Regular readers of The Denver Egotist will know that we picked a fight with the new Chipotle advertising campaign. And the rebranding. And the menu. And everything else that’s new about a fine establishment that started life in Denver. We were told by Chris Arnold, Chipotle's “Director Of Hype, Hoopla and Ballyhoo,” that this was just a local thing; that it was a test. That “test” has rolled out nationally, spreading dogshit advertising and weak marketing value statements all over the USA.
In the world we inhabit, there’s nothing worse than an agency taking a good campaign, putting its greasy fingerprints on it and ruining it. This is our reaction to that very thing happening to Chipotle. If you disagree with us, sod off and go watch a Lifetime movie. If you’re on board, join the cause. Create an image. Leave a comment. Just DO SOMETHING and let’s get this awful campaign relegated to the same place that houses shitty sitcom pilots and old Britney Spears albums.
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Other people telling it like it is
- “I recently returned to Denver after 12 happy years in Boston. One thing I looked forward to on my return was a mondo Chipotle burrito, piled high with all the great stuff I couldn't get back East. The result: disappointment in the whole experience. It just wasn't the same. A friend pointed me to this page, and I have to say the comments ring true. Is that the Chipotle brand death knell I hear in the distance?”
- “To whom it may concern, I remember my first Chipotle experience, it was 1996 at the Chipotle on Arapahoe. I waited in line for about 15 minutes finally got up to the counter and couldn’t believe my eyes, the tortilla looked like it was going to be made into a pizza not a burrito. After the lady loaded up my burrito it seemed like it weighed 5 pounds. It was a real test of my will but I powered through my first enormous Chipotle goodness with great pride (and a stained shirt) while my co workers watched in fear. Since then I have taken on many “I bet you can’t eat two Chipotle burritos” challenges, and I am proud to say I came out victorious on all occasions. But these days the 2 burrito feat has definitely lost it’s luster. I went to my local Chipotle yesterday and tried to observe why I need to order extra chicken, extra rice and lettuce to get a real Chipotle burrito. Then it hit me it looks to me like they are using smaller tortillas therefore making a smaller burrito and cashing in on bigger profits. The ole’ bottom line has taken away my favorite lunch time joy. Even after that realization I still forked over my $8.53 (burrito only) and headed out the door. So I started thinking again maybe they abandoned their previous great brand work because the legendary Chipotle burrito is no more. It’s a lie. There used to be a time when a Chipotle burrito was more than lunch or dinner (or both for some average sized appetites) it was test by a cutely wrapped torpedo of burrito deliciousness that looked you right in the face and said I dare you. With that being said, they can take there low roller menu and keep their average sized burritos because I won’t be buying. Shitty marketing is one thing but stealing my hard earned money is another. And after yesterday I think I will mosey on down the road to other places like Illegal Petes or even Qdoba. The love is gone.”
- “i was part of the marketing in the early days of chipotle. when dan fogarty left they lost their soul and creativity. its really sad to see something that was once so good turn into something so irrelevant.”
- “Life sucks, get a fucking helmet.”
- “Wow, this is pretty fucking ridiculous. Are you of the opinion that the previous campaign was overly clever or something? How many accolades or awards did it win? None? I can't even fucking remember it, that is how effective it was. Grow up.”
- “chipotle is known nationwide by it's awesome tinfoil marketing... changing the ads and shirts makes it feel like the nature of chipotle itself is changing. BRING BACK THE FOIL!”
- “Of all the shitty things you (mankind) have done on Earth... You decide to take it out on Chipotle... There are wars, genocides, starvation, and global warming going on... Let the burrito establishment have shitty adverts. Please! HOLLA AT YOUR BOY... Jesus”
- “Butler Shine is doing this, right? Nobody would spend that much money hating advertising. Either BSSP or some agency butt-hurt to have been axed from the review ... or DeVito Verdi? either way, I'm curious to know. But I still won't eat at Chipotle.”
- “I agree. Old campaign materials were brilliant. Simple, bold, clever, and well written. New stuff is a real disappointment. Looks like everything else in the world.”
- “There's plenty of *real* reasons to dislike Chipotle, new ad campaign or not: http://www.ciw-online.org/2008_Chipocrisy.html http://denverfairfood.blogspot.com/”
- “I like the new campaign as much as I like http://www.mylazysundays.com”
- “Who cares?”
- “had a big email discussion with the customer-complaint people on chipotle.com. they are not taking away menu items or the burrito-bar-assembly-line style of ordering. so, while i agree with the fact that the new branding is pussier than a gay dude using a tampon in his ass for sympathy-pms-pains, i will still go there because i can still get a 1lb burrito with rice, both beans, carnitas, hots, corn, cheese, and lettuce.”
- “No filtering (obviously — see all the critical messages below). Just a little comment spam and bot-tage to clean up after.”
- “What is up with all the missing comments? Egotist? Are you filtering comments? Lame.”
- “I see an awful lot of comments from Butler, Shine & Stern on here. I should know. I've been watching them do it for days.”
- “Why are you filtering comments? Did I guess right?”
- “This website, from the concept, to the copy, to the layout is a hot, steaming pile. Way to get worked up about some restaurant ads. Go volunteer someplace and work out your frustrations productively.”
- “I saw your mock add and I JIZZED IN MY PANTS”
- “By the way if anyone here is in advertising or marketing... kill yourself. No, no, no it's just a little thought. I'm just trying to plant seeds. Maybe one day, they'll take root - I don't know. You try, you do what you can. Kill yourself. Seriously though, if you are, do. Aaah, no really, there's no rationalisation for what you do and you are Satan's little helpers. Okay - kill yourself - seriously. You are the ruiner of all things good, seriously. No this is not a joke, you're going, "there's going to be a joke coming," there's no fucking joke coming. You are Satan's spawn filling the world with bile and garbage. You are fucked and you are fucking us. Kill yourself. It's the only way to save your fucking soul, kill yourself. Planting seeds. I know all the marketing people are going, "he's doing a joke..." there's no joke here whatsoever. Suck a tail-pipe, fucking hang yourself, borrow a gun from a Yank friend - I don't care how you do it. Rid the world of your evil fucking makinations. Machi... Whatever, you know what I mean. I know what all the marketing people are thinking right now too, "Oh, you know what Bill's doing, he's going for that anti-marketing dollar. That's a good market, he's very smart." Oh man, I am not doing that. You fucking evil scumbags! "Ooh, you know what Bill's doing now, he's going for the righteous indignation dollar. That's a big dollar. A lot of people are feeling that indignation. We've done research - huge market. He's doing a good thing." Godammit, I'm not doing that, you scum-bags! Quit putting a godamm dollar sign on every fucking thing on this planet! "Ooh, the anger dollar. Huge. Huge in times of recession. Giant market, Bill's very bright to do that." God, I'm just caught in a fucking web. "Ooh the trapped dollar, big dollar, huge dollar. Good market - look at our research. We see that many people feel trapped. If we play to that and then separate them into the trapped dollar..." How do you live like that? And I bet you sleep like fucking babies at night, don't you? "What didya do today honey?" "Oh, we made ah, we made ah arsenic a childhood food now, goodnight." [snores] "Yeah we just said you know is your baby really too loud? You know?" [snores] "Yeah, you know the mums will love it." [snores] Sleep like fucking children, don't ya, this is your world isn't it?”
- “You must have a extensive amount of time on your hands. Too bad you are wasting it.”
- “Bill Shakespeare also said: In a false quarrel there is no true valor.”
- “Clarification: McDonalds sold their stake in Chipotle over three years ago. There is no longer any McDonalds connection. Also, they are not a franchised.”
- “TDA has nothing to do with this site nor does Sir Jonathan Schoenberg. Please refrain from bringing lesser people like ourselves into this melee. Especially if you don't have a clue what you're talking about like we do...”
- “This is awesome!!”
- “Advertising people. Get over yourselves. 99.9% of people don't give a shit and don't even notice.”
- “I had Chipotle yesterday. Ordered my usual burrito bol. Other than a menu update--it was still my usual burrito bol.”
- “MacDonalds owns them. MacDonalds. So, I guess it's safe to say they know what to do with a brand and it seems pretty clear that they would not roll something out that was not working. You guys sound like whiny little bitches.”
- “Wow. Really!? Way to look really immature and hateful. "They had it coming"? Not surprising coming from the Egotist. What client would ever want to work with you people when this is how you react? Did you ever consider for just a minute that Chipotle actually did some research on their target audience and got some strong feedback on what they are testing? Or, did you stop to consider that Chipotle has a wider audience than the whiny advertising industry in Denver? Chipotle, not that you really give a shit, but we love you and don't care how you advertise as long as you have great, cheap food. We are loyal fans. (Oh, and way to rip off something that someone already did.)”
- “WOW. Sounds like someone should fix you a Crybaby Burrito -- with a side of sour grapes salsa.”
- “Sounds like someone got their feelings hurt when the advertising split for the West Coast. You haven't made any good points on this web site. Quit whining and get a life.”
- “I'll never have those 2 minutes back.”
- “Wow, you're really teaching Chipotle a lesson. I'm sure you've got them running scared. This is such a myopic self-centered rant. Do you pretend to understand the complexities of a billion dollar company functioning in the midst of an global economic crisis? Is Denver the center of the universe? (clearly the center of your little universe) Your naivete is pathetic, and quite frankly, your layouts suck.”
- “This website doesn't say anything but "I'm caustically whining!" I actually would like to know what it is you are whining about. Maybe an example or something? Otherwise, you are just someone with a (strange) chip on your shoulder that is bitching on a website.”
- “sour grapes is sour grapes. the name calling and cock measuring in our industry is already out of control. distill down your rage, purify it by fire and do something productive with it. kick a dog or spit on produce in the super market. or, perhaps if you're such a crusader for great work, do some yourself. what looks like "passionate and justified" to you in the mirror, comes off as small and petty to everyone else.”
- “This is such a waste of time. Why are we worrying about this multi-million dollar corporation? How can you take personal offense to a brand campaign? Get off the designer pedestal and go make some art or something.”
- “What is more disturbing than the new ad campaign is the actual retooling of the brand itself, which in essence has pushed it to the edge of a cliff, if not over. I live in the southeast and have never once been in a Chipotle that has not been packed and had a line. Chipotle clearly has achieved solid equity and following. However, by redesigning their menu they have without a doubt cheapened the brand and lowered in to match the price point and convenience of a subpar Taco Bell. Well done, jackasses.”
- “Umm... y'all totally stole our logo. And we've had an actual *real* bone to pick with Shitpotle for a long time: http://www.sfalliance.org/images/chipotle/Cheapotle.jpg http://www.ciw-online.org/2008_Chipocrisy.html http://denverfairfood.blogspot.com/”
- “Chipotle is a great brand, grown here in Denver. They took their advertising elsewhere, and the work got worse. Hopefully Chipotle will bring its assignments back home, where the creatives are passionate about the resturant's reputation and food.”
- “If they are rolling it out nationally, it must have been successful. Or is increasing profit not a good means of judging a campaign? I guess it could still hurt them in the long run. The article mentioned that they are following the herd. Couldn't one also argue that they are being cutting edge? There are a several competitors in the "big burrito" market, so maybe they are trying to separate themselves.”
- “I want a onesie, too!”
- “I lost respect when they sold to McDonalds... they should have the fucking clown be the spokesperson.”
- “Not quite sure I get what you're trying to accomplish. So the advertising changes back to the direction it was, then what? Chipotle will still give you the shits no matter how you market it.”
- “So, the burned ex-CD of the agency that gets dumped creates a campaign pooping on the guys who beat him? Pathetic. Jonathan, get back on your horse and ride.”
- “If you're going to lampoon a campaign, at least make sure it's funnier, smarter or better designed than what you're making fun of. The design on these ads looks like a third grader did in in Microsoft Paint.”
- “the new work is turdy.”
- “Totally agreed. Anyone that doesn't, doesn't get the Denver ad scene, our love for great creative and the loyalty we have for home grown brands, raised the right way.”
- “Opinions are like...”
- “I have no idea what you're even talking about!”
- “Has someone sent them a Douch-bag card yet? Better get on it.”
- “There's a strange, almost beacon-like quality to Chipotle here in the midwest. Generally, the grunts in the advertising and web world could drag themselves there and eat a decent meal at a fair price. We flocked there, I'd also say, as the branding was precisely the sort of thing that appeals to us (those that worry about these things enough to make our choices on their basis, anyway). Even when we advanced, we'd normally join the rest of the team over a gigantic barbacoa burrito and maybe a dos equis. Chipotle, having done this, tells me they're casting their lot with the exact sort of places I WON'T eat at. For that, I'll just wait until I get home and grab a bite at the cantina next door to my apartment. And I'll bring the team with me."”
- “Sounds like sour grapes. Just because your agency lost an account doesn't give you the right to try to crush the brand. Trying to bring back the past is more harmful than taking the new direction to new heights, give it a chance”
- “A manager in Chipotle asked me the other day if everything was good and if he could do anything else. I said, "Call your CMO and tell him to dump the shitty new campaign" He responded and told me they had been working on it for a year and the same creative team that worked up the original campaign did the new one. Its impossible, unless they got lobotomized in the last few years.”
- “The new stuff blows. Going to start going to local burrito chains again.”
- “People who give a shit about advertising give a shit. This is the worst campaign I have seen in a long time and coming from a brand that used to have great work. it's disappointing as hell. It turns me off so much that I refuse to eat there based on principle. Go Qdoba! They are better anyways cause they have queso!”
- “Who gives a shit?”
- “shit campaign, for shit food. period.”
- “Who cares? They still have good food.”
- “The new campaign is like the old campaign, except for idiots. No, not even for idiots. For assholes. They're treating customers like assholes. Now I feel like an asshole. Chipotle is good food for assholes.”
- “Lay it on 'em? Lay it on you, sir. This site is shit. Your efforts are boring. Please, find something to do. Please?”
- “Who the fuck complains when a food chain isn't clever enough with their advertising? Would it be better if Chipotle spent millions on massive viral campaigns with week long photoshoots in remote locations while everyone else is suffering during the economic recession? You Denver fucks need to get your asses out of your heads and start complaining about something that really sucks.”
- “What's funny is, Chipotle now looks weird to me spelled with an "i". Congratulations on your effective brand bombing.”
- “They're owned by McDonald's. F them. Support your local food stores.”
- “I think the new Chipotle campaign is pretty great actually. It seem like a bigger idea than just cleaver one-off headlines that they used to do.”
- “Went to qdoba yesterday.”
- “Hmmm - and all of the officers sold their options last week. Stick with what you do - don't mess with the menu or the brand and you'll go far.”
- “Umm...what the fuck should a local ad blog spend their time on? Swine Flu coverage? Maybe something on the new fossil find? How about high cholesterol reports? This is what they do....dick!”
- “Newton's Law: Don't fix something that ain't broken. If you have a line out the door every lunch, chances are shit ain't broken.”
- “I sure am glad you guys think this is the most important thing you could be spending your time on. Jesus.”
- “Couldn't agree more. The 30 word headlines on the new outdoor boards are shit.”
- “See, This is what happens when we let people from California take over things that are purely Colorado!”
- “Fire the ad agency http://www.imjustlaura.com/all/the-end-of-a-15-year-love-affair.html”
- “I'm so glad this is gaining traction. The new direction makes me physically angry.”
- “this makes me happy i moved to another country where there are no chipotle stores. or dumb ads. please be sure to make a few more with parenthesis. (because using parenthesis is gourmet.)”
- “Frikkin' hilarious.”
- “I think it's ironic that these ads are better than the new ones. And it's their old tone of voice. Now that's gotta hurt.”
- “The ads Chipotle's getting as part of their new user-generated MyChipotle campaign are so bad they're laughable. Check out this little dude: http://www.youtube.com/watch?v=nHcPKcgRrRM. Fail in every sense.”
- “New menu generally sucks, apart from the old stuff. New advertising is weak and chinless. The new strategy is transparent and a clear attempt to be all things to all people. All in all, this should be just the start of the backlash. The marketing idiots who decided to go this route are fucking spineless and deserve everything they get. I still like Chipotle burritos though. Sorry.”
- “Can I get one of those new onesie things for my kid? I'll pay $10.”
- “100% Chicken-Shit. I think that sums it all up right there.”
- “Anyone else notice a connection between the new BS advertising and the agency being called Butler Shine? Ok, so there's another S in there, but stop fucking up my theory and just accept it.”
- “I was wondering what the ominous black banner was yesterday. Cool that you guys are keeping his up. I'll be submitting something to your gallery...it may even have hairy balls.”
- “Jesus Christ, you guys don't give up. And I like that about you. Kind of like a Terminator but more childishly angry. Anyway guys, couldn't agree more. I hope this works and they dump the campaign and Butler Shine.”
- “I never thought of my burrito as a giant cock before. Still, the new advertising helps me make that connection now.”
- “I have yet to try out the new menu, but from the looks of it this whole initiative is incredibly lame. Customers come to Chipotle specifically for the over the top brand and delicious food. They should be looking at the recession as an opportunity to hone the voice, not an excuse to play catchup and dilute a strong offering.”
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