“It’s been nearly 18 years since I opened the first Chipotle,” said Steve Ells, Chipotle founder, chairman and co-CEO. “Since the very first day, I have always looked for the best ingredients I could find. But, as it turns out, even our most loyal customers don’st always know about the lengths we go to source the best ingredients. So we decided to do something that would really grab their attention.”
The U.S.-based quick-service chain exec hopes customers will learn more about the company’s Food with Integrity mission to source only ingredients raised with respect for the animals, the environment and the farmers. That means sourcing naturally raised meats, local and organic produce and dairy products made from the milk of cows not treated with the synthetic hormone rBGH (recombinant bovine growth hormone).
To drive the message home an ad campaign has been designed. It will include the publication of The Gold Burrito Digest newspaper, a menu feature that educates guests about the chain’s food philosophy through a phone app and an online “Wrap What You Love” contest to encourage customers to snap a shot of something they love wrapped in gold.
During the four-month promotion, as many as 35-million burritos will be wrapped in gold foil.
