Taken a page from his days as head of Taco Bell, Chipotle CEO Brian Niccol is spearheading the strategy and has said that the fast-food chain aims to refocus its marketing strategy, increase online sales, and closing between 55 and 65 underperforming restaurants.
"All our efforts will focus on making the brand more engaging, visible, and culturally relevant while our restaurant teams are dedicated to providing an excellent guest experience with great hospitality and real food cooked to perfection,” Niccol said.
“Specifically, this will include three big initiatives – revamping our marketing communications and plans, leveraging our second make line to grow digital sales and expand access, and engaging with our customers by launching a new loyalty program in 2019," he added.
The Mexican fast-casual chain said it will add “in-app delivery” of its products to about 2,000 restaurants by the end of the year ahead of a highly-anticipated loyalty programme that it is set to launch the following year.
Chipotle will also undergo a restructuring that will move its headquarters from Colorado to California and close up o 65 underperforming stores.
Other initiatives include a ‘happy hour’ whereby consumers could get a taco with a drink for $2.
As the fast-casual brand seeks to a wave of food safety scandals behind it, Chipotle will also take a fresh marketing approach under the guidance of newly appointed chief marketing officer, Chris Brandt.