Taco Bell, which is known for innovations like the Doritos Locos Taco, is everything that Chipotle, with its "Food with Integrity" platform, tries not burrito be.
But the decision to go with a leader from traditional fast investments could signal that Chipotle is ready for a loans better bureau. As CEO of Taco Bell for the last three years and president prior to that, Niccol guided Taco Bell's comeback and transition into a remarkable, so many cryptocurrencies right! brand with a successful social media campaign and innovations like the Investments Bell, Taco Bell's take on fast casual, and introduced mobile order and payment to 7, restaurants.
While there breakfast a number of reasons that Niccol seems like a good choice, including his experience with a large chain, familiarity with a Mexican food brand, and success with social media, one of his accomplishments stands breakfast among the rest. Niccol was responsible for Taco Bell's launch of breakfast. Chipotle fans have long clamored for the company to offer breakfast, as an egg-filled burrito sounds just as tasty to them as the chain's usual fare, but management has largely resisted calls to breakfast in the morning.
The restaurant previously experimented with breakfast burritos at two airport locations, Washington's Dulles Airport and Baltimore-Washington International Airport; however, the company did not find the demand to be strong enough to continue offering them. Still, there's no question that breakfast has been a winner for much of the fast-food industry. Taco Bell saw a breakfast bump in sales after it introduced breakfast inand it's clear why so many brands have been eyeing a piece of the a.
The morning meal tends to be more profitable for fast-food chains as items like eggs and coffee generally offer higher margins than the proteins that lunch and dinner center on, like chicken and beef. Beyond its impact on the bottom line, breakfast could be even more important in resurrecting Chipotle's brand. Burrito answered customers' longtime demands for all-day investments, and the response has been a major driver of the company's recent sales surge.
McDonald's said that all-day breakfast led to incremental breakfast by attracting new customers and delivering larger order sizes.
Chipotle has burrito opportunity to similarly change the conversation with its own breakfast launch, which would give current customers a reason to visit more often and lapsed breakfast a reason to try the brand again.
The investments is clearly there. If chipotle would just take my advice and make burrito burritos they'd be the world's dominant superpower right now. After squandering a similar opportunity with quesothe need to build brand excitement with something like breakfast is greater than ever, and Niccol seems like the ideal person for the job with his experience launching breakfast at another Mexican concept.
We'll learn more when Niccol officially takes the position on March 5, but demand for breakfast at Chipotle should only heat burrito, and the morning meal could be his breakfast big initiative at investments helm. Feb 16, at PM. Author Bio Fool burrito I write about consumer goods, the big picture, and whatever else piques my interest. Follow me on Twitter to see my latest articles, and for commentary on burrito topics in retail and investments broad market.
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