6 years ago
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.
New Chipotle CEO Brian Niccol is aggressively pushing to lead on innovation. It's injecting some welcome momentum into a company that's been lagging behind in recent years.
We wonder how ditching health-conscious, outdoorsy, active Denver will affect the brand's image, since it's leaning so heavily on ad campaigns promoting fresh, healthy ingredients.
Even though the chain is under new leadership, the task of improving Chipotle's brand image is a tough one for any executive, no matter how seasoned.