Rainbow-filled parades have taken over Southern California and the rest of the country in celebration of LGBTQ Pride month and Newport Beach-based chain Chipotle Mexican Grill Inc. (NYSE: CMG) joined the festivities.
The company’s “Love What Makes You Real” campaign introduced limited edition pride gear including tees, tanks, and hats.
Items will be sold on Chipotle’s website and through its shoppable Instagram posts. Chipotle said for each item sold, it will donate $10.50 for tops, and $7 for hats, to the LGBTQ youth suicide prevention and crisis intervention nonprofit The Trevor Project.
“Our food is real and so are we,” said Marissa Andrada, Chipotle’s chief people officer. “We are cultivating a better world by encouraging people to be their full selves and celebrating everyone—basic, extra, and everything in between.”
Chipotle rolled out marketwide fundraisers to support local nonprofits at its local restaurants, and has made a presence at major parades in Southern California and Columbus, Ohio, where its restaurant support centers are located.
Its campaign for Pride month dovetails with the company’s larger marketing campaign “For Real” that launched late last year, emphasizing its commitment to using real ingredients.
