Chipotle Mexican Grill Corporate Social Responsibility Campaign

CORPORATE SOCIAL RESPONSIBILITY CAMPAIGN

Liddy Coddington and Madison Sarnowski

In the Business of Good Food Founder, chairman and co-CEO Steve Ells opened the first Chipotle Mexican Grill (NYSE: CMG) in Denver, Colorado in 1993.•Quality Food•Made Quickly•Fresh Ingredients •Reasonable Price

With over 1,600 restaurants worldwide, we approach our food differently and have been revolutionizing the restaurant industry.

Food With Integrity: It’s What We Do • Committed to finding the very

best ingredients raised with respect for the animals, the environment and farmers

• 100% of our pork, chicken and beef is naturally raised

• We use zero trans fat frying oil

• 40% of our black beans are certified organic

• Steve Ells has testified before Congress against the use of antibiotics in ranching.

Wounded Warrior Project • Nonprofit veterans service

organization• Specifically following the events

of 9/11• Founded in 2003 by John Melia • Headquarters in Jacksonville,

Florida • Currently serves 50,000 veterans,

7,000 family members and spent $114,817,090 on 20 unique programs geared toward the veterans in 2012

Wounded Warrior Project• Honors and empowers the

nation’s veterans• Raises public awareness of needs• Provides rehabilitative programs

and services

Five Core Values:

Fun, Integrity, Loyalty, Innovation and Service

So Why Work Together?• Emphasis on team building• Positive personal relations• Positive personal development • Betterment of society • All started with one man’s vision

CSR Social Media Campaign • For the entire month of April, we

promoted the WWP on social media and in our restaurants

• #ThankYouWarriors

• Incentive to engage• Best picture or story wins free

burritos for the entire month of June

• Free ticket to the Rise Above Festival

The Rise Above Festival • May 8 to May 9 on the Great Lawn of

Central Park• All veterans registered with

Wounded Warrior Project and their immediate families were able to attend free of charge

• Tickets were $50 for the general public

• 100% of the proceeds were donated to Wounded Warrior Project

Press Releases

Press Releases

Media List • Chicago, IL• Los Angeles, LA •New York, NY •Houston, TX•Washington, DC

Radio News Release

Social Media Plan

Photo

Chipotle Features Winning Recipe from the Rise Above Festival at all Restaurant Locations

Connor Camp, a junior at the Pennsylvania State University, ROTC member and winner of the recipe contest at the Rise Above Festival, tastes his creation for the first time in Chipotle’s State College, Pa. location. This rice bowl’s unique blend of salsas, chipotle sour cream and chip crumb topping will be available for immediate purchase, bypassing the chain’s usual buffet style, for the entire month of June.

Fact Sheet

Outcome • 20,000 guests at the Rise

Above Festival• $757,033 donated to

Wounded Warrior Project • Carrie Underwood had a

personal donation of $50,000• The Hero Burrito Bowl was a

hit among customers

Experience • We enjoyed working for a company that is

as innovative as Chipotle • Interesting, unique and creative campaigns • Values that we believe in • Food that we love • Check out Chipotle’s latest plan • Chipotname.com • “Be someburrito”