Chipotle partners with BÉIS for new travel collection

Chipotle has partnered with BIS, a designer brand specializing in travel accessories, to unveil a unique collection of travel items inspired by the chains iconic food and packaging. The collaboration, named "BIS x Chipotle: The To Go Collection", features 11 pieces, including insulated compartments for keeping meals warm and dedicated pockets for napkins.

The collection will be available starting Monday, Dec. 8 at 6 a.m. PT exclusively on the BIS app. From 9 a.m. PT the same day, fans can also shop the line on beistravel.com. Orders placed by Dec. 16 are expected to arrive before Christmas. The first 5,000 U.S. and Canadian buyers will receive a complimentary Chipotle entre code.

As longtime Chipotle enthusiasts at BIS, we wanted to bring thoughtful, playful design to this collaboration, said CEO Adeela Hussain Johnson. Our goal was to create functional yet stylish items inspired by real Chipotle takeout habits, allowing superfans to carry their essentials hands-free, especially during the busy holiday season.

Collection Highlights

• Chipotle Rollers, Carry-On and Large ($278/$378 USD)
• Luggage Cover, Carry-On and Large ($58/$68 USD)
• Take Out Tote Bag ($98 USD) fits a Chipotle bowl
• Burrito Holder Sling ($48 USD) insulated for warmth
• Chipotle Napkin Sling ($78 USD) exterior slip pocket for napkins
• Burrito Duffle ($128 USD)
• Burrito Pouch Set ($68 USD)
• Guac Cup Bag Charm ($34 USD)
• Burrito Luggage Tag ($28 USD)
• Burrito On Board Charm ($18 USD)
• Pepper Key Charm ($18 USD)

For many of our fans, Chipotle is the final stop before the airport and the first stop after arrival, said Chris Brandt, president and chief brand officer. This collection offers a stylish way to carry real food, whether traveling cross-country or around town.

The collaboration is particularly aimed at Gen Z travelers, who average three leisure trips per year. This comes as Chipotle seeks to counter slower sales and reduced foot traffic reported earlier in the year. CEO Scott Boatwright noted that younger customers aged 2535 are dining out less, favoring grocery and at-home meals, but he emphasized that targeted marketing can draw them back.

Chipotle increased its marketing investments in Q3, introducing campaigns like college football BOGO offers and the Chipotle IQ digital trivia game. Marketing expenses reached 3% of sales, a rise of nearly one percentage point from the previous year. This effort has continued into Q4, supporting initiatives including Thanksgiving and December BOGOs, and collaborations with Riot Games 2XKO and Mr. Fantasy.

Analysis: Chipotle's Strategic Move with BÉIS Collaboration

Chipotle's collaboration with BÉIS, a designer brand specializing in travel accessories, is a well-calculated move aimed at targeting younger, travel-savvy consumers. By unveiling "The To Go Collection", Chipotle merges its strong brand identity with the growing travel accessory market, offering an array of items that reflect its food and packaging. The collection, designed with functionality and style in mind, is tailored to enhance the experience of Chipotle fans on the go, especially those with a penchant for convenience and practicality during the holiday season.

As the company grapples with slower sales and reduced foot traffic, this partnership could be an effective strategy to re-engage younger audiences, particularly Gen Z travelers. By offering exclusive, limited-time products that resonate with their lifestyle, Chipotle positions itself as more than just a food chain but a brand that understands the modern consumer’s needs. With the increase in marketing investments and the launch of campaigns like the BOGO offers and digital games, Chipotle is actively working to attract customers back into its restaurants while expanding its reach into lifestyle and travel culture.

The collaboration also stands as a bold attempt to shift away from traditional promotional methods. With the inclusion of exclusive items like insulated burrito slings and carry-on bags, Chipotle taps into the cultural phenomenon of food as an integral part of the travel experience. Whether this will significantly boost brand loyalty or address the issue of reduced foot traffic remains to be seen, but it's a clear indication of Chipotle's efforts to remain relevant in an increasingly competitive market.

Sources:

• Chipotle collaborates with BÉIS for travel collection