The latest years weren’t so easy for the popular burrito chain. The Chipotle Mexican Grill had to face one of the most disastrous years since 23 years ago. The peak of the financial challenge was the month of October when the media warned the Chipotle customers of a possible E. coli outbreak in the Mexican products. However, after struggles to regain its credibility back, the chain of restaurants saw a glimmer of hope in December for the first time after the public health issue.
The moment the Chipotle management saw a feeble yet constant increase in its earnings it proceeded to create a strong plan for a massive comeback in the attention of Mexican grill fans. Even though there is a 30% decline in the last year, data begin to show an increasing curb. Thus, the leadership allocated a large budget of $100 million to influence the line of growth to go up even higher.
This Thursday, the Chipotle management brought more details about their strategic plans that were first outlined at the ICR Conference in Orlando in January. The main points of focus will be a more efficient customer service, increasing brand awareness through original marketing, and encourage digital sales efforts.
To obtain such high result in just one year time, the company is going to improve its relationship with customers. First off, the Mexican grill chain has already updated the online ordering technology. Their tools are now easier for online users to employ and they now receive shorter and clearer pickup deadlines. There were already 1,000 restaurants that received the tweak in December, while other 1,000 stores are in pending. Thanks to this implementation, the company saw a better conversion of digital visitors into actual clients.
Moreover, due to the ever-changing times, the company got lost in complexity and forgot of its initial simple business concept that customers appreciated. Thus, the management is going to reintroduce the old rewarding system for employees. Three out of the five strategies will focus only on customer care, and the leadership hopes to avoid this way any sign of dirty stores or slow lines in the future.
Other major strategies for improving the brand will be to organize more charity events and even update the menu. However, there will not be a lot of new delicious additions as this can disturb the operations. Instead, the management is looking into adding one secret ingredient to one of their desserts. If this change is approved, the new item will be present among their products in spring.
Image source: 1