Chipotle Public Relations Proposal by Sarah Freeman

Sarah Freeman Sara Hoing Maria Bjoerklund

Table of Contents Background………………………………….………………Pg. 3 Challenge……………………………………….…………….Pg. 7 Audience…………………………………..…….…………..Pg. 8 Objective, Strategies & Tactics….……….…………Pg. 9 Supporting Documents………………………….…..Pg. 11 Evaluation………………………….………………….……Pg.63

Background

Steve Ells is a professional chef whose dream was to open up his very own fine dining restaurant. In order to fund his dream Steve borrowed ten thousand dollars from his dad and decided to open up a Mexican grill to give consumers amazing authentic burritos and tacos. This is where Chipotle’s story starts, in an old Dolly Madison Bakery in Denver, Colorado in 1993. Chipotle came to be for the purpose of making enough money for Steve to start his own fine dining restaurant. However, that was not the case. Chipotle quickly resonated with consumers, and within two years Steve opened up two more Chipotle locations. As the company grew and expanded so did the menu. By 1996 five more Denver locations sprouted up; and by 1999, Chipotle expanded outside Colorado and opened up two more locations in Minneapolis, NM and Columbus, OH. Now, in 2014, Chipotle has 1600 locations across the nation, with one in Canada, and another in Paris. (Interview, 03/21/14). Chipotle Mexican Grill has expanded tremendously throughout the years, but the companies’ philosophy has never changed. When Steve started Chipotle he wanted to change the way people eat and experience fast food. And Chipotle has done that since day one. Since it began, Chipotle is a restaurant where the food is prepared using a classical cooking technique, with ingredients that are made fresh daily. (Interview, 03/21/14) If you were to go into any Chipotle Mexican Grill across the country you would find big knives in the back and huge stoves for cooking meat and slicing up fresh cilantro. Fresh, authentic food was the mission of Chipotle. However in 1999, Steve visited one of the industrial hog farms Chipotle was in business with at the time. What he saw shocked him. He could not believe the pigs were crammed into tiny pens and kept indoor at all times. (Chipotle.com, 04/23/14). For Steve, this moment made him realize the need to work with food and animals in a more sustainable way. This launched the ‘Food with Integrity’ campaign that began in 2000 when Chipotle started serving naturally raised pork. Since that horrific moment at the industrial hog farm, Chipotle has been dedicated to serving the best ingredients raised with respect for the farmers, environment, and animals. For Chipotle, it’s all about the journey and where they will go next. Now, more than a decade later, Chipotle’s ‘Food with Integrity’ campaign has transformed into a full-‐blown movement. The fast food world has created such an illusion of how you can only get fast food that is frozen with fake, ingrained grill marks then reheated in the back, which are characteristics of consumer experiences at McDonalds or Taco Bell. Steve and the Chipotle team wish to defy those beliefs and educate consumers that fast food can be much more than that. Chipotle now, is completely GMO free with all its ingredients except tortillas, which they are working on, and coke, which will not change. One of the biggest milestones for the company is that

all of the meat they buy is responsibly raised meat and their dairy is pasture raised with no RBST. (03/21/14). To the USD, 500 miles makes for local food, however, Chipotle raises the standard, saying 350 miles is for local produce. Chipotle sets the standards for using sustainable food and naturally raised meat. Chipotle goes above and beyond to make sure the farmers they work with meet certain guidelines so they feel comfortable using their products. Chipotle realizes the importance of supporting local farms because of the difference the food makes for society. Locality of family farming is important because the less distance food has to travel the better. Sourcing local food reduces food miles, supports rural economies, and ensures fresh, great tasting seasonal produce. (Chipotle.com, 04/23/14). Small family farms are slowly disappearing. Chipotle is making strides towards helping the small family farmers keep their land and stay in business. They believe in working with family farms because their food tastes better and it is more sustainable with better care for the animals and workers. Most of Chipotle’s consumers are educated and aware of the importance of Chipotle’s food with integrity campaign. However, there are many customers of Chipotle that are uneducated and unaware of the strides the company takes to help spread the importance of sustainable farming. As Chipotle grows, their next steps are to make customers care about sustainable ingredients and help raise awareness of food raised with respect for the animals, environment, and the farmers. Chipotle Mexican Grill’s is as efficient as possible, with it’s stock at an all time high, the company is thriving. A big part of Chipotle’s success to date has a lot to do with the fact that all restaurants are controlled out of one central office, allowing for consistency and stability throughout all locations. (Interview, 03/21/14). This had helped the company’s achieve a strong market presence and strong operating performance. Because of this, Chipotle has established itself as a leading restaurant operator in the U.S. with room to grow. Approximately 200 Chipotle stores open up each year, and the company sees 1 million customers a day throughout all locations. (World Market Intelligence, 03/28/14). With the Global Financial Crisis hitting most American homes, the U.S. restaurant business took a hard beating in 2008. As many American families adjusted their financial budget, a new market for fast-‐casual dining emerged. Fast casual dining offers customers quick service at a low cost, in a comfortable stylish environment, with higher quality ingredients than fast food chains like McDonalds or Taco Bell. This kind of business model grants families and young professionals the opportunity to dine out, at a higher level of quality, without the elevated prices of finer dining. Chipotle’s original mission statement stresses food with integrity, as Chipotle is the only fast casual restaurant in the country to offer a 100 percent GMO, hormone, and

antibiotic free menu. All Chipotle’s meant arrives to the restaurant in it’s a natural raw form and the dairy from the cows are raised without synthetic hormones. All of these ingredients that comes to Chipotle is typically within a 350-‐mile radius from the restaurants location. It is standards like these that set Chipotle apart from the rest of the industry, and allows Chipotle to set the bar for fast casual dining standards. According to an article from 2010 by the Financial Times, “Chipotle Mexican Grill and Panera Bread together make-‐up over 25 percent of the fast-‐casual segment. Both companies posted double-‐digit percentage increases in first-‐quarter sales over the same period in 2010.” (Financial times, 11/02/13). As Chipotle continues to grow and expand, the company’s original mission statement from 1993 has not changed. The fast casual industry demands quality, along with fast and consistent service. Even with Panera’s success as Chipotle’s competitive set, Chipotle is something of its own. As Chipotle strives to provide a better foundation for quality within the fast-‐ casual industry, several competitors have followed the similar path. Creating a higher-‐ end dining experience, Chipotle and its competitors are separating themselves from typical Yum Brands, which includes fast-‐food chains such as KFC, Taco Bell or Pizza Hut. (Financial times, 11/02/13) In 2014, Panera Bread announced they will be serving 100 percent free antibiotic chicken. Noodles and Company offers a 100 percent gluten free menu option, as well as all calorie content of each dish is displayed on the restaurant menu boards. Health and quality conscious decisions like these place brands like Panera and Noodles & Company in the same realm as Chipotle, making them active competitors to the brand. Panera Bread’s mission is to present the American population with artisan-‐ quality breads, as the company drives its image from a bakery-‐ like cafe. Though Panera Bread is classified as fast-‐casual, the products available vary greatly from Chipotle Mexican Grill. With completely different menu options, the brands compete more in terms of price range and accessibility rather than preferred flavors or tastes. In terms of fast casual Mexican-‐dining, Qdoba may come to mind as a competitor of Chipotle. However, as the mission statements and quality range differs greatly, Qdoba is not seen as an immediate competitor to the brand. (Chipotle Interview) Chipotle Mexican Grill separates themselves from all possible competitors by investing in the community and the community’s health above anything. Chipotle cares to educate consumers on the benefits of choosing Chipotle over any other fast casual experience, and the effects these choices will grant the customer in the long run. Chipotle does not believe in attracting and keeping customers using “rewards programs,” where a free burrito would be awarded with every tenth purchase. Their loyalty program is called, ‘farm team,’ which rewards customers for knowledge rather

than buying. This is to get customers to care about sustainable ingredients and make an effort to eat better. (World Market Intelligence, 03/28/14). Chipotle’s Farm Team is an invitation-‐only program the company created to help reward loyal customers of Chipotle. This kind of loyalty program is particularly unique, as it does not necessarily reward the most frequent customers, but rather the customers that portray the most passion. “This is a passion program,” stated Chris Arnold, communications director for Chipotle. “Through Farm Team, we are looking to identify our most loyal and passionate customers, and giving them tools to share their passion for Chipotle. It’s much more about building evangelism than it is about rewarding frequency.” An invitation from Chipotle to join the Farm Team must come from a restaurant manager or someone else who has close contact and interactions with customers. The invitation grants customers access to a special Chipotle website. The core of the Farm Team program is an online world that shows the full spectrum of farming from very industrialized farming to more sustainable methods. This is to help create awareness and generate further passion regarding sustainable farming and healthier nutritional standards within the industry. (Chipotle Interview)

Challenge: The average fast casual consumer is unaware of the level of quality

Chipotle offers as the company works to educate their consumers on sustainable ingredients.

Audience

Chipotle Mexican Grill is a restaurant that caters to a wide range of demographics. Chipotle serves an average of 1 million customers a day, usually to people between the ages of 18 and 45. Chipotle’s target audience is the middle class, however customers tend to be from all backgrounds. Chipotle’s menu is not very long, but it is extensive in options. Customers are able to start with the basics and customize as needed to build the perfect meal. This makes it easy for Chipotle to appeal to a wide variety of consumers. Although Chipotle has a broad consumer base, the customers naturally tend to be more male overall, and on the more youthful side. This is because of the taste, value, and size of their products. The average meal cost is under ten dollars, which is pretty affordable for the amount of food. This particularly attracts high school and college demographics, but is not limited to. While Chipotle does have a broad customer base, the consumers are not the same people dining at a typical fast food restaurant. Chipotle’s goal is to change the way America experiences fast food by choosing to serve sustainable ingredients. Each ingredient is laid out in front of the consumer, so he or she can choose the perfect combination to make the perfect meal. The consumer is able to watch the process as the burrito, bowl, tacos, or salad is prepared exactly the way he or she wants it. With so many different options, the restaurant is able to accommodate almost everybody—even those with strict dietary restrictions. Chipotle focuses on finding the best ingredients raised with respect for animals, the environment and the farmers. With that being said, their consumers are typically educated and aware of the ingredients they are eating. Although the consumer is often educated, Chipotle’s goal is to focus on educating more consumers who are unaware of the sustainable products the restaurant uses. When looking to open a new Chipotle, the restaurant focuses on a number of different factors. Chipotle is only open for lunch and dinner, so the goal is to open them in places where there is a steady stream of traffic during those hours. This includes places such as universities, shopping centers, malls, and airports. These locations cater to a large demographic and allow consumers to get their food fast while still eating healthy. Chipotle does not focus on one target group for their consumer base or target consumer because they appeal to so many different demographics. Chipotle’s target ranges from a variety of different people as their menu accommodates a wide audience.

Objective, Strategies & Tactics

Objective: To educate people about sustainable ingredients and get them to care about Chipotle’s efforts to re-‐envision how people look at fast food.

Strategies:

1. Educate consumers on sustainable ingredients to change the way America experiences fast food 2. Generate a greater presence for Chipotle on social media 3. Publicize the Cultivate Festival 4. Generate media stores on the environment, the animals, and the farmers

Tactics:

1. Educating the community on sustainable ingredients to change the way America experiences fast food Tactic 1: Arrange college tour to educate students on better eating Tactic 2: Sponsor local community sports leagues Tactic 3: Chipotle farming vs. industry farming infographics Tactic 4: Bring back the short video clip ‘Back to the Start’ to theatres Tactic 5: Introduce ‘The Scarecrow’ video to theatres 2. Generate a greater presence for Chipotle on social media Tactic 1: Create a hashtag #foodwithintegrity Tactic 2: Social media 30 day picture challenge Tactic 3: Boost their presence on Facebook—Facebook feed ideas Tactic 4: Incorporate Chipotle’s short video clips on social media 3. Publicize the Cultivate Festival Tactic 1: Press release about Cultivate Festival Tactic 2: Pitch letter to Boulder publications about Cultivate Festival Tactic 3: Guacamole recipe contest Tactic 4: Incorporate Cultivate Festival into social media sites 4. Generate media stories on Chipotle’s ‘Food With Integrity’ campaign Tactic 1: Press release about sponsoring ‘Farmer of the Month’ Tactic 2: Press release about the ‘Food with Integrity’ campaign Tactic 3: Press release about Chipotle food trucks for the summer Tactic 4: Pitch letter to fitness blogger

Strategy 1: Educating consumers on sustainable ingredients to change the way America experiences fast food Tactic 1: Chipotle arranges ‘lectures’ on college campuses to educate students on

better eating

Fitness & Nutrition columnist Stephanie Strom, New York Times Dear Stephanie, America today is facing an obesity epidemic. According to the Center for Disease Control and Prevention, more than one-‐third of U.S. adults are obese, and approximately seventeen percent of children and adolescents are facing obesity. Unfortunately, this steams from the nations poor eating habits. How can society stop the widening of waistlines and commit to cultivating a better world? National Obesity Week is May 12-‐18th, and the theme is Be Part of The Solution. When you select stories for May, please keep this event in mind—many of your readers are parents and young adults that are knowledgeable on healthy eating habits. A front-‐runner food company that has made strides towards changing the way America experiences fast food is Chipotle; and they have gone to extraordinary lengths to get consumers to care about sustainable food that is healthy for the body and healthy for the environment, the animals, and the farmers. The Denver Healthy Food Organization noted last month, that today in society people find it okay to disregard proven research and feed their bodies bad carbohydrates, like sugars and fats along with hormones and pesticides found in the typical fast food restaurants so many individuals eat at. The Denver Healthy Food Organization believes this is due to poor awareness and education on the importance of eating healthily and sustainably. Chipotle and The Denver Healthy Food Organization are asking for your help with this important national issue. How can we encourage consumers to be mindful about the food, and animals they eat while caring for their bodies too? In support of National Obesity Week, Chipotle will be touring college campuses across the nation to speak to community members and students on the importance of healthy eating with sustainable ingredients while providing free sampling, and cooking demonstrations. These free lectures and events will start in Denver and work their way around the nation, hitting the college campuses that are in cities with the highest obesity rates. The purpose of these events is to spread knowledge to consumers on the significance of local hormone, GMO, and antibiotic free ingredients that taste better and are better for you. The best way anyone can make a difference is by buying food through local farmers or restaurants dedicated to only serving local sustainable food that’s healthy and good for you but also good for the environment.

For over a decade Chipotle has been dedicated to giving consumers ‘food with integrity,’ which means that they support and sustain family farmers who respect the land and the animals in their care. I have noticed in the past that your articles often focus on food and nutrition issues, so we hope you will join our efforts in reminding your readers that obesity is still an epidemic in society, and a problem we need to start caring about to change. Please give me a call if you would like more information or want to set up an interview. I hope that you will spread the word about this important issue, and I will call soon to see if I can be of any further assistance. Sincerely, Sarah Freeman PR, Chipotle Mexican Grill Sarah.Freeman@chipotle.com www.Chipotle.com (415) 246-‐9201 Center for Disease Control and Prevention www.cdc.gov (800) 232-‐4636 National Obesity Week www.obesityweek.com (312) 265-‐9663 The Denver Healthy Food Organization www.denverhealthyfood.org (303) 492-‐6874 Chipotle www.Chipotle.com (303) 222-‐5948 Publications pitch letter is being sent to: -‐ The Salt NPR Blog -‐ Norman transcript -‐ Denver Post -‐ Tuscaloosa News -‐ Boulder Daily Camera -‐ Mississippi Link -‐ Fooducate Blog -‐ Advocate -‐ SF Chronicle -‐ Columbia Star -‐ Seattle Times -‐ Lexington Herald-‐Leader -‐ Austin Chronicle -‐ Lafayette Leader -‐ Ann Arbor Independent -‐ Dominion Post -‐ Fairbanks Daily News-‐Miner -‐ Food & Nutrition Blog -‐ Los Angeles Times -‐ Just-‐Food Blog -‐ Every university’s news paper tour is stopping at

Strategy 1: Educating consumers on sustainable ingredients to change the way America experiences fast food Tactic 2: Chipotle sponsors local community soccer league opening day parade

Strategy 1: Educating consumers on sustainable ingredients to change the way America experiences fast food Tactic 3: Chipotle farms vs. Industry farms infographics

Strategy 1: Educating consumers on sustainable ingredients to change the way America experiences fast food Tactic 4: Bring back the short video clip ‘Back to the Start’ to theatres 19

Strategy 1: Educating consumers on sustainable ingredients to change the way America experiences fast food Tactic 1: Introduce ‘The Scarecrow’ video to theatres as preview 21

Strategy 2: Generate a greater presence for Chipotle on Social media Tactic 2: Create a hashtag “foodwithintegrity”

Strategy 2: Generate a greater presence for Chipotle on social media Tactic 1: Social media 30 day challenge

FOR IMMEDIATE RELEASE: 4-‐15-‐2014

CONTACT: Maria Bjoerklund Public Relations Manager: Chipotle Mexican Grill maria.bjork@chipotle.com (719)-‐466-‐0132

30-‐Day Social Media Challenge to Celebrate Food with Integrity Chipotle Mexican Grill aims to raise social awareness regarding animal cruelty in industrialized farms and GMO health risks through media competition in May

Denver,-‐with over one hundred million active Instagram accounts , it comes as no surprise that social media plays a huge impact on social awareness. In an effort to try to spread awareness regarding animal cruelty through industrialized farms, and the difference food with integrity has on both our bodies and society, Chipotle Mexican Grill will be conducting a national 30 day social media challenge this May. “We want to get the public exited about what they eat!” states John Newman, social media chair of Chipotle. “It's easy to make rash decisions in the moment about where to eat when you're hungry. What most people don't understand, is that most fast-‐food or fast-‐casual restaurants sell foods with GMO content that can be very harmful to our bodies in the long-‐run.” Newman explains that in order for the American public to be best equipped to make healthy nutritional choices, a more prominent effort must be made to better educate the public of nutritional content in the restaurant industry. During the month of May, Chipotle will be conducting a special 30 day social media campaign designed to help spread the word about the animal cruelty that takes place in countless industrialized farms, and the overall health consequences that come with choosing to eat GMO enriched foods. “Chipotle is proud to say that no GMO induced foods are present in any of our menu options or restaurants.” States Barbara Bogs, nutritional manager for Chipotle. “All our meats come from local free-‐range farms. Our

business works hard to ensure consistent quality and basic human empathy for our animals.” Starting on May 1st, Instagram and Facebook users are invited to take part in a different photo challenge each day throughout the month. In order to know what specific photo challenge the day holds, social media users are encouraged to “like” and “follow” Chipotle's official Instagram and Facebook accounts, where the 24-‐hour challenges will be revealed. “The more creative you are with your photos, the better your chances for winning!” explains Newman. There will be a total of 90 winners throughout the month of May. First, second, and third place winners will be announced at the end of each 24-‐ hour period. Prices vary daily and range from Chipotle gift cards, phone cases, tee shirts, and water bottles. For the final challenge, the total 90 winners will have the chance to compete for the ultimate prize of a one thousand dollar Visa gift card. “I think it's about time we start demanding proper nutrition from our fast-‐casual and fast-‐food restaurants,” states Johanna Johnson, a Denver-‐based pediatrician. “GMOs are genetically modified organisms. GMO's have been linked to thousands of toxic and allergenic reactions, thousands of sick, sterile, and dead livestock, and damage to virtually every organ and system studied in lab animals.” For more information regarding the Chipotle 30 Day Social Media Challenge, please visit www.awarenesswithaclick.chipotle.com About Chipotle: Founded by Steve Ellis in 1993, Chipotle had 16 restaurants located in Colorado when McDonald's Corporation became a major investor in 1998. By the time McDonald's fully divested itself from Chipotle in 2006, the chain had grown to over 500 locations. With more than 1500 locations. In 2012, Chipotle had a net income of $278 million and a staff of 37,310 employees. About Instagram Launched in 2010 by Kevin Systrom and Mike Krieger, Instagram is a free online photo-‐ sharing, video-‐sharing and social networking service that enables its users to take pictures and videos, apply digital filters to them, and share them on a variety of social networking services, such as Facebook and Twitter. A distinctive feature is that it confines photos to a square shape About Facebook Founded on February 4, 2004 by Harvard student Mark Zuckerberg, the website service was initially limited to Harvard students only. Eventually the site memberships expanded to colleges in the Boston area, the Ivy League, and Stanford University. It gradually added support for students at various other universities before it opened to 27

high-‐school students, and eventually to anyone aged 13 and over. Facebook now allows anyone who claims to be at least 13 years old to become a registered user of the website. The site allows for members to connect via shared photos and status updates, as well as leave comments and likes on other member's postings. ### Publications press release will go to: -‐ Washington Times -‐ New Yorker/New York Times -‐ The Salt NPR Blog -‐USA Today -‐ The Denver Post -‐ Fooducate blog -‐ Just-‐Food Blog -‐ The Wall Street Journal

Strategy 2: Generate a greater presence for Chipotle on social media Tactic 3: Boost their presence on Facebook

(Chipotle’s Actual Facebook Page)

New Description

Our Feed Ideas

Maria Bjoerklund 31

Strategy 2: Generate a greater presence for Chipotle on social media Tactic 4: Incorporate Chipotle’s videos onto social media sites

Strategy 3: Publicize Cultivate Festival Tactic 1: Press release about Cultivate Festival

Contact: Sara Hoing Public Relations Manager: Chipotle Mexican Grill Sara.Hoing@chipotle.com (970)-‐819-‐4386 Annual Cultivate Food Festival Comes to Boulder Chipotle announces free local festival to inform community on sustainable eating

FOR IMMEDIATE RELEASE: 2014-‐04-‐25

Boulder-‐ Chipotle Mexican Grill is hosting a free festival this month to encourage healthy eating and to educate the public about sustainable ingredients. At the event there will be live music, chef demonstrations, and a number of contests with prizes. The event will be on May 25th on Pearl Street where the entire street will be closed down for the festival. “The Annual Cultivate Food Festival has been around for three years now and has been a very successful event. We are really looking forward to bringing the festival to Boulder this year and hope to have a large crowd,” says Chipotle founder, Steve Ells. “Our goal is to educate people about sustainable ingredients and get them to care about Chipotle’s efforts to re-‐envision how people look at fast food. We think the festival is a great way to get people involved with healthy eating choices and we hope that people will leave learning something they didn’t know before.” The outside festival will be fun for all ages and will feature many activities to get people involved. Well-‐known chefs, Amanda Frietag, Graham Elliot, Dennis Lee, Courtney Burns and Nick Balla, and Minh Tsai will perform a variety of chef demonstrations. The event will also have live music for your entertainment from Neon Trees, Andrew McMahon, Charli XCX and DJ Christopher Golub. Lunch will also be served at the festival. The Chipotle chefs have been hard at work coming up with new recipes just for Cultivate. Each dish will be created around fresh, responsibly grown ingredients from local farms. There will also be a tasting hall where some of the best craft brews in the city and top 35

quality sustainable wines will be served. There will also be a variety of other beverages to quench your thirst. Also, visit the cultivate exhibits Chipotle is presenting and learn what they have to offer. Attend all four exhibits and get your program stamped to receive a coupon for a FREE burrito, bowl, salad or order of tacos at any Chipotle. The festival will also feature a ‘Kids’ Zone’ which is filled with fun, educational activities that teach kids where their food comes from and why it’s important. “The Cultivate Festival is such an awesome event,” says chef Graham Elliot. “Chipotle is doing a great thing to get people involved and aware of healthy eating. This festival is always such a blast and I am happy to be part of it this year.” Check out the Chipotle Cultivate Festival website for a schedule of the times and locations of the special events throughout the day. Chipotle looks forward to seeing you there! About Chipotle Mexican Grill When Chipotle first opened its doors in 1993, the goal was simple: to serve high quality, delicious food quickly with an experience that not only exceeded, but redefined the fast food experience. To that end, Chipotle focuses on sourcing the best possible ingredients, serving the tastiest food, and growing the most capable team they can. About Steve Ells Steve Ells is the founder, Co-‐CEO, and Chairman of Chipotle Mexican Grill. Ells founded Chipotle in 1993 and under his direction, committed the restaurant to serve only naturally raised meat and to promote sustainable agriculture. About Graham Elliot Graham Elliot, critically acclaimed chef, restaurateur, and television personality, has received three James Beard Award nominations, competed on “Iron Chef” and the first two seasons of “Top Chef Masters,” was named one of Food & Wine Magazine’s Best New Chefs, and became the youngest Four Star Chef in the U.S. ### Publications press release will go to: -‐ Washington Times -‐ New Yorker/New York Times -‐ The Salt NPR Blog -‐USA Today -‐ The Denver Post -‐ Fooducate blog -‐ Just-‐Food Blog -‐ The Wall Street Journal

Strategy 3: Publicize Cultivate Festival Tactic 2: Pitch Letter about Cultivate Festival

Boulder Daily Camera Dear Mone Miller, Chipotle Mexican Grill is hosting the fourth annual cultivate festival in Boulder this month. The purpose of the event is to change the way people think about and eat fast food Cooking demonstrations by celebrity chefs, live music, local food artisans, breweries, wineries, a special Chipotle festival menu, and other activities emphasizing fresh and affordable food made with sustainably raised ingredients will all be present at this years festival. The Cultivate Festival is on May 25 and the word needs to be spread. When you’re choosing stories for April, please keep this event in mind—your newspaper caters to a large demographic and this story will be of interest to many. Chipotle hopes to educate people more about how food is raised and prepared and the importance of healthy eating. According to the U.S. Health Department, 50 million Americans are served fast food daily and are unaware of the health precautions. Chipotle’s goal is to reinvent the way Americans see fast food by helping people understand more about food that is raised and prepared properly. The festival will feature interactive exhibits to teach the public about animal welfare, the issues surround GMO’s, and the reality of processed food. The Denver Healthy Food Organization will also be there to support the festival and teach people sustainable food choices here in Denver and Boulder. How can we educate people about food? Why should they care? And how to we provide a level of education appropriate for everyone? In honor of healthy eating, Chipotle has put on this event for the past four years and this year they festival is coming to the city of Boulder to bring people together for a celebration of food and music, but also to educate the people on how food can be raised responsibly. This event will be held on Pearl Street in Boulder on May 25. The festival will be fun for all ages and will feature many activities to get people excited including an abundance of prizes. The Chipotle Cultivate Festival has several chefs available to talk with you about healthier food choices and how to start making these small changes even within your home. Graham Elliot, Amanda Frietag, Dennis Lee, and Minh Tsai will be there to answer questions and will be offering a number of chef demonstrations.

I have noticed in the past that you have written a couple articles of events in both the Denver and Boulder area and I hope this event will be of interest to you. The event is going to be a fun and inspiring experience for many and we hope to see a lot of people out there. Please give me a call if you would like any more information or want to set up an interview. Thank you for your time and I look forward to hearing from you. Sincerely, Sara Hoing Sara Hoing Public Relations Manager Chipotle Mexican Grill (970)-‐819-‐4386 Chipotle Mexican Grill Headquarters (located in Denver): (303)-‐445-‐0011 U.S. Department of Health: (800) 445-‐6780 Denver Healthy Food Organization: (303)-‐819-‐6566 Publications press release will go to: -‐ Washington Times -‐ New Yorker/New York Times -‐ The Salt NPR Blog -‐USA Today -‐ The Denver Post -‐ Fooducate blog -‐ Just-‐Food Blog -‐ The Wall Street Journal

Strategy 3: Publicize Cultivate Festival Tactic 2: Guacamole Contest

FOR IMMEDIATE RELEASE: 4-‐14-‐2014

CONTACT: Maria Bjoerklund Public Relations Manager: Chipotle Mexican Grill maria.bjork@chipotle.com (719)-‐466-‐0132

Chipotle To Hold First Annual Guacamole Recipe Contest in Denver Chipotle to award two thousand dollar award to winning participant of Annual Guacamole Recipe Contest

Denver, -‐as part of the annual Chipotle Cultivate Festival, Chipotle will be holding the first annual guacamole recipe contest this May. Up for grabs is the two thousand dollar first prize, the one thousand dollar second prize, and the five hundred dollar third prize. “We are so excited to be extending the Chipotle Cultivate Festival experience to such an exiting contest!” states senior Chipotle chef Graham Elliot. Elliot is scheduled to co-‐ judge this years recipe contest along side former food-‐network star Ina Garten, and award-‐winning chef Masa Takayama. “I couldn't be more proud to serve as a judge alongside Garten and Takayama in this year's event.” The idea behind the guacamole recipe contest came from a fan letter sent to the Chipotle Denver headquarters. Ian Miller, a devoted Chipotle fan who has attended the Chipotle Cultivate Festival for the past five years. Miller wrote the company suggesting they held a contest to honor what Miller refers to as their 'star ingredient.' “You just can't have a burrito without the guacamole!” Miller states. “I sent the letter not thinking anyone at Chipotle would end up reading it, let alone actually put forth the efforts to host an annual guacamole contest” states Miller. “Its so awesome to know that one person can really make a difference, as all it took was this one letter suggesting this idea!” Chipotle contacted Miller and thanked him for his 42

contest idea, and personally invited him to join the contest to win the two thousand dollar prize. “I plan on entering with my grandmother's secret guacamole recipe, it's bound to knock their socks off!” City Councilman Gregory Smith states this will be the first time he has ever attended a festival, let alone one to this caliber. “I've heard lots of great things,” the Councilman states. “I am pleased to be able to support such a great company that locally started here in our city. It should be a good time for the entire family.” Although the councilman did not make a comment on whether or not he was planning to enter this year's guacamole contest, his grin gave away his enthusiasm. “I wouldn't mind winning two thousand dollars, however I can't say I'm much of a chef!” Chortle’s Cultivate Festival will take place on Sunday May 4, 2014 in the fields behind he National Science Museum in downtown Denver. Doors open at 10 am, and the guacamole contest starts at noon. Participants can chose to either enter individually, or enter in teams of up to four individuals per team. All interested parties must register their teams online by May 1st, where they will receive a conformation email and event tag. This event tag will then be used as a festival-‐pass to grant the contest participants into the designated contest areas of the festival. Participants should dress professionally, as much of the event will be filmed and featured on the official Chipotle YouTube channel. About the Chipotle Cultivate Festival Held on Sunday, May 4 2014, Chipotle's Cultivate Festival is an all day event aimed to educate consumers about Chipotle's efforts to improve healthier lifestyles. The festival is free of charge, and will feature free Chipotle catering. Festival doors will open at 10 am, all families and individuals welcome. About the First Annual Chipotle Guacamole Recipe Contest Inspired by a fan letter, Chipotle will hold their first annual guacamole recipe contest this May, awarding three thousand five hundred dollars worth of prizes. The contest will be held at noon on Sunday, May 4th, as part of the annual Chipotle cultivate festival. Contestants will have a total of one hour to prepare their guacamole. The judges will start sampling the recipes at 1 o’clock. The winning teams for first, second, and third price will be announced on the main stage by 4 pm. ### Publications press release will go to: -‐ Washington Times -‐ New Yorker/New York Times -‐ The Salt NPR Blog -‐USA Today -‐ The Denver Post -‐ Fooducate blog -‐ Just-‐Food Blog -‐ The Wall Street Journal

Strategy 3: Publicize Cultivate Festival Tactic 3: Incorporate Cultivate Festival into Social Media Sites

Strategy 4: Generate media stories on Chipotle’s ‘Food with Integrity’ campaign Tactic 1: Press release about supporting local farmers through “farmer of the month”

FOR IMMEDIATE RELEASE: 2014-‐04-‐28

Contact: Sarah Freeman Public Relations Manager: Chipotle Mexican Grill Sarah.freeman@chipotle.com (415)-‐246-‐9201

SUSTIANABLE FARMING TO TAKE STAND AGAINST FACTORY FARMS Chipotle to Announce Plans for Sponsoring ‘Farmer of the Month’ Denver, Colo.—Chipotle is leading the way towards taking a stand against the exploitation of animals and the environment from factory farms, through supporting local farmers via ‘Farmer of the Month’ to show society the importance of sustainable ingredients over processed GMO foods. In the U.S. approximately ninety nine percent of our meat and food comes from CAFOs, Concentrated Animal Feeding Operations. These factories stuff animals into small-‐ enclosed pens, in doors at all times, to produce the highest possible output at the lowest possible price. The idea behind this farming technique is cheap processed meat, and unfortunately most food companies and restaurants buy through CAFOs. The reason for this is because it minimizes costs and allows companies to make more of a profit. However the costs to this method comes at a high cost to individuals, society, and the environment. Factory farming exploits animals in the most abusive ways, leading to the food produced becoming more dangerous to consumers. These animals are involuntarily eating hormones, antibiotics, and toxic chemicals so they expand until they can’t support their own body weight and their bones give out. Josh Weyden, President of the FDA states, “The factory farming industry puts incredible strains on our natural resources. The extreme amount of waste created by raising so many animals in one place pollutes our land, air, and water.” People consuming this meat are feeding themselves extra hormones, bad bacteria, pesticides, and processed ingredients the body is not able to 48

handle. Unfortunately, consumers purchase and eat this type of food regularly because it’s cheap and always available. This is a result from the most powerful meat organizations controlling over eighty percent of the food processing market. These powerful, profit-‐thinking companies don’t care about the consumer or society, only making lots of money, which gives to the exploitation of animals. One company that has decided to care about the environment, the animals, and consumers is Chipotle. Chipotle Mexican Grill strives to give consumers food that is sustainably grown with no GMO’s, hormones or antibiotics. For over a decade the company has strived to only use pigs, cows, and chickens raised on family farms in wide-‐ open spaces that are treated with respect. Chipotle goes above and beyond to make sure the farmers they work with meet certain guidelines so they feel comfortable using their products. Chipotle realizes the importance of supporting local farms because of the difference their food makes on society. Chipotle has decided to sponsor local farmers that they believe make the extra effort to care about their food and animals. Every month Chipotle will sponsor a local farm they believe is making strides in sustainable farming. The point of “farmer of the month” is to spread awareness of the importance of family farms and how society needs to realize we can’t keep supporting factory farming and their degrading practices. As Steve Ells says, “Locality of family farming is important because the less distance food has to travel the better. Sourcing local food reduces food miles, supports rural economies, and ensures fresh, great tasting seasonal produce. The purpose behind “farmer of the month” is to get consumers to realize farmers are an important part of society and need to be supported.” FDA The FDA is an agency of the Department of Health and Human Services through the federal executive department. The organization is responsible for protecting consumers through the regulation of food safety, tobacco products, veterinary products, etc. www.fda.gov Chipotle Mexican Grill Chipotle Mexican Grill is a fast casual dining restaurant that has more than 1600 locations nation wide. Known for their ‘Food with Integrity’ campaign, Chipotle is dedicated to serving customers great quality food with sustainable ingredients and naturally raised meat. www.Chipotle.com Steve Ells Founder and CEO of Chipotle, Steve Ells is a top culinary chef who is dedicated to changing how America experiences fast food. www.Chipotle.com

steve.ells@chipotle.com

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Publications Press Release will go to: -‐ The Denver Post -‐ New Yorker/New York Times -‐ Fooducate Blog -‐Chicago Tribune -‐ The Salt NPR Blog -‐ Just-‐Food Blog -‐The Wall Street Journal -‐ USA Today

Strategy 4: Generate media stories on Chipotle’s ‘Food with Integrity’ campaign Tactic 2: Press release about ‘Food with Integrity’

FOR IMMEDIATE RELEASE: 2014-‐04-‐28

Contact: Sarah Freeman Public Relations Manager: Chipotle Mexican Grill Sarah.freeman@chipotle.com (303)-‐246-‐9201

CHIPOTLE TO USE YOUTUBE TO EDUCATE CONSUMERS ON SUSTAINABLE FARMING Chipotle To Make Strides Towards ‘Food with Integrity’ Campaign

Boulder, Colo.—Chipotle’s decade long campaign, ‘Food with Integrity’ is aimed at educating consumers on sustainable ingredients, and one way the company converses with individuals about the cause is through short video clips that are posted on YouTube that have resonated with individuals. Most companies use advertising and marketing to sell new products and make customers aware of their name and logo. However, Chipotle has a different vision for its advertising and marketing. Chipotle Mexican Grill strives to reach its customers on an emotional level and have them gain an understanding of sustainable farming instead of preaching to customers about new menu items. Their marketing standpoint is to cultivate a better world, and through short video clips on ‘food with integrity,’ the company aims to educate consumers about the importance of sustainable farming that is vastly disregarded in modern society. These short video clips make up Chipotle’s advertising budget and are very efficient at achieving customer awareness. The first video clip created was called ‘back to the start,’ and it centers on showing customers Chipotle’s story while displaying the impact of industrialized farming and the significance of going back to the land. The two minute video clip was posted on YouTube and their website, then found its way to the big screen as a preview before movies. The video was able to reach over 4 million views and leave an impression on individuals. The success of the ‘back to the start’ video has lead the company to create another short video clip called ‘The Scarecrow.’ This short clip 53

follows a scarecrow that works in a dystopian society at a factory farm. One day he looks inside the production of the meat to see it’s all assembly lines, processed, and injected with chemicals. All he wants is to go back to the land and produce fresh naturally raised ingredients. The video is set to the song “Pure imagination” and gives a scary look into what our society is becoming. While this video has not had as much success on YouTube, only reaching 12 hundred thousand views, its been transformed into an app. Ben Floozie, an app designer for apple said, “This game was fun to create because it helps educate consumers on an important problem that’s very real in our nation. The apps lets kids be a hero for an actual cause and break the crows’ monopoly on food production and restore hope for animals, farms, and the environment.” Chipotle hopes this app will bring awareness to consumers and get them to start caring about our environment. Due to the positive results of the two short video clips Chipotle is making strides towards producing a full mini series they hope will be picked up on a network. ‘Farmed and Dangerous’ is the new mini series in the works. As Director of Social Media Mark Crumpacker said, “Farmed and Dangerous is a mini series that follows a group of friends around who are suppose to spin the most egregious aspects of industrialized agriculture in a positive way so consumers can connect with it on an emotional level while still learning about the harms of factory farming.” The hopes Chipotle has for this mini series is for consumers to learn about cultivating a better world, and to communicate ‘food with integrity’ in a non-‐preachy way. Due to the success of the videos and the making of ‘farmed and dangerous’ Chipotle has decided to incorporate their videos onto social media. Through Facebook and Instagram Chipotle can reach a wider audience and educate individuals on caring to cultivate a better world. With social media Chipotle plans to start a conversation with consumers and get them interested in talking about sustainable ingredients. Chipotle Mexican Grill Chipotle Mexican Grill is a fast casual dining restaurant that has more than 1600 locations nation wide. Known for their ‘Food with Integrity’ campaign, Chipotle is dedicated to serving customers great quality food with sustainable ingredients and naturally raised meat. www.chipotle.com Apple Apple is the leading company that designs, develops, and sells consumer electronics, computer software, and personal computers. Most known for their Ipod media player, Iphone smartphone, and Ipad tablet computer. Steve Jobs, Steve Wozniak, and Ronald Wayne founded Apple in 1976.

www.apple.com

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Publications press release will go to: -‐ Washington Times -‐ New Yorker/New York Times -‐ The Salt NPR Blog -‐USA Today -‐ The Denver Post -‐ Fooducate blog -‐ Just-‐Food Blog -‐ The Wall Street Journal

Strategy 4: Generate media stories on Chipotle’s ‘Food with Integrity’ campaign Tactic 3: Press release about Chipotle food trucks for the summer

Contact: Sara Hoing Public Relations Manager: Chipotle Mexican Grill Sara.Hoing@chipotle.com (970)-‐819-‐4386 Chipotle Introduces Food Trucks to Denver The Mexican Grill announces new truck business Denver-‐ Chipotle Mexican Grill is working on changing the way America experiences fast food by creating food trucks around the Denver area. These food trucks will appear specifically at concert venues and festivals located in the area and will provide a similar menu to the food experienced in the regular restaurants. The first food truck will be spotted at Red Rocks Amphitheatre this summer and will continue to appear at a number of outdoor events in Denver. “We are really excited about launching the new industry of food trucks this summer, says Chipotle founder, Steve Ells. “Our goal is to change the way people look at fast food and teach them that just because its fast doesn’t mean its ‘fast food.’ We will use the same sustainable ingredients we use in our fast casual restaurant and hope this will offer a healthier alternative to the food offered at these outdoor events.” Chipotle Mexican Grill is a fast-‐casual restaurant that is known for making delicious food that you can order, pick up and eat quickly. Chipotle uses classic culinary techniques and sustainable ingredients to ensure people are getting a healthy fast food experience. Chipotle’s mission is derived from their Food With Integrity campaign, which is a commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers. Chipotle hopes that by creating these food trucks, people will begin to make healthier choices and really begin to understand the benefits of sustainable eating. Concert venues and festivals are a great location for the Chipotle food trucks because they provide a healthier alternative to the food currently served FOR IMMEDIATE RELEASE: 2014-‐05-‐01

around them. If these food trucks prove to be successful, Chipotle plans to create a number of trucks that will cater to different types of food in locations all over the country but will all remain loyal to their Food With Integrity campaign. “We are looking forward to being the first location for the Chipotle food trucks this summer,” says Red Rocks manager, Joe Black. “Being located in the mountains, there are not many food places located right at our amphitheater besides fast food restaurants and the concessions offered at the venue. We are proud to support Chipotle and think this will be a very successful investment for both of us. We think this will help attract people to our venue and hope to see more food trucks in the area soon.” Not only will a Chipotle food truck be present at Red Rocks, Chipotle will also put on a variety of contests for the audience to participate in while tailgating before the concert event. These contests will include things from trivia to cook offs that will include facts about Chipotle and the use of sustainable ingredients. Prizes will range from FREE chipotle burrito cards to free concert tickets. The Chipotle food truck business is to be launched this summer, so be the first to check them out at Red Rocks Amphitheater. This will hopefully provide the public with healthier food options while enjoying the concert and Chipotle looks forward to seeing you there. About Chipotle Mexican Grill When Chipotle first opened its doors in 1993, the goal was simple: to serve high quality, delicious food quickly with an experience that not only exceeded, but redefined the fast food experience. To that end, Chipotle focuses on sourcing the best possible ingredients, serving the tastiest food, and growing the most capable team they can. About Steve Ells Steve Ells is the founder, Co-‐CEO, and Chairman of Chipotle Mexican Grill. Ells founded Chipotle in 1993 and under his direction, committed the restaurant to serve only naturally raised meat and to promote sustainable agriculture. About Red Rocks Amphitheatre Red Rocks Amphitheatre is a rock structure near Morrison, Colorado, 10 miles west of Denver, where concerts are given in the open-‐air amphitheater. About Manager Joe Black Contact information: Joe Black

Red Rocks Amphitheatre Manager JoeBlack@redrocks.com

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Strategy 4: Generate media stories on Chipotle’s ‘Food with Integrity’ campaign Tactic 5: Pitch letter to fitness blogger

Fitness Blogger Marion Nestle

Dear Marion: Childhood obesity has more than doubled in children and quadrupled in adolescents in the past 30 years. The percentage of children aged 6–11 years in the United States who were obese increased from 7 percent in 1980 to nearly 18 percent in 2012. Similarly, the percentage of adolescents aged 12–19 years who were obese increased from 5 percent to nearly 21 percent over this same period Its now or never, we must stop the growing epidemic of obesity in our country. National Obesity Awareness Week is May 20, 2014, and this year's theme is Fun, Active, Smart. When you select stories for May, please keep this event in mind—your readers are sure to be interested in this important issue as many of them are healthconscious parents with young children. As the first fast-casual restaurant to introduce an all organic, genetically modified organism (GMO) free menu, Chipotle Mexican Grill sets the bar for fun, active, smart eating on the go. According to recent research conducted by The American heart association, childhood obesity is now the number one health concern among parents in the United States, topping smoking and drug abuse. How can we help end child obesity and better educate the public on the importance of making the right nutritional choices and staying active? In support of National Obesity Awareness Week, Chipotle Mexican Grill is hosting an all day event, free of charge, that will grant opportunities for the public to become more aware of child obesity and healthy living choices. Held at the Denver City Fields, the event will be fun for families of all ages and will feature activities such as an obstacle course, bouncy castles, trampoline jumping, and a petting zoo featuring local farm animals. The event will also feature an educational nutrition presentation by health and nutrition specialist Marianne Silver, and free Chipotle catering. Chipotle Mexican Grill has several spokespeople available to speak with you for interviews regarding how parents can make smarter decisions regarding nutritional choices to help stop child obesity. We will also be able to introduce you to local organic farmer Jim Wells, and health and nutrition specialist Marianne Silver, who was recently, featured in Oprah Magazine on the list of Top 20 Nutrition Specialists for 2014. I have noticed in the past that some of your previous blog posts centered around obesity awareness in children, so we hope you will join our efforts in reminding your readers that child obesity is still a crucial problem in the United States.

Nutritional education and awareness is key to help end child obesity and promote a fun, active, smart lifestyle. Please give me a call if you would like more information or want to set up an interview. I hope that you will help spread the word about child obesity and this important event. I will call soon to see if I can be of any further help. Sincerely,

Maria Bjoerklund PR manager for Chipotle Mexican Grill. Email: mariabjork@chipotle.com cell: (719) 466-0132 www.chipotlemexicangrill.com Chipotle Mexican Grill contact info: (303) 466-1010 Marianne Silver contact info: (323) 786-1736 Jim Wells contact info: (719) 123-5654

Evaluation

Objective: To educate people about sustainable ingredients and get them to care about Chipotle’s efforts to re-‐envision how people look at fast food. 1. Generate media stores on the environment, the animals, and the farmers -‐ Media Placements -‐ Press releases -‐ Pitch letters -‐ Media Impressions -‐ Audience Reach -‐ Messaging communicated 2. Educate consumers on sustainable ingredients to change the way America experiences fast food -‐ Tactic 1: Cultivate a better world college tour -‐ Event measurement of production -‐ Attendees -‐ Contestants/participants -‐ Materials distributed -‐Tactic 2: Denver little league opening day parade -‐ Event measurement of production -‐ Attendees -‐ Contestants/participants -‐ Materials distributed -‐ Tactic 3: Infographics -‐ Media placements -‐ Audience Reach -‐ Messaging communicated -‐ Tactic 4 & 5: Video clips in theatres -‐What theatres pick them up -‐How often they are aired -‐Do people go on YouTube and watch it after seeing it in theatres -‐Do more people download the scarecrow app after seeing the clip -‐Audience reach 3. Generate a greater presence for Chipotle on social media -‐ Tactic 1: Hashtag #foodwithintegrity -‐ Audience reach -‐ How many people use the hashtag -‐ Prominence -‐ Tactic 2: Social media challenge -‐ Audience reach

-‐Content reach -‐Establish improvements on social media sites -‐ Tactic 3: Boost Facebook presence -‐ Audience reach -‐ Content reach -‐ Prominence -‐ Posts -‐ Establish improvements -‐ Tactic 4: Video clips on social media -‐ Audience reach -‐ Content reach -‐ Placement -‐ Messaging communicated 4. Publicize the Cultivate Festival -‐Tactic 1 & 2: Cultivate Festival Press release & Pitch Letter -‐ Media impressions -‐ Media placements -‐ Audience Reach -‐Tactic 3: Guacamole recipe contest -‐ Contestants/participants -‐ Prize money -‐ Attendees -‐ Tactic 4: Cultivate Festival incorporated into social media -‐ Audience reach -‐ Content reach -‐ Placement -‐ Establish improvements -‐ Responses