Chipotle will target Gen Z and millennial consumers with a new AR Lens Snapchat and a lineup of ... [+]
The New Year is typically when many Americans will try to start a new diet or otherwise adopt a healthier lifestyle. To take advantage of such resolutions, Chipotle will target Gen Z and millennial consumers with a new AR Lens Snapchat and a lineup of "Lifestyle Bowls," which will be available via its digital menu. Designed to promote wellness, the fast-casual restaurant chain's Snapchat Lens will include mediation prompts and exercises via an augmented reality (AR) experience.
It is the first wellness-themed lens to be produced by a restaurant brand – and Chipotle will reward 100,000 of the lens users with free guacamole. The AR lens will launch on January 13, also known as "Quitter's Day," when most people are likely to forfeit their New Year's resolutions.
"We created seven new Lifestyle Bowls that embrace Gen Z and Millennials' modern interpretation of wellbeing," said Chris Brandt, chief marketing officer at Chipotle. "We're making new year's resolutions fun by gamifying the experience and offering balanced meals made with real ingredients that you feel good eating."
Targeting Gen Z Via Social Media
The fast-casual brand is embracing how younger Americans are now redefining wellness where there has been a shift away from diet culture and instead follows individualized, holistic interpretations. It is also taking a lead by targeting these younger consumers via social media.
"This is a generation of digital natives, who were raised on immediacy and personalization," explained brand marketing expert Scott Steinberg. "This is the audience that literally expects everything to be a swipe away."
The campaign may also make those who crave their massive burrito fixes feel less guilty for piling on the guacamole and sour cream.
"This is certainly the generation that is hyper-aware of what they are putting in their bodies," added Steinberg. "Chipotle is creating healthier food options or at least making them seem like a healthier option to a burger and a shake. They're also creating exercise options to work off those calories."
It further makes sense they would go to a social media network to connect with this audience, while at the same time reminding users that a customized burrito or bowl may be just a click away.
"Instead of making an overt ad, they are trying to make it a 'value add,'" said Steinberg.
The AR campaign is also notable, even if Snapchat doesn't quite have the reach of other social media platforms.
"While Snapchat has been overshadowed by TikTok, it still has a very significant Gen Z user base," said social media analyst Greg Sterling, co-founder of Near Media.
"The two apps aren't mutually exclusive," Sterling continued. "Snapchat lenses have proven to be, in the past, extremely effective promotional tools. This one also looks promising. And the free guac is certainly an incentive to use it. If it breaks out, it would certainly be emulated."
In fact, it is likely that other food chains could take a cue from the campaign.
"Absolutely. We should expect more and more food purveyors to engage with an audience on social media, and over time, this is going to become increasingly commonplace," Steinberg suggested.
The issue is that as other eateries embrace these tools, it could be harder for them to stand out.
"Chipotle was just very smart about the timing as everybody is trying to think about wellness, especially at the beginning of the New Year," Steinberg added. "Bonus points if they sell more burritos in the process!"
