Chipotle Love Story

Photo: Chipotle Mexican Grill, A Love Story
Has Chipotle fallen in love with itself (or is this a signal from Steve
Ells he may be tossed out of his own company soon)?

When Life GivesYou Lemons…
(Maybe a Chipotle reference to the bag of lemons they feel they’ve been handed recently?)

Perhaps a Metaphor:
Dreaming of being together,loved, and accepted by peers?
Because surely there isn’t an implied romantic love
among competitors and rivals.

Innocence is lost. Rivalry to out-do the
other takes over as motivation.

Hurt and confused by the loss of customers,
disbelief at who has taken them (interesting given early
relationship between McDonald’s and Chipotle).

How do you like me now?!
Just stole your customers and revenue. See me holding it?

From friend to foe in a split second.

Ivan adds in a playground at “Mister Orange”
to win over the kids.

Similarities between Taco Bell color schemes and
KFC “10-Packs” are clear.

The “bucket”is clearly about KFC,$.99 about dollar-menu items at QSRs,and
“ContainsNo Real Bacon”is a ‘we’re better’statement,more characteristic of the
Chipotle of today than“The Scarecrow”champion of yesterday.

Reference to others using Chipotle sauces (they’ve sued a few in the
industry for it) and a reference to oversized sodas with the
“Jumbo Juice” (a.k.a.“Supersize Me”/McDonald’s dig?).

Is the hot dog
Nathan’s or BK’s recent entry?

All day breakfast is a reference to McDonald’s (who won back customersfrom
Chipotle with it in Q4).More reference to orange ‘spicing it up’in a different dish is
a reference to the proliferation of Chipotle-spiced LTOs and new menu
introductions at other restaurant chains.

Endless Menu: a reference to
CDRs like Red Robin’s.

“Ingredient Costs” and “Number of Menu Items”
is accusing the QSRs product quality.

Poor puppy to tug at our heart strings,taking shelter like a
homeless person in the litter of corporate America.

Notice how well the
color schemes match up?

Ivan & Evie, now grown up, are still rivals.

“NEW” Sparkle Flavor
leaves a bitter taste in Evie’s mouth.

Ivan is not happy with the product from “Mister Orange” either.

So Evie heads to the root of the problem –
into the kitchen with “Artificial Ingredients.”

And is aghast at what she sees.

See the similarities with
Apple’s 1984 commercial?

Subtle references to the Starbucks food cases and McDonald’stray service.

“SparkleTaste Booster” or
“Pink Slime”?

Could this be in reaction to the chipotle-
flavored seasoning mixTaco Bell launched?

Sparkle flavor going on pizza, tacos, and hamburgers.
Two of these items Chipotle sells already;
the third they are rumored to be serving via a proxy.

Evie is caught on a security camera inspecting
her own company and marked as intruder.

The evil eye in the sky becomes unhappy.

Then Evie is attacked by her own company.

By snakes,to represent evil.

Our owner is thrown into the trash.

And the company’s founder
is eaten alive by the machine she’s built.

Evie is then thrown down
the trash chute.

Then brushes away the trash and sludge from the
gutter she was tossed into by her own company.

Evie’s competitor,Ivan,
has been thrown out of his company, too.

Shame, embarrassment, guilt.

Evie and Ivan then remember their
original mandates.

Confusion, disbelief, and a sense of both wonder
and humility/responsibility for what they’ve created.

Recognizing their evil, Evie and Ivan get back to
their “hand squeezed” roots.

The corporate rivalry has come together
to serve Chipotle-style food.

Ivan’s dream of taking Evie to the movies
is realized with the “Movie Nights” tip jar.

Evie and Ivan have come together to start a food truck –
and they’re still growing lemons and oranges.

These two have cultivated a better world by
not fighting any more.

Love is rewarding, but Chipotle
is not showing any to its competitors.

Chipotle Love Story

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Chipotle Love Story