How Chipotle Is Giving Consumers Exactly What They Want: Authenticity
By: Alexandra Kueller
Honesty is the best policy, right? According to customers, the answer is yes. Public relations and communications firm Cohn & Wolfe conducted a study on authentic brands by company to see consumers are demanding. In fact, the top three qualities or behaviors that people want to see from big companies are communicating honestly about products and services, not letting customers down, and acting with integrity all times.
Fast Company then asked people in the United States and 11 other major markets what they wish to see from brands, and do you know what was on the bottom of the list? Innovation, great products, and having a popular brand.
Chipotle is taking note of all of these points: the Mexican-food chain recently announced that they will stop serving pork at hundreds of their locations when one of their suppliers violated Chipotle’s standards. So how exactly is Chipotle giving their customers authenticity? They are becoming a great model for big brands in the 21st century:
Companies often have a set of standards and values they hold themselves (and their suppliers) to, but how are consumers to know if a company follows these values? Brands need to be honest and show they are acting with integrity. With Chipotle announcing that they are cutting one of their main protein toppings from some of their stores, they indicated they are not afraid to show that they uphold their standards.
Transparency for the Modern World
Ever since the economic crash, more people are cynical about corporations’ behavior and motives - only 3% of Americans think big businesses are honest and transparent! Companies can no longer afford to hide behind the curtain with more and more people calling for transparency, and Chipotle knows this and is being honest about their product.
We live in a digital world. People are always connected, which makes it easier for information to be seen by the masses, and it means that both good and bad information about a company can quickly spread. A company cannot wait and hope a bad piece of information will never go public, but instead they need to embrace the digital side and come forward with the information. While Chipotle’s announcement about no longer serving pork might not be “bad” information, it does indicate that the company is embracing the digital world and is not letting anyone beat them to the punch.
Should more companies follow in Chipotle’s footsteps of providing more transparency and authenticity? Let us know in the comments below and join the conversation on twitter!