The most important factor was poorly handled food safety crisis that started a year ago, after E coli outbreak hit seeral states.
Also it faced accusations that it wasn’t responding fast enough to contain the damage or share information with diners about the food safety problems.
The innovations which can be expected from Brain Niccol is first to rebrand the company in a positive way and to improv customer experience may be in terms of promotions and/or rewards program, he might initiate some digital initiatives as well. Brain ay also introduce breakfast, last night eats and other new offerings at the Chipotle’s.
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