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Chipotle has revamped their Instagram account this week archiving all content but its new campaign. According to a <a href="http://www.adweek.com/digital/chipotles-instagram-story-featuring-100-pictures-of-queso-generated-a-70-completion-rate/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=adweek-chipotles-instagram-story-featuring-100-pictures-of-queso-generated-a-70-completion-rate-2704417" target="_blank" rel="nofollow" target="_blank">recent Adweek article</a>, the brand knew they needed to take action after receiving mixed reviews on its new queso on Twitter. After deleting their entire feed of photos, the brand started the Queso Cup, a campaign including multiple&nbsp;contests where followers would enter to win a year free of queso.

One aspect of the campaign included a 100-part Instagram story where users needed to click through the story to the end to find out they could direct message the brand with emojis to enter to win. Chipotle is reporting a 70 to 75 percent completion rate of this story.

Other types of short contests have been included in the Queso Cup campaign this week that have increased the brand&rsquo;s reach by 50 to 60 percent. On Monday, the challenge asked fans to comment five times spelling out the word queso, which generated 21,800 comments on one post.

<a href="http://www.adweek.com/digital/chipotles-instagram-story-featuring-100-pictures-of-queso-generated-a-70-completion-rate/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=adweek-chipotles-instagram-story-featuring-100-pictures-of-queso-generated-a-70-completion-rate-2704417" target="_blank" rel="nofollow" target="_blank">Click here</a> to read the full article.&nbsp;

Adweek: Chipotle’s Instagram Story Featuring 100 Pictures of Queso Generated a 70% Completion Rate

1851 Franchise

After a slow start for queso, Chipotle uses an Instagram contest to engage fans.

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Onigilly Japanese Kitchen

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Lindora

Celebrating the Nurse Behind the Mission: How Melinda Endricks Is Powering Lindora’s Growth and Impact Nationwide

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How Melting Pot Franchisees Drive Year-Round Success Through Strategic Promotions and Local Marketing

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Crust Pizza Co.

Crust Pizza Co. - Technology Piece - CTO Nick Fontenot - May 2025 - 1851 Franchise

Crust Pizza Co. Builds the Future of Franchising With Tech-First Strategy

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Adweek: Chipotle’s Instagram Story Featuring 100 Pictures of Queso Generated a 70% Completion Rate

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