Brian Niccol was the CEO of Taco Bell for three years before he took the helm of Chipotle in March, and he is taking a few pages out of Taco Bell's playbook to help revamp Chipotle's image, according to Bloomberg.
Chipotle has struggled to bring back customers after multiple illness outbreaks, but the company is making several changes aimed at revamping its image and building loyalty with its customers.
According to Bloomberg, Mr. Niccol is implementing many of the same strategies he did at Taco Bell to help Chipotle, including rolling out a loyalty program and investing in digital expansion.
Chipotle will begin testing a loyalty program in the second half of 2018. The company also plans to expand its digital order pickup shelf tests and add delivery to its mobile app.
"When we talk about modernizing and digitizing our restaurant, it means making it easier to access Chipotle," Mr. Niccol said on a call with investors June 27, according to CNBC. "We want our guests to enjoy Chipotle whatever way is most convenient for them. Whether it be through ordering and paying digitally ahead of time through delivery or via a group ordering options."
Mr. Niccol said the goal is to remake Chipotle into a lifestyle brand, which will require changing the company's culture and making it more nimble and accountable to its customers.
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