What’s Chipotle’s Problem? The Brand Is Invisible
Photo Caption: Chipotle's CEO teased his plan for a brand turnaround during the company's first quarter earnings call. Jamie Kripke
Skift Take
Chipotle's efforts at a turnaround are powered by the brains behind the chain that brought us the fourth meal and the naked egg taco. Who knows what happens next.
Well, that's a problem. On his first earnings call since assuming the role of CEO in March, Brian Niccol said he believes the Chipotle brand has been invisible.
How does he plan to fix it?
Niccol outlined a five-point strategy to grow sales, elevate brand relevance and purpose, build the right structure to sustain performance, create a culture of recognition and innovation, and run great restaurants. It’s a neat and tidy list, though not necessarily tactical.
The chain reported a 7.4 percent revenue increase to $1.1 billion.
Marketing Play
We've already seen some of the company's initiatives to position the brand as less invisible. A new ad campaign puts focus on the food and ingredients that Chipotle uses — an interesting strategy for a
