Chipotle is giving a nod to social media's role in redefining who is considered a celebrity by extending applications for the Celebrity Card to anyone on TikTok, X, and Instagram.
Chipotle's focus on social media could help build loyalty with a widespread range of consumers, including Gen Z, while reflecting the fast casual chain's promotional activity amidst consumer concerns about high food prices.
"We are expanding on what it means to be a Chipotle celebrity and relaunching the program to deepen our connections with our most devoted guests," said Chris Brandt, chief brand officer at Chipotle.
Consumers can apply for a Celebrity Card by sharing a piece of content that explains why they should be selected, such as a photo, video, poem, essay, original song, artwork, or other creative forms.
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