Does Chipotle's new video make you want to eat there again?

After a series of food contamination incidents that began last summer and extended through this March, Chipotle's same store sales for 1st Q were down 30% and its stock was down 35%.

In May they started offering freebies after realizing that their heavy users weren't coming back.  Here's the blog I wrote then...

http://pjlehrer.blogspot.com/2016/05/if-giving-away-burritos-doesnt-bring.html

I haven't heard if it's working, but this week they released a new four minute video that they are hoping will help.  Development of the video began 18 months ago, before the problems started.  It goes back to the brand's initial positioning and message -- the superiority of Chipotle's fresh natural ingredients over typical fast food. (Lukovitz, 2016)

If you haven't seen it yet, you can check it out here...

 

 

https://www.youtube.com/watch?v=nKleQ1MXMCs

I have mixed feelings about Chipotle's past video efforts.  I voted their introductory ad, which aired on the 2012 Grammy's best ad of the year.  It's a great example of superior storytelling and since it persuaded even me to give them a try, it's no surprise that sales increased by 23% in the first half of that year. 

Here's the blog and video...

http://pjlehrer.blogspot.com/2012_12_01_archive.html

But, I thought their Scarecrow video, released in 2013, was an epic fail since it reminded me of Soylent Green and made me never want to eat again. 

Here's that blog and video (the link to the video still works) ...

http://pjlehrer.blogspot.com/2013/09/if-you-ask-me-chipotles-new-ad-is.html

So, what do you think?  Does the new video work?  Is it successfully conveying the brand positioning?  If you stopped eating at Chipotle, will it make you want to start again?  If not, what will?

Lukovitz, K. (2016, July 6)  Chipotle Releases New Video; Faces New PR Challenge.  mediapost.com.  Retrieved June 7, 2016, from http://www.mediapost.com/publications/article/279709/chipotle-releases-new-video-faces-new-pr-challeng.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=94424

Will you stop by Kellogg's Cafe for some cereal?

On July 4th Kellogg is opening a cereal cafe in Times Square.  They'll offer cereal treats created by Christina Tosi, chef and owner of the Milk Bar bakeries.  Diners can also make their own dishes using ingredients such as lime zest and pistachio nuts. 

In a totally retro move the cafe will use an "automat" format with customers picking up orders through cabinet doors.

And there will be surprises in each order, just like in cereal boxes, occasionally something bigger - like Hamilton tickets. (2016, Lukovitz)

So, what do you think?  Will you go to the cafe?  Will you eat more cereal afterwards?  Have you gone to Chobani's store in Soho?

Lukovitz, K. (2016, June 30)  Kellogg Opening Millennial-Friendly Cereal Cafe.  mediapost.com.  Retrieved July 1, 2016, from  http://www.mediapost.com/publications/article/279373/kellogg-opening-millennial-friendly-cereal-cafe.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=94299