Mr. Crumpacker(Chief Marketing Officer) points out that the chain hasn't added a menu item in 17 years and it also does not have a regular cadence of pricing promotions. For those reasons, he said, agencies' experience with other fast food chains is irrelevant.
"We've looked at TV; we've looked at it all," Mr. Crumpacker said. "Chipotle was built on word-of-mouth marketing. We're focused on reigniting word-of-mouth marketing, rather than big advertising campaigns."
Love this kind of attitude, and I still love Chipotle.