Chipotle Mexican Grill is making a vibrant statement this Pride month by reintroducing its ‘Love What Makes You Real’ campaign, showcasing allyship and acceptance within its restaurants. This year, the initiative is highlighted by a special, limited-edition Chipotle Mexican Grill Uniform option for crew members, alongside a new line of pride merchandise.
Reflecting research indicating that a significant portion of Gen Z LGBTQIA+ workers value workplace authenticity, Chipotle’s campaign emphasizes its long-standing commitment to diversity and inclusion. The ‘Authenticity Lives Here’ motto, a core value for Chipotle, is now embodied in a tangible way through their first-ever Pride uniform shirt. This Chipotle Mexican Grill uniform allows employees to visibly express their pride and support for the LGBTQIA+ community.
Starting June 5th, Chipotle offered these exclusive Pride uniforms to its restaurant employees. The first 500 employees who contacted @PeopleofChipotle on Instagram with their employee details could claim this special Chipotle Mexican Grill uniform.
Chipotle Mexican Grill employee wearing the limited edition Love What Makes You Real Pride uniform shirt, showcasing the company's commitment to LGBTQIA+ inclusion in restaurant uniforms.
Chris Brandt, Chief Brand Officer at Chipotle, highlighted the importance of creating an inclusive environment: “As a company that has long embraced diversity and inclusion, we recognize the importance of creating a safe and welcoming workplace where all team members can be their authentic selves. By introducing these limited-edition Pride uniforms, we are demonstrating our continued commitment to supporting the LGBTQIA+ community and celebrating what makes each of our employees unique.”
Chipotle’s dedication to LGBTQIA+ equality is further underscored by its perfect 100 score on the Human Rights Campaign Foundation’s Corporate Equality Index, recognizing it as a leading workplace for LGBTQIA+ employees.
Beyond the Chipotle Mexican Grill uniform initiative, Chipotle has also launched ‘The Pride Edit’ on Chipotle Goods. This merchandise collection features rainbow-themed items, allowing customers to show their support. For every item sold from ‘The Pride Edit’, Chipotle is donating $10 to The Trevor Project, a suicide prevention and crisis intervention organization for LGBTQ youth, with a minimum donation of $15,000 and a maximum of $25,000.
Chipotle Pride activations extend to physical events as well. The company is participating in Pride parades in Orange County, California, and Columbus, Ohio, where their Restaurant Support Centers are located. Employees will march in Stonewall Columbus Pride and OC Pride, accompanied by branded Airstreams, giving away pride merchandise and BOGO burritos to attendees.
Furthering their support, Chipotle’s ‘Round-Up for Real Change’ program from June 5th to June 18th allowed customers in the U.S. to round up their order total on the Chipotle app and website, with the extra change going to The Trevor Project. Canadian customers could participate throughout June, with donations supporting Egale Canada, an organization dedicated to 2SLGBTQI rights through research, education, and advocacy. To date, Chipotle has raised over $15 million for underserved communities through this platform.
Chipotle Mexican Grill company logo, representing their brand in the restaurant industry and their initiatives like the Pride uniform campaign.
Chipotle Mexican Grill’s Pride campaign, featuring the limited-edition Chipotle Mexican Grill uniform, merchandise, and charitable initiatives, reinforces its position as a company that values diversity, inclusion, and authenticity, both within its workforce and the wider community.
