Tagged: Chipotle

Five tips for building your brand on Twitter

By Brittany Green

When Twitter was first launched, people were uncertain how successful it would be. Now in 2016, there are millions of users and more than 500 million tweets sent out every day. People are using Twitter to find news, share information and connect with people and businesses around the world.  It has become a very powerful tool, not only for social purposes, also to help businesses market their brands.Some of the most successful companies use Twitter because it allows them to reach a large audience, interact with them quickly and keep them updated with content information.

Image credit: @chipotletweets via Twitter

Image credit: @chipotletweets via Twitter

Chipotle is a great example of a company that efficiently uses Twitter to interact with it’s audiences. According to a 2011 Nation’s Restaurant News Study, 90 percent of the company’s activity on Twitter is responding to customers through @mentions. Chipotle currently has 743,000 followers that it can interact and share content with. That is certainly amazing, but also something that, in principle, any business can do. If you’re interested in using Twitter to build your brand, here are some tips to help you get started.

Use the search feature

One of Twitter’s most powerful tools is the search feature. It can operate as a “global human search engine” of sorts and allows people to find others on Twitter with relevant information to share. Researchers also can look to see which topics are trending to stay informed and gauge audience interests. Hashtags (#) can help people immensely when searching. Just put a “#” in front of a topic and a lists of relevant tweets will appear. This can save you a lot of trouble and makes it very easy to search.

Know your audience

It is VERY important to know your audience. This will help you communicate clearly and make information relevant to them. If the content is not interesting, they will quickly move on to the next thing that interests them. The search feature can be very useful for learning about your
target audiences. It can tell you what is trending and their opinions on what’s going on. Another option is to look at various profiles and start collecting information. What are their interests and opinions? When are they active? Who do they follow? Which demographic groups do they belong to? These details can help give you an edge when creating strategic messaging for your audiences.

Customize the profile page

Image credit: @Royals via Twitter

Image credit: @Royals via Twitter

This plays a BIG role in visitors’ decisions to either read your content or move on. If your page is boring and doesn’t attract visitors, they probably aren’t going to follow you. The profile page should grab the visitors’ attention and convey who you are and what you’re about. While customizing the profile page, perhaps the most important decision is choosing a good avatar, as it will appear next to every tweet that is sent out. Make it something recognizable and eye-catching. Brand logos often fit well here since they are usually designed with these ideas in mind. An attractive banner image is a nice touch as well, and don’t forget to include links to your other social media accounts and/or website in order to create deeper engagement.

Tweet interesting content

This one may seem obvious, but bland content is still a common mistake that plagues the social media of many businesses. The Twitter feed is built around scrolling endlessly through a series of short posts. To escape the monotony, many people just scroll until something grabs their attention. Content should be fun, interesting and useful. Common themes or ideas in your content can help to establish your brand identity and keep readers coming back. Interesting, personal content is what separates your brand from everyone else, so use it to your advantage.

Engage with other accounts

Engaging with other accounts, particularly those within your industry/field, can be highly beneficial. Building relationships can help to build your reputation, grow your brand, increase awareness, provide sources of interesting content and keep you informed. This can also keep you informed about what your competitors might be doing and the state of the market.


More and more businesses are using Twitter as a professional communication platform, and if you follow these tips, yours can be one of them. On that note, remember to follow Innovative PR on Twitter and Facebook.

Chipotle’s Cultivating Thought Author Series

by Ana Guzman

Chipotle, the popular Mexican restaurant chain, recently implemented a new campaign called the “Cultivating Thought Author Series.” It features short stories on Chipotle’s bags and cups, written by 10 popular authors. The idea is to give customers something fun to read as they eat their Chipotle burritos or salads.

Safran Foer’s concept

The concept was created by Jonathan Safran Foer, a New York best-selling author who, when one day was eating a Chipotle burrito, realized he did not have anything to read. In an article on Vanityfair.com, Safran Foer explained how he had met with Chipotle’s CEO Steve Ells a few years earlier and decided to send him an email explaining his idea.

Ells was interested and Safran Foer started to put together a group of writers. “Chipotle refrained from meddling in the editorial process for the duration of the initiative, which the burrito chain has branded Cultivating Thought,” Safran Foer explained in Vanity Fair. “I selected the writers, and insofar as there was any editing, I did it.” The cups and bags from Chipotle have always been creative and out-of-the-ordinary with the sharing of thoughts, ideas or by incorporating humor. Therefore, presenting the stories of comedians, authors and thought leaders would not stray too far from an already established piece of Chipotle’s identity.

The featured authors

Safran Foer explained how he wanted authors with different writing styles, such as comedy, fiction, essayistic writing and how he wanted to bring in authors who could provide thought-provoking content. Some of the authors featured in the campaign are Safran Foer, himself,  Toni Morrison, who was awarded the Nobel Prize for Literature in 1993, film director and producer Judd Apatow, and Sarah Silverman, a comedienne, author and actor. The other six writers also represent a diversity of experiences and provide the variety of writing styles.


The short stories

The stories are short and each one includes “Two Minute” in its title. According to Chipotle, that is the amount of time it will take the customer to read the text. Chipotle’s Cultivating Thought website explains that the purpose of the stories are for the customers to engage in content that makes them laugh, inspires them and provokes thought.

The newly designed cups and bags were first distributed on May 15. I think it will be interesting to see the public reactions to the new packaging. As a regular Chipotle customer, I wonder how often these stories will change and how likely it will be for a person to receive the same story as someone else.

This campaign also provides the restaurant chain with unique and shareable content. The hashtag #CultivatingThought seems to be in frequent use on Twitter and although it is not trending, it allows Chipotle to engage more customers. Oddly enough, it hasn’t made a huge splash on Instagram, but that may come in time. To see the reactions, just search the hashtag.

We want to hear your opinion. Have you been to Chipotle recently and found a Cultivating Thought? What did you think? Also, be sure to “like” us on Facebook and follow us on Twitter!

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