Chipotle’s New Collab Is Not For Gen Z

We live in the creator age, and more specifically, we live in the creator-and-fast-food-collaboration age. This year, we’ve seen a lot of them. Jake Shane teamed up with Panera, Taco John’s teamed up with The Fat Electrician… how we all doing on these name recognitions? Unless you’re chronically online, there’s a good chance you may not have heard of either of those people – and yet, the audiences they command on social media are incredibly attractive to restaurants looking to give themselves a little zhuzh. 

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If you struggled with those two people, though (honestly, I knew one, but not the other), then you’re likely going to be completely baffled by Chipotle’s newest collab. Well, unless you have kids, and those kids watch YouTube.

Chipotle x Salish 

Yesterday, Chipotle announced that it was launching a collaboration with Salish Matter, a social media personality who’s especially popular with Gen Alpha. Matter, who posts family-friendly content made with her father, Jordan Matter, has over 37 million subscribers and is the co-founder of a skincare brand, Sincerely Yours. 

It all slightly speaks to the death of monoculture – but Chipotle’s collaboration with Matter also highlights the growing recognition by brands that Gen Alpha will be, in time, the next major customer base. In its press release, Chipotle points out that Gen Alpha members of a family have a significant influence on where everyone eats, and put an emphasis on authenticity. “This generation is increasingly discovering brands through the creators they love, and Salish gives families a fun way to experience Chipotle together through someone their kids already know and are excited about,” said Chipotle’s Senior Vice President of Brand Marketing, Stephanie Perdue, in its press release.

And What Does This Collab Entail?

Chipotle’s new Salish Matter Order is…exactly what it sounds like. The order features a Kid’s Cheese Quesadilla with white rice, black beans and guac, served with kid’s chips and chocolate milk, exactly what Matter gets every time she goes to Chipotle. It’ll only be on the menu for a limited time, and the collaboration makes Salish the youngest person ever to team up with the brand.

Oh, and if that wasn’t enough for your kids…there’s a meet-and-greet opportunity! Between August 19 and September 4, five fans have the opportunity to win a round-trip to Los Angeles to meet Matter, as well as a lunch with the creator, merch, and the “opportunity to create content with Salish.” You just have to share where you’re eating your Salish Matter order, using the hashtag #SalishxChipotle on Instagram.

And if you don’t have any members of Gen Alpha in your life, this may have all gone totally over your head. If that’s the case…I get it. For everyone else, it’s giving away free food for the next few Sundays.