From meme to success story: how Chipotle used Social Listening to sell more burritos

What does a social media joke have to do with selling burritos?

On the internet, everything. What starts as a meme today can become a sales-boosting campaign tomorrow—and that’s where Social Listening makes all the difference.

The case: The cilantro joke

Chipotle noticed a recurring conversation online: people joking that cilantro tastes like soap. Instead of ignoring it, the brand listened and leaned into the humor.

Their response: they created content playing off the debate and rolled out promotions in their restaurants—turning a quirky meme into a marketing win.

The result

Viral reach, high engagement, and customers walking through the doors.

Lessons for brands:

• Don't underestimate the power of unexpected insights. They can come from memes or jokes.

• Speed is key: Chipotle's quick reaction won over their audience.

• Turning insights into action can mean big bucks. Think promotions, offers, or engaging content.

The bottom line: Social Listening is about more than just tracking mentions. It's about uncovering hidden opportunities in everyday conversations.