Chipotle is drawing plenty of praise for
its new behind-the-scenes recipe video.
The fast-casual chain is going viral in a somewhat
unexpected place: TikTok. The reason? It’s sharing
the recipe for its famous cilantro-lime rice.
In a video that’s racked up more than
6.7 million views in just four days, Chipotle
filmed its employees preparing the dish.
The mesmerizing — and slightly bizarre —
clip shows just how simple the recipe is.
the video seems to be going viral for
another reason, too. The clip’s style, according
to many commenters, is extremely TikTok.
From its strange, auto-tuned backing
music to its quick-cutting scenes, the
video strongly resembles other types
of videos that spread rapidly on the app.
In fact, the recipe felt so on-brand that many
said it had to have been made by a Gen Zer.
“That moment when Chipotle really understands
how to communicate with Gen Z,” another added.
Others simply enjoyed the skillful branding,
complimenting Chipotle on the clip’s style.
“See Chipotle gets it,” one user wrote.
“They know what’s up,” another added