Chipotle is trying to be a “lifestyle brand,” taking a page from Taco Bell’s playbook. Taco Bell is one of Millennials and Gen Z’s favorites for a reason, so it’s no accident that Chipotle's CEO has a background at the fast food restaurant. Chipotle is increasing their emphasis on digital orders, getting boozier with an extended happy hour, and rolling out a rewards program to build customer loyalty. Could a line of Chipotle-themed merch similar to Taco Bell’s be their next marketing move? (Eater, Reuters)
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