The restaurant chain Chipotle has received a great deal of attention since it released its animated ad campaign featuring Scarecrow, a fictional food factory worker turned farmer and food provider. New Yorker blogger Elizabeth Weiss posted this article in September 2013.
Read it here: Weiss, “What does ‘The Scarecrow’ tell us about Chipotle?”
- Weiss presents quite a few points of view as well as evidence from a variety of sources. How well does she synthesize all of the material? Explain your reasoning. Which evidence from her article impressed you the most? Why?
- Weiss cites food writer Michael Pollan’s response to Chipotle’s new campaign. Pollan is encouraged by the idea that people are more interested and will make decisions based on information about where their meat comes from and how it was raised and processed. How interested are you in that information? Do you take such information into account when you shop? When you eat at restaurants? Why or why not?
- Weiss points out that one challenge to improving fast food meat quality is that even if chains like McDonald’s wanted to adopt Chipotle’s sourcing standards, “the market couldn’t begin to meet its demand.” There aren’t enough farms using sustainable agriculture practices to supply the close to one billion pounds of beef McDonald’s uses each year. What do you think would happen if McDonald’s did initiate a program to use more sustainably sourced and less chemically-treated meats? Would you favor such an effort on McDonald’s part? Why or why not?
- As Weiss notes, Chipotle does a much better job than other fast food companies when it comes to procuring healthier and more sustainable meats as well as providing more source information to customers. Still, the ad campaign has been criticized because it “elides Chipotle’s real-life meat sourcing with the aesthetics of a vegetable harvest.” Where do you stand? Is Chipotle more deserving of praise or criticism? Write an essay in which you address that question, taking Weiss and the sources she cites as your They Say. You may also want to cite the Chipotle Scarecrow video (a link is in the article); use screen shots accompanied by written descriptions.
They Say I Blog 
I agree with Elizabeth Weiss’s statement that “Chipotle offers much more transparency about its meat’s origins than most fast-food restaurants. Still, Chipotle falls short of the film’s ideals.” In other words, it seems as if Chipotle is trying to make its meat’s sources and ingredients known, but it does not live up to the image of picking vegetables right out of the garden. Not to mention the fact that Chipotle left the meat out of the scarecrow’s taco, implying that they’re not telling us everything.
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I concur with Pollan’s encouragement over the idea that the general public are interested in making and/or basing their meat buying decisions around where the meat comes from. Like most people, I myself would like to know more about where our meat comes from and how it’s raised and slaughtered. Then again, like most people, I do not actively seek answers to these questions, nor do I research the products that are sold in my favorite grocery. To top that off in a frighting self realization, I have never, not once, questioned [the meat] I am served at a restaurant. The only real reason I can give anyone as to why this is not a common practice is a mixture of complacency and lack of interest. Do I think I could change my practices when it comes to buying meat? I could, but it is unlikely. The fact is, like many others, I’m set in my ways. This is both unnerving and disturbing, but true. Maybe one day in the not so distant future we can see changes like this in the future.
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I find myself siding wholeheartedly with the Scarecrow and, in turn, Chipotle. While I understand Chipotle’s beef if not 100% sustainable, I still believe that their efforts make them a better option than some of their competitors. Furthermore, Chipotle notifies their customers when “conventional” meat is used. In other words, Chipotle is honest with its customers about where their meat comes from. So while Chipotle may not be as close to the garden as the Scarecrow depicts, at least they have taken steps to get there.
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If a fast food restaurant like McDonald’s were to initiate a program to use more sustainably sourced meat and less chemically treated meat, there would be more farms using sustainable agriculture practices as long as they were paid enough by McDonald’s. I would be in favor of McDonald’s using more sustainably sourced meats because, then I would know what I was putting in my body.
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I agree with Pollen’s view that people would be more willing to buy food that they knew where it came from and how it was treated. When I go to buy vegetables, I love to go to the local farmer’s market up the road. It might be a little more expensive, but it does taste so much fresher then Wal-Mart’s vegetables. Even after having our family’s tomato farm in our backyard, many of our neighbor’s prefer our tomatoes due to the information that they have on its origins. Even though I have not asked a restaurant owner where their meats come from, after watching this video and reading the article I might just find myself requesting such information.
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Though I respect Chipotle’s honest actions in making the knowledge about their meat sourcing available to the public to make their own judgments, I must agree with Mr.David Sirota’s assertion that Chipotle paints a much more pleasing picture with their use of the Scarecrow’s garden. I find this sort of media to be a rather blatant use of ‘rose-tinted glasses’, and believe that if they made a marketing commercial which stated their honest sourcing and commitment to a better meal for their customers it would go over better with more of their public critics.
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I agree with the idea of using a familiar figure for people to relate with their food. More companies should produce a more personal relation with the food their trying to sell. If more companies did this there would be better food quality for consumers.
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Chipolte should be commended for their approach to fast food. Getting a quick meal that you actually know what is in the food is a novelty. As the article states it would be near impossible for McDonald’s to do the same. If McDonalds did use the pure beef, the prices would increase too much for McDonald’s to make a profit.
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When I’m shopping or eating, honestly I don’t really think about how an animal has been treated in order to end up as fried food on my plate. The thoughts are somewhat disgusting, actually, and that’s why I don’t wonder about them while I’m eating. The same is occurring while I’m grocery shopping – I’m not thinking about the way the animal was treated, I’m merely thinking of what else is on the grocery list. Although if I know that a restaurant or a farm is harming animals or getting their products through an inhumane way, then I’m genuinely going to switch from that product to another more healthy and humane one.
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“The Scarecrow” is a fine concept; however the consumer should not forget that Chipotle is a major fast food corporation whose number one goal is to make money. This company would like to have their consumers believe their main goal is to make the world a better place by serving better food, but turning a profit is the number one goal for any fast food chain. The story of “The Scarecrow” is truthful, but it does not tell the whole truth. Chipotle is doing a great job serving healthier food that has minimal conventional enhancements. Their vegetables are properly grown on a farm as the commercial would suggest. Their majority of their meat is humanely farmed, but a portion of their supply unfortunately still comes by way of factory-farming. This is the reason no livestock is shown on “The Scarecrow’s” idealistic farm, because it would be a lie to depict Chipotle’s meat as completely naturally grown. In the article, Weiss writes,” Chipotle also tries to avoid cattle raised with antibiotics or growth hormones, though only about eighty per cent of its beef meets that standard.” If Chipotle had the means to serve completely sustainable beef, I believe they would. That would cost the company way too much money, and they would not turn a good profit. It is significantly cheaper to factory farm cattle than to grass feed and raise them the traditional way. Chipotle seems to be caught in the middle of two forces pulling in opposite directions. This corporation wants to better their competition by serving the best food possible. However, Chipotle needs to continue to make a healthy profit, and that means having to use factory farmed meats. There is no problem with “The Scarecrow”, because it is just advertising. The cartoon does not lie, but it does not paint the entire picture. I believe Chipotle is bettering itself as a company and ultimately moving towards completely sustainable meats.
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What does “The Scarecrow” Tell Us about Chipotle? This article seems to attack a company that has made more healthy decisions than most companies. Is this a slander campaign from a larger company like McDonald’s? Or could this be possibly the multimillion dollar burrito seller, Taco Bell. We all need to realize this is a commercial and nothing in this commercial said that everything at this restaurant is healthy for you they still have soda for those craving something packed with artificial fillers and other ingredients. The company has not stated they are the healthy choice, just healthier than those who use antibiotic and steroid injected animals. Educating consumers about what they are ingesting could go a long way. Let’s not only get a nutrition guide with calorie and fat counters, but a list of all chemicals eaten by, or injected into the animal itself. The simple fact of where they are getting their pork, chicken, and eighty percent of their beef from says a lot about the direction the company wants to go. No steroids or antibiotics, and some free grazing animals. This is a healthier choice. And even if Chipotle is trying to cash in on the consumer’s fears about certain agricultural methods this still does not take away from the fact that the steroids and antibiotics have been found to be unhealthy. I think a good thing to do for the benefit of this country and the ever growing American waist band, would be to show what these animals are made of. Show a small child what it is they are eating. A good thing about this article is that it shows a company who is making choices beneficial for consumers. This should sustain a longer living customer as well. I for one will be a customer of Chipotle due to this article.
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It is disheartening to know we live in a world where the fictional portrayal of the food industry in “The Scarecrow” is not too far off. Obviously there are not mechanical crows ordering around scarecrows but, concerning the products we eat, it is not always what it seems. Chipotle’s attempt at distancing themselves from the rest of the fast food industry, though admirable, was dishonest. When it is all said and done, Chipotle is major fast food company who’s main goal is to be profitable. If this means they have to make a smear add designed to appear as an honest eye-opening message then so be it. It should be noted that Chipotle uses pounds on pounds of meat daily and did not show them doing so in their “Scarecrow” add. As nice as it would be for us to live in a world where we get out meat directly from a farm where everything is pure and fresh, it’s not possible. With the world’s population at what it is at and with the time needed for un-altered animals to mature, it would not be possible to feed everyone. There are ways to provide the families who are interested in having only the freshest, farm-grown food but, the reality of the matter is that we need genetically altered chickens and cows. The demand for meat will not decrease at anytime so we must do what is necessary. The living situations for these animals does not have to be as cruel as it is. These animals are contained in tight cages where they can hardly move and are treated inhumanly. This being said, we as people cannot expect fast food places to be hold to the standard of pure farm-fresh food. Chipotle attempting to come across as being different, is fine, until they lead people to believe false truths.
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The Chipotle commercial is using the scarecrow to show how food in today’s American lifestyle is being made. The chicken is injected with a chemical that makes it grow twice its size in order for it to feed more people. It also shows the label on the beef is called “100% Beef-ish,” which is stating that the meat is not all beef, and it contains other substances in it. It is showing how today we do not know what is going into our bodies, but we decide to eat processed foods anyways. The honest scarecrow is sad to see how the animals are just raised to be food, and he wants to see a difference. By growing organic vegetables he is promoting that Chipotle restaurants use organic vegetables in their foods, along with non-processed meats. The article states that even if McDonalds wanted to join Chipotle’s example, they would not be able to because of the high demands they have in their meats. I think the commercial is an excellent way to advertise the restaurant, but I do not like the fact that the scarecrow works in a factory farm. I do not like the fact that the scarecrow works at a factory farm but is going against what he works for. I think the honest scarecrow was a smart way of advertising because Chipotle is stating that the company does not lie to its consumers about the food they use. This article makes me think of where I buy my food and if it is actually “organic” or “all natural.” I will look more into the products I buy because of the information provided by this article. I have not been a big fan of Chipotle, but this article makes me more interested in buying their foods. I do not want to continue eating food that is injected with growth hormones, or other chemicals to make the animal grow faster, or larger. This commercial article makes me more interested on watching what I eat, along with eating less from fast food places, because I will be a contributor to the factor farming industries.
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When it is time to shop for food many people have no idea what is in them or where they come from, they just buy the one that looks better. In America foods are chosen by the way they look. America has taught us that food needs to look a certain way to be healthy. However knowing where your food comes from and what is in it, is a better way for people to make decisions. Elizabeth Weiss talks about Chipotles new advertisement video, and she says, “Chipotle is not only tasty it’s virtuous.” In this video a scarecrow travels to the city to see how the food they serve is being processed. It show factory farming abusing animals, but at the end it shows us that knowing where food comes from will help us make better decisions. But we have to consider the possibility that Chipotle is only seeking for more customers after all they are a fast food industry. Chipotle argues that they buy the healthiest meets and foods they can get. Because at the end of the day the scarecrow goes home to grow his own foods and vegetables, and creates a healthier meal. I agree that people need to know more about their food, so we can make healthier choices and reduce obesity. Making better choices will only affect the fast food industries but at least people will not suffer from overweight. Using more organic foods can help obesity to go down. And Chipotle is using all those options to make a healthier burrito. The scarecrow is a smart way to tell the consumers that they do not ever lie about where their food comes from or what it is made of. Factory farming is the reason why many fast food industries are so unhealthy. Because of Factory farming the meets we eat and other foods make people obese.
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I do agree that more people would be willing to buy certain foods knowing where it came from and what treatments were used on it. Heck i would! I don’t want to put something in my body that I have no clue where it came from or what happened to it. With that being said, people will pay more just to know that specific foods weren’t sprayed with chemicals and pesticides. I like how Chipolte doesn’t lie to their customers about what is in their foods unlike McDonalds. When Chipolte says that their beef is “100% Beef-ish” this is them letting you know that it is not 100% beef. They are upfront and honest. They do in fact grow/get 100% fresh vegatables which most companies don’t. Using local markets and gardens to buy their supplies helps the local business and the economy as a whole. They want to make you more aware of what they are doing different oppose to other companies. McDonalds on the other hand doesn’t inform their customers no these needs. They can’t get fresher meats without significantly raising their prices. Chipolte’s number one goal is to have a healthier world. They want obesity rates to decrease and want everyone to make the healthier choice.
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When I read this article, I had to stop and look on youtube for these two videos. The authentic Chipotle advertisement and the Funny or Die video looked like comparing apples and oranges. Weiss constructs her ideas well by giving us the two videos, and then choosing her side immediately after. Weiss is advising us that “The Scarecrow” is a great concept. Chipotle is doing a great job in setting the bar higher for fast food restaurants. I believe that Panera, Dunkin Donuts, and Chilis have started making a healthier meat decisions because of Chipotle’s example. Also, humans are not ignorant. I believe we have a general understanding of where to buy healthy food when we can. I know that Chipotle is healthier than McDonalds because of the publicity when the truth comes out. Researchers are throwing out so many results of the fast food restauraunts that we eat at, that that should be our nutritional table from now on. As far as shopping on our own, most likely the foods we cook at home will not only be healthier, but it provides us with a sense of security that we know how it was prepared. That is what we need to be cautious of. Where the meat comes from is one thing, but are the stores keeping up with the kosher preparation guidelines? Next, If a huge corporation such as McDonalds started using sustainable agricultural meats, that would slow down their business more than they could afford. Healthy farm grown animals would need to eat more expensive foods, require 5x more of the space that they normally receive, and in the end, would not be as large and full of fat. This can fly easier for Chipotle and other small fast food companies that charge $12 for a meal and remain the small size that they are. They only concern with Chipotle’s commercial is when they failed to show the scarecrow preparing meats. They are not a vegetarian store and should not claim to be. Color vegetables are probably better for marketing that the color of meats though. Every company makes their decisions for their own reasons. I’m just glad that there are still some reasonable food out there that will not make me sick.
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Weiss cites food writer Michael Pollan’s response to Chipotle’s new campaign. Pollan is encouraged by the idea that people are more interested and will make decisions based on information about where their meat comes from and how it was raised and processed. How interested are you in that information? Do you take such information into account when you shop? When you eat at restaurants? Why or why not?
Chipotle definitely stands out among other popular fast food chains. It restores some faith in humanity to know that at least one company strives for quality meat and the humane production of quality meat. Many consumers are still uneducated on where the’r food comes from let alone how badly it is actually produced in the terms of being produced in an appropriate, natural, environment. I agree with the movement of educating the public on the type of meat they are consuming because this produces curiosity which yields the desire to know more about their food. However, Chipotle is still a large for profit corporation. And like many others it needs and wants to make money. As a customer, knowing what I am consuming is important to me and I perceive it as being an act of respect towards it’s customers because food is a personal choice and everyone has a right to know the contents of their food.
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Ultimately I believe that the Scarecrow is a wonderful idea from Chipotle. But looking back at the statement where Weiss cites Michael Pollan’s response does not convince me that people are actually more interested. Admittedly I have never asked where the meat I am being served has come from, or how it was processed. About two weeks ago my highschool debate class actually watched the scarecrow video and we had a discussion on it. While many of the viewers agreed that it had a great point, they also agreed that it would not impact the way they eat. Most people just order what they like and dont ask questions about the food. I feel that knowing where the meat has come from is imporant, but getting every person to feel that way would be difficult. Most people are set in their ways and will not deviate from their normal eating habits.
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I agree people would want to buy foods if they knew where it came from. People would do anything to get food that they know where its coming from. Even pay more, its your body. On the label it shows that its Beef-ish which just means that it simply not all beef. I think the “scarecrow” is the same ordeal with any other restaurant. Its all soda pop, fake food, nothing that is 100 percent beef, not healthy. Nothing special about any fast food place. Lets not compare them all. The research about the details on how its processed at the end of the day won’t matter because people will still consume and theres nothing but fast food to eat now a days. Unless you want to spend a fortune.
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I have seen Chipotle’s commercial starring Scarecrow and it is very moving. I don’t agree with the way we treat animals before they are killed to feed us. We shove them in tiny pens and slit their throats while they are still alive. it is completely wrong and inhumane. Unfortunately, that is what makes money and America is not going to change it just because people are upset. I am glad that Chipotle has started this trend of being organic and humane. The food is healthier for us, and also better for the animals. And if they’ve become this big by being a humane company, others will follow.
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I actually saw the commercial when I was at the movie theater a few months ago. It does hit you hard to see the way the animals are being treated by the industrious company and moves you to question how closely this represents the evils of real life. In the advertisement the scarecrow is obviously meant to represent the Chipotle franchise which has claims to be free of selling foods which come from inhumane sources. How true this is I am not sure; however, If they care as much to make such a commercial about it I have confidence and trust that they are honest. Their example should not go ignored, its a known fact that much of the meat we consume comes from slaughterhouses where animals are treat inhumanely and aren’t given much of a life at all. Hopefully these evils will change in the near future and we will be able to consume other foods which we know have “kind” meat such as Chipotle.
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i like how chipotle is honest with their customers and tells them when they are using conventional meat. i like how they put the animals in their being genetically growing and how its wrong. in the commercial it is basically saying that they use real meat instead of “fillers”.no matter where the food comes from people are still going to eat the fast food the same way but i do like chipotle more because they tell yo basically what you are eating.
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I like how the executives of Chipotle express their transparency, a little more than most fast food restaurants, and admit to attempting to deal with only farmers of, what I would nowadays is, kinder better treatment of livestock. Example is dealing with the company the article mentions for their pork, Niman Ranch. Also, it is admitted that there is gray area when it comes to foods that restaurants are going to serve. The truth is, from my own experience in restaurants, it is difficult to produce a good grass fed beef or antibiotic free chicken and deliver that at a price consumers are willing to pay. One option, in example, would be to keep different stocks of beef on hand for those who want it. The paleo diet types wanting the good grass fed beef to the ones who want meat at a decent price and have little care for how it is raised or produced. Alas, though, I do not know of very many restaurateurs who would be able to keep their doors open practicing like this. In closing though, Chipotle is to be commended for their own practices and attempts to deliver healthier fast-food to it’s clients. The only thing I would argue with about the Scarecrow is instead of offering a game to play and follow on twitter inform the consumer about where to go so that they can see Chipotle’s transparency.
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Since McDonald’s is already in such high demand, if they did decide to go for more sustainably sourced meat, I think customers would be admirable to their change. However, because McDonalds already has the reputation for using conventionally raised meat, people would have a difficult time adjusting to the new approach. Although I do occasionally eat at McDonalds, I would favor the efforts to change where they are receiving their meat. I do agree that Chipotle’s commercial was a great way in introducing how Chipotle is receiving their meat supply and being honest with its consumers. Although most people are going to just continue eating fast food as usual, its a step in the right direction and great example of people other fast food chains to follow. It’s unfortunate that people are already set in their ways when it comes to eating fast foods, but little by little there is some impact the commercial makes on consumers.
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I agree with Sharons comment that Chipotle should be commended for what they are doing. I personally do not eat chipotle however, I notice that they are doing a much better marketing job than most other franchises by telling you what you actually eat. When you walk in the store, there are more warning labels than almost any other fast food chain. Another problem most fast food chains have is that if they choose to get higher quality food, then prices will go up dramatically and turn off customers.
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Q#1:
After reading her feedback on Chipotle’s animated film, she briefly addresses how the animation went for those who haven’t seen it. In doing so it put a clearer picture in my mind. Furthermore, she did this by her various transitions. So, for us who go further into reading her point we can stay on track with it. Going further, she goes into saying Chipotle uses only antibiotic free chicken. This point caught my attention the most because many other fast foods don’t do this. Even though, it is very simple. Concluding, I find this strange as to the fact that fast foods say they care what they feed their customers, but then really don’t. In all honesty if they did then they would be doing what chipotle is presenting here.
I agree what Sharon Northcutt, that Chipotle should be commended for how the access their food. Adding onto what she is saying, this could potentially be a change in fast food corporations as a whole because if one starts doing so, the others will soon catch on.
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The honesty Chipotle has with their customers regarding their product makes it much more appealing to the consumer. With the popularity of animal rights activists on the rise, it is becoming more well known as to just how bad the products from McDonald’s are for you. Chipotle, unlike McDonald’s, willingly takes the initiative to make their consumers aware of what they’re ingesting which is resulting in a major profit increase. McDonald’s has millions of locations and I do agree that the market would not sufficiently meet the demand. However, sometimes you just have to choose quality over quantity.
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I agree with Weiss. She effectively states her opinions as to how much more willing individuals would be in purchasing items if they knew where the ingredients/item(s) came from. The animation does overly dramatize the way animals are treated but it is in an effort to awaken people to what really is happening in factories or on farms that are looking to get the most genetically modified animals as possible. No, they’re not injecting animals with green goo, but that doesn’t mean they aren’t injecting them with other unnatural steroids or fruits/veggies with GMO’s. The animation isn’t a legitimate portrayal as to what is happening but it is suppose to make viewers become more aware as to what is truly going into their food. That is also why I agree with Weiss because of the points that are made regarding Chipotle and how open they are with their customers as to where their products come from and what are in them prior to allowing their customers to ingest it. I also personally agree with Pollen because it highly interests me as to what is included in the products I buy before I buy them-I like being able to accurately tell what the ingredients are. I still stick buy the idea, however, of quality over quantity and the (somewhat unfortunate) reality is we all know McDonald’s is not good for us and if they wanted to use the same top grade beef or chicken as Chipotle does, there’s just not enough market to meet the demand. I also agree with Tyler Clark’s response as to the reality of how animals are abused and treated when all it seems they are being raised for is as much meat off their body as possible. Yes, animals are supposed to be a resource in the cycle of life but their purpose is not to be as genetically modified and mutated as much as possible just for farmers to get the most profit and meet the demand coming to them. I also agree with Courtney Doyle and how it is much more appealing that Chipotle purchases 100% fresh veggies from local farmers because it gives the consumer even more insight as to where my food is coming from. Chipotle, unlike other fast food companies, seem to genuinely care about their customers and allowing them to be fully aware as to what they’re consuming and that has also prompted a revenue increase. I am entirely against fast food because of the unreliability of knowing what is actually in what I am spending my money on but if more franchises disclaimed what was in their food (the more healthy stuff of course) I would be much more willing to purchase their product.
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By creating this short animation called, “The Scarecrow”, Chipotle tries to convey that they have nothing to hide in their products. This campaign shows that they use naturally raised products in their food, do not use meat which has an overuse of antibiotics, and that they are against consuming meat that come from tortured animals. Overall, this will have a positive impact on the restaurant because it will make the customers feel more comfortable when they eat from Chipotle; they know what they are putting in their mouths. As for me, I give great value to having knowledge of what is going into my mouth. Therefore, I prefer to eat at restaurants that have their food information revealed to their customers. Despite all, however ways animals are raised, either in natural ways or not, the meat that sits on your plate has made its way through the killing of an animal. Vegetarian or not, everyone should think about this before they dig into their tasty meat.
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When eating food, some people think extensively about how the food, that they are eating, got on their plate. If the animal went through bad treatment, the person won’t eat that food. Some people don’t understand why. To them it doesn’t matter what the difference between the treatment is, it’s still food. I agree that’s it’s food, however animals should not have to go through terrible things to become that food. When I eat, I don’t think deeply into what treatment an animal went through, but I think that it is still helpful to know what goes in the food that you eat. Chipotle is doing a good thing by sharing the animation “The Scarecrow” because by doing this, they are being honest with their customers and they are informing their consumers about the things that go into their food, so that their customers know what to expect from them.
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Weiss’s article, although it presents many different arguments from a variety of sources can’t help but tug at your heartstrings a little. I agree that most people admit that when they go out to eat, they aren’t exactly judging where the meat comes from; they are just looking for an easy, and delicious meal. Some people don’t even recognize that they do that. I acknowledge that I am one of those people; the truth is that people, including me, that go out to eat are usually hungry and will devour anything that’s placed in front of them as long as it tastes good. It is very interesting that some people are horrified to see animals abused but, what do they think happens in the process from having a cow in a pasture to having steak on your plate? Well, all meat you can rightfully say was once an animal that was murdered, now these companies seldom admit that because it tends to look bad for their business but, it is true. No company is going to sit there and wait for a cow or pig to die of old age when they have hungry customers at their doors. It’s unethical in the business world to even regard that. It’s just sad, how much people try to cover it up when faced with the fact that every time they go to a food chain they are essentially eating murdered-meat. And they subconsciously know it!
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Since fast food restaurants like McDonald’s, for example, already have a set reputation for using traditionally raised meat, it would be contradictory for people if McDonald’s were to make a change to more humane sourced meat. I think customers would applaud McDonald’s if it made a change for the better with it’s meat. Although I am an occasional Mcdonald’s customer, I would enjoy it even more if I knew they were putting in the effort to improve their meat source. In my opinion, Chipotle’s scarecrow commercial was a great way to display how Chipotle gets their meat. Of course, this one commercial won’t immediately make people stop eating the usual fast food, but it sets a good example for other restaurants to follow.
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In the fast food industry like Taco Bell, for example, has a set reputation for using the worse kind of meat, it would be heart stopping to the people who eat there if Taco Bell had changed to a better grade meat. I am an occasional Taco Bell consumer, it would be more appetizing if I knew they had better meat in their food items. In my opinion, the Chipotle scarecrow commercial was a great start to express how Chipotle gets their meat. This commercial will not make a big impact immediately, but sets the bars high for other restaurants.
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“The Scarecrow” symbolizes Chipotles naturally grown, fresh, humane sources of ingredients. Its saying that they come straight from the farm and the chickens, for example, have more space than in usual operations. The use of the scarecrow is not only to prove Chipotles goodness and wholeness in the food, but also to “pull at your heartstrings” to get you to buy burritos. One argument is that the United States “doesn’t have comprehensive, consistent regulations regarding the use of terms like “natural” and “humane” and the article also goes on to say “That makes it tough for people to evaluate any company’s claims about agricultural practices. It’s even more difficult with restaurant chains like Chipotle, which sources ingredients from thousands of farmers”. So, although the Scarecrow has good intentions in the new commercial, like any debate there’s the good and the questionable that have to be determined by the reader.
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Weiss’s article presents an arguments that is a pretty good marketing tactic. Many people argue that Chipotle is a chain company that is only trying to persuade you into buying their food. I do agree with this, although I do believe that having the knowledge that there meat is better quality than say Mcdonald’s, it is a lot more persuading. Seeing that some people are getting very heartbroken over the fact animal cruelty at some farm is pretty surprising to me. First off, not all farms treat animals cruel and actually take care of them the best they can. Second of all, what do you expect when we’re consuming them anyways? We eat them, can’t expect to sympathize for every farm animal, when you’re buying the product anyways. I can understand if you are vegetarian and become heartfelt for these animals. However if you do consume meat, and are a constant fast food eater, you can’t feel that bad for killing animals for burritos.
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My whole life I heard it said by my mom that it is better to know where your food came from. Ever since i was a kid we would go to my cousins house up in northern Massachusetts and get lots of food from a farm. Foods such as fruits, vegetables, dairy products and meat. Meat in particularly my mom was very picky about. With the kind of parents i have, we always ate good quality food and especially meat. Mom still only gets organic meat and doesn’t ever get meat from the general grocery stores. Well my dad, he loves Costco and he always gets meat from Costco. Typically i don’t really care where the meat is coming from, as long as it is good and I know that it wasn’t made by tons of chemicals. I have to say though, All natural meat tastes really good, yet the processed meat isn’t to bad either. Whenever I go out to eat, I never pay attention to where the meat I will get came from. I just make sure that it better smell good and taste delicious.
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In Chipotle’s recent advertisement of “The Scarecrow” they discuss the nature of their products- claiming they are naturally grown, fresh, and humane. They praise themselves for sticking to their mission statement of only selling the freshest and best food they can. The chicken and pork used at their restaurants aren’t injected with “a green fluid,” (which is nice to hear because most fast food chains can’t say the same.) I do admit I don’t check the meat labels when eating foods, I just assume it’s healthy and not injected with chemicals. Companies like Chipotle are “pulling at our heartstrings” while persuading us to buy their fresh, farm grown products. When it comes down to it, if I had to choose between Chipotle or McDonald’s meats I’d go with Chipotle. They let you know what you’re eating before you eat it and provide you with all the information you need and more. I think Chipotle’s advertising is beneficial for the consumer and the company. It lets us know how the food we eat is grown/raised and it positively markets their company.
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As Weiss tells us, more and more restaurants are improving the quality of fast food by partnering with farms that use sustainable agricultural practices and do not use chemical treatments. This is basically saying that some fast food restaurants partner with farms that treat their animals fairly and that don’t give growth hormones or antibiotics. This idea is great and allows people to get real food without the mystery of what torture has been done to the animal. Unfortunately, there are not enough of these farms to sustain this new, healthier food. McDonald’s is an example of a fast food company trying to partner with these farms. Although they can not manage to partner with a farm that has more humane practices toward animals, one must think of what might happen if McDonald’s were to achieve this partnership. There would be many more customers for this fast food company, as now more people feel as if they can trust the food that they buy at McDonald’s. I think this would be a great effort on McDonald’s part because it would show people that they are willing to change and create healthier options for customers. It shows that McDonald’s doesn’t only hope to achieve the quick selling of fattening burgers.
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An ongoing debate is whether or not it is okay for restaurants to use conventional meat in their food. Common sense would indicate that it should not be used because of the harsh effects it has on not only the farm animals, but our bodies. Regardless, many food industries continue to use this unhealthy meat. Chipotle’s film “The Scarecrow” impressed me when proving the reasons why they do not use conventional meat. Showing a trembled cow and the injection of green goo into a chicken describes the cruel process animals go through in order for us to receive unnatural meat. At the end of the movie, the scarecrow is overjoyed because of his establishment of a farm friendly burrito stand. This shows how much happier and healthier an individual will be after eating natural ingredients in a meal. I found it interesting that Chipotle’s movie advertised their burritos and also displayed a worldwide issue. In conclusion, Chipotle does an amazing job in their film while not only publicizing their burritos, but explaining the problems of conventional meat.
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Weiss shows us that in the scarecrow, there is a lot of stuff that can be used to support Chipotle’s choices. She tells us that the scarecrow supports the ideals of Chipotle, however it exaggerates them more than we see in real life. She also tells us about the counterargument from a parody of the scarecrow, which basically says all of the ideas in the scarecrow are fake and being made up. She blends are these materials together and gives plenty of evidence to support both sides. I was most impressed when Weiss made the scarecrow to seem human, because then it makes the reader think about what themselves have done.
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Weiss notes that Chipotle does a better job than most fast food places at providing healthier meat choices and information on what they serve. However, the ad campaign, “The Scarecrow,” is criticized for making it seem that Chipotle’s meat is 100% natural, when in truth, it is not. After all, Chipotle is a CHAIN restaurant. There isn’t possibly enough farms to give Chipotle that 100% label. Weiss suggests this when she writes, “…but when Chipotle runs out of sustainable beef, a decidedly less happy cow could end up marinated and grilled and nestled beside our cilantro-lime rice.” That unhappy cow she mentions is the conventional meat that Chipotle has to turn to when the sustainable beef isn’t there anymore. I agree with the critics. Chipotle’s, “The Scarecrow,” gives Chipotle too much credit.
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Weiss informs us of Chipoltle’s recent article, “The Scarecrow” and the basis of where their products come from. They take pride in their usage of fresh, naturally grown products, and strive on only selling the freshest and best food they can possibly make. Specifically, they ensure that the cows they use for beef aren’t treated as “a cow with haunted eyes trembling inside a tiny box”. This is reassuring to hear, as many other meat producers don’t ensure the well-treating of their farm animals. I must concede that, not all farmers, however, treat their animals unfairly. Contradictory, however, I’m sure there is a good amount that do treat their animals unfairly, and that is why many of us commend Chipoltle for it’s better choices. Chipoltes more humane standards help to persuade consumers to buy their more fresh meat over, say, burger king’s meat. I mean, who wouldn’t choose the more fresh and healthy option? Knowing exactly what you’re eating is a bigger deal than some may think, as more and more people seem to be getting more conscious about what they put in their bodies. I believe that Chipoltles assurance of fresh meat is beneficial for the company as a whole.
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Weiss writes about Michael Pollan’s response to Chipotle’s new campaign, “The Scarecrow”. Basically, Pollan argues that people will decide what to eat based on where it comes from and how it was raised. Personally, I am interested in the information when it is presented to me. If I go to the grocery store to buy meat and it says where it came from with well treated animals, I will be more likely to buy that meat over meat with no information. The meat with no information will make it seem like the company producing it is trying to hide where it came from; showing information makes the product more credible and trustworthy. However, when I am at a restaurant, I pay less attention and care less about where the food came from. That type of information is not typically presented on menus, so you order based on if it sounds good. I believe that people pay more attention to content and information like where it comes from when they are buying it at a store rather than ordering it, because buying it yourself is more personal; you are more involved in the buying and cooking of what you purchase whereas at a restaurant, it is given to you, and you have no part in it, you just eat it. I agree with Pollan’s response to Chipotle’s new campaign, but to a certain extent.
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The scarecrow in the film is an honest bird with hope that he can make a difference. But In the article the chickens that are in the factories are injected with a green substance that makes it grow in size in order to feed more people. It also shows the label on the beef is called “100% Beef-ish,” which means that the meat is not all beef, and it contains other things in it. It is also showing how today we don’t really care what goes into our bodies as long as it’s food and we can eat it.. The honest scarecrow is sad to see how the animals are treated, and wants to see a change. By growing organic vegetables in his own place it is showing that Chipotle restaurants use organic foods, along with un-processed meats.And it is more healthier than the other restaurants.
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Elizabeth Wiess, a writer for “The New Yorker” pushed out an article entitled “What does ‘the scarecrow’ tell us about Chipotle?” In this article she discusses the controversial topic of the treatment of animals in the meat industry. Wiess cites food writer Michael Pollan’s response to Chipotle’s new campaign that makes the company out to be the good guy in this debate. This article made it clear that Chipotle takes steps to ensure that the meat they use comes from farms that treat their animals humanely. Yes, I personally am interested in the question of where by meat comes from and how the animal was treated prior to it’s death. I would prefer to know that the animal was not treated awfully and that it was comfortable for the time that it was alive. However, I do not take this information into account when I shop nor when I am at restaurants. This is because I do not want to inconvenience myself or anyone around me, and it is doubtful that the person serving me would even know the answer to the question: “Where did my meat come from?”
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I have to admit, I read this article twice. It had such an empowering message embedded inside the text. The author of this article, Elizabeth Weiss, explained how the commercial for Chipotle had many rave reviews. Many praised the article saying it was an innovative piece of marketing. One quote I found inside the article that stuck out was how Sirota said “It only gets to your plate by killing an animal.” I 100% agree with this statement. No matter what way we look at it, we are killing animals, end of story. Whether they get slaughtered are are killed another way, we somehow kill them. It’s terrible to think about but, it is true. Looking towards the future, I hope chipotle sticks with the “Fresh and healthy” campaign they have now. If they do end up staying with it, hopefully we will see a change in the fast food industry.
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Its funny how chipotle represented themselves as if they were a vegetarian style restaurant in their scarecrow video when they’re food focus around different meat. In the video they only show how other companies process their meats with green slime and metal boxes but never shows how or where they get their animals. They say they use non- antibiotic animals and as consumers you can only take their word for it, but how do we know they’re not lying? The video is just ironic because it only shows the harmful ways to process meat when chipotle honors how they only use natural, farm grown products.
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In “What Does ‘The Scarecrow’ Tell Us About Chipotle?”, Elizabeth Weiss writes Chipotle’s new campaign to use all natural meat. Despite Michael Pollan’s argument that people are encouraged to go to restaurants where they know all natural farm grown meat is served, I couldn’t say for myself that that would be my first thing to look for in restaurant choice. I do believe that all natural meat is important, and is usually what I typically look for at the grocery store, but how many of us can say we’ve ever felt guilty eating a burger we didn’t know for a fact was grass fed on a farm? These kind of thoughts are not typically going through my head at the fast-food drive through. I don’t usually go out of my way to find restaurants that are all natural. In contrast, a restaurant advertising all natural produce would draw my attention and my business just for the fact that it’d make me feel better about myself after eating there. This article makes me wonder about the conflict of supporting local farms. I don’t understand how there could not be enough natural meat, when most local farms go out of business due to lack of consumers. Overall, this article has ensured my trust and loyalty to Chipotle. I feel proud going to a “fast-food” place that could be considered healthier and fresher than most restaurants.
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I feel as though it’s a bit humorous that Chipotle told the public that they’re a vegetarian style restaurant when they’re famous for their burritos. In commercials, they make it look appealing to eat by showing off all these appealing veggies and sour cream dollop on top. But, when you physically get it, it looks nothing like it did on the commercial. Chipotle isn’t the only restaurant who does this, it’s every restaurant on TV. Besides that point, Chipotle says they use all-natural meat in their foods. But, how do we really know what they’re feeding us? It could be anything. We may never know what we’re really eating, even under all the toppings. So how can we trust Chipotle when they say that? We can’t. Just because they say that, doesn’t mean it’s true. Some restaurants, such as Chik-Fil-a, is known for their “healthier” foods versing McDonald’s. It’s still fast food. And is their chicken real? We don’t really know. “100% all white meat chicken!” Is it really? Do we really know? The answer; no.
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So, what does the Scarecrow tell us about Chipotle? In my view, the purpose of the Scarecrow is to represent the process of sustainable ingredients Chipotle raises for their costumers. Whereas the injected chicken and the trapped cow in a metal box, very well represent the common processes of conventional meat. Through the Scarecrow’s actions, we can see that he prefers sustainability over conventional ingredients because he “picks up a familiar red pepper, the lighting brightens and the music becomes happier”. This pepper gives him the idea to harvest vegetables and open a burrito stand. This is Chipotle’s way of showing us that they don’t prefer to buy conventional meat, that they prefer sustainably raised ingredients instead, especially meat. What this Scarecrow doesn’t tell us about Chipotle, is the fact that they do still in fact buy conventional meat and sell it to costumers. The Scarecrow’s “beaten down” mood after returning to the farm due to what he saw during his workday, gives the impression to the audience that they 100% do not use conventional meat ingredients, and that is because of the Scarecrow’s reaction. So the Scarecrow makes it misleading to the audience, for only 80% of the meat they sell is sustainably raised. It is very well possible that Chipotle is genuinely committing to sustainability, however, it is also very well possible that Chipotle is only portraying these attempts to try and convince consumer fears into becoming sales.
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