To introduce Group Ordering on the Chipotle app, Chipotle is kicking off the arrival of the new feature with a family TikTok challenge called #ChipotleSponsorUs. For the challenge, Chipotle teamed up with new creator collective The House Nobody Asked For so that five families or small friend groups can be rewarded with free burritos for a year—and as part of this sponsorship, each person will win their own free burritos.
To participate in the challenge on TikTok, users must share a creative video to TikTok sharing why their family or group should be chosen to win the sponsorship.
To treat all families and friends, whether or not they choose to participate in the challenge, Chipotle is also introducing a new Family Extra offer that can be unlocked closer to mid-month.
Family Sponsorship Challenges
Chipotle is Introducing Group Ordering with #ChipotleSponsorUs
Trend Themes
1. Group Ordering - The introduction of the Group Ordering feature on the Chipotle app presents an opportunity for restaurants to cater to customers who come in groups.
2. User-generated Content (UGC) Challenges - The success of Chipotle's #ChipotleSponsorUs challenge highlights the potential of UGC campaigns to engage customers and create brand loyalty.
3. Family-oriented Promotions - Chipotle's Family Extra offer provides an example of how businesses can offer promotions that cater to families and encourage group purchases.
Industry Implications
1. Fast Casual Restaurants - Fast-casual restaurants can benefit from implementing group ordering features to cater to customers who come in groups.
2. Social Media - The success of Chipotle's #ChipotleSponsorUs challenge highlights the power of social media and user-generated content (UGC) challenges in marketing campaigns.
3. Retail and QSR - Retail and QSR businesses, especially those targeting families, can benefit from offering promotions similar to Chipotle's Family Extra offer to encourage group purchases.