Chipotle has been a role model for many fast casual and quick serve restaurants that want to take their brand to the next level. It may be shocking to know that Chipotle spends less than two percent of its revenue on advertising compared to the five percent standard. They believe that storytelling is much more beneficial than traditional marketing tactics, and it seems to be working. For example, the Chipotle brand looks at the big picture and is changing the way the world thinks about fast food. By telling their story of using quality ingredients, they have been able to gain a loyal following, especially among millennials. QSRs such as Taco Bell are now following suit. In August, Taco Bell opened up a restaurant to test a more upscale food concept. There they serve American meals with a Mexican twist that really stand out compared to the original Taco Bell menu. As QSRs continue to struggle, many brands are learning that changes must be made. To learn more, click here.