I can’t make this shit up: here’s a company with billions invested in it, and Chipotle decides to reach out to the Wu-Tang Clan.
In April, 2017, Chipotle tapped hey-now Hank Kinsley and some other actors for some spots about how real Chipotle’s food was.
Guess that hasn’t gone so well.
Now, the aptly-named Mark Crumpacker, Chipotle’s chief marketing officer and convicted cokehead, told Bloomberg that Chipotle Mexican Grill Inc., has enlisted rapper RZA from the Wu-Tang Clan to unveil a new website that spotlights Chipotle’s ingredients. The company’s so-called clean menu — free of artificial preservatives and other additives — was a major selling point before a 2015 food-safety crisis sickened hundreds of customers and sent its shares plummeting.
Yup, real hardcore reaching out to the Wu-Tang Clan.
RZA, whose real name is Robert Diggs, helped design Chipotle’s new Savor.Wavs site. The rapper created 51 snippets of music, one for each ingredient on the menu, that lets people hear a audio interpretation of their typical Chipotle order. The new site doesn’t let customers order food, but it’s meant to drive home the simplicity of the chain’s menu.
“That might be lost on some, but people who are into the music will appreciate it,” said Crumpacker.
Crumpacker touted Chipotle’s simple menu at a party in Manhattan on Tuesday that featured a performance by RZA. He noted that fast-food hamburgers can have as many as 47 ingredients.
While the company declined to say how much it spent on the RZA campaign, Chipotle indicated it was less than the $5 million that a Super Bowl ad would have cost.
Chipotle’s stock, which hit a closing high of $757.77 in August 2015, has been battered by the food-safety concerns. The shares had been up for the year until Tuesday, when reports surfaced that customers had been sickened after eating a restaurant in Virginia. That location, which was closed on Monday, was slated to be reopened on Wednesday.
The stock is now trading around $368, about half its peak.