Professor’s Muller & Lanz Comment on Chipotle’s Heavy Promotion Month
Starting today, Chipotle is offering three simultaneous promotions in an effort to gain back loyalty from customers prior to it’s 2015 E. coli outbreaks. Will a heavy schedule of promotions be enough to win back customers? BU School of Hospitality Administration professors Christopher Muller and Leora Lanz discuss the strategy’s pro’s and con’s with Forbes.com.
“The college students are on tight budgets. A free soda will entice them to come in with friends for a lunch or a dinner and ultimately that means they will spend money in Chipotle.” – Leora Lanz
“Chipotle has put itself in a ‘changing habits’ deficit – core customers have stopped regular visits and it has to win them back, just as if they were first-time users, one at a time,” – Chris Muller