Chipotle teases robust marketing plan amid search for ‘unicorn’ CMO

Core Insights - Chipotle is implementing a new "Recipe for Growth" strategy to evolve its brand messaging following three consecutive quarters of negative comparable sales growth, with a 1.7% decrease in comp sales for the full year of Q4 2025 [1] Marketing Strategy - The company is increasing its marketing activities, with marketing costs representing 3.5% of sales in Q4, and expects these costs to remain in the mid-3% range for Q1 2026 and low 3% for the full year [3] - Chipotle's marketing calendar for the year is described as more robust, supported by targeted media efforts [3] Brand Positioning - Executives believe that Chipotle's focus on high-quality protein, fiber, and clean ingredients aligns well with changing consumer preferences [4] - A new national TV ad campaign titled "Choices" has been launched, contrasting Chipotle's ingredients with those of fast-food competitors [4] Product Innovation - The company has seen strong early results from its high-protein line, achieving a record digital sales day with a double protein promotion [5] - Chipotle is also promoting its Build Your Own Chipotle meal kit and expanding catering services as growth opportunities [5][6] Leadership Changes - Chipotle is in the process of searching for a new chief marketing officer after the departure of Chris Brandt, with Stephanie Perdue currently serving as interim CMO [7]