Chipotle Mexican Grill has made good on its pledge to leak its salad dressing recipe, grabbing millions of TikTok views.
The video shows chef and social media influencer Nick DiGiovanni demonstrating how to make the Newport Beach chain’s honey vinaigrette was uploaded to social media platforms late last month.
So far, it has had 2.8 million views on Chipotle’s TikTok account and 1.4 million on DiGiovanni’s account. It has also had nearly 65,000 viewers on Chipotle’s Instagram account.
In 36 seconds, DiGiovanni tells viewers the eight ingredients they need and how to blend them.
Those ingredients are red wine vinegar, honey, Chipotle adobo marinade or canned chipotle peppers, salt, pepper, water, oil and oregano.
In December, Chipotle offered to let DiGiovanni leak the recipe if its customers helped The Farmlink Project, a nonprofit organization, reach the goal of supplying food banks with 20 million pounds of food by the end of January.
TikTok is becoming an important way for restaurants to reach their audiences, according of marketing experts. Emily Schultz, senior brand editor at BentoBox, suggests that restaurants can benefit form partnerships with influencers.
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