Chipotle’s Even Confusing People Who Should Be Getting It


By The Denver Egotist / / As we all know by now Chipotle ditched their agency and took everything in-house. How are they doing? No less than four of our readers (who, as creatives, should really understand what Chipotle’s trying to do) sent us a picture of the new burrito bag they encountered while at the restaurant. No one gets it. “I went to my local Chipotle here in Nebraska the other day and walked out with one of these bags. On one side of the bag was your usual Chipotle copy – and on the other was dummy text. I’m confused as to whether this was intended to be a clever joke or if it’s just a fuck up.” “Ate lunch at the local Chipotle today and managed to be completely distracted by the copy that was obviously forgotten… Since you just had a Chipotle rant I figured the community would enjoy this.” “After bringing home my Chipotle burrito last month, I took a gander at the bag it came in. One side was in English and the other side was in Latin (not Spanish like I had expected). Then it dawned on me that the Latin was actually commonly used placement text. Someone forgot to QA! Lesson of the day: It’s important to double check your work!” “Obviously those of us in the industry know what greek type is – but not sure the rest of the population does. Comp layout gone to print?”


  1. rkunboxed June 8, 2010

    That is freakin’ hilarious!
    That is freakin’ hilarious!

  2. Tim June 8, 2010

    Awesome, I would like to hear
    Awesome, I would like to hear how this thing ends.

  3. D-Hause June 8, 2010

    After seeing this post…I
    After seeing this post…I checked out a couple bags I received at the Cherry Creek store over the last couple months and wouldn’t you know it! Latin…ha ha ha ha ha…that’s awesome.

  4. Jason June 8, 2010

    Oops, someone’s getting fired
    Oops, someone’s getting fired for this.

  5. Susan June 8, 2010

    It’s obviously intentional.
    It’s obviously intentional. But, unless you are designer, or work in advertising and are familiar with the use of Greeking, you are not going to know what the fuck this is.

    And, maybe they don’t care. And maybe it’s a big middle finger to agencies. If so, I love it.

  6. Christopher Cox June 9, 2010

    Whatever they meant by it, it
    Whatever they meant by it, it sure got everyone here talking.

  7. Jamie2 June 9, 2010

    This has to be along the same
    This has to be along the same lines of their OOH boards. I mean, 20+ words of copy on an OOH board? I almost wrecked my car on Colorado Blvd yesterday trying to read everything on their board.

    And their current radio spot. “This is where you’d hear this. This is where you’d hear that. We’re Chipotle so we don’t do this. Blah Blah Blah.” It doesn’t make me want to run out and get a 5lb. burrito for lunch.

    Chipotle has “jumped the shark” as far as I’m concerned. They are more about their ego than growing the brand and company through good, solid, advertising.

  8. matthew_wyne June 9, 2010

    I interviewed William Espey
    I interviewed William Espey of Chipotle recently and he told me about this idea. I loved it because it’s so weird that it makes people think, talk and act. I had a feeling it would give brand ambassadors and influencers a reason to make the Chipotle brand go viral. Two websites so far:

  9. soojay June 9, 2010

    I applaud any idea that makes
    I applaud any idea that makes people sit up and take notice but my mind always reverts to strategy. And this is counter to the ads they are producing right now. If it is all about content, this is implying that all of the copy is just irrelevant anyway. Don’t read this, or anything else, because it means nothing. You may as well just go back to a picture of a huge burrito.

  10. Pete Grannis June 9, 2010

    Miss the huge burrito
    Miss the huge burrito actually, think I’ll stop by there for lunch. How many of the rest of you got a big Chipotle craving from all this?

  11. Ryan June 10, 2010

    It actually gives me a Moe’s
    It actually gives me a Moe’s craving. “Welcome to Moe’s!”

  12. Jordan Rundle June 14, 2010

    Picturing a deadline-laden
    Picturing a deadline-laden designer frantically hand-illustrating dummy text made me chuckle inside

  13. Matthew Wyne June 28, 2010

    One of the things I love
    One of the things I love about Chipotle’s advertising is that they embrace ambiguity instead of being painfully obvious like other fast food chains. They incorporate levels of meaning in their communications so that everyone who sees it gets what they need, from a person in a rush who just needs a clear message to a person who wants something more fun and engaging from the brand. I just wrote a post about it on my blog, Big Fucking Logo.

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