While Chipotle’s Queso cheese sauce is getting panned, the accompanying marketing push has the potential to elevate the launch thanks to a major media buy and commitment to a burgeoning strategy around mobile wallet offers.
Chipotle has spent several years building a database of opted-in mobile customers through national sweepstakes and promoting SMS offers on its website and direct mail. In the past year, however, the company has pivoted to focus more on engaging these customers so it can gather meaningful insights about the large audience that can be used to optimize future efforts. The approach is intended to support a planned CRM platform launch.
“We spent two-plus years just focusing on acquisition…,” said Kam Bozich, senior digital marketing technology manager at Chipotle during a Mobile Marketing Association SM2 Innovation Summit session this week in New York City. “Now, we’ve shifted into engagement and retention, with a lot