Chipotle is drawing plenty of praise forits new behind-the-scenes recipe video.The fast-casual chain is going viral in a somewhatunexpected place: TikTok.
The reason?
It’s sharingthe recipe for its famous cilantro-lime rice.In a video that’s racked up more than6.7 million views in just four days, Chipotlefilmed its employees preparing the dish.The mesmerizing — and slightly bizarre —clip shows just how simple the recipe is.the video seems to be going viral foranother reason, too.
The clip’s style, accordingto many commenters, is extremely TikTok.From its strange, auto-tuned backingmusic to its quick-cutting scenes, thevideo strongly resembles other typesof videos that spread rapidly on the app.In fact, the recipe felt so on-brand that manysaid it had to have been made by a Gen Zer.“That moment when Chipotle really understandshow to communicate with Gen Z,” another added.Others simply enjoyed the skillful branding,complimenting Chipotle on the clip’s style.“See Chipotle gets it,” one user wrote.“They know what’s up,” another added