Why I ate at Chipotle today.

This blog is an unintentional Part II to yesterday’s Jay & Jimmy write-up.  You’ll see the connection, just bear with me . . .

Today I ate at Chipotle.

And, one of the curses of being a marketer, is that I don’t do anything anymore without asking myself . . . how did I get to this cash register?

It’s one of the simplest things that all of us can do to hone our marketing skills . . . constantly analyze why you buy the things you buy, why you sign up for the things you sign up for, why you recommend the things you recommend.  Where did you first learn about XXX movie?   Or why do you purchase YYY shampoo?  Or, in the case of today’s blog, what made me crave a burrito?

Here are the two simple reasons that had me chowing on Chipotle:

  1. I saw my friend eating a burrito.
  2. I could see, smell, and practically taste my friend’s burrito.

#1 is simple Social Proof.  We feel more comfortable doing something that other people are doing.  And the more important those people are in our lives, the more strongly we’ll be driven to participate in the same experience.  Get the bible on Social Proof here if you want to learn more about this super influencing motivator.

#2 has to do with my senses.  They were literally overwhelmed with as much of the experience of enjoying Chipotle without actually consuming it.  Upon sight and smell, my mouth was watering more than Michael Riedel’s when first he heard the news about Rebecca.

And here’s the connection to yesterday’s blog . . . see, Chipotle’s “content”, their actual product, did the marketing for them, with no advertising required.

And that’s, once again, proof positive that we need to find new and creative ways for our customers to “taste” our actual experience, so that they’ll line up for the whole meal.


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Ken created one of the first Broadway podcasts, recording over 250 episodes over 7 years. It features interviews with A-listers in the theater about how they “made it”, including 2 Pulitzer Prize Winners, 7 Academy Award Winners and 76 Tony Award winners. Notable guests include Pasek & Paul, Kenny Leon, Lynn Ahrens and more.