A rap song features some of the best press Chipotle has had in recent memory.
In May, Schoolboy Q released a new song called 'THat Part.'However, the most iconic line of the song comes, not from Schoolboy Q, but Kanye West:
"Beggars can't be chooser, b----, this ain't Chipotle," raps West.
Following Chipotle's E. coli scandal, the company has struggled to regain trust and turn around customer perception of the chain.
Chipotle's same-store sales dropped nearly 30% in the first quarter of the year, after an E. coli outbreak in late 2015 sickened more than 50 people in 14 states. Revenue dropped 23.4%, to $834.5 million.
A single tweet last week about a rumored food poisoning related to Chipotle lead to the burrito chain's stock falling as much as 3.5% in just a few hours.
In this climate, positive social media responses to Chipotle matter more than ever — and West is helping the chain get just that.
A search of Chipotle on Twitter results in seemingly endless tweets referencing 'THat Part':
Beggars can't be choosers, bish this ain't chipotle!!
A quick scan of the search "Chipotle" on Twitter on Monday revealed that about one in 10 Chipotle references were, in fact, related to the song.
The lyric isn't exactly on brand for the chain, or it would mention something about fresh ingredients, but a lyric emphasizing Chipotle's customizability is a positive for the chain in a sea of negativity.
RELATED: Hacks to saving money at Chipotle
Hacks to saving money at Chipotle
Hacks to saving money at Chipotle
1. Ask for ‘half and half’ meat
You can get more for your money if you request that the server split your serving of meat into two varieties.
“When you ask for ‘half and half,’ the server tends to be generous on measuring a half serving,” said Kyle James, founder of coupon site Rather-Be-Shopping.com and a regular Chipotle customer. The end result is a bigger, more delicious burrito.
If you really want to super-size your burrito, ask for both white and brown rice, as well as black and pinto beans.
Dylan Grosz, an intern for the website ApartmentList.com, conducted an experiment to see which strategies would net more burrito at no extra cost and wrote about his findings. After ordering five burritos a day for several days, he found that Chipotle customers could get double the rice and beans, simply by asking for both types of each. Best of all, there’s no extra charge for these added ingredients.
It costs extra — $1.95, according to Chipotle’s online menu — to add guacamole to your burrito. However, there are other fillings you can get for free, if you know enough to ask. Grosz found that servers rarely ask customers if they want to add fajita veggies or chili-corn salsa, but these extras are free and can round out a meat-heavy meal. They also increase the overall amount of food you get at no extra cost.
Rather than ordering your burrito wrapped in a tortilla, get it in a bowl to net more food, James said. Ask for “half and half” meat and then, as the server fills the bowl with your favorite toppings, politely ask for a little bit more of each.
“Before you know it, your bowl will be huge and can often feed two average adults for under $9,” said James, who eats at Chipotle at least five times a month.
You can even ask for a tortilla on the side. Create the burrito experience on your own, with an even bigger burrito than you’d get by ordering one.
To avoid overeating and overspending, order a kid’s meal, said Ashley Eneriz, a contributor to the personal finance blog MoneyNing.com. The portions are generous and include two tortillas, three sides (such as meat, cheese and rice), a drink and fruit or chips. If the server says you can’t order the this meal because you’re not a kid, just request something else.
“As long as you are nice about it, then there won’t ever be any issues,” Eneriz said.
Chipotle occasionally offers special promotions on gift cards — especially around the holidays, James said. For example, one of the more common offers is a free burrito with the purchase of a gift card worth $25 or more. So, if you frequently eat at Chipotle, you can use the gift card yourself.
Sometimes, Chipotle hands out free food to its customers. For example, on April 16, the chain offered youth soccer players under the age of 14 a “buy-one-get-one-free” deal on burritos, bowls, salads or tacos. All they had to do was show up in their team uniforms.
The restaurant also offered free burritos to people in the wake of closing its stores for a day to train employees on the new safety measures. Follow Chipotle on Facebook or Twitter to learn about its latest promotions.
You can score burritos at a discount if you’re willing to dress up — not in a coat and tie but a costume. James said that, every Halloween, Chipotle offers a burrito for only $3 if you come in wearing a costume.
Typically, Chipotle has a theme that customers must adhere to in order to get the discounted “boorito.” So, be sure to check the fast-food giant’s website or social media pages to find out what the theme is before creating your look.
If you regularly eat at Chipotle, go out of your way to be nice to the servers.
“Being friendly to the staff is a really great way to score some savings,” Eneriz said. “You’ll get a bigger portion most of the time, and you’ll not only make the server’s life more pleasant but yours, too.”
Perhaps the positive social media push from the song is all part of a master plan from West.
The rapper has been a dedicated Chipotle customer since at least 2007, when he introduced fellow hip hop artist and Chipotle loyalist Big Sean to the chain.
West is a fan of quick-service restaurants beyond Chipotle.
"Says she want diamonds, I took her to Ruby Tuesdays, If we up in Fridays, I still have it my way," he rapped in his 2005 track, Gone, notes Genius.
Further, West has interest in fast food from a business perspective.
In 2008, West bought the rights to open 10 Fatburger locations in Chicago. When he married Kim Kardashian in 2014, he reportedly bought her 10 Burger King franchises located throughout Europe — though no locations were ultimately opened in the Kardashian-West name.