On one Monday last February, Chipotle Mexican Grill closed all of its locations across the country during the lunchtime rush to run a food safety training program for all 50,000 of its employees nationwide. The move, which came in response to an E. coli outbreak that originated at several of Chipotle’s restaurants, greatly inconvenienced a lot of customers. To make it up to them, the company turned to a mobile marketing solution from Vibes to offer consumers free burritos via an SMS campaign that reached 5.3 million Americans. Affected customers could text the word “raincheck” to 888-222 before 6 p.m. that same day to get in on the promotion.
For many consumers, this might have been just