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Chipotle: Given an Inch, Taking a Mile.

February 25, 2011

Chipotle Facebook Promotion

As a judge on NBC’s America’s Next Great Restaurant, Chipotle’s CEO, Steve Ells, is given most of America as an advertising canvas to promote his flagship brand — he also plans to open one Asian-inspired restaurant in 2011. When most well-established companies get such exposure, they tend to be satisfied and view it as success, but not this guy. Although Chipotle has over 1,000 locations, Steve Ells still thinks like a small business owner, milking all that he can out of an opportunity.

He has a partnership with NBC offering free Chipotle food for anyone who watches a 90-second promo on Facebook for the upcoming show, which puts the Chipotle founder and his colleagues Bobby Flay, Curtis Stone and Lorena Garcia in the position of judging restaurant concepts from across the country.

Chipotle also is running an in-store text message promotion offering customers a chance to win a catered burrito party. Anyone who texts “ANGR” (for America’s Next Great Restaurant) from any Chipotle will entered into the contest.

Well done, Mr. Ells. In the words of Al Shearer (a.k.a HITS), “MILK IT, MILK IT, MILK IT!”

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