Brian Niccol, CEO of Chipotle Mexican Grill Inc, is optimistic that the company is in for a great year, thanks to a strategy that sets Chipotle apart from its fast-casual competitors. This strategy is based on offering food prepared with integrity and using traditional culinary techniques, making it possible to serve meals that are both delicious and nutritious quickly and with a high degree of customisation.

In the face of current economic challenges, such as rising petrol prices and inflation, Chipotle manages to maintain an attractive value proposition for its customers. The company continues to appeal to those looking to eat well without breaking the bank, strengthening its position in the market. Niccol also mentions a recent shortage of chicken, which was quickly overcome thanks to the efficiency of the supply team and the flexibility of the employees.

Looking ahead, Niccol says he is confident in Chipotle's ability to adjust its prices if necessary, while keen to maintain the affordability of its offerings. Innovation plays a key role in this outlook, with automation projects such as the 'AutoCado' device for preparing avocados, while exploring the use of artificial intelligence to improve various aspects of the business.

Regarding the increase in the minimum wage to $20 an hour in California, Chipotle has adjusted its wages accordingly and has slightly increased its prices in the state to compensate for wage inflation. Niccol insists that the company has not reduced the quality or portions of its products, nor the speed of its service, in order to guarantee the Chipotle experience that its customers value so highly, despite the increase in operating costs in California.

 


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