chipotleuk
Date generated: 22 December 2025
optimisation required
relevance score
A composite metric designed to answer: "How relevant is your social content to your ideal customer?" moving beyond standard engagement.
A composite metric designed to answer: "How relevant is your social content to your ideal customer?" moving beyond standard engagement.
Your consolidated metric of brand resonance compared to the competitive set (TikTok + Instagram).
vs. avg
-6 pts
44
/ 100
growth score
Numerical score indicating core social channel performance metrics (Growth, Engagement, Followers), benchmarked against competitors.
Numerical score indicating core social channel performance metrics (Growth, Engagement, Followers), benchmarked against competitors.
25
â–¼ 32
content relevance
Content Relevance Score: Derived from AI Persona Surveys, this score measures how well your content resonates with your ideal customer profile.
Content Relevance Score: Derived from AI Persona Surveys, this score measures how well your content resonates with your ideal customer profile.
63
â–² 19
growth velocity
Comparative growth metrics across the sector.
content resonance
Breakdown of content performance factors.
Share
Propensity of the audience to share content with their network.
70
Follow
Likelihood of the audience to follow the brand account.
70
Relevant
Perceived relevance of the content themes to the user's interests.
66
competitive landscape
Direct performance comparison matrix.
Sorted by R-Score
| rank | brand | r-score | growth | relevance | followers | eng. rate |
|---|---|---|---|---|---|---|
| #1 |
F
farmerjfood
@farmerjfood
|
85
|
92 | 79 | 52.9K | 0.96% |
| #2 |
chipotleuk
@chipotleuk
|
44
|
25 | 63 | 32.2K | 0.16% |
| #3 |
S
shakeshack
@shakeshack
|
37
|
53 | 20 | 897.7K | 0.28% |
| #4 |
T
tortillauk
@tortillauk
|
28
|
25 | 32 | 68.1K | 0.29% |
analyst commentary
1. Chipotle's authenticity advantage is strong, but underutilised for culture moments - Gen Z wants both quality AND culture moments, Chipotle has the former but is missing the latter.
2. Chipotle is losing budget-conscious Gen Z - Chipotle's messaging emphasises "real ingredients" but doesn't clearly communicate value or occasion-based reasons to visit.
3. A lack of health & sustainability positioning is stealing mindful Gen Z - This is a missed opportunity to capture the "conscious consumer" segment that's increasingly influential in Gen Z purchasing decisions.
4. Chipotle's promos feel transactional - Chipotle creates urgency to save money. For Gen Z, desire > urgency. This is a tone and execution gap, not a product gap.
5. 5. UGC Amplification is Inconsistent - More customer stories = more relatability = more engagement and conversion.
strategic actions
ACTION 1: Launch "Chipotle Culture Drops" - Monthly limited-edition collaborations.
ACTION 2: Implement "Value + Quality" messaging - Reposition as accessible premium.
ACTION 3: Collaborate with creators - strong collab posts will increase reach/penetration
ACTION 4: Create "Chipotle Wellness" content pillar.
ACTION 5: Make ordering fun and spur of the moment - Use different in-app tools to make the user journey easier/more fun for consumers: exclusive codes in a Broadcast Channel, Instagram Shopping tags, etc.