Chipotle is looking to engage Gen Z and millennial consumers this month with a new Snapchat Lens and series of Lifestyle Bowls. The lens, which launches on January 13th, will be the first wellness-themed lens from a restaurant brand and will include meditation prompts and exercises. To encourage use of the lens, Chipotle will reward 100,000 users with free guacamole.
In addition, the marketing campaign recognizes the challenges consumers face when they decide to eat healthier after a holiday season of indulgence. In honor of Quitter's Day, the Snapchat Lens will launch on January 13, a day when many people give up on their resolutions.
The Lifestyle Bowls, which are available through the brand's digital menu, are designed to promote wellness and are inspired by contemporary wellness habits that focus on healthy eating over restrictive dieting. This move comes as more consumers are looking to prioritize their health and wellness in the new year.
QSR Gen Z Campaigns
Chipotle Targets Gen Z with Wellness Snapchat Lens and Menu Items
Trend Themes
1. Wellness-themed Snapchat Lenses - Opportunity for restaurant brands to engage younger consumers by incorporating wellness into social media campaigns.
2. Healthy Eating Promotions - Opportunity for restaurant brands to cater to consumers prioritizing their health and wellness in the new year with targeted menu items and promotions.
3. Lifestyle Bowls - Opportunity for restaurant brands to appeal to consumers with contemporary wellness habits that prioritize healthy eating over restrictive dieting.
Industry Implications
1. Fast Food Industry - Opportunity for fast food restaurants to engage younger consumers and promote healthier food options through social media campaigns and targeted menu items.
2. Restaurant Industry - Opportunity for restaurants to cater to consumers prioritizing their health and wellness with targeted menu items and promotions.
3. Social Media Industry - Opportunity for social media platforms to partner with restaurant brands and offer wellness-themed filters and lenses to promote healthy eating habits.