chipotle mexican grill

Fortune Staff

The 25th Fortune World’s Most Admired Companies list suggests that tech giants’ peers respect them as much as ever.

World's Most Admired Companies

This year’s Fortune 500 marks the 68th running of the list.

Fortune 500

Change the World

With more than 3,000 restaurants worldwide, Chipotle believes that “how we grow our food is how we grow our future.” In 2021, the fast-casual restaurant purchased more than 35 million pounds of locally grown produce and spent more than $400 million in food premiums over the last two years to buy responsibly sourced and humanely raised ingredients. It’s all part of the company’s efforts to support the next generation of farmers and sustainable agriculture across the globe. Additionally, Chipotle has partnered with the National Young Farmers Coalition to advocate for changes in the 2023 Farm Bill that would provide equitable access to one million acres of farmland to young potential buyers.

Chipotle Mexican Grill | 2022 Change the World

legacy

Impact Segment

Sector

Prior Year Rank

Chipotle Mexican Grill

Chipotle Mexican Grill | 2022 Change the World | Fortune

Caryl Stern, Executive Director, Walton Family Foundation
Krish O’Mara Vignarajah, President and CEO, Lutheran Immigration and Refugee Service (LIRS)
Sherrie Westin, President, Sesame Workshop
Tabassum Zalotrawala, Global Chief Development Officer, Chipotle Mexican Grill

Most Powerful Women 2021 - The Future Is Bright

Leadership

Caryl Stern, Walton Family Foundation
Krish O’Mara Vignarajah, LIR
Sherrie Westin, Sesame Workshop
Tabassum Zalotrawala, Chipotle 

Caryl Stern, Walton Family Foundation
Krish O’Mara Vignarajah, Lutheran Immigration and Refugee Service (LIRS)
Sherrie Westin, Sesame Workshop
Tabassum Zalotrawala, Chipotle Mexican Grill

Marissa Andrada, Chief Diversity, Inclusion, and People Officer, Chipotle Mexican Grill
Roberta Cordano, President, Gallaudet University
Michelle Gethers-Clark, Chief Diversity Officer and Head of Corporate Responsibility, Visa 
Carin Taylor, Chief Diversity Officer, Workday

Most Powerful Women 2021 - Allyship, Mentorship, And Leveling The Playing Field

Conferences

Marissa Andrada, Chipotle Mexican Grill
Roberta Cordano, Gallaudet University
Michelle Gethers-Clark, Visa 
Carin Taylor, Workday

Allyship, Mentorship, And Leveling The Playing Field

Marketing on TikTok has proved to be more successful than advertising on other social platforms.

Brands are embracing TikTok and making millions

Features

cost interviewing an influencer for Fortune magazine money son eric here. Hello, Fortune already. Hello, fortunately if you haven't heard lately, there's an app that's taken over the social media space. Tick Tocks growth has been explosive, jumping from about 55 million global users in 2018 to a billion monthly active users now and brands are cashing in on it. I'm jelly pop a Tic Tac is not the first social platform that companies have thrown ad dollars at. So what's the attraction? The first thing that we're talking to them about is the unmatched engagement that Tiktok has to offer and that's because people are spending over movies worth of time consuming content on Tiktok every single day. Tick tock has been downloaded over three billion times and when it comes down to the money, the return on ad spend is 14% better than the rest of digital media. Well what keeps users eye balls glued is the mostly positive and entertaining content on the platform, which is then amplified through tick tocks closely guarded algorithm. So where Tiktok differs with our content graft based off of our algorithm and discovering content that's interested to you when you look at other platforms, they're based on a social graph. And what that means is that sharing content that your friends and your family might be engaging with. I mean, I think that's one reason Tiktok is so unique and other social platforms, you're very focused on building a community. But on Tiktok anyone can be Ticktock famous including a brand enter Tiktok made me buy It Got Me Again a phenomenon where users see a creator user product and immediately try to purchase it. A recent example that we saw is with peter thomas Roth eye cream. A creator on our platform, she put a tick tock off just demonstrating How to use their eye cream within 24 hours. The Peter Thomas Roth Eye Cream sold out everywhere. You couldn't find it. There's over six billion views on the Tiktok made me buy a hashtag. So when you think about the purchase funnel, it's being shortened from, I'm seeing it, I'm buying it. So there's, there's the consideration portion of the funnel is being removed because they're seeing it being used in real time. One of the first large companies and the first restaurant chain to join tick to is Chipotle. And they made their debut using a hashtag challenge, which is a gamified way to get massive participation on the platform, which increases the chances for a campaign to land on the for you page. The main feed where users find content from creators they might not follow yet. It was the lip lip challenge. We created this challenge based off something that we have seen a team member do and we thought, Okay, this is something that people could get in on at home. It has over 330 million views now, which is mind blowing to think about and definitely knew Tiktok with a special place and really started to double down on our marketing efforts there, Teaming up with influencers and celebrities isn't a new type of marketing but on Tiktok the greatest success has proven to be better for every million dollars spent on influencer marketing on Tiktok Brands are seeing $7.2 million 90 days, That's 24% better than a combination of other social media platforms. The next best performer is Instagram that drives $6.6 million dollars for every million spent when Chipotle joined the platform with the lid flip challenge, they used a popular Tiktoker to help it gain steam and realized that's how you go viral. Now Chipotle and I want to select three completely then did another campaign which they used to cultivate a team of creators that are obsessed with its brand. Uh we've done a challenge for example, um called Chipotle sponsor me and you get a chance to get free Chipotle for a year. I won this card eric is one of many who have accidentally fallen into the creator economy, money sign eric here only signed eric here money sign eric. Making money by creating content on social media many times by making campaigns for brands. He got his start when this video of him went viral. Yeah. Mhm Oh I think to this date it has 9.7 million views which is so stupid and I actually hated that video helped him get hundreds of thousands of followers and that got the attraction of some brands. I got my very first ticked off brand new, it was a social media platform called You Bow and he said, hey, if you post a Tiktok for us We'll pay you $3,000. And they reached out to me for a paid opportunity and they gave me 6000 for that. And after that I was like, Oh wow, this is really, really lucrative, I can actually make a living office. And since then on Tiktok I've worked with Tasha Sh Urology and then on Youtube. I have also worked with France like Graham early hello, Fresh and margie. So what's the formula for brands to make its mark on Tiktok? I think a large part of that has to do with the pair of social relationships that a lot of viewers and the audience forms with specific creators because it really just feels like a friend recommended me, a product brands should be looking to build their own in house kick talkers and then it's a sound on environment. Tiktok er say that they now associate sounds with Tic Tac. The way I try to think about it is there is no playbook, we are vying for attention. We're not buying ad space and hoping that people are going to pay attention. So you have to be very clever in the type of content that you're creating to give it that chance to take off. Yeah, so

Marissa Andrada, Chief Diversity, Inclusion and People Officer, Chipotle Mexican Grill
Stephani Long, Chief Talent Officer, Deloitte
Deanna M. Mulligan, Chief Executive Officer, The Guardian Life Insurance Company of America
Joyce Russell, President, Adecco Group US Foundation
Liz Hilton Segel, Managing Partner, North America, McKinsey & Company 
Moderator: Susie Gharib, Anchor and Senior Special Correspondent, FORTUNE

MPW Summit 2020: Closing the Skills Gap

Uncategorized

The skills gap was already a pressing concern. Now, with the pandemic accelerating digital transformation across many companies, finding the right talent—and enough of it—is even more urgent.

Chipotle Mexican Grill

Company Information

Change the World