In a move you wouldn't expect from a restaurant chain, Chipotle recently announced it would sponsor free screenings of the documentary Food Inc., an exposé of the American food industry.

Chipotle appears to have progressive bona fides: The Mexican grill claims to serve more naturally raised meat than any other restaurant in the world and says 35 percent of its beans are organic. But no chain is perfect, and many marketers would resist the idea of shining a spotlight on potential weak points.

"There is something very authentic about allowing your brand to become vulnerable in this way," argues Andrea Learned in a post at the Daily Fix blog. "By inviting its customers to see the ugly truth, Chipotle is walking its talk of a responsible and healthy food movement."

She believes the strategy works for two reasons:

• Chipotle acknowledges—and embraces—the fact that it's on a journey toward a greater goal. The restaurant's customers will likely appreciate the company's honest self-assessment and realistic ambitions. "Consumers don't trust an 'all and perfectly done' proclamation, because that is truly impossible," notes Learned.
• The company earns credibility from its unique position as industry educator. Chipotle's right-brained audience wants to do its research before making a purchase. "Any brand that helps in this process will be duly rewarded," she says.

The Po!nt: "Authenticity actually can't happen without vulnerability, scary as that sounds," says Learned. But it's a risk worth taking.

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