Chipotle Mexican Grill is reinforcing its commitment to LGBTQIA+ inclusion with the debut of a new, limited-edition Chipotle Worker Uniform option. This initiative, coinciding with Pride Month, showcases the brand’s ongoing ‘Love What Makes You Real’ campaign and introduces a vibrant line of pride merchandise, with proceeds benefiting The Trevor Project. This move not only highlights Chipotle’s allyship but also strengthens its brand presence during Pride celebrations.
Authenticity is a cornerstone of Chipotle’s values, and this campaign directly addresses the importance of workplace inclusivity for the LGBTQIA+ community. Recent research indicates that a significant majority of Gen Z LGBTQIA+ employees would consider leaving a job where they cannot be open about their identity. Chipotle’s introduction of a special Chipotle worker uniform is a tangible step towards creating a more welcoming and supportive environment for its team members. The company is offering this first-ever Pride uniform to the first 500 restaurant employees who express interest via direct message to @PeopleofChipotle on Instagram, providing their employee details and preferred size.
Chipotle employees showcasing the Love What Makes You Real Pride uniform
“Chipotle has long championed diversity and inclusion,” stated Chief Brand Officer Chris Brandt. “Introducing these limited-edition Pride Chipotle worker uniforms is a clear message of our dedication to the LGBTQIA+ community and to celebrating the individuality of each employee.” This initiative builds upon Chipotle’s consistent efforts in LGBTQIA+ equality, evidenced by their perfect score on the Human Rights Campaign Foundation’s Corporate Equality Index, recognizing them as a best workplace for LGBTQIA+ employees.
Further extending their Pride Month support, Chipotle has launched ‘The Pride Edit’ within their Chipotle Goods merchandise line. This collection features a range of items in rainbow colors, allowing customers to express their pride and support. For every item sold from ‘The Pride Edit’, Chipotle will donate $10 to The Trevor Project, a leading organization focused on suicide prevention and crisis intervention for LGBTQ young people, with a commitment ranging from $15,000 to $25,000. Fans can explore and purchase items from ‘The Pride Edit’ on Chipotle Goods.
Chipotle is also actively participating in Pride parades, demonstrating their support within the community. The company will have a significant presence at pride parades in Orange County, California, and Columbus, Ohio, locations of their Restaurant Support Centers. Employees will march alongside branded Airstreams at Stonewall Columbus Pride on June 17th and OC Pride in Santa Ana on June 24th. Parade attendees who spot Chipotle’s activations will have the opportunity to receive limited-edition pride merchandise and “Buy One Get One Free” burrito offers.
Chipotle Mexican Grill Logo representing the brand's identity
In addition to these initiatives, Chipotle is running their ‘Round-Up for Real Change’ program from June 5th to June 18th. Customers in the U.S. using the Chipotle app or ordering online can round up their order total to the nearest dollar, with the extra amount donated to The Trevor Project. This fundraising effort complements the donation from ‘The Pride Edit’ merchandise sales. Canadian customers also have the opportunity to participate by rounding up their order total to support Egale Canada, an organization dedicated to advancing LGBTQI human rights through research, education, and advocacy. Through the ‘Round Up for Real Change’ platform, Chipotle has already contributed over $15 million to various underserved communities.
In conclusion, Chipotle’s 2023 Pride Month campaign is a multifaceted approach to supporting the LGBTQIA+ community. From the introduction of the limited-edition Chipotle worker uniform to the ‘Pride Edit’ merchandise, parade participation, and charitable giving, Chipotle is actively demonstrating its core value of ‘Authenticity Lives Here’ and its dedication to creating an inclusive environment for both its employees and customers. This comprehensive campaign reinforces Chipotle’s position as a brand that values diversity, acceptance, and real change.
