Chipotle Mexican Grill kept its focus on real food with a Rose Parade float called “Cultivate the Future of Farming.”
Chipotle’s marketing has emphasized real ingredients and sustainability for several years. People want “to eat real, whole foods prepared” well, said Chief Executive Brian Niccol.
The company is the second-largest OC-based restaurant chain with systemwide sales of $4.9 billion and 2,500 locations, and the second-largest publicly traded (NYSE: CMG) firm based here with a $24 billion market cap.
For more on Chipotle’s marketing—and that of the largest OC-based chain, Taco Bell’s—see the Jan. 13 print edition of the Business Journal.