Chipotle launches Family Meals

Chipotle introduced a digital-exclusive customizable meal option designed for four-to-six people last year.

New 'Big Ass' bag unveiled

Chipotle released a limited-edition 3-foot-wide, 170-liter bag for Family Meals to celebrate the customizable meal option.

Rewards members enter for chance

Rewards members can enter weekly for a chance to win the 'Big Ass Chipotle Bag' through the app after purchasing Family Meals.

Bag design purpose

Chipotle said the bag is large enough to fit items from a trumpet and traffic cone to a Chipotle chair.

Brand statement

Chief Brand Officer Fernando Machado stated: 'A Big Ass Meal deserves a Big Ass Bag.'

“A Big Ass Meal deserves a Big Ass Bag”

Machado's background

Machado joined Chipotle in June and previously recorded a song with the London Vegetable Orchestra.

Family Meals pricing

Family Meals cost less than $10 per person and allow customers to create their own entrées, including bowls, tacos, salads, and nachos.

Marketing strategy

Stephanie Perdue, senior vice president of brand marketing, noted group occasions are growing in Chipotle's business.

New advertising campaign

Chipotle launched a national advertising campaign featuring the bag with unexpected items like a Christmas tree and Chipotle chair.

Agency partnership

Chipotle's first major work with agency partner GUT features the bag as a luxury object to emphasize its scale.