Chipotle makes surprising request to staff that could change how they treat you

Daily Mail​

01-05-2025

Chipotle has made a very specific request of its staff, and bosses hope it will help the business in an economic downturn.
The Mexican fast-casual has ordered its employees to smile at customers in an effort to boost its hospitality.
'The fact is smiles down the line don't slow us down,' CEO Scott Boatwright told investors during an earnings call on Wednesday.
It comes as consumer sentiment is falling as fears of an imminent recession grow.
Customers are keen to keep their spending in check and are therefore visiting less frequently, Boatwright told analysts.
The brand is performing well on food quality and speed of service, and revenue is up 6.4 percent compared to the same time last year.
However, internal analysis found 'deficiencies' in store's cleanliness, the friendliness of its staff and how restaurants follow up on customers' complaints.
In response Boatwright wants Chipotle to create a 'guest obsessed' culture that keeps customers coming back.
'This includes a friendly smile at tortilla, a heartfelt thank you from our cashier, clean dining rooms and drink stations, and great guest on-site recovery for any issue,' he explained.
Chipotle reported a strong start to the year with revenue reaching $2.9 billion in the first three months of the year.
However, its same-restaurant sales fell 0.4 percent in the same period and transactions fell 2.3 percent, reflecting consumers cutting back on dining out.
The chain plans to lure back repeat diners with a boost to customer experience rather than any cuts to its menu prices.
In fact Boatwright has previously warned that if anything prices would rise following Trump's tariffs.
Boatwright told analysts that the company is already making strides on elevating diners experience.
Refunds as a percentage of sales and the cost of dealing with customer complaints are both down.
The company is also planning to roll out more kitchen equipment to help make order fulfilment more efficient.
Customer experience will be a key focus area for the Mexican fast casual
The introduction of produce slicers, dual-sided planchas for cooking chicken and steak, three-pan rice cookers, and dual-vat fryers will begin in 100 locations in the coming months before being rolled out nationwide in the next few years.
In August, Chipotle also introduced the 'autocado' a machine able to peel, stone and cut an avocado for guacamole in 26 seconds.
Meanwhile, a 'digital makeline' portions up salads and bowls based on orders on the app.
'The end goal is to improve the experience for our teams by making tasks easier to execute, more efficient, faster and more consistent while maintaining our high culinary standards,' the CEO explained on Wednesday.
Chipotle's plans are similar to the turnaround efforts at Starbucks.
CEO Brian Niccol, who formerly held the top job at Chipotle, has asked staff to boost customer experience by writing messages on their coffee cups.
However, the plans have already sparked a backlash among baristas who claim it slows down orders and feels 'forced.'