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The head of Chipotle Mexican Grill, Brian Niccol, recently discussed what's next for the restaurant chain and his views on its famously big servings.
Niccol discussed the role technology and artificial intelligence (AI) might play in Chipotle's future. He also explained why a recent tech-related project didn't succeed for the company.
Chipotle Eyes More Growth, CEO Optimistic
Brian Niccol, the CEO of Chipotle Mexican Grill for six years, has steered the company to open about 1,000 new locations. He has a bright outlook for the restaurant chain's future.
In a conversation with Yahoo Finance, Niccol made it clear that the pace of expansion isn't going to drop. The company has set its sights on reaching at least 7,000 restaurants. "We've publicly said we want at least to get to 7,000 restaurants," he mentioned.
Niccol is encouraged by the strong performance of new stores. "The good news is as we continue to open restaurants, we see no slowing down in new unit economics, which will give us more and more confidence that 7,000 might be too conservative of a number," he stated, suggesting that Chipotle could surpass its initial expansion goals.
Chipotle CEO Highlights Fresh Food and Customization
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Chipotle's CEO explained that while large portions grab attention, the fresh ingredients, the option to customize meals, and the quality truly stand out to customers. "Customers often talk about our big burrito portions or the bowls they create. But at the heart of it, our dedication to Food with Integrity and the real cooking in our restaurants is what matters," he stated.
He emphasized the importance of fresh food prepared right in front of customers. "Seeing fresh food made on the spot, being able to customize it quickly to their liking, really excites people. That speed and personalization add significant value," he noted.
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Additionally, Niccol discussed Chipotle's experiments with new technologies, including a venture that didn't go as planned. They tested a tortilla-making robot named Chippy, but it proved to be difficult for the staff to clean, making it impractical. However, this experience has been insightful for developing other technologies.
He was optimistic when asked about using AI cameras to ensure consistent portion sizes. "There's a future where we can be more precise with portion sizes, ensuring consistency whether customers want extra guac on the side or in their bowl," he mentioned, pointing towards a future where technology enhances customer satisfaction even further.
Chipotle CEO Brian Niccol Leads with Vision
Since becoming CEO of Chipotle Mexican Grill in March 2018 and Chairman in 2020, Brian Niccol has driven significant sales growth and steered the company toward its goal of Cultivating a Better World.
Under his leadership, Chipotle has gained prestigious recognition, including making it to the Fortune 500 list and being named among Fortune's Most Admired Companies.
Niccol's impact extends beyond Chipotle. His prior roles at Taco Bell and Pizza Hut showcased his innovative approach. He also contributes to the broader community through his board positions at KB Home and The Chipotle Cultivate Foundation.
His leadership has earned him spots on Fortune's 'Businessperson of the Year' and Bloomberg's 'The Bloomberg 50', among others.
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