Thursday, May 10, 2018

Chipotle from Food Marketing Leader too Bandwagon Marketing

The old adage still works; ‘when you can’t beat them join them’. When you get a new CEO from ‘out-side the company the old adage of CEO’s ‘do no harm’ takes on added importance.  Chipotle Mexican Grill has since Brian Niccol came on board been staying the course with proven industry trends, while looking more like today than tomorrow and that has paid off for investors in Chipotle stock.
Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® asks is that what Chipotle customers expect or is Niccol repositioning Chipotle from sector leader to something else?  
Recently Chipotle Mexican Grill teamed up with DoorDash to offer delivery nationwide. Clearly nothing new here except the partnership.  Now Chipotle delivery will be available from more than 1,500 Chipotle restaurants across the country, the company's largest delivery footprint to date.
Curt Garner, chief digital and information officer for Chipotle stated "Delivery is an important way we are making Chipotle even more convenient and accessible to our customers who want to get Chipotle delivered right to their home, office, or wherever they are," "By partnering with a delivery leader like DoorDash, we are making it even easier for customers to enjoy all the real ingredients that make up our delicious food."
At times brands need to play catch-up to industry trends and there is nothing wrong with bandwagon marketing, positioning, or new alike products.  After it sure has worked for McDonalds, Burger King, Wendy’s well you get the picture.  However leaders lead, the rest follow. Will Chipotle continue to follow main-street or will they return to a leadership position? What is Chipotle’s new electricity? 
So just what is your New Electricity? Success does leave clues  is the global leader in grocerant niche business development.  We can help you identify, quantify and qualify additional food retail segment opportunities.  Has your company had a Grocerant ScoreCard completed a Grocerant Program Assessment, or new Grocerant niche product Ideation?  Want one?  Call 253-759-7869 Email:

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