---
title: "Adweek: Chipotle’s Instagram Story Featuring 100 Pictures of Queso Generated a 70% Completion Rate"
url: https://burnaze.com/article/a750ad2d-8848-4614-a0d5-8c065e983fee
source: "1851 Franchise"
original_url: https://1851franchise.com/adweek-chipotles-instagram-story-featuring-100-pictures-of-queso-generated-a-70-completion-rate-2704417
category: "Fast casual"
industry: "Restaurants"
segment: "Fast casual"
topics: ["Technology"]
published: 2017-09-29T18:13:18.000Z
modified: 2026-11-01T03:09:54.346Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/fa676ed2158b2d176ede4861de03dad21869.jpg
---

# Adweek: Chipotle’s Instagram Story Featuring 100 Pictures of Queso Generated a 70% Completion Rate

**TL;DR:** Chipotle revamped its Instagram account and launched the Queso Cup campaign, which included a 100-part Instagram story that achieved a 70-75% completion rate. The campaign also increased the brand's reach by 50-60% through short contests.

*originally published in 1851 Franchise on 2017-09-29. [Read the original](https://1851franchise.com/adweek-chipotles-instagram-story-featuring-100-pictures-of-queso-generated-a-70-completion-rate-2704417).*

## Story

Chipotle has revamped their Instagram account this week archiving all content but its new campaign. According to a recent Adweek article , the brand knew they needed to take action after receiving mixed reviews on its new queso on Twitter. After deleting their entire feed of photos, the brand started the Queso Cup, a campaign including multiple contests where followers would enter to win a year free of queso.

One aspect of the campaign included a 100-part Instagram story where users needed to click through the story to the end to find out they could direct message the brand with emojis to enter to win. Chipotle is reporting a 70 to 75 percent completion rate of this story.

Other types of short contests have been included in the Queso Cup campaign this week that have increased the brand’s reach by 50 to 60 percent. On Monday, the challenge asked fans to comment five times spelling out the word queso, which generated 21,800 comments on one post.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- Twitter (company)
- Instagram (company)
- Chipotle (company)
- brand marketing (topic)
- social media campaign (topic)
- contest promotion (topic)
- instagram story (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/adweek-chipotles-instagram-story-featuring-100-pictures-of-queso-generated-a-70-completion-rate-2704417). Summarized by Burnaze (https://burnaze.com/article/a750ad2d-8848-4614-a0d5-8c065e983fee).