Chipotle Wants to Become a ‘Lifestyle Brand’ | Eater

"Under a new CEO from Taco Bell, the chain is executing a turnaround that mixes menu experimentation (including a Mexican chocolate milkshake and avocado tostadas) with operational changes such as closing 55–65 underperforming stores. Leadership aims to make the brand more culturally relevant and to position it as a lifestyle brand, while accelerating digital sales (currently about 9% of sales) through in-store “digital pickup” shelves and integrated third-party delivery (Postmates). The company plans new promotions and loyalty features — including $2 tacos and alcoholic beverage happy hours (2–5 p.m. and post‑8 p.m.) and a customer rewards program debuting in 2019 — as part of broader efforts to recover from a food-safety crisis that began in 2015 and a 95% profit drop in 2016; since the CEO’s February 2018 arrival the stock has risen more than 75%." - Whitney Filloon