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Food and Drink

Chipotle CEO Looks to Ads and Digital Sales to ‘Cultivate a Better Future’

Kristen Hawley

Photo Caption: Chipotle has seen significant uptick in digital orders year over year.  

Skift Take

Chipotle CEO Brian Niccol outlined his turnaround plan in June, but still cautions it's "early days" for just about everything, from menu changes to price changes to a new customer loyalty program.

Chipotle's latest marketing campaign, focusing on the "for real" ingredients and cooking process, is moving the needle, according to CEO Brian Niccol. On the company's third quarter earnings call, he discussed a "noticeable lift in sales" thanks to the campaign, which will run on television through mid-November and continue across digital channels through  the end of the year. "We are a more culturally relevant and engaging brand," he said. "Our consumer research tells us that we are particula

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