Market Research Blog: Week of 2/18/18

Chipotle’s New CEO

Recently Chipotle named its new CEO, Brain Niccol is the former Taco Bell chief. Many say that this is going against Chipotle’s model and a very risky choice. Taco Bell and Chipotle are practically on opposite sides of the spectrum when it comes to fast Mexican food. Taco Bell is the champion of wacky combinations of cheap food, and offers a quick drive thru window at most of their stores. Taco Bell however, does have more modern restaurants that are more suited for sit down dinners. Although, when it comes down to a more sit down experience of fresh high quality food the reigning champion would be Chipotle. They pride themselves on locally grow food that is in front of you like subway as fresh food presented as an assembly line of food. After creating their own customer’s burrito or tacos that customers can sit and enjoy a clean and welcoming environment that chipotle has created inside each store. Chipotle is more like a Panera as to where Taco Bell is more along the lines of a Burger King. It will be very interesting to see what changes the former taco bell executive brings to Chipotle’s struggling company. Chipotle stated that following in response to the media “From the beginning of the search for a new CEO, we noted that we wanted an experienced leader with a passion for driving excellence across every aspect of our business, and that was a top consideration for the search committee throughout the process. We are confident we found that in Brain Niccol, who himself noted: “I have a tremendous respect for the Chipotle brand and its powerful purpose.” We’re confident with where we landed through this process.” So, the question remains can Brain make the jump from Taco Bell to Chipotle and continue to improve and grow a very different brand. It will be interesting to see how Ells the founder of chipotle steps down to chairman and the transition to Brain Niccol. Will these two play well together? What changes will Chipotle make to its menu? Please leave a comment with your 2 cents below.