Chipotle Mexican Grill is launching a new campaign to win back customers by remaking the troubled burrito chain into a lifestyle brand, CNBC reported.
New CEO Brian Niccol told investors Wednesday that he'd be closing up to 65 underperforming locations and will add a new menu, which may include a happy hour with $2 tacos and a late-night offering.
He also said the company is speeding up mobile and online orders, as well as updating lighting and painting.
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Niccol is pulling from the same playbook he used when he led Taco Bell, where he added mobile ordering and payment and changed the slogan to "Live Mas."