There's nothing that can take away the harsh sting of reality quite like a well-produced animated film. That's what Chipotle Mexican Grill seems to be hoping for, anyway. The company recently released a 4 minute and 15 second Pixar-esque animated short film via YouTube, titled, "A Love Story".
The film is a short story about Ivan and Evie, two young juice stand owners, who are locked in endless competition with each other. As time passes and their businesses expand, they finally realize that competition has corrupted their vision of simplicity. The film ends, of course, with Ivan and Evie working together, seemingly in love with one another, and their sustainable vision. All while a remixed version of the well-known Backstreet Boys song, 'I Want It That Way' plays in the as the films theme music.
The food also really looks like a plate that was ordered at Chipotle. I wonder if the guacamole was extra. Of course it was.
It's safe to say 2016 has been a reality check for Chipotle Mexican Grill. Early in 2016, the fresh and fast food chain experienced numerous norovirus outbreaks that left the public stricken with fear, resulting in empty store locations and the company giving away 21 million free burritos. Some locations will let you get drunk, but other locations don't — even though it's the exact same menu.
To add to Chipotle's list of 2016 mishaps, recently, a Chipotle marketing executive, Mark Crumpacker, was linked to a New York drug ring after being caught for repeatedly purchasing cocaine from a delivery service. Crumpacker was Chipotle's chief creative and development officer, according to the New York Times.
A look at Chipotle's stock market presence shows the stock has plummeted within the last year. In July 11 2015, Chipotle's stock price closed at $658. One year later, on July 11, 2016, the stock closed at $402.93.
While the company's stock value may not be something investors fell in love with at first, Mark Shambura, Chipotle’s brand marketing director, told the New York Times that Chipotle is looking to reinvigorate the brand's legacy with long-time Chipotle fans — to remind them of how it used to be.
"We think ‘Love Story’s’ message will galvanize our loyalists and remind people of the Chipotle they love," Shambura said.
We're unsure what's next for Chipotle.