Skift Take
Chipotle is going to great lengths to communicate that the company's performance on all of its digital initiatives will be a defining factor in the future success of the business.
Chipotle's executive paychecks are being officially tied, in part, to the success of the company's digital strategy over the next couple of years.
Under the incentive award, executives will receive additional shares in the company if certain performance criteria are met over two years.
Chipotle didn't mince words in the description of the incentive award: the potential payout depends on the company's future digital performance, a rare compensation benchmark for the restaurant industry that is under pressure to boost digital sales.
"The [Compensation] Committee believes that the strategic importance of gaining digital market share over the next three years warranted a one-time digital transformation award as further incentive for management to achieve the company’s digital goals," a March proxy filing stated.
The Incentive Plan
In the company's most recent 10-Q filing in April, the digital transformation award is spelled out in further detail.
Under the terms of the ag
