Chipotle may have started a new digital marketing trend by adding TikTok food “hacks” to its menu, as well as incorporating viral user-generated content into its long-term social media strategy.
The Mexican food chain was initially frustrated when customers began copying influencers on TikTok, who were adding additional items like sauces and vegetables to burritos and fajitas to create tasty, new concoctions.
The craze prompted some Chipotle stores in the US to ban customised orders due to the extra time and effort it required for staff to create them.
However, the power of TikTok is evident once more after videos detailing the “hacks” amassed millions of views and forced Chipotle’s management to have a change of heart.
They eventually recognised that they could tap into user-generated content to overhaul their product offerings and power their digital marketing campaigns.
One creation reviewed by TikToker Alexis Frost – a steak quesadilla with fajita veggies – was particularly popular.
Fellow TikTok creator Keith Lee went further by adding a DIY vinaigrette to the quesadilla and raving to his 10.7m followers about how delicious it was.
After Lee posted his short-form clip, Chipotle saw the menu hacks rack up more than 30m views and 3m likes on TikTok in just a few days.
It was then that it decided to act and introduce five new Fajita Quesadillas to its full menu.
Chipotle’s chief marketing officer, Chris Brandt said: “TikTok has not only changed the way we communicate with Gen-Z, but it’s proven it can identify areas of opportunity within our business.”
Chipotle also paid homage to Lee’s and Frost’s own creations by adding the “Keithadilla” and “Fajita Quesadilla Hack” to the menu for a limited time.
The new quesadillas were introduced a couple of weeks ago and have been well received by fast food fans, following a whirlwind “marketing” campaign that Chipotle was mostly an accessory to.
The story shows again how TikTok and social media trends can influence and benefit a company in ways it wouldn’t initially have envisaged.
