Chipotle Hosts a Drag Lunch for Pride

Source: Chipotle.com

I have to be honest and say that for me this one comes out of no where. For Pride Month, Chipotle hosted a drag lunch along with drag queen inspired meals with the proceeds going towards LGTBQ+ charities. The meals include special sauces created for/by three of the drag performers.

It sits on celebrity drag performer Trixie Mattel’s YouTube channel …

As part of the messaging, Chipotle is heralding its history of supporting Pride and the community through its charitable efforts. Didn’t know. As quoted in the press release, "For more than 27 years, authenticity, diversity and inclusion have been core principles of Chipotle," Chipotle Chief Marketing Officer Chris Brandt said in the release. "As a longtime supporter of the LGBTQIA+ community, we're excited to leverage our real food to help drive real, positive change."

Didn’t know.

Chipotle has long been criticized for quite the opposite of this kind of support. Wondering if this changes people’s minds? Marketing is often aimed at changing perceptions so perhaps that’s the point of this marketing program.

What’s your experience? JIM