Chipotle cooks up marketing revamp to revive tumbling taco sales
By Jenny Gregorcyk • June 29, 2018
US fast-casual chain Chipotle is embarking on a major reboot in an attempt to reverse its flagging fortunes, by simultaneously re-working its marketing strategy while closing between 55 and 65 underperforming restaurants.
The two-pronged assault is being spearheaded by newly installed CEO Brian Niccol who has championed online sales as the road to salvation, implementing ‘in-app’ delivery of its products to around 2,000 restaurants by year end ahead of a much-vaunted loyalty program the following year.
Chipotle remains coy about international growth, choosing instead to focus on revitalising its core US market, setting aside up to $135m in charges to cover the costs of the restructuring.