☕ Secret salsa
Inside Chipotle’s ‘chronically online’ social strategy.
Marketing Brew <[email protected]>
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Morning Brew promotes a discussion on designing workflows with AI and human input, and features an article about Chipotle's social media strategy, highlighting the brand's approach to social listening and engaging with user-generated content. The brand showcases its success with over 6 million followers across platforms. Morning Brew invites readers to register for a practical discussion on marketing and workflow design.
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600 words · about 3 min to read
October 19, 2026
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Sponsor Logo: PwC
It’s Monday. AI can run the workflow. A marketer still has to know when to step in. Tomorrow, Marketing Brew gets practical about designing for both: the right context, review steps, and results worth measuring. Register now.
In today’s edition:
Taco ’bout it 🌮
Content engine 🏎️
Class pass 🧘
—Katie Hicks, Alyssa Meyers, Jeena Sharma
SOCIAL & INFLUENCERS
Chew on this
A graphic featuring a hand holding a phone surrounded with screenshots from Chipotle's social media
Morning Brew, Inc., Photos: @chipotle/TikTok
This story is the latest in a series exploring how brands craft standout social media strategies. If you’d like to chat about how your brand is approaching social, Katie Hicks wants to hear about it. Reach out to her at [email protected].
Chipotle prides itself on fresh ingredients—and even fresher social insights.
The fast-casual Tex-Mex chain has more than 6 million followers across TikTok, Instagram, and X, and it keeps those followers engaged through social listening, engaging with UGC, and remaining “chronically online,” Kirby Ann Connell, senior director of social and influencer at Chipotle, told us.
“Our team is constantly in the weeds,” she said. “And then [we look] for ways to shine a light on those really unique fan behaviors and fan insights that we uncover to ultimately drive that community, drive that viral content, and even beyond, looking for ways to drive culture at large through collabs and other cool moments that we curate.”
Behind the scenes, Chipotle’s in-house social team meets daily to discuss the posts the brand has been tagged in, both good and bad. The team works with the social agency Day One and uses the insights it finds to address consumer pain points, be the first to a trend, and come up with larger campaign ideas, Connell said.
Read more from our conversation with Connell, where she shared how Chipotle has built a social presence that’s meant to feel more like “a fan account than brand account.”—KH
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Sponsored By PwC
Forecasting the end zone?
Marketers are well aware of sports forecasting’s growing influence. Just look at any billboard in your immediate radius.
But the question of how big an edge AI can give a sports team is met with another question: How much of this could constitute a flag on the play?
Sports games have long been data-driven, with stats fostering decisions both on and off the field. But with such rich datasets, what is the potential for AI models to drive predictive accuracy further into the future, and how could this change sports as we know them—and marketing as it pertains to it?
On this episode of The Intelligence Shift, host Dan Priest speaks with the CEO of Recentive Analytics about how AI can transform sports forecasting. From stadium buildouts to predicting the next talent, a lot can happen when AI enters the field.
Listen in, marketers.
SPORTS MARKETING
Car 🤝 culture
SharkNinja product in McLaren garage.
SharkNinja is well known for an array of different products, depending on who you ask. Home cooks (and people with protein goals) covet the product design company’s Ninja Creami. Its blow-dry brushes can be a go-to for anyone interested in styling their hair. And pet owners are likely familiar with its robot vacuums.
But if none of that rings a bell, perhaps the name APXGP sounds familiar. It’s the fictional Formula 1 team that Brad Pitt’s character drives for in F1: The Movie, for which SharkNinja served as an on-screen sponsor.
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