Chipotle boosts brand momentum among Londoners with a new app and digital discounts

In recent years, the UK restaurant industry has seen considerable changes due to the cost-of-living crisis. US-based fast-casual chains have claimed more territory in Europe, and their meals have become more appealing to British consumers looking to save money while satisfying their palate. 

Chipotle Mexican Grill is one fast-casual chain that has recently made waves in the UK, boosting brand momentum among Londoners by launching a digital app and a free meal offer.

Breaking into the UK market

The first UK Chipotle location opened in 2010. As of August, Chipotle has established 20 locations in the UK, with 19 of them in London. The chain’s UK footprint has increased by nearly 82% in the past 18 months.

“The UK is an attractive growth area for us because UK consumers prioritise healthy and sustainable food options. We serve delicious food that our guests can feel good about eating.”  – Jacob Sumner, Chipotle’s Director of European Operations 

Digital discounts

On June 13, Chipotle announced the launch of its UK app and website. The company celebrated the news with an intriguing offer: a free meal for all customers who made a digital purchase in-app or via the website.

The cost-of-living crisis, which has affected the UK since 2021, made Chipotle’s generous free meal offer even more enticing. The promotion successfully caught consumers’ attention, and reinforced the restaurant’s commitment to its European customers.  

Perhaps due to the high-concentration of Chipotle locations in their city, Londoners reacted especially positively to the app launch. According to data from QuestBrand by the Harris Poll, there was a significant uptick in positive momentum among Londoners following the announcement.

Positive Brand Momentum Among Londoners – 12 Week Trended Average

QuestBrand. 4/1/2024-9/12/2024. Base: UK adults, ages 18+, n=1,257. Base: Londoners, n=161.

When we only look at brand data from consumers familiar with the Chipotle brand, we can see that these Londoners more often describe Chipotle as “Intelligent” (+10.0), “Socially-Conscious” (+7.4), and “Sophisticated” (+5.8) than consumers throughout the entire UK. This once again points to Londoners’ increased interest in Chipotle given their close proximity to the restaurant locations.

How Consumers Familiar with Chipotle Describe the Brand – Londoners vs UK Adults

QuestBrand. 1/1/2024-9/12/24. Base: UK adults, ages 18+, n=481. Base: Londoners, n=114.

“We are keenly focused on increasing access to our real food in the UK,” Sumner said in a Chipotle release. “The Chipotle UK app is the fastest way for our guests to get Chipotle, and will better allow us to tailor our offerings and promotions to their individual preferences.”

If Chipotle continues to expand into the UK, and opens locations beyond London, we expect brand momentum to grow among the general UK population – especially if the fast-casual chain leverages a similar discount strategy at launch.