Chipotle is one of Gen Z’s most beloved brands.
So they called on us to help them better understand our loyalty and how to shape it.
this is not our work, just a reference photo of the rewards program.
The Challenge
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Unlock key insights on Generation Z’s loyalty program behaviors, and provide strategic recommendations for brand partnerships, brand activations, and marketing campaigns that will increase Gen Z enrollment in the rewards program.
also just a reference photo, not our work :)
The Outcome
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Strong, impactful consumer research laid the foundation for crafting a brand partnership strategy that would create an integrated and convenient Rewards experience for Gen Z consumers, along with brand activations that would increase Gen Z rewards user enrollment.
The Impact
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While the program launch has not yet happened, our research and strategy work has provided Chipotle with both key consumer insights on this new generation, along with actionable strategies they’ll be using in the near future to increase the number of Gen Zers enrolled in the program, while also setting the scene for forming meaningful brand connections with their Gen Z audience.
“What better way to get to know Gen Z than to work with them. Andrew and Gen Z agency were able to share a unique point of view as we worked together. The team was passionate, professional and went above and beyond throughout our project.”
The Research
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First, we performed an intense social listening scrape of Gen Z sentiment across platforms, and analyzed and compared it across existing literature and studies on Gen Z and millennial behaviors. Then, we ran a custom study run through The Loop, our in-house community of (at the time) 650+ Gen Z’ers. By identifying key consumer insights and behaviors of Gen Z, we helped Chipotle create a new understanding of loyalty and what it means for Gen Z. Our network has since grown to over 10,000 Gen Z’ers.
The Strategy
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We took our key findings from both our quantitative and qualitative research and applied them in our design-thinking ideation process. Taking the insights and applying our own Gen Z perspective, alongside our unique methodology, the GenZ Designs team worked to first form a consumer empathy map. This empathy stage laid the foundation for creating strong, evidence-backed strategies and recommendations in the strategic partnership space, alongside brand activations.
