No. 006: is Chipotle getting cancelled?

plus Rhode's new launch is chef's kiss, Zendaya and On, and Foxtrot is back

🧲 OBSESSION OF THE WEEK

I feel like Rhode has found its way into this newsletter a few times, but they are truly on fire right now. They finally announced the launch of their blush line and wowwww. Almost a perfect brand launch — here’s my scorecard:

• Value Prop: 9/10 Calling it “Pocket Blush” is genius. The mini size kind of creates a new use case: it’s purse blush, not regular blush.

• Names: 10/10. Nailed it. Toasted Teddy, Spicy Marg, Sleepy Girl?! They know their audience.

• Seeding: 10/10. This is unsurprising but they definitely gave it to all the cool girls of Tiktok ahead of time and the swatch videos are mesmerizing.

• Campaign: 6/10. Ok, here’s where I think they could have given a little more. The teaser video featured tiny models, a larger-than—life Hailey, and medium sized blushes and definitely gave Barbie Dream House meets the Sims. But it would have been fun to see a little more behind-the-scenes in the video— the formulation, the samples, the testing, the bathroom selfies… idk. A missed opportunity but maybe that’s coming.

🍿 BRAND NEWS

Van Leeuwen x Sabrina Carpenter’s ‘Espresso’ flavor

• Van Leeuwen and Sabrina Carpenter are launching a fun espresso-themed ice cream flavor later this month and no, the song will literally never not be stuck in our heads

• The reason it’s impossible to get a reservation these days: restaurant sales are the highest its ever been on track to top $1.1 trillion this year

• The internet is not happy that Kylie Cosmetics is coming to Target and wishes it were Glossier or Victoria’s Secret PINK instead (kinda sad?)

• Zendaya announced her partnership with On which was perfectly timed with the recent release of Challengers

• Foxtrot is coming back, in a new merger with Further Point; they’ll plan to open 15 stores this year

• Paris Hilton launched a collab with Absolut Vodka to ‘bring back the Cosmo’ and I think it’s genius given our collective 90’s nostalgia

• TikTok Shop is the 9th largest beauty retailer in America less than 1 year after launching, which is definitely a sign of things to come (ban allowing). Also, they quietly added tech to compete with Google Lens

• La Ligne x Away launched a collab for summer, featuring suitcases, accessories, and PJs

• Sofia Vergara launched a coffee brand in Walmart called “¡DÍOS MIO!”, and it honestly does not inspire me at all

• YouTube influencer and boxer Jake Paul is launching a men’s skincare line, ‘W’ (for ‘winning’) exclusively at Walmart and Amazon. Everything will be under $10.

  • Of the launch, he says: “Me and my brother are like the testosterone Kardashians,” Jake Paul said, nodding to the Kardashian sisters successfully launching their own skin-care lines. But Paul thinks the Kardashians and other celebrities have overlooked the opportunity for young men.” Cool, makes sense.

  

  I don’t know what to call this aesthetic

🎯 DEEP DIVE: IS AMERICA OVER CHIPOTLE?

Context

America has been obsessed with Chipotle since it first launched 20 years ago. As one of the fast casual restaurants that focused on ingredient quality and portion sizes, it definitely became a favorite with college aged kids, recent grads, and fitness bros who wanted a burrito so packed it fell apart at the first bite. Even Tinx loves it.

Now, once beloved Chipotle is having a bit of a reckoning thanks to the power of social media.

The Controversy

A bunch of TikTok users have complained about the small portions they’ve been getting at Chipotle as of late. Gone are the days of loading up their bowls and burritos with extra rice, beans, fajita veggies, and cheese.

Thanks to the power of the internet and in direct correlation with our priorities as a society, these videos went insanely viral. Not a great look for Chipotle. But what happens next is kind of the worst.

Then What?

TikTok users are now running all sorts of ‘experiments’ to show the world what’s really happening at Chipotle (hot take: not everyone is a journalist). People record workers with their phones and straight up leave without paying, or make ridiculous requests to workers that they’re forced to say no to.

Of course, CEO Brian Niccol then makes a statement assuring customers that portion sizes are not shrinking and if you do want more food, you just give whoever is working a little head nod and they’ll give you another scoop.

“the nod”

(Read that again).

So now the onus is on hourly workers to make it right.

Of course, TikTok goes wild again and creates a bunch of videos mocking him.

And the Chipotle bros are still mad at how little queso they’re getting.

Hot Take 🌶️

IMO, both the consumer and corporate reaction are completely off base here.

On the consumer side, it feels like we’re seeing the worst part of TikTok culture/mob mentality. The truth is, times are tough. I’ve anecdotally noticed this same phenomenon at Sweetgreen (and I’ll never stop going so if you’re reading please sponsor me). The reality is, it’s all about the bottom line and with scale comes a focus on consistency and profitability. That’s just how business works, especially as the market goes through ups and downs and inflation comes for us all. Plus the fact that people are exploiting hourly workers to get what they want is simply awful.

Which brings me to the corporate response. So many questions. Has the CEO ever had media training? Why we would he put the onus of portion sizes on hourly wage workers? I think it’s indicative of a greater problem to assume customers are dumb and don’t know what they’re talking about. It feels like gaslighting which is the fastest way to lose your loyal fan base. In the age of authenticity for brands, explaining why portion sizes are going down while trying to maintain quality and keep prices stable would go a long way.

✨ MUSINGS

• It seems like every day, another fashion brand launches their version of jeans that feel like sweatpants (Madewell, Reformation, Citizens). I don’t totally hate it but it feels vaguely reminiscent of when we all became obsessed with matching sweatpant sets in COVID and basically didn’t want to wear anything else

• Dr Pepper is the #2 soda in the US, tied with Pepsi, which is kind of crazy. They were on of the first accounts I had when I worked at Deutsch LA and it seems like their brand voice, investment in football, and flavor innovations are paying off with Gen Z. Maybe they can make a probiotic version and convince everyone it’s good for gut health! (jk, too soon).

• The NYT did a piece on wedding dress codes and mood boards and featured couples who had mixed opinions on the whole thing. I personally love a mood board and think it makes getting dressed easier and more fun but I’m also aware that I’m a type A nightmare sometimes! Yay!

🎲 ONE LAST THING

Haivanas x Dolce and Gabanna

Flip flops are back, according to Business of Fashion. Listen, I get it. Nostalgia is a thing. We are all obsessed with the 90’s. I could get on board with low rise jeans, bubble skirts, and even peplum… but we need to draw the line somewhere guys. (This is specifically targeted at my husband who won’t throw away his Rainbows and now is going to claim they are ‘in style’).

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have a great week.

- Sabena