Chipotle is bringing back its “Love What Makes You Real” campaign in support of the LGBTQIA+ community. The campaign includes several elements, such as its first-ever Pride uniform option for crew members.
"As a company that has long embraced diversity and inclusion, we recognize the importance of creating a safe and welcoming workplace where all team members can be their authentic selves,” Chris Brandt, chief brand officer, said in a statement. “By introducing these limited-edition Pride uniforms, we are demonstrating our continued commitment to supporting the LGBTQIA+ community and celebrating what makes each of our employees unique."
In addition to Pride uniforms, the company is also rolling out “The Pride Edit” merchandise, with proceeds going to The Trevor Project, a suicide prevention and crisis intervention organization for the LGBTQIA+ community. And, from June 5 through June 18, guests in the U.S. can round-up their order total to the next highest dollar amount on the Chipotle app and Chipotle.com, also in support of The Trevor Project.
Chipotle’s “Love What Makes You Real” campaign comes amid a backlash against corporations actively supporting the LGBTQ+ community. In response to violent threats against its employees, Target pulled Pride merchandise from some of its stores, for instance, while Bud Light experienced a boycott and sales dip after partnering with transgender influencer Dylan Mulvaney.
Despite a noisier political backdrop, however, several restaurant companies have continued to show their support for Pride Month in addition to Chipotle. For example, Starbucks recently released a new rainbow cup collection in partnership with artist Tim Singleton. The Habit Burger Grill has introduced a Rainbow Shake in partnership with the It Gets Better Project, a nonprofit that works to support LGBTQIA+ youths.
Meanwhile, Next Level Burgers locations are offering a Peachy Passion Pride Shake and the company has changed its packaging for June to feature the phrase, “Love Wins.” Each Next Level Burgers restaurant will donate to an LGBTQIA+ nonprofit of their choice.
Customers at Shake Shack can add rainbow sprinkles to any shake or frozen custard order for an additional 50 cents, with proceeds going directly to PFLAG, a national organization that supports, educates, and advocates for the LGBTQ+ community and their loved ones. And, Noodles & Company has brought back the “Pride Crispy,” a rainbow rice crispy treat made in-house. Proceeds go toward Out & Equal, an organization that advocates for workplace equity.
myGwork research shows that over two-thirds of the LGBTQIA+ workforce would leave their job if they could not be out at work. According to One Fair Wage data, 18% of restaurant industry workers identified as LGBTQ+, which doubles the U.S. population identifying as such.
Contact Alicia Kelso at [email protected]