Chipotle's Social Media Listening Audit


Social Media Audit on Chipotle

Introduction:

Chipotle Mexican Grill or often just stylized as Chipotle, is a Mexican fast-food restaurant that specializes in having customers build their order. Whether it's a burrito or a bowl, the whole idea is to have the individuals create it themselves. I must admit, Chipotle's bowls have my heart, but they also have a pretty popular presence on social media, which is constantly attracting more people. On Twitter, @ChipotleTweets,  Chipotle is consistent in their overall personality brand – which shows how much they sincerely care about their customers, especially if an inconvenience occurs and being able to communicate back effectively to make sure that does not happen again. Chipotle, which has a solid 1 million followers, on Twitter is clearly doing something right to gain such popularity, among the general public. 


CLIENT REPORT of Chipotle

 Chipotle lives by their motto of “Real Ingredients. Real Purpose. Real Flavor,” which is seen throughout their website, to really hone in that they pride themselves on being transparent with their consumers. As popular as Chipotle is now, that was not always the case. The first location actually opened in Denver, Colorado in July of 1993 by Steve Ells, who wanted to create something that would help his fine-dining restaurant take-off in a low-risk investment, and Chipotle eventually started reeling in lots of business, to Ells surprise.

Chipotle, as many know, is pretty popular in the food industry, offering various Mexican-style food options that are unlike the norm. Consisting of bowls, burritos, tacos, wraps; where consumers can add in anything of their choosing. Such as, if the individual wants chicken, steak, carne asada, or no meat, they can do that, along with adding in whichever veggies and sauces they desire. The clientele that Chipotle caters to, I would say, is the millennial audience. I say this because, on their social platforms, Chipotle is constantly reciprocating with consumers by making it more conversational, rather than ‘professional and boring’ – which actually allows for more people to want to go to Chipotle due to the service to their fans and especially responding not just to positive comments but to negative ones, too.

SOCIAL MEDIA ANALYSIS of Chipotle

#5 This tweet was pretty popular, on October 30, 2020, with 5.3 thousand likes, 132 retweets, and 39 people quote retweeted it. I think this post earned such a strong engagement, because it offers suspense and Chipotle wants to let their followers know to be prepared for something, especially insinuating that there is going to be something coming their way. The emoji at the end of the tweet adds more to it, since Halloween is the next day, and gives people the opportunity to be aware of something, without divulging more information, which makes people more curious. This tweet contained a call-to-action, as it tells the consumers to turn on their Twitter notifications from Chipotle, because there will be treats heading their way. The social media team behind this post can see that with just a few words to entice the followers, such as 'Treats' and then 'notifications' means that something is coming, which makes the followers apart of this event.

                


 #4 This tweet was another popular one, but this time, adhering more to be 'relatable' to their millennial audience. I mean, the tweet alone gained almost 1000 retweets, 5.5 thousand likes and over a thousand people replied to it. This tweet took-off because it was like a 20-something tweeted it, which made it personable - and more people retweeted it because they also agree with Chicken bowls living in their head rent free, because yes, I do too and I probably retweeted it. Which ends up pulling more and more people to enjoy the fun tweet like this one, without hashtags or emojis (like previously).  The social media team behind this post, did a good job of just tweeting a few words that is a pretty common phrase for millennials to often use when something is stuck in their head, so kudos to the team on this one.

 

#3 - This tweet received a lot of engagement, as well, gaining 5.9 thousand likes, 383 retweets, and 502 people replied to it. Every Halloween, Chipotle always does a BOGO for dressing up. So, this year Chipotle decided to throw out dressing up in a costume, and still have their annual Boorito BOGO. With just few words, this tweet does a good job, once again, of letting the people know that something is going to happen and to be on the look-out for it, a good call-to-action. Even the tweet, that is written with no capitalization in the words - except boorito, helps the followers kind-of relate to it, more. The social media team with this post allows for the consumers to be prepared of a coupon or something to hit their apps/twitter on Halloween (one can assume).


 #2 Another tweet that is highly relatable and relevant for the clientele and of course adding in some humor. This tweet has 6.8 thousand likes, 670 retweets, and 820 people responded back to it, often times adding more humor, to show their personality more. Staying relevant with the Halloween theme and also with the funny way that the social media team knows that many people struggle to pronounce Chipotle, is why this is a great laugh and awesome tweet. The more relatable tweets, like this one, gain more retweets, as I mentioned previously because people want other people to see this content, especially without hashtags - making it more personable.

 #1 This tweet was the MOST popular during the month of October and rightfully so. Chipotle hopped on the infamous 'How it started, How it ended' trend which was hilarious, adding a Twitter Direct Message of someone asking for a free burrito and in Chipotle Twitter fashion, responds 'No' with a heart. Overall, this tweet gained 16.5 thousand likes, 891 retweets, and over a 1000 people responded back to Chipotle's savage remark. The social media team behind this post was once again, able to relate to the audience, put their own spin on it and stay relevant with the current trends.

PROPOSED POST 


 This tweet can really can go live whenever, especially with how Chipotle tweets, this would not be unusual after analyzing the 5 most popular last month. The target audience will be the millennial/ younger generation, as it adds in the younger jargon without over-doing it. This post will be really successful because people like to Retweet this kind-of content, as it's very relatable and personable. It's crazy that the best engagement tweets on Chipotle are through tweets that have just words typed out and no other emojis or hashtags, but are used with common phrases that younger people tend to use and are more open to following along. Also, how could you go wrong with queso and chips ? The less words and easy to comprehend is the better and from what I have gathered the response from Chipotle on Twitter agrees, as well.




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