---
title: "Nation's Restaurant News: Chipotle using music to push its ingredients"
url: https://burnaze.com/article/1ad88f7c-b19c-4de4-b810-f2cec64c8c39
source: "1851 Franchise"
original_url: https://1851franchise.com/nations-restaurant-news-chipotle-using-music-to-push-its-ingredients-2703405
category: "Mexican"
industry: "Restaurants"
segment: "Mexican"
published: 2017-07-25T14:09:42.000Z
modified: 2026-11-01T03:09:25.384Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/65df02d2fe4336c899db59644a6f6bda5003.jpg
---

# Nation's Restaurant News: Chipotle using music to push its ingredients

**TL;DR:** Chipotle is using music to promote its ingredients and win back customers after a recent food crisis through its Savor.wavs initiative. The initiative assigns each ingredient to a different instrument and allows users to develop their own music.

*originally published in 1851 Franchise on 2017-07-25. [Read the original](https://1851franchise.com/nations-restaurant-news-chipotle-using-music-to-push-its-ingredients-2703405).*

## Story

In light of its recent food crisis, Chipotle is seeking ways to bring customers back its restaurants. According to an article in Nation's Restaurant News, the fast casual chain is adopting a creative strategy to win back consumers: partnering with music producer RZA.

The initiative, known as Savor.wavs, assigns each ingredient offered at Chipotle to a different instrument. According to the article, users are able to develop their own music using the tool, with the then site pairing it with a visual display.

"As a parallel to the way we cook, RZA used only natural instruments and composed them such that each unique combination works beautifully together," said Mark Crumpacker of Chipotle.

Consumers who engage with Savor.wav receive a buy-one, get-one burrito coupon. The initiative is the latest effort of the chain to find innovative ways to advertise on digital platforms.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- Nation's Restaurant News (publication)
- Chipotle (company)
- customer engagement (topic)
- digital advertising (topic)
- music marketing (topic)
- food crisis (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/nations-restaurant-news-chipotle-using-music-to-push-its-ingredients-2703405). Summarized by Burnaze (https://burnaze.com/article/1ad88f7c-b19c-4de4-b810-f2cec64c8c39).