A Look at Chipotle Mexican Grill’s Brand History

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Chipotle Mexican Grill’s marketing campaigns from the last eight years were led by former chief marketing and brand officer Chris Brandt, who spoke often of “turning digital moments into real life experiences.”

The restaurant chain has poked fun at itself, using internet memes to influence product launches such as cilantro soap and lemonade-scented soy candles designed to look like its water cups.

See photos below for other notable brand moments overseen by Brandt, who left the company in January.

For more on Chipotle’s new brand leader, see the May 4 edition of the Business Journal.

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On Friday, March 13, the “Tatted Like a Chipotle Bag” BOGO offer returned to all Chipotle restaurants – after debuting in 2025 – in the U.S. and Canada from only 3 p.m to 4 p.m. local time for tattooed customers. Chipotle later said that the 2026 event delivered the highest single-day sales in the company’s history



Chipotle collaborated with Urban Outfitters in 2025 on a menu-inspired college dorm collection, which included bean bag chairs inspired by black and pinto beans, a throw blanket designed to look like a foil-wrapped tortilla and a desk light shaped like a Chipotle chip bag. “The dorm collection allows our fans who live and breathe Chipotle to bring a taste of fandom to their living space on campus,” Chris Brandt said at the time



In 2022, Chipotle released a simulated burrito-making experience on the digital platform Roblox, becoming the first national restaurant brand to serve virtual food on Roblox. “We’re blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level,” CMO Chris Brandt said in a statement



In 2022, Chipotle released a lemonade-scented “Water” Cup Candle in response to fans who have “accidentally” filled their complimentary water cups with lemonade at the restaurant’s beverage station. “Social is the premier destination for us to listen to and engage with our superfans,” said Chris Brandt. “When they see these lighthearted tributes to social chatter and fan behavior, they feel even more connected to Chipotle.”



Chipotle debuted the Cilantro Soap in 2021. “Every Chipotle fan, regardless of which side of the great cilantro debate they’re on, can appreciate this fan-inspired gift,” said Chris Brandt (PRNewsfoto/Chipotle Mexican Grill Inc.)



In 2021, Chipotle teamed up with Roy Murray – a 12-year-old kid who went viral in 2014 for saying “OMG, I love Chipotle. Chipotle is My Life!” on camera – to release a limited edition t-shirt and long sleeve tee featuring a still from the video. Chris Brandt said: “Our new collaboration with Roy pays homage to one of our first viral super fans and celebrates our 20 million Chipotle Rewards members.”

The post A Look at Chipotle Mexican Grill’s Brand History appeared first on Orange County Business Journal.

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