Thanks to food allergies I eat Mexican food very frequently.

I’m a raving fan of Chipotle; however, my wife prefers a local full-service Mexican restaurant where we used to eat at least once a week for more than five years.

I eat at Chipotle virtually every day, I own their stock, I blog about them, I introduce my friends to them, I have online conversations with Chipotle’s director of customer satisfaction, I know the regional operations and marketing managers of my local restaurants, I know the managers, I let Chipotle employees know when they do a good job and when something needs attending to in the restaurant.

While my wife and I used to be a loyal customer of the local Mexican restaurant, I wasn’t a raving fan and I didn’t invest the same level of “raving fan” support that I provide on a regular basis to Chipotle.

In fact, after five years, I finally convinced my wife that the quality and taste of the food at Chipotle is far superior to the local Mexican restaurant that I do not even go there any more.

I’ve seen a lot of discussions about the difference between satisfied customers and loyal customers. I don’t see a lot of discussion differentiating loyal customers from raving fans.

In the case of my example above, I know I used to spend 2.5 to 3-times more at Chipotle over the course of a year than I did at the local Mexican restaurant.

Now I spend 100% more.

However, I’m confident my other contributions to Chipotle far outweigh the revenue I directly generate — especially when you consider the lifetime value of the new, now regular, customers I have introduced to Chipotle.

Do you know the difference between your raving fans and your loyal customers?

How are you leveraging your raving fans to help market your business?




Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional