Tessa Yin brought up a very interesting business model. Chipotle Mexican Grill operates with an emphasize on transparency, showcasing that the restaurant’s distinct style and values. As a result, Chipotle was able to increase their sales and generate a large number of patrons.
In response to Tessa’s food for thought, I believe transparency should definitely be emphasized by certain companies. As Tessa said, it provides a refreshing break from all the advertisement campaigns that are constantly pushed in consumers’ faces. A restaurant like Chipotle allows customers to experience its food and build their own opinion. I believe these type of brands will ultimately be a more successful.
Good branding achieves its goal by providing a new vocabulary for its consumers. Chipotle is successful at this. A customer who walks into Chipotle and experiences first hand the culture of the restaurant will associate his experience with the name Chipotle. As common positive experiences build up, a strong brand is formed in the minds of customers. The word Chipotle will become the carrier of the company’s culture.