At this year’s IndustryNow’s QSR Summit in Chicago, Sparkfly’s Jon Greenlee sat down with Jason Scoggins, Senior Director of Customer Activation at Chipotle, to discuss the restaurant industry’s digital transformation, Chipotle’s customer-centric approach, and the pros and cons of contactless payment.
Customer-Centricity
At the heart of Chipotle’s strategy is a commitment to building strong customer relationships. Scoggins highlighted how the brand actively works to make guests feel like valued members of the Chipotle community, continuously evolving their rewards program based on insights and feedback from guests.
“It doesn’t matter how great your food is, how great your service is, if you don’t have that relationship with the guest and make the guest feel like they are part of the brand, you’re never going to achieve your ultimate goals,” Scoggins said.
Embracing Digital Innovation
As the restaurant industry continues to evolve, Scoggins stressed the importance of embracing digital innovation to remain competitive. Rather than relying on an all-in-one solution, Chipotle believes in building a robust ecosystem of best-in-class partners. This strategy allows the brand to leverage the expertise of a wide range of industry leaders, resulting in a richer, more comprehensive view of the overall digital marketing world.
Finding Partners That Invest in Your Success
Finding the right partner is paramount to any brand’s success. As an example, Scoggins highlighted Chipotle’s relationship with Sparkfly. “Our main contact at Sparkfy is truly an extension of my team,” he said. “She is acting as a voice for Chipotle. Even when there are partner calls that we’re not a part of, she will speak up for Chipotle as a brand. She has a deep understanding of our ecosystem and how things fit and how everyone should work together.”
Navigating Contactless Payment
The rise of contactless payment methods presents both opportunities and challenges. While these technologies streamline transactions and improve throughput, “you start losing the data when you have contactless payment,” Scoggins explained. “That’s why it’s important to lean into your loyalty program because if you can get that member to scan, then you’re not losing the data.” Chipotle is actively working on a solution that balances the benefits of contactless payment while also allowing for seamless data capture.
What’s Next for Chipotle?
Looking ahead, personalization is a top priority for the brand. “We have been working towards personalization since we launched rewards in 2019,” Scoggins said, “and we are just now on the edge of doing it right. We want to ensure that the experience you have in the restaurant matches what you see in the app.”
Chipotle’s commitment to a test-and-learn mindset driven by data has raised the bar for the industry at large. By fostering strong relationships – with both customers and tech partners – the brand has established itself as a leader in loyalty, boasting over 40 million rewards members and growing.