Chipotle has been building their brand very effectively since formally rejecting traditional advertising techniques in 2010, and they’re not afraid to use a bit of good old-fashioned fear mongering in their bold strategy.
Recently, Chipotle made headlines by announcing that they would stop serving guacamole if nothing were to be done about the climate crisis. Well, in so many words.
In truth, the burrito brand says they were simply warning investors that extreme weather events “associated with global climate change” may potentially affect the availability, and therefore the price, of some of their key ingredients, including guacamole. If prices were to rise, Chipotle isn’t sure that they would pay the extra amount, as that would likely raise their prices. They aren’t getting rid of guacamole or anything though, so don’t worry. They were just saying, that’s all.