Chipotle Digital Promotions

Deliverable: Responsive digital experience
Agency: Sequence
Role: Design Director
Creative Director: AJ Kiefer
Designers: Jeff Tsang, John Kim, Issa Mao

Deliverable: Responsive digital experience
Agency: Sequence
Role: Design Director
Creative Director: AJ Kiefer
Supporting Designers: Jeff Tsang, John Kim

As a fast-casual brand, Chipotle has an unconventional marketing approach. They strive to not only re-engage their customers, but to provide honest food education. Their wit and playfulness extends to every aspect of their brand. With each promotion comes the opportunity to engage their customers in an equally playful manner.

Chipotle Digital Promotions

As a fast-casual brand, Chipotle has an unconventional marketing approach. They strive to not only re-engage their customers, but to provide honest food education. Their wit and playfulness extends to every aspect of their brand. With each promotion comes the opportunity to engage their customers in an equally playful manner.

Chipotle Digital Promotions

As a fast-casual brand, Chipotle has an unconventional marketing approach. They strive to not only re-engage their customers, but to provide honest food education. Their wit and playfulness extends to every aspect of their brand. With each promotion comes the opportunity to engage their customers in an equally playful manner.

Goals & Approach

In creating their digital promotions, we utilized gamification to reflect their personality and purpose, enabling users to interact with the brand outside of the normal ordering experience.

The intent of each Chipotle game is low barrier to entry, allowing all customers to partake in the fun and ultimately receive a reward and return to the restaurant. Visual design opportunities varied, depending on related marketing initiatives or menu item releases.

Prototyping

Before digging into wireframes or visual design, our team play-tested each game to better understand level of difficulty and fun-factor. We eventually play-tested a live prototype to determine game logistics, such as time constraints or penalities.