The Challenge

In December 2022, TikTok creators Keith Lee and Alexis Frost ignited massive fanfare for their steak quesadilla “hack” with fajita veggies and a DIY sauce mixing sour cream and Chipotle Honey Vinaigrette. The issue? The Fajita Quesadilla was not actually on the menu and the complicated nature of it made it nearly impossible to order – disrupting Chipotle employees and customers nationwide.

The Solution

With over 90k organic social mentions begging Chipotle to make the Keith and Alexis hack real ASAP, Chipotle’s culinary team, for the first time ever, partnered with these creators to fast-track their quesadilla hack into a readily-available menu item. In record time the recipe was tested, 100k+ employees across 3.2K restaurants were trained, and the ordering flow online and in the app was updated, making the internet’s dream a reality.

The Result

The new menu item received 34M+ owned and creator impressions, 3.7M+ engagements, 4.5B total PR impressions, and a 37% increase in Chipotle Rewards Enrollments (week over week), leading to Chipotle’s Top 2 digital sales days of all time and nearly doubling quesadilla sales.