Last Updated:
11/1/20 8:46 PM
overall rating:
keep going
Chipotle
Internal Representation & Support
59%
Public Commitment
56%
External Communication
50%
To evaluate this pillar, we take into consideration a range of factors, including but not limited to:
- Employee representation
- Diversity, equity, & inclusion (DEI)
We weigh a company’s degree of public commitment primarily on their monetary contributions to DEI matters or organizations fighting racial injustice.
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Forms of monetary support we look for:
One-off donations
Recurring donations
Grant initiatives
Employee donation matching
Highlights
Chipotle implemented a feature to allow guests to round up their bill to donate during checkout; in seven weeks, customers donated an additional $1 million to the National Urban League. The company additionally has implemented a program covering 100% of the tuition costs for 75 different types of degrees; as of October 2020, they expanded these debt-free degrees to include HBCUs.
Lowlights
In June 2020, Colts linebacker Darius Leonard spoke out about an incident of racial profiling at Chipotle in which he and the three other Black men and biracial women were asked to leave after a white customer allegedly felt threatened by them. Leonard stated that the personal apology from the CEO was reactive and that it did not sufficiently prove Chipotle's commitment to antiracism.
We scour the company’s website and official social media channels to determine what message they are sending around racial injustice, how they are communicating it, and whether their communications are perceived as genuine or performative.
Public statement: We verify that companies have made a formal statement regarding racial injustice.
Social media: We consider how a company uses their platform(s) beyond performative allyship.
Representation: For companies that have the opportunity to showcase diversity in their feed, we consider whether they have adequate Black representation and BIPOC representation across their models.
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Deep Dive
I. Internal Representation & Support:
Board of Directors:
10% - 11% Black, 11% - 15% BIPOC, 31% - 35% Women
Executive Leadership:
0% (none) Black, 21% - 25% BIPOC, 31% - 35% Women
6% - 7% Black, 31% - 35% BIPOC, > 50% Women
Workforce:
An appointed DEI senior leader and/or a dedicated DEI organization
DEI Support:
II. Public Commitment
Chipotle has pledged a donation of 0.01% - 0.09% of annual revenue towards racial injustice, specifically for Black lives. Additionally, Chipotle has engaged in actions that advance racial justice and/or uplift BIPOC communities, such as partnerships with nonprofits or mission-based organizations, and sponsorship of individuals who use their platform to speak out on racial injustice. Chipotle is also an advocate for the LGBTQ+ community.
III. External Communications
Chipotle has issued a public statement, both on social media and in a public memo, addressing racial injustice that included specific calls to action, but did not explicitly state "Black Lives Matter." Since June 2020, 0.1% - 9% of the brand's social media content has been centered around racial injustice with posts seeking to continue the momentum of BLM. While the brand does not regularly feature models in their social media posts, there is little to no evidence of additional actions the brand takes to show support of the LGBTQ+ and other marginalized communities.
