The Best Ideas Are Often the Simplest: Chipotle's Call to Action

This post, like this concept, is short but powerful.

I'm a regular at Chipotle, the casual dining Mexican restaurant chain. Got my dinner to-go the other day, and upon finishing, go to throw away the bag and remnants. Some wording on the bottom of the bag caught my eye. It is the simplest drive to web tagline I've ever seen.

Three words, followed by a URL:

"Gripes and Happiness - www.Chipotle.com"

Short and sweet, but it speaks volumes, no? With 3 words, they let you know they are accessible, and they want to know what their customers think, positive or negative.

And they do. If you go out to the site, you find a section marked "Speak" with intro copy that begins "George,Lynn,Ken,and Dawn would like to hear from you. We'll write you back a real response. Speak and be heard." Oh and they have the aforementioned people's faces immortalized on the segments of a "Wheel of Fortune" type spinning wheel. (Hard to be too angry with that greeting you.)

Fanstastic.