Yes, Chipotle Mexican Grill Inc. is for real.
The fast-casual restaurant chain (NYSE:CMG), now based in Orange County, introduced its latest marketing campaign two weeks ago, “For Real.”
It’s designed to showcase the company’s stated commitment “to preparing real food made with real ingredients.”
Chief Marketing Officer Chris Brandt said the slogan brings Chipotle back to its roots.
“Chipotle has always emphasized food prepared fresh daily in all of our restaurants and we wanted this campaign to highlight that, reflecting our real principles and [the word] real as a way of acting in the world,” Brandt said in a statement.
He also said companies in the food industry often have complicated ingredients lists but that its campaign will emphasize that Chipotle only has 51 ingredients.
“We like to say the only ingredient that’s hard to pronounce at Chipotle is Chipotle.”
The campaign includes television spots and out-of-home, digital and print ads, as well as Chipotle’s social media channels and website.
It will also launch a second Instagram account, @ChipotleForReal, to educate followers about the 51 ingredients.
Chipotle, whose sales were $4.5 billion last year, recently moved from its headquarters from Denver to Newport Beach and is now OC’s third-largest public company by market value at $12.5 billion.
Its executive team made the move last month. It’s subleasing about 23,000 square feet at 610 Newport Center Drive for the headquarters.
Landsea Launch
First a new home, now a new look.
The Business Journal was first to report last month that homebuilder Landsea Homes moved its headquarters to Newport Beach, as well. It’s taking up residence a few doors down from Chipotle at 660 Newport Center Drive.
The builder—the U.S. division of China-based homebuilder Landsea Group, which started its domestic operations in 2013—had been based in Irvine.
Since the move, Landsea launched a new website, www.landseahomes.com, with interactive tools and a social media feed.
Chief Executive John Ho said the digital refresh allows potential homebuyers to better navigate the firm’s properties in California, Arizona and on the East Coast through interactive tours.
“Our new website was designed to enhance customers’ experience of finding their dream homes and educate them on what sets ours apart from the others,” he said in a statement.
The site features buyer testimonials, floorplans, and a social media feed for existing residents to connect and stay up-to-date on local events. There’s also direct access to sales representatives. The site’s design was done in-house.
Letting Loose
Orange County’s Pacific Symphony wants to shed the stuffy image of classical music.
The orchestra announced a partnership with Classical KUSC 91.5 FM to introduce a classical music series of “shorter, engaging programs in a casual and unstuffy atmosphere.” It starts this month.
The series is targeting 25- to 45 year olds interested in learning more about classical music.
Listeners are being encouraged to dress casually for the three Friday-night concerts at Rénee and Henry Segerstrom Concert Hall, which will feature educational activities before and after the program, and the opportunity to meet Pacific Symphony musicians.
The station worked with Pacific Symphony Music Director Carl St. Clair on the programming.
“We think these concerts give audiences a chance to get to know more about the music and a chance to get to know us,” St. Clair said in a statement.
The concerts will be hosted by KUSC personalities. Alan Chapman will present “Bernstein: Crossing Boundaries” on Oct. 26; Brian Lauritzen will host “The Russians Are Coming” on Feb. 1; and John Van Driel presents “Viva Italia” on March 22.
Tickets to individual concerts start at $25, and subscriptions to all three shows are $99.
Bits & Pieces
Gallegos United in San Clemente promoted Silvina Cendra to head of strategy and planning at the ad agency. Cendra previously served as planning director. … Costa Mesa’s travel and tourism agency, Travel Costa Mesa, has brought on Scottsdale, Ariz.-based advertising and public relations firm The James Agency to handle creative services, public relations and video production.
