Just as the
world of brands has born heroes,
it has born villains too.
You know them...they're those with a history of polluting our environment, making our kids fat and creating social problems in the far corners of the world.
So, if you're boss of a brand the world's greenest people would rather be done with, how do you recast yourself from villain to hero?
The truth is, you have to change something. And publicly. Let Chipotle show you the way...
Chipotle is a fast food company in the USA. Hardly a likely
candidate for a Hero Brand.
Yet, in 2000, they started on a journey that has taken them from a category known for creating villains and turned them into a hero of sustainability.
In an interview with founder, CEO and Head Chef Steve Ells, triplepundit.com* tells the story of how Chipotle 'fell into' herodom:
"Nine years ago a menu item wasn't selling so well, so they switched to Niman Ranch naturally raised pork simply to help it sell better. Steve Ells…visited some of Niman's farms and loved what he saw; plus pigs raised well taste better. "When we switched to Niman we had to increase the price by $1, which changed carnitas from the cheapest to most expensive item on the menu at the time… our sales doubled."
"We learned that people are willing to pay more for better food."
"Nine years after the first Niman Ranch purchase, all Chipotle pork, chicken (served in US restaurants), and 60% of beef is naturally raised; 35% of beans are from organic farms; dairy comes from cows free of added hormones; and produce is sourced locally when seasonally available."
It's a journey, not a destination - we are never going to be there. When we get to 100% naturally raised beef, then maybe we want to look at grass fed beef, and free-range chicken. There will always be improvements to be made."
Chipotle's whole philosophy is captured in the catchcry, 'Food with Integrity' and explained by their CEO as ensuring the food they serve is:
"raised with respect for the animals, the environment, and the farmers."
It goes further than the food too. Outlets are built under a
sustainable building program, bowls are made from recycled
newsprint, napkins are unbleached and
Earthville Energy (EE) is Earthville's biggest energy supplier. Since the city's population has grown exponentially, more people are driving cars, heat up their homes and occasionally take a plane to the remote archipelago called Green Islands for vacation. Along with this exponential growth goes exponential fossil fuels consumption, which even has
consequences for the beloved Green Islands; slowly but surely they turn into consequence of an explosion at one of EE's oil rigs 10 miles off the coast from the archipelago. While the business with oil is still running, EE decided to follow the Hero's Handbook and make their way to become a Captain Planet by starting to invest in clean energy.