A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
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A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Chipotle “Phone Rule”
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What it is: Chipotle has been a topic of discussion amongst many TikTokers including notable influnecer Keith Lee. People feel the fast food restaurant skimps out on portion sizes. People are even seen 'jokingly' leaving without paying if their bowls aren't filled up to their liking. Several TikTok users have recorded themselves walking out of Chipotle mid-order protesting rising food prices and shrinking portions. Others are drawing attention to Chipotle's employees and portion sizes with a new "cell phone rule." This tactic involves holding up your phone while workers prepare your food, aiming to pressure them into giving more generous portions due to the possibility of being recorded. It all started when a TikToker revealed she overheard Chipotle employees have been instructed to overload burritos and bowls if customers have their phones out to record. The TikToker narrated, "Apparently, we've criticized Chipotle so much that managers are allegedly telling employees to 'just load it up, go ham' if someone is ordering with their phone out, potentially recording." Some say, It would have been a missed opportunity if Chipotle hadn't weighed in on the attention they've been receiving, but Chipotle did end up joining the conversation. They recently shared a TikTok poking fun at the “new rule.” The sentiment was overwhelmingly positive, with users praising Chipotle's marketing efforts. One user summed it up by saying, "Chipotle scoops were not giving, but the marketing is servingggg 😂".
What brands can learn: This is a prime example of how people are having the same shared experience and are bringing it to social media because they feel a collective frustration. However despite the negative perception, Chipotle demonstrated they are in touch with their audience. Chipotle's TikTok response to the “new rule” is a prime example of using humor and relatability to turn a potentially negative situation into positive engagement.
Examples: 1, 2, 3
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