Chipotle Is Tired of Being Behind on Digital Strategy

“Chipotle’s new CEO Brain Niccol pulled no punches when he sat down for his first earnings call in April and candidly described Chipotle as an invisible brand. “This brand needs to be leading culture, not reacting to it,” Niccol said at the time.

In day-to-day operations, that’s led to a significant shift in the way that the company thinks about growth. Niccol said that he encourages more of a “test-and-see approach” on new initiatives under his watch, and in practice, the team has been freed up to move much more quickly on making decisions and testing new innovations. Niccol himself practices what he preaches — three months after he officially started as CEO, Niccol announced that Chipotle would be relocating its headquarters from Denver to southern California and closing down the New York City office.”

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