Tuesday, October 1, 2013

Chiplote and the Transmedia Scarecrow

The Chiplote Scarecrow

Chipotle Mexican Grill is a growing chain of restaurants in the United States specializing in burritos and tacos.  The was founded in 1993 by Steve Ells.  Ells has attended the Culinary Institute of America in Hyde Park, NY.  He got a job in working in a very nice restaurant called STARS in San Francisco.  The chef was Jeremiah Tower who use to work at Chez Panisse.  Chez Panisse was one of the first famous farm to table restaurants.  Farm to table literally means that the food comes right off the farm and into the restaurant. Menus change seasonally with whatver is fresh.  Ells was walking around the Mission District of San Francisco and observed the popularity of taquerias and San Francisco style burritos.  He moved to Denver, Colorado, borrowed $85,000, found a location near a college campus and calculated he would need to sell 107 burritos a day to be profitable.  After a month, he was selling 1,000 a day.  He know owns over 1500 Chipoltes.  Ells made close to $20,000 in 2011.  Check out the video how it all started.

Ells combined what he learned at STARS with the farm to table philosophy as well as what he saw in the Mission District.  Chiplote has always been based on a Food with Integrity mission.  It highlights its using organic ingredients and serves more naturally raised meat than any other restaurant chain.

Chiplote launched a transmedia campaign called the Scarecrow including a game on iTunes for iPhones.  

Check out Fuuny and Die Honest Scarecrow Parody

Today, write your artist statement.

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