Niccol also wants to remind customers who have left the brand that made them fall in love with Chipotle at first.
"If you rewind on this business over the last three to four years, the company went quiet and defensive," Niccol said. "The fire just became invisible. And we work to make it more visible."
While Chipotle uses about the same sales volume as it was in years past, the company has awarded these funds to television advertising and social media engagement, Jack Hartung, chief financial officer of Chipotle, said Tuesday.
Chipotle sponsored e.g. Not a college football game this year, but announced strongly during each game.
"We take the budget and put it where people see it," said Hartung.
Niccol said that going forward, the company will be more focused on national advertising campaigns than local campaigns.
Chipotle has already gained a boost from its new advertising strategy, especially from its "For Real" campaign highlighting the company's 51
It has long been a company with a simple and fixed menu. During more than 25 years, the restaurant has only added a handful of new items or proteins.
Hartung said this trend will continue, but there will be some innovation coming down the pipeline. Goods such as nachos, tostadas and chocolate shakes are already in testing phases.
However, Chipotle takes a very measured approach when it comes to rolling out these goods. Double stage gate Chipotle starts by introducing a new menu item to a handful of restaurants. It gets a sense of how consumers respond to it and gets feedback from their supply chain before they go over to 80 to 100 sites. If the item fairs well in these restaurants, it will probably be launched nationally.
Niccol said the company will make sure it launches new items "on its forefoot", not its back foot.