Date post: | 22-Jan-2018 |
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Photo: Chipotle Mexican Grill, A Love Story
Has Chipotle fallen in love with itself (or is this a signal from Steve Ells he may be tossed out of his own company soon)?
Photo: Chipotle Mexican Grill, A Love Story
When Life Gives You Lemons…(Maybe a Chipotle reference to the bag of lemons they feel they’ve been handed recently?)
Photo: Chipotle Mexican Grill, A Love Story
Perhaps a Metaphor : Dreaming of being together, loved, and accepted by peers?
Because surely there isn’t an implied romantic love among competitors and rivals.
Photo: Chipotle Mexican Grill, A Love Story
Innocence is lost. Rivalry to out-do the other takes over as motivation.
Photo: Chipotle Mexican Grill, A Love Story
Hurt and confused by the loss of customers, disbelief at who has taken them (interesting given early
relationship between McDonald’s and Chipotle).
Photo: Chipotle Mexican Grill, A Love Story
How do you like me now?! Just stole your customers and revenue. See me holding it?
Photo: Chipotle Mexican Grill, A Love Story
From friend to foe in a split second.
Photo: Chipotle Mexican Grill, A Love Story
Ivan adds in a playground at “Mister Orange” to win over the kids.
Photo: Chipotle Mexican Grill, A Love Story
Similarities between Taco Bell color schemes and KFC “10-Packs” are clear.
Photo: Chipotle Mexican Grill, A Love Story
The “bucket” is clearly about KFC, $.99 about dollar-menu items at QSRs, and “Contains No Real Bacon” is a ‘we’re better’ statement, more characteristic of the
Chipotle of today than “The Scarecrow” champion of yesterday.
Photo: Chipotle Mexican Grill, A Love Story
Reference to others using Chipotle sauces (they’ve sued a few in the industry for it) and a reference to oversized sodas with the
“Jumbo Juice” (a.k.a. “Supersize Me”/McDonald’s dig?).
Photo: Chipotle Mexican Grill, A Love Story
Is the hot dog Nathan’s or BK’s recent entry?
Photo: Chipotle Mexican Grill, A Love Story
All day breakfast is a reference to McDonald’s (who won back customers from Chipotle with it in Q4). More reference to orange ‘spicing it up’ in a different dish is
a reference to the proliferation of Chipotle-spiced LTOs and new menu introductions at other restaurant chains.
Photo: Chipotle Mexican Grill, A Love Story
Endless Menu: a reference to CDRs like Red Robin’s.
Photo: Chipotle Mexican Grill, A Love Story
“Ingredient Costs” and “Number of Menu Items” is accusing the QSRs product quality.
Photo: Chipotle Mexican Grill, A Love Story
Poor puppy to tug at our heart strings, taking shelter like a homeless person in the litter of corporate America.
Photo: Chipotle Mexican Grill, A Love Story
Notice how well the color schemes match up?
Photo: Chipotle Mexican Grill, A Love Story
Ivan & Evie, now grown up, are still rivals.
Photo: Chipotle Mexican Grill, A Love Story
“NEW” Sparkle Flavor leaves a bitter taste in Evie’s mouth.
Photo: Chipotle Mexican Grill, A Love Story
Ivan is not happy with the product from “Mister Orange” either.
Photo: Chipotle Mexican Grill, A Love Story
So Evie heads to the root of the problem –into the kitchen with “Artificial Ingredients.”
Photo: Chipotle Mexican Grill, A Love Story
And is aghast at what she sees.
Photo: Chipotle Mexican Grill, A Love Story
See the similarities with Apple’s 1984 commercial?
Photo: Chipotle Mexican Grill, A Love Story
Subtle references to the Starbucks food cases and McDonald’s tray service.
Photo: Chipotle Mexican Grill, A Love Story
“Sparkle Taste Booster” or “Pink Slime”?
Photo: Chipotle Mexican Grill, A Love Story
Could this be in reaction to the chipotle-flavored seasoning mix Taco Bell launched?
Photo: Chipotle Mexican Grill, A Love Story
Sparkle flavor going on pizza, tacos, and hamburgers. Two of these items Chipotle sells already;
the third they are rumored to be serving via a proxy.
Photo: Chipotle Mexican Grill, A Love Story
Evie is caught on a security camera inspecting her own company and marked as intruder.
Photo: Chipotle Mexican Grill, A Love Story
The evil eye in the sky becomes unhappy.
Photo: Chipotle Mexican Grill, A Love Story
Then Evie is attacked by her own company.
Photo: Chipotle Mexican Grill, A Love Story
By snakes, to represent evil.
Photo: Chipotle Mexican Grill, A Love Story
Our owner is thrown into the trash.
Photo: Chipotle Mexican Grill, A Love Story
And the company’s founder is eaten alive by the machine she’s built.
Photo: Chipotle Mexican Grill, A Love Story
Evie is then thrown down the trash chute.
Photo: Chipotle Mexican Grill, A Love Story
Then brushes away the trash and sludge from the gutter she was tossed into by her own company.
Photo: Chipotle Mexican Grill, A Love Story
Evie’s competitor, Ivan, has been thrown out of his company, too.
Photo: Chipotle Mexican Grill, A Love Story
Shame, embarrassment, guilt.
Photo: Chipotle Mexican Grill, A Love Story
Evie and Ivan then remember their original mandates.
Photo: Chipotle Mexican Grill, A Love Story
Confusion, disbelief, and a sense of both wonder and humility/responsibility for what they’ve created.
Photo: Chipotle Mexican Grill, A Love Story
Recognizing their evil, Evie and Ivan get back to their “hand squeezed” roots.
Photo: Chipotle Mexican Grill, A Love Story
The corporate rivalry has come together to serve Chipotle-style food.
Photo: Chipotle Mexican Grill, A Love Story
Ivan’s dream of taking Evie to the movies is realized with the “Movie Nights” tip jar.
Photo: Chipotle Mexican Grill, A Love Story
Evie and Ivan have come together to start a food truck –and they’re still growing lemons and oranges.
Photo: Chipotle Mexican Grill, A Love Story
These two have cultivated a better world by not fighting any more.
Photo: Chipotle Mexican Grill, A Love Story
Love is rewarding, but Chipotle is not showing any to its competitors.