Will Brian Niccol’s Initiatives Drive Chipotle’s Sales?

Brian Niccol, the CEO of Chipotle Mexican Grill (CMG), is focusing on the implementation of technological advancements, restaurant remodeling, menu innovations, delivery service expansion, and a new marketing campaign to win back customer loyalty and drive the company’s sales. Chipotle’s digital sales are nearing $500 million and account for 9% of the company’s total sales. Niccol believes that Chipotle’s digital sales could be increased multiple times via suitable measures.