Case Study: Chipotle engages the TikTok community and boosts brand awareness with TikTok for Business

Engaging the TikTok community and raising awareness with fun and authentic content

Chipotle, the American fast casual restaurant chain, wanted a more personal way to engage with customers and connect with the younger TikTok audience after noticing the brand was already being mentioned organically on the platform. To meet that challenge, Chipotle turned to TikTok for Business and launched an official TikTok Business Account to build its brand presence in a more genuine, community-driven way.

With TikTok for Business, Chipotle used organic content, fan reposts, behind-the-scenes footage, comedy sketches, and recipes to keep its presence authentic, while also running Branded Hashtag Challenges like #LidFlipChallenge and #GuacDance to boost engagement. The results were strong: since joining TikTok in 2018, Chipotle gained more than 1.3 million followers and 19.1 million likes across 100+ videos, significantly increasing awareness and reach.

Chipotle