Chipotle Mexican Grill's CEO Discusses Q1 2012 Results - Earnings Call Transcript

Our day-long Cultivate Festival series planned for Chicago and Denver this year is another way we're making use of nontraditional marketing, as is our Farm Team program that rewards knowledge about the Chipotle story. These programs, along with a variety of others including games, educational content and a refined approach to local marketing, are all designed to engage our customers in conversations and create an emotional connection that will last much longer than any limited time offer possibly could.

I think this is absolutely the right direction for our marketing and believe it's very consistent with our brand. We've built Chipotle in a way that's different than traditional fast food, so it should be no surprise that marketing works best for us that doesn't follow traditional fast food model. Of course, marketing efforts like this would ring hollow if we weren't so deeply committed to doing the kinds of things our marketing portrays, and our commitment has never been stronger to finding better, more sustainable sources for all of the ingredients that we use and identifying ways to improve the taste of our food by finding better ways to prepare it.

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