By composing their favorite Chipotle orders, customers create
musical and visual experiences and earn free burritos
SAVOR.WAVS features Chipotle orders composed and remixed by the
Wu-Tang Clan, The Head and the Heart, Awolnation, GRiZ and PANG!
DENVER--(BUSINESS WIRE)--Jul. 19, 2017--
To celebrate its commitment to using only real ingredients in its food,
Chipotle Mexican Grill (NYSE: CMG) collaborated with RZA, multi-platinum
hip-hop legend and creator and producer of the Wu-Tang Clan, to create
SAVOR.WAVS, an immersive digital experience that reinterprets each
ingredient in Chipotle’s food as music and responsive visuals.
This Smart News Release features multimedia. View the full release here:
Chipotle and RZA launch SAVOR.WAVS, an immersive musical and visual journey into Chipotle’s 51 real ingredients (Photo: Business Wire)
As the creative visionary behind SAVOR.WAVS, RZA composed sounds using
various instruments inspired by each of the 51 real ingredients Chipotle
uses to make its food. Those sounds were then paired with beautiful
visuals also inspired by the ingredients. When combined, based on orders
that customers compose, they create a unique visual song to represent
any possible menu combination from Chipotle. Developed by Chipotle and
CAA Marketing, this musical re-imagination of Chipotle’s ingredient
statement is another example of how music and food can bring people
Customers can visit SAVORWAVS.com
to compose their own individual order. As they build their order, the
musical composition and visualization builds along with it, resulting in
a stunning 360-degree visual experience that reacts in real-time to the
movement of a mobile device.
“SAVOR.WAVS supports our commitment to using only real ingredients in
our food — without any colors, flavors or industrial additives,” said
Mark Crumpacker, chief marketing and development officer at Chipotle.
“As a parallel to the way we cook, RZA used only natural instruments,
and composed them such that each unique combination works beautifully
RZA has a personal and thoughtful relationship with food and a
reputation for bringing his creativity to life across a variety of
mediums, making him a natural partner for SAVOR.WAVS.
“I’ve always believed food, like music, has the power to change our day
and even shape our world,” said RZA. “SAVOR.WAVS continues to challenge
us in how we think about food, what’s real and what’s responsible.”
Chipotle is the only national restaurant brand to use no added colors,
flavors, preservatives (other than real lemon and lime juice) or other
industrial additives in its food. True to that philosophy, RZA composed
sounds to correspond to each of the ingredients on Chipotle’s menu
working only with natural instruments.
Take guacamole, for example: An avocado represents an instrument. In
this case, a viola. When the instruments representing cilantro, jalapeno
and all the other ingredients used to make guacamole are added, a full
melody is created.
In addition to the music customers can make by composing their own
orders, Chipotle engaged several other artists to compose their favorite
Chipotle orders and remix them using their own individual styles. The
musicians include Wu-Tang Clan, The Head and the Heart, Awolnation, GRiZ
and PANG! The remix by Wu-Tang Clan includes members Raekwon, Method
Man, Ghostface and of course, RZA.
Songs from these artists are available on SAVORWAVS.com, on Spotify
and at Sound Cloud at Soundcloud.com/chipotlemexicangrill.
Other artists who wish to make their own remixes can access the complete
set of 51 original musical stems created by RZA at
This innovative experience was developed using the latest WebGL &
WebAudio technologies and is best run on the latest version of Google
Chrome, Firefox, Safari or Edge, or using another device running iOS 9
or Android 4.2 (or above). Customers who participate in SAVOR.WAVS can
also earn a buy-one-get-one entrée, while supplies last, to enjoy the
real-life version of their favorite order.
Chipotle has a long history of sharing the creative power of music to
help people better understand what’s in their food, including the
reinterpretations of iconic songs in Chipotle’s award-winning animated
short films, its Cultivate food, music and ideas festivals, curating the
music in its restaurants and featuring musicians and music videos in
“RAD Lands,” its TV series for kids and families.
Steve Ells, Founder, Chairman and CEO, started Chipotle with the idea
that food served fast did not have to be a typical fast food experience.
Today, Chipotle continues to offer a focused menu of burritos, tacos,
burrito bowls, and salads made from fresh, high-quality raw ingredients,
prepared using classic cooking methods and served in an interactive
style allowing people to get exactly what they want. Chipotle seeks out
extraordinary ingredients that are not only fresh, but that are raised
responsibly, with respect for the animals, land, and people who produce
them. Chipotle prepares its food using real, whole ingredients, and is
the only national restaurant brand that prepares its food using no added
colors, flavors, preservatives (other than lemon and lime juice which
can be used as preservatives even though Chipotle uses them only for
taste) or other industrial additives typically found in fast
food. Chipotle opened with a single restaurant in Denver in 1993 and now
operates more than 2,300 restaurants. For more information, visit
Robert F. Diggs, aka “RZA,” is a Grammy Award-winning music producer,
recording artist, actor, director, philanthropist, vegan and chess
aficionado. RZA is one of the most prominent figures in hip-hop music
and the creator/producer of the world-known Wu-Tang Clan. RZA’s
self-taught understanding of music has allowed him to create a sound
that is uniquely his own. His love of martial arts clips led to both the
naming of Wu-Tang Clan as well as an integration of samples woven into
his music. RZA used this production style when creating soundtracks and
composing for films such as: “Ghost Dog,” “Django Unchained,” “Afro
Samurai” and “Man With the Iron Fist.”
View source version on businesswire.com: http://www.businesswire.com/news/home/20170719005650/en/
Source: Chipotle Mexican Grill
Chipotle Mexican Grill
Chris Arnold, 303-222-5912