Case Study: Chipotle reaches new health-focused audiences with Fifty

Chipotle reaches 2.5 million potential customers with Fifty

The fast casual restaurant chain Chipotle sought to change its brand perception from a burrito-focused outlet to a healthier option and to promote its new Lifestyle Bowls Range. To achieve this, Chipotle partnered with the vendor Fifty to identify and reach new potential customers, specifically those interested in healthier food options, and to raise awareness for its new product line.

Fifty implemented a solution using a bespoke segmentation analysis of Chipotle's social audience combined with its own study of the UK health and fitness market. This allowed for a highly targeted campaign using geotargeting around new restaurant locations and specific audience "tribes." The results were impressive, with Fifty delivering 10.7 million impressions, reaching 2.5 million potential new customers, and achieving an average click-through rate of 1.24%, which consistently outperformed benchmarks.

Chipotle