VOL. 52, ISSUE 22 | MARCH 30, 2011
Mace & Crown Student newspaper of Old Dominion University in Norfolk, Virginia, since 1930
www.maceandcrown.com
CHIPOTLE CAMPAIGN SWEEPS CAMPUS Student leads campaign for new restaurant by
Christian Ernst News Editor
While the average student checks Facebook for friend requests or status updates, Chris Jenkins has instead started a campaign to get something he truly wants using Facebook. Jenkins started a page, “Chipotle Campaign,” in order to petition Chipotle Mexican Grill to open a restaurant near within walking distance of campus. “Chipotle Campaign to me is much more than getting my burrito fix. I work across the street from the Chipotle in Virginia Beach, so I go any time I want,” said Jenkins. “At first, Chipotle Campaign was just a funny idea I had, but I wasn’t convinced it was actually possible. It wasn’t until I woke up every morning for a week with Chipotle Campaign on my mind that I realized I had to give it a shot.” Chipotle Campaign has become a true project for Jenkins, but he said he enjoys it. “Luckily, I’m just about as in love with marketing as I am with Chipotle, so this kind of project stimulates my mind far more than shit like Oceanography class,” said Jenkins. “Some of my friends have questioned my incentive for providing the money for things like ChipotleCampaign.com, but I see the long term value. Even if this project isn’t as successful as I intend, I will walk away having learned a lot, met a ton of great people, and had an absolute blast throughout the entire project.” Chipotle is a favorite of many students, seen through the 1,221 Facebook likes the page had at time of publication. “The students at Old Dominion are the driving force behind the campaign, and the primary reason the campaign will be successful,” said Jenkins. “My goal is to use the best resources the university has, and the 19,000 undergraduate students are a great start. In under a day, we had over 800 likes on Facebook. After exactly one month, we have had well over 100,000 post views, 2,700 monthly active users and even have fans from 9 different countries around the world.” But the campaign is larger than just the Facebook page. Jenkins is working with Chipotle’s corporate headquarters in order to make progress towards the establishment of a restaurant in the area. Chipotle has several suggested criteria for its stores, which customers can see online at chipotle.com. They include current building size range from 1,000 square feet to 2,800 square feet depending on trade area characteristics, 25 feet minimum frontage, patio seating preferred, zoning to accommodate restaurant use and allow liquor license ( for beer & margaritas), parking adequate for
Danielle Buxton Mace & Crown While the chance of an on-campus Chipotle are small, one within walking distance is the focus of the campaign.
restaurant use, building exterior to allow Chipotle standard storefront design and signage and excellent visibility and access. “We’re going to look into every aspect of the local market, and develop a full presentation to take to the people within Chipotle that can actually make this happen,” said Jenkins. “We’re going to answer every question they have when looking to expand to a new market including location, sourcing local ingredients and any other variables that need to be considered.” Jenkins also said that the campaign plans on creating a video of students who are interested in the campaign and who support it. While many students wish for a Chipotle on campus, it seems unlikely. “We knew pretty much instantly that getting a Chipotle on the actual campus is impossible,” said Jenkins. “Aramark demands control and ownership of every piece of food that is distributed on campus, meaning not only do they own every restaurant in Webb, but service organizations can’t hand out cupcakes without getting
somebody’s approval (which they won’t get if they’re selling them for philanthropy or fundraising). Coincidentally, Chipotle doesn’t franchise (meaning they own every restaurant, not individuals) so an agreement is highly unlikely.” Also, Aramark currently owns Burrito Theory, a similar burrito restaurant located within Webb Center. Jenkins also seems to be sure a Chipotle near campus could be successful. “Despite many of us being broke, college students are one of the most sought after demographics to market to, because we are so connected to each other,” said Jenkins. “College students travel in packs and when we get together in one big group, we can do anything we want. Even in a down economy, students are responsible for spending billions of dollars every year. Anybody that doesn’t pay attention is making a mistake.” Neither Aramark nor Chipotle could be reached by publication.