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Being Chipotle’s social media manager

October, 2015

Mission Statement from Luis Torres

As the social media manager for Chipotle, one of the things I want to continue to do is reach out to college students. College students are key for us in a lot of way. They are able to spread the word about our food and they are attractive consumers of our product. It’s my job on social media to reach out to them as well as other demographics to make sure they’re getting the best quality from us as possible.

Luis Torres

Background: Head of Chipotle’s social media management team.

Worked at the company for six years starting out as an intern at the headquarters in Denver, Colorado.

Demographics of Chipotle for social media:

Age: 18-24

Normally more female than males, but depends on which university

Income less than $10,000

Identifiers

First and foremost, we need students who are engaged on social media

I have a couple of ideas in place for promotions on social media across all of our chains with a lot of planning. Months in advance.

And of course, we need students who are hungry!!!

Goals and Challenges

Goals: To reach as many students as possible on social media Engage with them on all social media accounts Challenges: Not everyone has Twitter, Facebook, etc. How we help: Have tons of promotions on social media with meal deals like “Taco

Tuesday” etc. Push social media engagement as much as possible.

What students are saying?

Quotes: University of Florida student: “The Chipotle on

University has deals each Tuesday which makes me happy!!”

“I wish Chipotle was a bit cheaper to tend to my budget.”

Common Objectives: To try our hardest to satisfy every customer.

Plan

One of the things that I want to do is promote free meals to students who tweet us photos while they are eating at chipotle.

I want to have promotions at least once a week for Chipotle locations on campus’s around the country. Buy 1 get 1 free, etc.

I’m planning to do a lot more promotions while working with headquarters to increase our social media presence.

Follow us!!

Twitter: @ChipotleTweets Facebook: https://www.facebook.com/chipotle Instagram: @chipotlemexicangrill Snapchat: ChipotleSnaps