How Chipotle adopted viral TikTok menu hacks into its long-term strategy - AdAge.com
Chipotle is proving viral TikTok trends can become part of longer-term strategies instead of just one-and-done moments. The restaurant chain introduced three new menu items Tuesday based on TikTok users’ personalized orders for its new Chicken al Pastor product. This continues Chipotle’s work tapping the trendy #FoodReview TikTok niche and extending its relationship with TikTok food critic Keith Lee. The three new products include “The Sasha Salad,” “The Dillon Bowl,” and “The Anthony Bowl.” Lee, whose TikTok food critiques—often of menu items from restaurant chains including Chipotle—regularly receive millions of views, selected these three custom orders as part of the #ChipotleTasteTest contest. The contest invited users to share their own “menu hacks” featuring Chicken al Pastor. This campaign comes on the heels of Chipotle embracing the viral “fajita quesadilla” menu hack— popularized by Lee and fellow creator Alexis Frost in late December—by elevating their tw...