep 15, 2013 11:57 AM

        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
          LindaWhit RE: HillJ Sep 18, 2013 01:01 PM

          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
            HillJ RE: LindaWhit Sep 18, 2013 01:18 PM

            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
              LindaWhit RE: HillJ Sep 18, 2013 01:29 PM

              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
                HillJ RE: LindaWhit Sep 18, 2013 01:36 PM

                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
                  LindaWhit RE: HillJ Sep 18, 2013 01:47 PM

                  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
                    HillJ RE: LindaWhit Sep 18, 2013 01:50 PM

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

                  2. re: HillJ
                    melpy RE: HillJ Sep 27, 2013 03:13 AM

                    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
                      redips RE: melpy Sep 27, 2013 03:46 AM

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

                      1. re: melpy
                        HillJ RE: melpy Sep 27, 2013 05:17 AM

                        I was expecting so much more. More flavor.

                    2. re: LindaWhit
                      boogiebaby RE: LindaWhit Sep 20, 2013 05:05 PM

                      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: boogiebaby
                        Veggo RE: boogiebaby Sep 20, 2013 05:10 PM

                        "Mexican inspired" is generous.

                        1. re: Veggo
                          sunshine842 RE: Veggo Sep 20, 2013 06:39 PM

                          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
                            Veggo RE: sunshine842 Sep 20, 2013 06:49 PM

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

                          2. re: Veggo
                            melpy RE: Veggo Sep 27, 2013 03:14 AM

                            Mexican flavor profile?

                            1. re: Veggo
                              redips RE: Veggo Sep 27, 2013 03:48 AM

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

                  3. C. Hamster RE: linguafood Sep 15, 2013 06:33 PM


                    1 Reply
                    1. re: C. Hamster
                      linguafood RE: C. Hamster Sep 15, 2013 06:40 PM

                      Terrible how?

                    2. r
                      rainey RE: linguafood Sep 15, 2013 06:37 PM

                      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
                        GilaB RE: rainey Sep 15, 2013 06:40 PM

                        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
                          rainey RE: GilaB Sep 15, 2013 08:45 PM

                          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
                          linguafood RE: rainey Sep 15, 2013 06:40 PM

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

                          1. re: linguafood
                            John E. RE: linguafood Sep 15, 2013 07:29 PM

                            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.
                              linguafood RE: John E. Sep 15, 2013 10:22 PM

                              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
                                youareabunny RE: linguafood Sep 17, 2013 09:15 AM

                                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
                                  linguafood RE: youareabunny Sep 17, 2013 09:21 AM

                                  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
                                    John E. RE: youareabunny Sep 17, 2013 01:20 PM

                                    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.
                                      youareabunny RE: John E. Sep 18, 2013 12:48 AM

                                      Neither do I, but I definitely appreciate the effort.

                                  2. re: linguafood
                                    juliejulez RE: linguafood Sep 17, 2013 01:12 PM

                                    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
                                      sunshine842 RE: juliejulez Sep 18, 2013 05:49 AM

                                      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
                                        juliejulez RE: sunshine842 Sep 18, 2013 11:55 AM

                                        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!

                            2. Veggo RE: linguafood Sep 15, 2013 06:48 PM

                              Cute, but my only memory of Chipotle's was in Denver, with about 2 pounds of rice and beans stuffed into a large flour tortilla, with traces of mystery animal protein. Tasteless carb overdose.

                              1. Wahooty RE: linguafood Sep 15, 2013 09:43 PM

                                Propaganda often does, at the very least, beget art sometimes.

                                What I'm trying to say is, I rather liked Fiona Apple's cover of "Pure Imagination." And the animation is cute.

                                Until the scarecrow starts serving burritos.

                                1. melpy RE: linguafood Sep 16, 2013 03:04 AM

                                  I wish I could unsee this. So disturbing and I burst into tears about the first half. The second half is a little more bearable.

                                  Just curious about why so many are against them? Is it the food or the business practice or seething else?

                                  1 Reply
                                  1. re: melpy
                                    C. Hamster RE: melpy Sep 16, 2013 05:09 PM

                                    At least at the location I no longer payronize...

                                    The food is bland and sucks

                                    The service is disorganized and disinterested

                                    And then there is the insufferable founder, Steve Ells.

                                  2. Davwud RE: linguafood Sep 16, 2013 05:07 AM

                                    I got bored and gave up watching.


                                    1. r
                                      rasputina RE: linguafood Sep 17, 2013 07:19 AM

                                      LOL so now Chipotle is changing the world?

                                      1. jrvedivici RE: linguafood Sep 17, 2013 08:17 AM

                                        WTF was that all about? Holy crap, I think I'm going to have nightmare's. I can't get that song out of my head, all I see are those cow's eyes!!!

                                        I'll tell you one thing that didn't do, make me want a burrito or chimmy changa or anything else they sell!!

                                        "There is no, Life I know, To compare with, Pure imagination,
                                        Living there, You'll be free, If you truly, Wish to be..........."
                                        {{the cow's eyes!!!!!}}

                                        1. r
                                          rainey RE: linguafood Sep 17, 2013 08:28 AM

                                          This raises the question: What happens when you make a really stand out commercial that just reminds people what's negative about your whole brand?

                                          1 Reply
                                          1. re: rainey
                                            Veggo RE: rainey Sep 17, 2013 09:05 AM

                                            Creative marketers are well paid and entertaining, but they still can't spin straw into gold or make a silk purse out of a sow's ear. Geico's agency in Richmond is very clever, but I can't afford their insurance compared to what I have now.

                                          2. chompchomp RE: linguafood Sep 17, 2013 08:50 AM

                                            I dunno man, I don't love Chipotle's stuff, but they are definitely to be applauded to seeking alternatives to factory farms on such a large scale.

                                            1. e
                                              Enigma3 RE: linguafood Sep 17, 2013 09:02 AM

                                              I've eaten at Chipotle's a couple of times and left unimpressed both times. The overall food quality is good but you are paying for mainly a beans and rice burrito. Lots of beans. Lots of rice. Not much else. Not good value

                                              1. ennuisans RE: linguafood Sep 17, 2013 04:23 PM

                                                I had no idea Chipotle was so disliked. Surely it's not as bad as Qdoba?

                                                2 Replies
                                                1. re: ennuisans
                                                  youareabunny RE: ennuisans Sep 18, 2013 12:47 AM

                                                  Not sure there are any Qdoba in these parts. But maybe that's a good thing

                                                  1. re: ennuisans
                                                    redips RE: ennuisans Sep 27, 2013 03:50 AM

                                                    Not even remotely close. It's actually scary to me how different the two are, serving essentially the same food.

                                                  2. jrvedivici RE: linguafood Sep 18, 2013 05:59 AM

                                                    Yeah, I'm pretty sure I saw the scarecrow's shadow in my bedroom last night.

                                                    1. ennuisans RE: linguafood Sep 25, 2013 05:24 AM

                                                      Mother Jones tries to get to the bottom of things here:


                                                      The takeaway: it's better than nothing.

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