Chipotle’s Revised Strategy: Closing Stores and Launching Loyalty
Skift Take
The team has clearly identified what needs to be fixed at Chipotle. Now, it's a matter of rolling out those changes and making sure that customers approve.
In a special mid-quarter investor call, Chipotle CEO Brian Niccol detailed some of the changes he's already implemented and what to expect from the chain going forward, including closing 55 to 65 stores, adding a loyalty program, and restructuring the menu to include afternoon happy hours and specific late night offerings.
Niccol assumed the top spot at the company three months ago and has already implemented changes ranging from a change in headquarters (Denver to Southern California) to a menu expansion that includes Mexican chocolate milkshakes and quesadillas. He's also instituted a renewed focus on the restaurant's digital strategy, including adding shelves in restaurants for digital orders available for pickup, and integrating delivery options directly into the Chipotle app
