Chipotle introduced its first custom Kid’s Meal designed with a teenage content creator to attract Gen Alpha.
The limited-time meal, named the Salish Matter Order, includes a kid’s cheese quesadilla with white rice, black beans, and guacamole, along with chips and chocolate milk. Customers can only order it through the chain’s app or website.
Salish Matter, a family-friendly creator with millions of followers, frequently featured Chipotle in her videos. Her father, photographer Jordan Matter, manages a YouTube channel with over 37 million subscribers. The partnership allows the company to reach a demographic that discovers brands through influencers instead of traditional advertising.
Stephanie Perdue, Chipotle’s senior vice president of brand marketing, stated that authenticity is important when engaging Gen Alpha. She noted that Salish provides families a familiar way to try Chipotle through someone their children already recognize.
The campaign extends beyond digital platforms. Chipotle will feature Matter’s image on menu boards in Los Angeles-area restaurants, where she resides. Fans can participate in a contest by sharing their Salish Matter Order on Instagram using the hashtag #SalishxChipotle. Five winners will receive a trip to LA, a meet-and-greet with Matter, and a merchandise bundle from both Chipotle and Matter’s skincare line, Sincerely Yours.
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Data indicates that 91% of parents say their Gen Alpha children influence their brand choices. Teen girls drive 67% of those decisions, surpassing boys in the same age group. For Chipotle, this means appealing to a generation raised on YouTube and TikTok, where creators like Matter hold significant influence.
The chain previously offered custom meals with stars like Shawn Mendes and Miley Cyrus. Matter, however, is the youngest creator to receive this treatment, reflecting a focus on even younger audiences. Earlier partnerships targeted Gen Z and millennials, while this one aims at children who may not have their own money but still decide where their families dine.
Chipotle’s same-store sales increased by 2.2% in the second quarter, its best results since late 2023. Limited-time offers and an updated rewards program contributed to the rise, as the company looks to maintain momentum with younger diners.
The Salish Matter Order will be available until September 4.