chief executive officer-Brian Nicol Chipotle

Chipotle Directive Question for Written case 2: Brian Nicol Chipotle’s chief executive officer and member of the Board of Directors has asked you to do a complete industry and competitive analysis of his industry, and help him determine the path forward by crafting very specific recommendations and brilliant justifications. Below is Mr. Nicol’s statement (Page C-133) when he was selected as CEO: We are in the process of forming a path to greater performance in sales, transactions, margins, and new restaurants. This path to performance will be grounded in a strategy of executing the fundamentals while introducing consumer-meaningful innovation across the business.