Case Study: Chipotle drives cultural relevance and growth with Zeus Jones

Chipotle grows annual revenue from $4.9B to $9.9B with Zeus Jones

Chipotle faced a challenge in reconnecting with a new generation and clarifying its external brand expression after a period of significant growth. The brand partnered with Zeus Jones to rediscover its core purpose and make it actionable for the modern cultural landscape.

Zeus Jones provided comprehensive brand strategy, design systems, and experience innovation. Their work included refining the brand identity, launching the Chipotle Rewards program, and creating new concepts like the Digital Kitchen. This partnership helped Chipotle grow annual revenue from $4.9B to $9.9B, expand its rewards program to over 40 million members, and solidify its status as a culturally relevant brand favored by Gen Z.

Chipotle