// Chipotle Dramarrito//
In case you haven’t heard, Chipotle has admitted to faking a Twitter hack as a publicity stunt for their Adventurrito 20th Anniversary hullabaloo. I thought I would weigh in - before I go eat a carnitas burrito.
Many social notables have already derided the stunt as “risky” and “untrustworthy”. I understand that point of view and normally I would be inclined to completely agree. We consumers are demanding transparency and integrity, and the relationships we are creating with brands are built on trust. Faking a Twitter hack can harm that trust. But-
C’mon, it was just lame. Look at these tweets and tell me if you are offended.
I agree that we should demand honesty from these companies and organizations, but before you forswear the chain altogether, take a step back and look at the big picture. According to the HuffPost, in 2008 the chain began buying a quarter of its produce from sources within 350 miles of each store. And they are working on a path to become GMO-free. In terms of truthiness, Chipotle is leading the way for fast-food businesses.
And this is perhaps why I can forgive them for this minor step back. It is disappointing when those we look up to, who promise integrity, make mistakes. But I for one will accept their apology. And hey - talking about them all day has worked up quite a hunger. See you there?
*Integrity picture is a screen capture from their website
*Tweets picture is a screen capture from their Twitter account