My day today was brightened by a surprise Chipotle e-gift card from a friend. But that email gift card reminded me that while Chipotle does make great burritos, they are also masters at avoiding boring.
I love Chipotle. It’s my go-to place during events or when I am traveling. Because I have food allergies, my list of safe restaurant chains is very short. Hang around me long enough and we will go to Chipotle at least once.
Probably twice.
This was my first time to receive an e-gift card from Chipotle and I was immediately impressed by how creative the email was designed. In an age where marketers are still doing boring — you know who you are, you businesses that do plain text email gift certificates — Chipotle stands out.
Even the most boring of sections, the terms of use policy, was peppered with Chipotle’s spicy wit.
Does YOUR terms section sound like a human or a copywriter robot? Create a legal policy like this one and someone might actually read it!
Well done, Chipotle. Thank you for reminding us that no matter the subject, never do boring.
(P.S. Chipotle, while I do love your wit, you reminded me of one other PR lesson. Always proofread. You have a typo in your terms policy.)
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