Greetings. There's always a line at Chipotle when I take our son Noah and his soccer buddies to any one of this fast food chain's locations. No matter what time of the day. No matter what location. A line that often stretches out the door. But no one seems to mind. In part it's because the line moves rather quickly. In part it's because there is a sense that the burritos are relatively healthy. And in part it's because Chipotle's food is fresh, appealing, tasty and gives the customer a sense of engagement in its preparation. But it's also because of the company's commitment to serving "food with integrity"–a commitment defined as "finding the very best ingredients raised with respect for the animals, the environment and the farmers."
And this combination has enabled Chipotle to literally reinvent the notion of "fast food" in an industry that has been synonymous with unhealthy, highly-processed and not particularly engaging.
So if you're looking for a new formula for success in your tired, saturated, highly-commoditized and established industry, you might want to spend an hour having lunch at Chipotle–and figuring out through your eyes, ears, noses, hands and taste buds the secrets to their success. Then try to imagine how you might inject new energy, engagement and a greater sense of integrity in the work that you do and the products, services and/or solutions that you offer.
How you might help customers to make a stronger connection with your belief in the right way to do the things that matter most.
We win in business and in life when we combine our creative offerings with the highest values. And when we wrap our most compelling value proposition inside the comfort of a warm burrito.