Chipotle’s RAOK lunch burritos deliver surprise and delight


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#799 in the Project was submitted via a blog comment by Lisa Thorell

chipotle random acts of kindness

Totally sweet (carbonated) post, Stan! I like your distinction between Branded Acts of Kindness vs. Random Acts of Kindness. I have been the recipient of one of Chipotle’s RAOK lunch burritos – and it truly surprised me and forever imprinted their brand on my brain. I notice that Chipotle [CMG] does not make a big deal of this (little PR outreach on it). At least for me, that makes me respect them even more than Coke or Pepsi. When the Brand RAOK = Pure RAOK I get suspicious. And I like the distinction of Lagniappe RAOK too — when an RAOK is not episodic or part of a one-off campaign, but embedded as a regularly occurring activitiy in a company culture. I know CMG does that. Not so sure with PEPSI/Coke here — is this all temporary for Brand RAOK—will it all go away soon…so we don’t associate these RAOKs with them? Hmmmm…

Today’s Lagniappe (a little something extra thrown in for good measure) – Inspired by ‘Chocolate Rain’, here’s Chipotle and ‘Burrito Rain’. “Some eat meat and others vegetate”:

Lagniappe defined: A marketing lagniappe, i.e. purple goldfish, is any time a business goes above and beyond to provide a ‘little something extra’. It’s that unexpected surprise that’s thrown in for good measure.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth?

Are you Giving Little Unexpected Extras? What’s Your GLUE?

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Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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