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Chipotle Mexican Grill unveils turnaround planChipotle Mexican Grill unveils turnaround plan

Desserts are coming, along with better digital ordering and TV ads

Lisa Jennings, Executive Editor

October 26, 2016

5 Min Read
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Hoping to turn around still negative sales and traffic trends, Chipotle Mexican Grill Inc. is trying some new things.

In a call with Wall Street analysts on Tuesday evening, company officials unveiled new plans that include the addition of dessert to the menu, enhancements to digital ordering to speed service and a more aggressive advertising approach that will likely include national television ads for the first time.

Source: Chipotle

The company is also bringing a halt to growth of the secondary ShopHouse Southeast Asian Kitchen brand, which has 15 locations in three markets.

Steve Ells, Chipotle’s founder, chair and co-CEO, said the company would pursue strategic alternatives for ShopHouse, saying the brand “simply has not demonstrated the ability to su...

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About the Author

Lisa Jennings

Executive Editor, Nation's Restaurant News and Restaurant Hospitality

Lisa Jennings is executive editor of Nation’s Restaurant News and Restaurant Hospitality. She joined the NRN staff as West Coast editor in 2004 as a veteran journalist. Before joining NRN, she spent 11 years at The Commercial Appeal, the daily newspaper in Memphis, Tenn., most recently as editor of the Food and Health & Wellness sections. Prior experience includes staff reporting for the Washington Business Journal and United Press International.

Lisa’s areas of expertise include coverage of both large public restaurant chains and small independents, the regulatory and legal landscapes impacting the industry overall, as well as helping operators find solutions to run their business better.

Lisa Jennings’ experience:

Executive editor, NRN (March 2020 to present)

Executive editor, Restaurant Hospitality (January 2018 to present)

Senior editor, NRN (September 2004 to March 2020)

Reporter/editor, The Commercial Appeal (1990-2001)

Reporter, Washington Business Journal (1985-1987)

Contact Lisa Jennings at:

[email protected]

@livetodineout

https://www.linkedin.com/in/lisa-jennings-83202510/

 

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