Article Category: Marketing | Article Tags: branding, business, graphic design, marketing, organization
How this idea came to be
Today, I visited Chipotle’s for lunch. 
While standing in line and talking with a friend, I told him how many moons ago, I would frequently go to this simple Mexican Grill in Denver with friends on Fridays. The place was very basic but the food was simply unique. We often talked with the owner and his friendly staff. That little known place was the original Chipotle’s.
A bit about the growth of the company
Chipotle’s Mexican Grill is a huge financial success. No doubt, their marketing approach has helped. In an era where there are so many choices and you often don’t know what you’re going to get following your order, Chipotle’s is a pleasant experience. Go inside and take a look at the menu board. It is simple in color, very organized (great navigation), and you don’t get immediately overwhelmed with too many items to choose. How many times have you stepped into a restaurant and felt dizzy from all the options? it’s overwhelming, especially if it is not organized correctly. Their menu board even has room to explain their commitment to quality food without the effect of adding clutter.
A fully immersive experience
Their entire brand story is as consistent and unique as their food. Read the materials on their to go bags, napkins, etc. You’ll see meaningful messages. Then go to their website, you can read about Steve’s incredible story of success and the Chipotle’s commitment to quality food – and the same consistency in branding you see in their stores and on their to go bags. It’s all very efficient, just like their kitchen and staff and as easy to read as their in-store menu boards.
How The Chipotle Store is Like a Great Website
Simple Navigation
Think of a website in terms of a fast food store. First, is it easy to find and visually attractive? Is it a fluid process or does a Flash intro slow down the experience. Are you able to find what you want easily and leave the site without frustration? Does the visitor become confused due to too many options not organized efficiently? A good ecommerce site makes it easy to find what you want, then leads you to the cart, checkout, purchase, shipping, order confirmation, and thank you smoothly.
Consistent Branding
Every single element of the entire Chipotle experience is branded for the company. Info-centric brown paper bags, tin foil wrappings that nearly match the tin foil design backings behind trash cans that nearly match the metal wall treatments, consistent photo decorations of actual Chipotle locations and products, etc. The entire experience is a well engineered masterpiece of fast food, and these elements, when applied to a website, can make or break the experience for a user, and ultimately determine whether or not they will buy a product from your website.
Efficient Work Flow
The entire selection process and purchasing process is very clear from start to finish, much like that of a well built eCommerce site. Don’t overwhelm the visitor with too much stuff all at once and discourage clutter that may slow down the process. By making the navigation easy and keeping it efficient, you can gently nudge the visitor through the line to the cash register.
Good stores and good websites have common themes – easy navigation, consistent branding, and a meaningful messaging . This makes a pleasant experience – in-store or over the internet. Chipotle’s leads you through the entire process efficiently from beginning to end, just like a good website.
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