CHIPOTLE: Love it or Leave it?

A new Chipotle location opened this month around the corner from our offices. I enjoy their food! And I enjoy their trademark name and logo.  The “Chipotle” name is suggestive of a place serving Mexican food.  “Suggestive” means that it does not directly tell you that they serve Mexican, but it gives you a hint.

The simple logo – simple warm colors, simple block lettering, and simple design of a pepper – are pleasant to look at, add to the suggestiveness with the pepper design, and represent the restaurant chain well.  The store architecture and menu also generally fit with the simple style and design.

I also like that the company understands the value of the brand – they own more than 20 trademark registrations, including several logos and slogans:

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• The restaurant’s interior design (” THE APPEARANCE AND DESIGN OF THE INTERIOR OF A RESTAURANT EVOKING A NEO-INDUSTRIAL FEEL THROUGH THE USE OF UNPAINTED GALVANIZED OR STAINLESS STEEL METAL FINISHES ON TABLE AND BAR TOPS, BASEBOARDS, WAINSCOTS, AND TRASH SURROUNDS; LIGHT ? COLORED NATURAL WOOD FINISHES AS ACCENTS ON TABLE AND/OR CHAIR EDGES, BENCH SEATING, WALL FINISHES, AND/OR CHAIRS; THE USE OF INDUSTRIAL-LOOK LIGHT FIXTURES WITH EXPOSED ELECTRICAL JUNCTION BOX FITTING AND PORCELAIN KEYLESS BULB SOCKETS SUSPENDED FROM THE END OF ELECTRICAL CONDUIT PENDANTS; CEILINGS EXPOSED TO THE STRUCTURE WITH EXPOSED VENTILATION CONDUITS AND ELECTRICAL; AND EXPOSED KITCHEN AND GRILL AREA.”)

• A burrito image (“The mark consists of a rectangular shape with rounded edges that appears to be bursting at the seams and has a surface appearance of crinkled aluminum foil wrap”)

• THE GOURMET RESTAURANT WHERE YOU EAT WITH YOUR HANDS
• FOOD WITH INTEGRITY
• UNBURRITABLE

Lesson: A brand need not be complex to be unique and to communicate with consumers. In my opinion, CHIPOTLE does just that.