This Pride Month, Chipotle is celebrating the LGBTQIA+ community and specifically drag queen culture with special events, and even special dishes like the Trixie Mattel Price Burrito and the Kim Chi Pride Bowl.
Throughout Pride Month, Chipotle will by serving up charisma, uniqueness, nerve, and talent across two different events: the Chipotle Queen of Pride competition and a special Chipotle Drag Lunch. The Queen of Pride competition has already kicked off and runs through June 16, 2021. During this time, fans can order a Trixie Mattel Price Burrito, Kim Chi Pride Bowl, or the Gottmik Pride Salad through the Chipotle app and Chipotle.com. 1$ from each entrée sold will benefit the LGBTQIA+ charity of the drag queen's choice. At the end of the competition period, the drag star with the most orders will win the Queen of Pride competition and get an additional $10,000 to donate to their charity.
Additionally, on June 13, 2021, Trixie Mattel will be hosting a special Chipotle Drag Lunch on her YouTube channel with fellow drag stars Kim Chi and Gottmik.
Drag Culture-Celebrating Dishes
Chipotle's June 2021 Lineup Includes a Trixie Mattel Price Burrito
Trend Themes
1. Celebrity-inspired Menu Items - There is a trend of fast-food chains creating special menu items inspired by celebrities, which can increase both sales and brand awareness.
2. Cause Marketing - Cause marketing is a trend among businesses, as promoting social and environmental causes not only supports worthy causes but can also boost brand reputation.
3. Inclusive Branding - More companies are prioritizing inclusivity in their branding and marketing strategies, which can create positive brand associations and resonate with a wider audience.
Industry Implications
1. Fast Food - Fast food chains can consider collaborating with celebrities for special menu items to attract customers and increase sales.
2. Non-profit - Non-profit organizations supporting LGBTQ+ causes can benefit from partnering with businesses during Pride month for fundraising and awareness campaigns.
3. Marketing and Advertising - Marketing and advertising companies can offer services to help businesses become more inclusive and promote social and environmental causes as part of their branding strategies.