Chipotle plans to power 7,000 restaurants with renewables, airs new sustainability ad

The initiative aims to help the company meet its target of cutting both direct and indirect greenhouse gas emissions by 50% from 2019 to 2030 – a plan informed by the Science Based Targets initiative, which helps organizations work toward the climate goals established by the Paris Agreement.

Chipotle’s full ‘responsible restaurant’ design plan includes rooftop solar panels, all-electric equipment to replace gas-powered devices, heat pump water heaters, energy management systems, biodegradable cutlery and food service containers, improved exhaust hoods, cactus leather chairs, artwork made of recycled rice husks and even electric vehicle charging stations at some locations.

The design will roll out to three restaurants piloting the program this year in Gloucester, Virginia, Jacksonville, Florida and Castle Rock, Colorado.

Chipotle plans to eventually expand the design to 7,000 locations across North America. The company also says it aims to outfit over 100 new restaurants – each of which is scheduled to open in 2024 – with all-electric equipment and “at least some additional elements from its new design,” per a press release.

“With our aggressive development goal in North America, we hold ourselves accountable to reduce the environmental impact of our restaurants,” said Laurie Schalow, the company’s chief corporate affairs officer, in a statement. “We are aiming to incorporate some elements of our responsible restaurant design into many of our new restaurant openings going forward.”

The company says it will continue to optimize the system as it gains feedback from real operations.

Outside of the new design concept, the restaurant chain is also investing in a handful of other initiatives aimed at accelerating its decarbonization goals: It’s installing energy management systems in all its locations to help improve efficiency in heating and cooling, developing plans for introducing new vegetarian and vegan menu offerings and increasing the total amount of local produce purchased this year to at least 36.4m pounds. The company is also exploring a range of strategies for cutting emissions associated with beef and dairy farming, evaluating how to reduce emissions in its supply chain and investing in regenerative agriculture practices among suppliers.

To highlight the brand’s increased focus on sustainability, the company is airing a national TV ad called ‘Human Nature.’ Developed by creative agency Anomaly, the 60-second film depicts the harmony between humans and the natural world in a series of split-screen images. For example, we see a fingerprint pattern replicated in the rings of tree stumps and the shape of a group of cells is mimicked in plots of farmland.

“Human. Nature. We started as one, til somewhere over time – a long time – we drifted apart,” a narrator says. The voice goes on to explain that, while humans have become divided from nature, a new generation of movers and shakers are here to reestablish a synergy. The ad endorses the value of organic farming and local produce to help nourish both humans and ecosystems.

“Since its founding in 1993, Chipotle’s mindset and approach to food has always been about working with – not against – nature and using real ingredients free of any artificial flavors, colors or preservatives,” Chris Brandt, Chipotle’s chief marketing officer, said in a statement. “‘Human Nature’ celebrates how Chipotle serves food that is both good for you and better for the planet.”

The company recently published its 2022 Sustainability report, which documents Chipotle’s progress in key areas including people, food, animals and the environment. Among the top takeaways: The company invested $35m into local food systems, purchased over 22m pounds of organic and transitional ingredients and derived 40% of its total energy consumption from renewable sources.

“Strengthening our connection with nature,” said Brandt, “is key to producing responsibly raised food for generations to come.”

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