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Chipotle首席执行官解释为什么不会因为关税涨价

在他看来,把这些成本转嫁给消费者是不公平的,因为一旦涨价就很难回调。

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Chipotle首席执行官斯科特·博特赖特。图片来源:Courtesy of Chipotle

本期《财富》杂志《未来领导力》(Leadership Next)播客邀请到Chipotle首席执行官斯科特·博特赖特,与主持人戴安·布拉迪(《财富》CEO倡议和《财富》直播媒体执行主编)和克里斯汀·斯托勒(编辑总监)展开对话。他们探讨的话题包括该连锁餐厅如何通过Ava Cado AI项目布局对人工智能的未来应用;为什么Chipotle面对关税坚持不涨价;博特赖特与其前任及星巴克(Starbucks)现任首席执行官布莱恩·尼科尔之间的关系等。

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克里斯汀·斯托勒:我知道接替布莱恩·尼科尔的位置,对你来说可能是件大事。你在接手他的工作时是抱着一种什么心态?

斯科特·博特赖特:其实今天早上我还和他一起去了健身房,我们聊了星巴克的近况,也交流了对Chipotle发展现状的一些看法。我和布莱恩早在2018年就开始共事,过去六七年,无论是工作上还是私下里,我们都保持着非常紧密的联系。

斯托勒:在接任前,他给过你什么让你印象深刻的建议吗?

博特赖特:当然有。他说:“别搞砸了。”

戴安·布拉迪:精辟。

布拉迪:大家好,欢迎收听《未来领导力》播客,这档节目聚焦那些正在塑造商业未来的人……

斯托勒:……和趋势……

布拉迪:我是戴安·布拉迪。

斯托勒:我是克里斯汀·斯托勒。

布拉迪:本周,我们将探讨Chipotle,并与其首席执行官斯科特·博特赖特展开对话。

斯托勒:没错。戴安,你平时在Chipotle会点什么?

布拉迪:当我在Chipotle第一次看到热量数值时,我就改变了食物的选择。现在无论点什么,都会减少酸奶油、芝士和牛油果酱的用量。不过比起卷饼,我更喜欢碗装餐。

斯托勒:我也喜欢碗装餐。在大学期间我经常去Chipotle。我以前喜欢吃卷饼。但我想你是对的,热量数值确实吓到我了。于是我改吃碗装餐,现在我会单独点牛油果酱。我知道今天要邀请斯科特,所以周三,时隔七年我又去吃了一次Chipotle,我想尝一尝他们的碗装餐,但价格确实有所上涨。

布拉迪:时隔七年,我想涨价也是正常的。不过他们的价格其实一直比较稳定,特别是考虑到贸易战对牛油果成本的明显或潜在影响,这非常难得。

斯托勒:确实。

布拉迪:斯科特曾表态将坚持不涨价。我常吃Chipotle,孩子们也总吃。所以我可能比你多一些美食经验,不过让我特别感兴趣的还有他和前任布莱恩·尼科尔的友谊。

斯托勒:这确实值得探讨。他们似乎形影不离。一起健身、保持沟通,这种“兄弟情谊”太有意思了。

布拉迪:没错,这方面的话题点很多。他们在许多不同领域应用人工智能。你会听到“Ava Cado”这个术语。当然,他对经济和劳动力市场也有独到见解。让我们休息一下,马上回来继续对话斯科特。

布拉迪:过去18个月,生成式人工智能已在商业领域掀起深远变革。《财富》杂志与德勤(Deloitte)的最新CEO调查显示,半数以上首席执行官已在日常工作中试用生成式人工智能,并尝试在全公司范围内加以推广。我们今天还请到了德勤美国首席执行官贾森·吉尔扎达做客本期节目,德勤美国是本播客的长期赞助商。贾森,很高兴见到你。

贾森·吉尔扎达:你好,戴安。很高兴参加本期节目。

布拉迪:企业如何将人工智能融入组织运营?你认为人工智能应用使哪些领域受益最显著?

吉尔扎达:正如你所说的那样,每家公司都希望利用人工智能,特别是生成式人工智能的优势。目前人工智能的优势主要体现在效率提升和日常任务自动化方面。预计它在洞察驱动型应用和创新型应用方面更具有商业前景。这是下一个阶段。我们看到企业正从概念验证和试点,转向将这些技术和模型真正投入大规模实际运营。

布拉迪:过去18个月的变化已如此剧烈,我很好奇:您认为未来18个月、36个月的局势会如何演变?

吉尔扎达:我认为,实际上我们需要调整时间尺度。种种迹象表明,变化周期已缩短至半年,这既令人兴奋也充满挑战。企业通常不习惯如此快节奏的工作模式。未来的赢家将是那些能够快速消化技术的企业,但这也对企业的快速适应能力提出了极高要求。届时领导者必须与技术变革保持同步。作为CEO,我认为以身作则至关重要。我亲身体验了所有培训课程,在企业内部试用了所有生产力工具。更重要的是,我们已启动重大投资计划,将在各个领域全面部署人工智能。

布拉迪:紧迫感扑面而来,贾森。感谢你的参与。

吉尔扎达:谢谢你,戴安。

斯托勒:斯科特,我和戴安上次见到你是在12月份的“CEO倡议”晚宴上。当时你开了个小玩笑,我居然相信了。你说Chipotle要推出鱼肉玉米卷,但结果并非如此……

布拉迪:为什么是玩笑?为什么呀?

博特赖特:好笑的地方在于,Chipotle没有冷冻设备,无法大规模供应鱼类制品。因为鱼类通常需要冷冻运输。我们从来没有使用过冷冻设备。所以这成为我们提供这类食品的重大障碍。

布拉迪:你们对新鲜食材的追求令人欣赏。我们刚才也说过,我和克里斯汀都吃过Chipotle。但我有一个基本问题:新鲜食材真的很重要吗?因为我一直被教育说冷冻食品的营养价值并不差。坚持不用冷冻食材,是出于口味考虑吗?还是因为健康,或者这只是一种差异化策略?

博特赖特:我认为,这确实是Chipotle品牌重要的差异化优势之一。品牌创立者是一位接受过正统训练的厨师。他坚信快餐不一定是劣质食品。他的初衷是通过经典烹饪技术、选用新鲜食材打造出一种独特的美食,并且定价合理,出餐速度远超其他餐厅。我认为我们在过去三十多年始终坚持这样一种理念,让Chipotle建立起独特的竞争优势,那就是:无需花大价钱,不必去由厨师主导的高档餐厅,也能享受到优质美食。我们的宗旨是以合理的价格和其他餐厅无法比拟的出餐速度,为顾客提供服务。

布拉迪:我本来想聊一聊宏观市场环境,但你刚才的话突然勾起了我的一段记忆。我记得当年是在一家Chipotle餐厅里,第一次看到热量数值,然后我猛然意识到,我添加的酸奶油、芝士和牛油果酱,到底让我摄入了多少热量。你如何看待人们日益重视热量摄入这种情况,这对你们的菜单设计带来怎样的影响?或者你自己的饮食习惯是否受到影响?

博特赖特:是的,Chipotle的一大优势就在于定制化,你可以根据自己的需求选择无过敏原的餐品,还可以控制自己的热量摄入。所以你不必非得吃一顿高热量的大餐。很显然,如果你添加酸奶油、芝士和牛油果酱,就会快速提升热量。

布拉迪:确实如此。

博特赖特:但你可以[听不清]搭配出低热量餐品。

斯托勒:你平时一般都点什么?

博特赖特:我最常点的搭配是黑豆、鸡肉、墨西哥莎莎酱、辣酱和芝士。

布拉迪:斯科特,当前的市场环境对你们来说可能既有阻力,也有助力。我想到的就有价格、移民政策,还有对经济衰退的担忧等。你观察到哪些现象?公司的业务现状如何?你对未来几个月有何预期?

博特赖特:显然当前形势复杂多变。我接触到的很多商界人士普遍关注的是本届政府的政策走向,因为不确定性似乎笼罩着市场。当然,市场向来不喜欢不确定性,因此我们看到,不仅是餐饮业,整个市场都出现了抛售潮。我认为消费者目前处于谨慎乐观的心态。许多人因为本届政府有意或无意造成的未知或已知的潜在影响而选择持币观望。这也导致目前市场上出现了一波回调。Chipotle去年创下了辉煌业绩,我们的同店销售额增长了7.4%,这主要得益于强劲的客流。但进入新的一年,特别是餐饮行业面临多重挑战。比如全年的气候挑战、天气方面持续带来挑战,复活节的时间也比往年推迟等。从时间的角度来看,由于一些原因,餐饮业经常将复活节视为春季销售启动的节点,但今年复活节季整整推迟了三周。此外,今年的所得税缴纳进度比往年稍慢。我认为,多个因素共同导致整个行业增速放缓。不过,我们最近推出的新品蜂蜜鸡肉反响积极,这让我们感到鼓舞。总体来说,目前我们看到的就是这样的一个局面。

斯托勒:所以我想确认一下我的理解是否准确,春季就是你们的旺季?

布拉迪:卷饼季。

斯托勒:对,你能解释一下具体是指什么吗?

博特赖特:没错。复活节标志着"卷饼季"开启。我们认为,春天到了,人们开始走出家门,重新回到春夏季节的生活节奏。所以随着复活节来临,我们的业务呈现出增长势头。业务增长的势头会持续约30天、60天甚至90天,直到夏季来临。

斯托勒:原来如此。我夏天会点碗装餐,毕竟我得考虑穿泳装的身材。

布拉迪:我真不知道原来泳装季前是卷饼季。其实我想再聊一聊你的个人经历。首先,我从LinkedIn上了解到,你的职业生涯并非开始于2008年,你是从15岁就开始工作。当时你是进入了快餐业吗?

博特赖特:没错,我在15岁生日那天开始工作。我拿到了工作许可证,直接去了家附近的麦当劳(McDonald’s)应聘。我当场就被录用了。我想这并不是因为我是理想人选,而是因为餐厅缺人。但不管怎样,那是我的第一份工作。青少年时期在麦当劳的工作经历令我受益匪浅。我很幸运成长在一个重视良好价值观与职业道德的家庭。虽然家境平凡,但我的家人勤奋努力,父亲在我小时候为我树立了榜样,所以我从小就培养了自律和责任心。

布拉迪:我15岁开始在Ponderosa打工,我清楚地记得当时的工资水平,而且没有小费。但那确实是一段美好的经历。它在某种程度上让我明白了在餐厅里打工有多辛苦。在麦当劳的打工经历对你意味着什么?

博特赖特:那是一次非常宝贵的经历。我学到了很多。我的运动背景让我对团队合作有了一定的理解。我知道如何成为好队友,不要拖队友的后腿,要守时,要着装得体,要穿制服,要全力支持团队成员,努力实现团队目标。所以我在那段时间的表现不错。后来我离开了麦当劳,在一家牛排餐厅找到了一份洗碗的工作,时薪涨了十美分,这是一段非常独特的经历。可以想象,这份工作非常辛苦,但我整个高中阶段几乎都在从事这份工作。

斯托勒:你刚刚提到了榜样。我也想聊聊这个话题。我想经常有人问你这个问题——我知道接替布莱恩·尼科尔的位置,对你来说可能是件大事。你在接手他的工作时是抱着一种什么心态?能不能跟我们讲讲你们之间的关系?你们至今仍保持联系吗?

博特赖特:其实今天早上我还和他一起去了健身房,我们聊了星巴克的近况,也交流了对Chipotle发展现状的一些看法。我和布莱恩早在2018年就开始共事,过去六七年,无论是工作上还是私下里,我们都保持着非常紧密的联系。我非常尊敬布莱恩,也很钦佩他的商业洞察力。他能透彻地分析出经济或者某些宏观因素对行业,特别是我们公司的影响,或者连锁效应。他会仔细考虑这些挑战,并制定精准策略,引导公司专注于正确的目标,确保公司业务持续增长。我想说他至今仍是我的良师益友,我们私下里仍会进行交流。他独特的经验极具借鉴意义。

布拉迪:你刚才说你们今天早上一起健身。能不能说一说你日常的健身习惯?你们平时一起做些什么?

博特赖特:我们去的是附近一家健身房,基本上都是和教练一起训练。我们都有各自的教练。教练会尽量让我们专注于训练,但我们经常会聊起工作。你也能想象,我们两个人的生活都非常忙,要兼顾家庭,还要管理各自负责的大公司,这都需要大量时间,所以健身的时候,反而成了我们保持良好关系、小聚和聊工作的难得时刻。

斯托勒:在接任前,他给过你什么让你印象深刻的建议吗?

博特赖特:当然有。他说:“别搞砸了。”

布拉迪:精辟。我一直觉得这种话题很有趣。当然,我们今天讨论的重点不是布莱恩·尼科尔,毕竟他已经去了星巴克。但你觉得你们的领导风格有很大差异吗?因为你们显然在公司都留下了属于自己的特征。你觉得你们两人在领导方式上有哪些区别?

博特赖特:是的,我们确实存在显著差异。我从运营体系一路成长起来,有三十年的运营背景。可以想象,在这个过程中,我变得非常注重细节、非常看重流程,而且往往会更深入地介入业务运营。这与从市场营销方向成长起来的人大不相同。而布莱恩的视野更开阔,他会充分授权各业务负责人来实现目标。我的风格更偏重于“亲力亲为”,虽然不会事无巨细地管理,但我会更关注经营细节。这自然也意味着投入更多的时间。所以在新岗位上,我也在学习如何找到一个平衡点:什么时候该介入,什么时候应该放权给业务负责人。这其中的分寸是一门艺术。

斯托勒:斯科特,我想聊一下你最近在新闻采访中说的一番话,我觉得非常有意思。你在谈到潜在的关税问题及其相关影响时表示,Chipotle会自行吸收相关成本,不会转嫁给消费者。你现在仍然坚持这个想法吗?你觉得这种做法对企业来说可持续性如何?

博特赖特:我认为这是完全可持续的,让我来解释一下为什么。我们目前的资产负债表非常健康,几乎没有负债,账上有充足的现金可供调配,而且我们的利润率在整个行业中几乎是前所未有的。就算特朗普政府提出的关税政策全面生效,对我们全年的利润率影响也只有60个基点,我们完全可以承担这个成本。我相信我们的投资者也能理解我们的做法,因为我们有非常强劲的资产负债表。而且我们现在也无法判断,这些关税政策中哪些是暂时性的,哪些是长期性的。在我看来,把这些成本转嫁给消费者是不公平的,因为一旦涨价就很难回调。

布拉迪:你知道,我们采访过的许多公司领导者都管理着庞大的员工团队。而据我了解,Chipotle有13万名员工,而且还计划为“卷饼季”再招聘两万人。我听说你们的大多数员工是时薪制员工。我相信部分员工肯定也受到了移民政策争议的影响。面对如此庞大的团队,你如何进行团队管理?你的管理理念是什么?毕竟餐饮业的人员流动率很高,而Chipotle的情况似乎好一些。

博特赖特:是的,这个问题非常重要,所以我会努力成功应对。我们公司坚信应该以可持续的方式解决长期存在的移民挑战,无论最终方案如何。Chipotle实行电子验证(E-verify)系统,全体员工都要通过该验证流程。但我也清醒地认识到,我们的员工当中,可能有些员工的亲属受到移民政策的影响。我认为,作为公司的领导者,重要的是与全体员工保持联结,给予心里关怀,主动询问:“你还好吗?我们能提供什么帮助?需要我们提供哪些支持?我知道你可能正在经历艰难时期。”但我认为在这个时间点上,与员工保持联结尤其重要。Chipotle有52%的员工是拉美裔。他们乃至整个团队,构成了这家伟大公司的坚实支柱。我认为,Chipotle提供的是业内领先的工资水平和福利待遇,但更重要的是,我们营造了包容的公司文化,这里更像是一个大家庭,而不是单纯的商业场所。这是我深感自豪的成就之一,也是我矢志维护并持续深化的企业特质。

斯托勒:对于总部员工,你如何看待“重返办公室”?我记得你们现在是每周四天现场办公,对吧?

博特赖特:对,我们现在是每周到岗四天,第五天员工可以自行选择是否到办公室。我们倡导办公室文化。我认为,远程办公带来了一些显而易见的挑战。比如,团队分散办公会削弱创新锐气,员工在远程办公状态下难以获得充分的培养和成长,难以承担更大职责,而且很难建立起有凝聚力的公司文化——而这种文化正是催生卓越创新、推动业务增长和促进员工职业发展的重要土壤。

斯托勒:谈到创新,我特别好奇:你们是怎么决定哪些新品进入菜单?我知道你们有测试厨房,你们的具体筛选标准是什么?你见过的最佳和最差创意分别是什么?

博特赖特:确实,我们所有的创意都会在公司经过严格的评估流程。特别是针对餐饮创新,我们遵循的是“阶段门”流程。我们的厨师团队常驻厨房,研发新风味、新创意。这背后是我们经常谈论的一种核心理念,即确保品牌始终与时俱进、深入人心。我们的首席品牌官克里斯·布兰特有一句口头禅,我觉得特别重要。他总说:“拒绝平庸。”其核心意义就是打造差异化……

布拉迪:所以说……“别搞砸了”,还有“拒绝平庸”。

博特赖特:对,要有独特的卖点,要有差异化,而且要以最具冲击力的方式呈现给消费者。我们的新品首先会制作样品,然后通过某种程度的消费者测试。我们会在少数几家门店中试运营,以验证其操作可行性。然后逐步扩大市场测试范围,观察它的表现。如果表现优异,最终将在某个时间点进行全国推广。我们现在每年只推出大约两款限时产品。所以入选的产品必须具备超乎寻常的独特性。它们还必须超越此前为品牌创造佳绩的限时产品。

博特赖特:还有一件事,如果我没记错的话,你们没有涉足早餐领域。为什么不做?毕竟鸡蛋和墨西哥卷饼是很经典的搭配。为什么不涉足早餐领域?

斯托勒:对啊,还有早餐玉米卷。

博特赖特:早餐确实是个大市场。但我个人的看法是,品牌通常在增长乏力时才会转向早餐市场。当前我们专注于以最具有意义的方式提供午餐和晚餐,精准满足消费者需求,创造非凡用餐体验,在这方面我们仍有巨大的潜力可挖,因此早餐暂未列入规划。当然,这并不代表我们将来绝对不会做早餐。我认为,推出早餐确实会打乱整天的运营节奏,给现有运营模式带来压力,管理团队也将面临更大挑战。所以在考虑做早餐之前,必须审慎评估其潜在影响或连锁反应,毕竟早餐业务有可能会分流对品牌更具战略意义的午餐和晚餐时段资源。

布拉迪:我想稍微打断一下,就你刚才所说的“品牌会在增长乏力时才转向早餐领域”的观点追问几句,当然我并非是质疑,而是想深入探讨。你为什么会有这种判断?是因为供应链的问题?还是需要增聘人手?还是说早餐客户群体可能不会继续消费午餐和晚餐,从而导致业务稀释?毕竟现在很多品牌都在经营早餐业务。

博特赖特:上述原因都有。从行业历史案例来看,比如温迪快餐厅(Wendy’s)和塔可钟(Taco Bell)等品牌推出早餐时,基本上已经进入了品牌成熟期。他们的年增长率稳定在2%到3%。这时候,他们会寻找一个新的增长平台,而早餐确实能明显提振业务。但随之也带来了意想不到的副作用,例如管理团队负荷加重、供应链面临挑战或者难以保持一贯的运营水准等。举个直观的例子:上午营业前的Chipotle门店就像是农贸市场。到处都是新鲜的食材。我们要现切莴苣、洋葱、墨西哥胡椒、甜椒,还要现做牛油果酱,准备豆子、米饭、烤肉、肉丝等。整间厨房都在高效运转,没有太多空间开辟一套早餐体系。所以这是我们未来总会面对的挑战,但不是现在。

斯托勒:那么增长点在哪里?是海外扩张吗?你可以多聊聊这个话题,因为据我所知,Chipotle在海外扩张这方面并不顺利。

博特赖特:与其说不顺利,不如说我们过去在西欧地区的直营店经营战略并不清晰。直到最近12到18个月,我们才真正启动全球合作战略。去年我们与阿尔沙亚集团(Alshaya)签署了合作协议,目前在科威特和迪拜已开设4家门店。我们也在积极寻找在拉美和东南亚的合作机会。但我可以很明确地说,按照目前的经营模式,在未来15到20年内,我们的业务规模可以再翻两番。现在我们在美国和加拿大有3,700多家门店。未来几年内这个数字有望翻倍,达到7,000家甚至更多。而通过直营和合作模式,我们有望在国际市场将这个数字再次翻倍。

布拉迪:有趣的是,当人们谈到快餐业时,往往会认为快餐业的扩张通常有固定套路。但如今人们的工作方式、饮食习惯、人口结构都在发生变化。能不能分享一下你如何洞察这些社会变革对业务布局战略的影响,或者你对于业务规模的判断?例如,我现在点Chipotle都是通过DoorDash送餐上门,我已经好几年没亲自到店用餐。

博特赖特:是的,这正是便利性革命的体现。2017年我刚加入Chipotle时,公司几乎还没有数字化业务。那时候门店堂食是唯一的经营模式。我们当年做过的一项消费者调研显示,Chipotle的顾客最关注的就是“便利性”和“获取的途径”。当时我们面临的最大障碍是:附近没有Chipotle门店,以及经常要排长队,在Chipotle用餐不方便。为此我们做出了战略调整,在每家餐厅都设立第二条备餐线,专门支持数字业务。这在2017年是一个大胆的决定,我们投入了大量资本和运营支出,目标就是要搭建数字化体系。在我刚加入时,公司数字渠道的业务占比还不到5%,很快就上升到10%。到了2019年,这一渠道已经占到我们整体业务的20%。我们实现了数字化转型。当初我们的系统还是模拟系统,只是打印出点餐单据,然后挂起来手动备餐。后来我们采用了全数字化系统,在每一家门店实现订单流量控制,通过对员工更有意义的方式为每家门店配置了节流控制系统,既优化了员工的工作体验,有改善了顾客的用餐体验。我们的第三方配送平台,从最初的只有一家,过去几年增加到多家合作伙伴,数字业务大幅增长。如今,数字业务的年营收已经达到40亿美元,而这一切,都源于我们在早期就坚定不移地下注和投资,最终获得了非常可观的回报。

斯托勒:你认为当前面临的最大挑战是什么?

博特赖特:我认为大家都在积极探讨如何将数字化体验提升到新高度。比如,第三方配送平台能否履行服务协议?门店的团队能否保证出餐精准率?还有配餐问题,在Chipotle,我们一直非常重视份量把控。我们的理念是坚持呈现丰盛美味的碗装餐和卷饼,保证每次出餐的稳定性依旧至关重要。尽管堂食是Chipotle成本最高的渠道,但我依然认为堂食才是最好的用餐体验。在门店,顾客可以当场定制,比如调整米饭的份量,你可以直接在餐桌现场点一份定制新鲜碗装餐,立等可取。我认为这仍然是我们最有吸引力的一环。

布拉迪:你们现在也引入了AI系统,对吧?我知道你们有“Ava Cado”项目,还有店内AI体验。能不能具体谈谈未来还有哪些应用?它对你们有什么帮助?

博特赖特:是的,我们在六到八个月前在全美范围内推出了“Ava Cado”项目。她是一位可多语种交流的虚拟员工,能以最高效的方式帮助新员工完成入职培训。从应聘到正式上岗,新员工入职培训周期缩短了75%左右,这让我们优化了人员配置,帮助门店招聘到更多高素质的人才。同时,它也将门店经理从繁琐的人才招聘事务中解脱出来,从而有更多时间专注于提升顾客体验。这项技术对我们的业务带来了非常显著的正面影响。现在的门店人员配置,比我在Chipotle这八年来的任何时候都要充足。这印证了AI能够帮助门店经理,让工作更高效从容。

斯托勒:斯科特,我很好奇,你自己多久吃一次Chipotle?

博特赖特:大概每周三到四次吧。如果出差做市场调研,在Chipotle用餐的次数可能更多。其实我钟爱Chipotle的美食已有二十余年。我第一次接触Chipotle是在达拉斯工作期间,当时还在另一家公司工作。我一直很喜欢Chipotle的美食,也喜欢它背后的料理理念。所以当2017年有机会加入这个品牌时,我几乎是毫不犹豫就答应了。

布拉迪:在加入Chipotle之前,你曾在Arby’s工作过九年多。那段经历中有哪些经验教训对你在Chipotle的工作有所启发?虽然这已经是多年前的事了,但这与领导力话题有关。

博特赖特:对我而言最重要的收获是,在大衰退结束后,Roark Capital旗下的Arby’s以Wendy’s/Arby’s Group的名义进行交易。2011年,Arby’s被剥离出售给Roark Capital,我也因此受邀加入位于亚特兰大的团队,参与重建这家当时深陷困境的品牌Arby’s。当时,由于大衰退,许多加盟商都面临严重的财务困难。他们很难满足银行的贷款条款,而我们要做的,就是想方设法让这个品牌在如此艰难的经济环境中继续发展壮大。我认为当时我们做得最明智的决定之一,是全力提升产品质量,并且认为只要产品足够优质、口味出众,消费者其实愿意为之支付溢价。这一点主要归功于保罗·布朗。我们没有选择靠削减成本、打折促销来维持品牌,而是坚定地投入到餐食品质和顾客体验上。正是这种策略,才让Arby’s成功走出困境。而这与今天Chipotle品牌的核心理念一脉相承。我一直非常坚持这一点,在这方面绝不会妥协。

布拉迪:最后我想回到你之前说的关于整体快餐体验的那一部分。我想到一家炸鸡品牌,我不会提到它的品牌名称。它在美国市场举步维艰,却在海外一片繁荣。这让我想到了航空公司:开始你有全新机队,运转良好,但随着飞机开始老化,部分航线不再受欢迎,客流量随之减少。那么Chipotle的门店布局未来会有怎样的变化?毕竟你们不是静态发展。3,700家门店不可能突然翻倍。你们肯定也会关闭一些门店、翻新一些门店。你如何保持在门店中保持品牌的生命力和活力?

博特赖特:Chipotle的情况其实非常独特。在我接触过的其他品牌,通常会定期翻新门店,比如每五年进行小幅装修,每十年进行全面翻新,而且每年都要关闭一部分门店。但这些在Chipotle几乎都不存在。我们的经典门店设计,我们称之为“传统门店”,至今仍不过时。这些老店仍保持优异业绩。店里还是采用传统的榫接木饰条、金属护栏式座椅,还有那种工业风装潢,真正经得起时间考验。我们每年关闭的门店数量极少,这是我们品牌的独特性,也充分体现了Chipotle品牌本身的生命力。

布拉迪:还有一个问题。我们的播客听众中有很多是职场新人,他们渴望成为未来的领导者。你和我一样,都是15岁就在快餐店开始打工。但现在的青少年,想进你们这样的餐厅工作,其实并不容易了。你们现在的许多员工都是全职,很多人都有家庭。那么,下一代该怎么办?你觉得机会在哪里?你会给他们什么建议?

博特赖特:我常常被问到这个问题,在公司内部也经常有人问。对我来说,在这个行业一路走来,我很早就意识到,这是一个充满机会的行业。如果你愿意在前期付出努力——也就是我说的“超额付出”:付出远超过你眼下所得的回报——那迟早有一天,你会得到超额回报,你的收入会超过你实际的工作量。你的工作强度不会变轻。但那些愿意承担责任、拥有韧性并能够克服困境的人,会主动面对自己的现状,并积极解决摆在面前的问题,他们还会始终保持好奇心、持续学习和成长。如果哪一天你在这份工作中没有学到任何东西,那你就是错失了一次成长机会。我建议要制定清晰的目标,并坚定不移地为实现目标而努力,真心实意、踏实努力地去工作,你一定会在这个行业拥有美好的未来。尤其是在餐饮行业,我们提供了很多在其他行业不容易获得的机会。换句话说,在这个行业成功的关键不在于高学历。只要你愿意脚踏实地,持续学习,每一天都让自己有所成长,那成功自然会到来。

斯托勒:斯科特,我很好奇,你接下来的规划是什么?最令你兴奋的事情是什么?

博特赖特:我对未来一年充满期待。Chipotle品牌正处于强劲增长期。我们不仅在北美持续拓展业务版图,还在西欧推进布局,并在全球范围内拓展合作伙伴。今年我们聚焦几项核心战略。第一是“以顾客为中心”的理念,强化与消费者的情感联结,确保无论是后台支持岗位,还是在门店一线工作,所有人都应秉持服务客户的初心。另一个重点就是推动后厨现代化改造,提升运营效率,让我们的团队成员能够更高效地完成服务流程,把更多时间和精力投入到真正有价值的环节中,比如为顾客提供卓越的用餐体验。

布拉迪:很精彩。你还有哪些想要分享的话题吗?我特别想知道,你最大的快乐源泉是什么。

博特赖特:我的心灵栖息地就是Chipotle餐厅里。虽然现在无法像以前那样常待在餐厅里……

布拉迪:这可以理解。

斯托勒:工作之外,你如何放松?除了健身,健身之后呢?

博特赖特:我儿子今年四岁半,他几乎占据了我所有的业余时间,但与他相处的每一刻都充满欢乐。我是晚来得子,所以我非常珍惜和他在一起的每一刻。这个小家伙活泼可爱,让我的生活充满生机。

布拉迪:没错。非常感谢你参加我们的节目。和你聊天非常愉快,你的深刻见解令人受益匪浅。当然啦,我这周还会再去一次Chipotle。所以这里有你的忠实粉丝。

斯托勒:当然少不了招牌牛油果酱。

博特赖特:非常感谢两位。感谢两位的宝贵时间和对我们品牌的关注。

布拉迪:《未来领导力》制作编辑杰兰·厄索伊。

斯托勒:执行制作人亚当·巴尼基,主题音乐创作贾森·斯内尔。

布拉迪:演播室制作人娜塔莎·奥尔蒂斯。

斯托勒:《未来领导力》由财富传媒(Fortune Media)出品。

布拉迪:我是戴安·布拉迪。

斯托勒:我是克里斯汀·斯托勒。

布拉迪:我们下期见。(财富中文网)

《未来领导力》节目由《财富》杂志编辑团队制作。播客主持人及嘉宾的观点仅代表其个人观点,不代表德勤及其员工的立场。德勤也不对节目中提及的个人或机构表示支持或认可。

译者:刘进龙

审校:汪皓

本期《财富》杂志《未来领导力》(Leadership Next)播客邀请到Chipotle首席执行官斯科特·博特赖特,与主持人戴安·布拉迪(《财富》CEO倡议和《财富》直播媒体执行主编)和克里斯汀·斯托勒(编辑总监)展开对话。他们探讨的话题包括该连锁餐厅如何通过Ava Cado AI项目布局对人工智能的未来应用;为什么Chipotle面对关税坚持不涨价;博特赖特与其前任及星巴克(Starbucks)现任首席执行官布莱恩·尼科尔之间的关系等。

文字实录

克里斯汀·斯托勒:我知道接替布莱恩·尼科尔的位置,对你来说可能是件大事。你在接手他的工作时是抱着一种什么心态?

斯科特·博特赖特:其实今天早上我还和他一起去了健身房,我们聊了星巴克的近况,也交流了对Chipotle发展现状的一些看法。我和布莱恩早在2018年就开始共事,过去六七年,无论是工作上还是私下里,我们都保持着非常紧密的联系。

斯托勒:在接任前,他给过你什么让你印象深刻的建议吗?

博特赖特:当然有。他说:“别搞砸了。”

戴安·布拉迪:精辟。

布拉迪:大家好,欢迎收听《未来领导力》播客,这档节目聚焦那些正在塑造商业未来的人……

斯托勒:……和趋势……

布拉迪:我是戴安·布拉迪。

斯托勒:我是克里斯汀·斯托勒。

布拉迪:本周,我们将探讨Chipotle,并与其首席执行官斯科特·博特赖特展开对话。

斯托勒:没错。戴安,你平时在Chipotle会点什么?

布拉迪:当我在Chipotle第一次看到热量数值时,我就改变了食物的选择。现在无论点什么,都会减少酸奶油、芝士和牛油果酱的用量。不过比起卷饼,我更喜欢碗装餐。

斯托勒:我也喜欢碗装餐。在大学期间我经常去Chipotle。我以前喜欢吃卷饼。但我想你是对的,热量数值确实吓到我了。于是我改吃碗装餐,现在我会单独点牛油果酱。我知道今天要邀请斯科特,所以周三,时隔七年我又去吃了一次Chipotle,我想尝一尝他们的碗装餐,但价格确实有所上涨。

布拉迪:时隔七年,我想涨价也是正常的。不过他们的价格其实一直比较稳定,特别是考虑到贸易战对牛油果成本的明显或潜在影响,这非常难得。

斯托勒:确实。

布拉迪:斯科特曾表态将坚持不涨价。我常吃Chipotle,孩子们也总吃。所以我可能比你多一些美食经验,不过让我特别感兴趣的还有他和前任布莱恩·尼科尔的友谊。

斯托勒:这确实值得探讨。他们似乎形影不离。一起健身、保持沟通,这种“兄弟情谊”太有意思了。

布拉迪:没错,这方面的话题点很多。他们在许多不同领域应用人工智能。你会听到“Ava Cado”这个术语。当然,他对经济和劳动力市场也有独到见解。让我们休息一下,马上回来继续对话斯科特。

布拉迪:过去18个月,生成式人工智能已在商业领域掀起深远变革。《财富》杂志与德勤(Deloitte)的最新CEO调查显示,半数以上首席执行官已在日常工作中试用生成式人工智能,并尝试在全公司范围内加以推广。我们今天还请到了德勤美国首席执行官贾森·吉尔扎达做客本期节目,德勤美国是本播客的长期赞助商。贾森,很高兴见到你。

贾森·吉尔扎达:你好,戴安。很高兴参加本期节目。

布拉迪:企业如何将人工智能融入组织运营?你认为人工智能应用使哪些领域受益最显著?

吉尔扎达:正如你所说的那样,每家公司都希望利用人工智能,特别是生成式人工智能的优势。目前人工智能的优势主要体现在效率提升和日常任务自动化方面。预计它在洞察驱动型应用和创新型应用方面更具有商业前景。这是下一个阶段。我们看到企业正从概念验证和试点,转向将这些技术和模型真正投入大规模实际运营。

布拉迪:过去18个月的变化已如此剧烈,我很好奇:您认为未来18个月、36个月的局势会如何演变?

吉尔扎达:我认为,实际上我们需要调整时间尺度。种种迹象表明,变化周期已缩短至半年,这既令人兴奋也充满挑战。企业通常不习惯如此快节奏的工作模式。未来的赢家将是那些能够快速消化技术的企业,但这也对企业的快速适应能力提出了极高要求。届时领导者必须与技术变革保持同步。作为CEO,我认为以身作则至关重要。我亲身体验了所有培训课程,在企业内部试用了所有生产力工具。更重要的是,我们已启动重大投资计划,将在各个领域全面部署人工智能。

布拉迪:紧迫感扑面而来,贾森。感谢你的参与。

吉尔扎达:谢谢你,戴安。

斯托勒:斯科特,我和戴安上次见到你是在12月份的“CEO倡议”晚宴上。当时你开了个小玩笑,我居然相信了。你说Chipotle要推出鱼肉玉米卷,但结果并非如此……

布拉迪:为什么是玩笑?为什么呀?

博特赖特:好笑的地方在于,Chipotle没有冷冻设备,无法大规模供应鱼类制品。因为鱼类通常需要冷冻运输。我们从来没有使用过冷冻设备。所以这成为我们提供这类食品的重大障碍。

布拉迪:你们对新鲜食材的追求令人欣赏。我们刚才也说过,我和克里斯汀都吃过Chipotle。但我有一个基本问题:新鲜食材真的很重要吗?因为我一直被教育说冷冻食品的营养价值并不差。坚持不用冷冻食材,是出于口味考虑吗?还是因为健康,或者这只是一种差异化策略?

博特赖特:我认为,这确实是Chipotle品牌重要的差异化优势之一。品牌创立者是一位接受过正统训练的厨师。他坚信快餐不一定是劣质食品。他的初衷是通过经典烹饪技术、选用新鲜食材打造出一种独特的美食,并且定价合理,出餐速度远超其他餐厅。我认为我们在过去三十多年始终坚持这样一种理念,让Chipotle建立起独特的竞争优势,那就是:无需花大价钱,不必去由厨师主导的高档餐厅,也能享受到优质美食。我们的宗旨是以合理的价格和其他餐厅无法比拟的出餐速度,为顾客提供服务。

布拉迪:我本来想聊一聊宏观市场环境,但你刚才的话突然勾起了我的一段记忆。我记得当年是在一家Chipotle餐厅里,第一次看到热量数值,然后我猛然意识到,我添加的酸奶油、芝士和牛油果酱,到底让我摄入了多少热量。你如何看待人们日益重视热量摄入这种情况,这对你们的菜单设计带来怎样的影响?或者你自己的饮食习惯是否受到影响?

博特赖特:是的,Chipotle的一大优势就在于定制化,你可以根据自己的需求选择无过敏原的餐品,还可以控制自己的热量摄入。所以你不必非得吃一顿高热量的大餐。很显然,如果你添加酸奶油、芝士和牛油果酱,就会快速提升热量。

布拉迪:确实如此。

博特赖特:但你可以[听不清]搭配出低热量餐品。

斯托勒:你平时一般都点什么?

博特赖特:我最常点的搭配是黑豆、鸡肉、墨西哥莎莎酱、辣酱和芝士。

布拉迪:斯科特,当前的市场环境对你们来说可能既有阻力,也有助力。我想到的就有价格、移民政策,还有对经济衰退的担忧等。你观察到哪些现象?公司的业务现状如何?你对未来几个月有何预期?

博特赖特:显然当前形势复杂多变。我接触到的很多商界人士普遍关注的是本届政府的政策走向,因为不确定性似乎笼罩着市场。当然,市场向来不喜欢不确定性,因此我们看到,不仅是餐饮业,整个市场都出现了抛售潮。我认为消费者目前处于谨慎乐观的心态。许多人因为本届政府有意或无意造成的未知或已知的潜在影响而选择持币观望。这也导致目前市场上出现了一波回调。Chipotle去年创下了辉煌业绩,我们的同店销售额增长了7.4%,这主要得益于强劲的客流。但进入新的一年,特别是餐饮行业面临多重挑战。比如全年的气候挑战、天气方面持续带来挑战,复活节的时间也比往年推迟等。从时间的角度来看,由于一些原因,餐饮业经常将复活节视为春季销售启动的节点,但今年复活节季整整推迟了三周。此外,今年的所得税缴纳进度比往年稍慢。我认为,多个因素共同导致整个行业增速放缓。不过,我们最近推出的新品蜂蜜鸡肉反响积极,这让我们感到鼓舞。总体来说,目前我们看到的就是这样的一个局面。

斯托勒:所以我想确认一下我的理解是否准确,春季就是你们的旺季?

布拉迪:卷饼季。

斯托勒:对,你能解释一下具体是指什么吗?

博特赖特:没错。复活节标志着"卷饼季"开启。我们认为,春天到了,人们开始走出家门,重新回到春夏季节的生活节奏。所以随着复活节来临,我们的业务呈现出增长势头。业务增长的势头会持续约30天、60天甚至90天,直到夏季来临。

斯托勒:原来如此。我夏天会点碗装餐,毕竟我得考虑穿泳装的身材。

布拉迪:我真不知道原来泳装季前是卷饼季。其实我想再聊一聊你的个人经历。首先,我从LinkedIn上了解到,你的职业生涯并非开始于2008年,你是从15岁就开始工作。当时你是进入了快餐业吗?

博特赖特:没错,我在15岁生日那天开始工作。我拿到了工作许可证,直接去了家附近的麦当劳(McDonald’s)应聘。我当场就被录用了。我想这并不是因为我是理想人选,而是因为餐厅缺人。但不管怎样,那是我的第一份工作。青少年时期在麦当劳的工作经历令我受益匪浅。我很幸运成长在一个重视良好价值观与职业道德的家庭。虽然家境平凡,但我的家人勤奋努力,父亲在我小时候为我树立了榜样,所以我从小就培养了自律和责任心。

布拉迪:我15岁开始在Ponderosa打工,我清楚地记得当时的工资水平,而且没有小费。但那确实是一段美好的经历。它在某种程度上让我明白了在餐厅里打工有多辛苦。在麦当劳的打工经历对你意味着什么?

博特赖特:那是一次非常宝贵的经历。我学到了很多。我的运动背景让我对团队合作有了一定的理解。我知道如何成为好队友,不要拖队友的后腿,要守时,要着装得体,要穿制服,要全力支持团队成员,努力实现团队目标。所以我在那段时间的表现不错。后来我离开了麦当劳,在一家牛排餐厅找到了一份洗碗的工作,时薪涨了十美分,这是一段非常独特的经历。可以想象,这份工作非常辛苦,但我整个高中阶段几乎都在从事这份工作。

斯托勒:你刚刚提到了榜样。我也想聊聊这个话题。我想经常有人问你这个问题——我知道接替布莱恩·尼科尔的位置,对你来说可能是件大事。你在接手他的工作时是抱着一种什么心态?能不能跟我们讲讲你们之间的关系?你们至今仍保持联系吗?

博特赖特:其实今天早上我还和他一起去了健身房,我们聊了星巴克的近况,也交流了对Chipotle发展现状的一些看法。我和布莱恩早在2018年就开始共事,过去六七年,无论是工作上还是私下里,我们都保持着非常紧密的联系。我非常尊敬布莱恩,也很钦佩他的商业洞察力。他能透彻地分析出经济或者某些宏观因素对行业,特别是我们公司的影响,或者连锁效应。他会仔细考虑这些挑战,并制定精准策略,引导公司专注于正确的目标,确保公司业务持续增长。我想说他至今仍是我的良师益友,我们私下里仍会进行交流。他独特的经验极具借鉴意义。

布拉迪:你刚才说你们今天早上一起健身。能不能说一说你日常的健身习惯?你们平时一起做些什么?

博特赖特:我们去的是附近一家健身房,基本上都是和教练一起训练。我们都有各自的教练。教练会尽量让我们专注于训练,但我们经常会聊起工作。你也能想象,我们两个人的生活都非常忙,要兼顾家庭,还要管理各自负责的大公司,这都需要大量时间,所以健身的时候,反而成了我们保持良好关系、小聚和聊工作的难得时刻。

斯托勒:在接任前,他给过你什么让你印象深刻的建议吗?

博特赖特:当然有。他说:“别搞砸了。”

布拉迪:精辟。我一直觉得这种话题很有趣。当然,我们今天讨论的重点不是布莱恩·尼科尔,毕竟他已经去了星巴克。但你觉得你们的领导风格有很大差异吗?因为你们显然在公司都留下了属于自己的特征。你觉得你们两人在领导方式上有哪些区别?

博特赖特:是的,我们确实存在显著差异。我从运营体系一路成长起来,有三十年的运营背景。可以想象,在这个过程中,我变得非常注重细节、非常看重流程,而且往往会更深入地介入业务运营。这与从市场营销方向成长起来的人大不相同。而布莱恩的视野更开阔,他会充分授权各业务负责人来实现目标。我的风格更偏重于“亲力亲为”,虽然不会事无巨细地管理,但我会更关注经营细节。这自然也意味着投入更多的时间。所以在新岗位上,我也在学习如何找到一个平衡点:什么时候该介入,什么时候应该放权给业务负责人。这其中的分寸是一门艺术。

斯托勒:斯科特,我想聊一下你最近在新闻采访中说的一番话,我觉得非常有意思。你在谈到潜在的关税问题及其相关影响时表示,Chipotle会自行吸收相关成本,不会转嫁给消费者。你现在仍然坚持这个想法吗?你觉得这种做法对企业来说可持续性如何?

博特赖特:我认为这是完全可持续的,让我来解释一下为什么。我们目前的资产负债表非常健康,几乎没有负债,账上有充足的现金可供调配,而且我们的利润率在整个行业中几乎是前所未有的。就算特朗普政府提出的关税政策全面生效,对我们全年的利润率影响也只有60个基点,我们完全可以承担这个成本。我相信我们的投资者也能理解我们的做法,因为我们有非常强劲的资产负债表。而且我们现在也无法判断,这些关税政策中哪些是暂时性的,哪些是长期性的。在我看来,把这些成本转嫁给消费者是不公平的,因为一旦涨价就很难回调。

布拉迪:你知道,我们采访过的许多公司领导者都管理着庞大的员工团队。而据我了解,Chipotle有13万名员工,而且还计划为“卷饼季”再招聘两万人。我听说你们的大多数员工是时薪制员工。我相信部分员工肯定也受到了移民政策争议的影响。面对如此庞大的团队,你如何进行团队管理?你的管理理念是什么?毕竟餐饮业的人员流动率很高,而Chipotle的情况似乎好一些。

博特赖特:是的,这个问题非常重要,所以我会努力成功应对。我们公司坚信应该以可持续的方式解决长期存在的移民挑战,无论最终方案如何。Chipotle实行电子验证(E-verify)系统,全体员工都要通过该验证流程。但我也清醒地认识到,我们的员工当中,可能有些员工的亲属受到移民政策的影响。我认为,作为公司的领导者,重要的是与全体员工保持联结,给予心里关怀,主动询问:“你还好吗?我们能提供什么帮助?需要我们提供哪些支持?我知道你可能正在经历艰难时期。”但我认为在这个时间点上,与员工保持联结尤其重要。Chipotle有52%的员工是拉美裔。他们乃至整个团队,构成了这家伟大公司的坚实支柱。我认为,Chipotle提供的是业内领先的工资水平和福利待遇,但更重要的是,我们营造了包容的公司文化,这里更像是一个大家庭,而不是单纯的商业场所。这是我深感自豪的成就之一,也是我矢志维护并持续深化的企业特质。

斯托勒:对于总部员工,你如何看待“重返办公室”?我记得你们现在是每周四天现场办公,对吧?

博特赖特:对,我们现在是每周到岗四天,第五天员工可以自行选择是否到办公室。我们倡导办公室文化。我认为,远程办公带来了一些显而易见的挑战。比如,团队分散办公会削弱创新锐气,员工在远程办公状态下难以获得充分的培养和成长,难以承担更大职责,而且很难建立起有凝聚力的公司文化——而这种文化正是催生卓越创新、推动业务增长和促进员工职业发展的重要土壤。

斯托勒:谈到创新,我特别好奇:你们是怎么决定哪些新品进入菜单?我知道你们有测试厨房,你们的具体筛选标准是什么?你见过的最佳和最差创意分别是什么?

博特赖特:确实,我们所有的创意都会在公司经过严格的评估流程。特别是针对餐饮创新,我们遵循的是“阶段门”流程。我们的厨师团队常驻厨房,研发新风味、新创意。这背后是我们经常谈论的一种核心理念,即确保品牌始终与时俱进、深入人心。我们的首席品牌官克里斯·布兰特有一句口头禅,我觉得特别重要。他总说:“拒绝平庸。”其核心意义就是打造差异化……

布拉迪:所以说……“别搞砸了”,还有“拒绝平庸”。

博特赖特:对,要有独特的卖点,要有差异化,而且要以最具冲击力的方式呈现给消费者。我们的新品首先会制作样品,然后通过某种程度的消费者测试。我们会在少数几家门店中试运营,以验证其操作可行性。然后逐步扩大市场测试范围,观察它的表现。如果表现优异,最终将在某个时间点进行全国推广。我们现在每年只推出大约两款限时产品。所以入选的产品必须具备超乎寻常的独特性。它们还必须超越此前为品牌创造佳绩的限时产品。

博特赖特:还有一件事,如果我没记错的话,你们没有涉足早餐领域。为什么不做?毕竟鸡蛋和墨西哥卷饼是很经典的搭配。为什么不涉足早餐领域?

斯托勒:对啊,还有早餐玉米卷。

博特赖特:早餐确实是个大市场。但我个人的看法是,品牌通常在增长乏力时才会转向早餐市场。当前我们专注于以最具有意义的方式提供午餐和晚餐,精准满足消费者需求,创造非凡用餐体验,在这方面我们仍有巨大的潜力可挖,因此早餐暂未列入规划。当然,这并不代表我们将来绝对不会做早餐。我认为,推出早餐确实会打乱整天的运营节奏,给现有运营模式带来压力,管理团队也将面临更大挑战。所以在考虑做早餐之前,必须审慎评估其潜在影响或连锁反应,毕竟早餐业务有可能会分流对品牌更具战略意义的午餐和晚餐时段资源。

布拉迪:我想稍微打断一下,就你刚才所说的“品牌会在增长乏力时才转向早餐领域”的观点追问几句,当然我并非是质疑,而是想深入探讨。你为什么会有这种判断?是因为供应链的问题?还是需要增聘人手?还是说早餐客户群体可能不会继续消费午餐和晚餐,从而导致业务稀释?毕竟现在很多品牌都在经营早餐业务。

博特赖特:上述原因都有。从行业历史案例来看,比如温迪快餐厅(Wendy’s)和塔可钟(Taco Bell)等品牌推出早餐时,基本上已经进入了品牌成熟期。他们的年增长率稳定在2%到3%。这时候,他们会寻找一个新的增长平台,而早餐确实能明显提振业务。但随之也带来了意想不到的副作用,例如管理团队负荷加重、供应链面临挑战或者难以保持一贯的运营水准等。举个直观的例子:上午营业前的Chipotle门店就像是农贸市场。到处都是新鲜的食材。我们要现切莴苣、洋葱、墨西哥胡椒、甜椒,还要现做牛油果酱,准备豆子、米饭、烤肉、肉丝等。整间厨房都在高效运转,没有太多空间开辟一套早餐体系。所以这是我们未来总会面对的挑战,但不是现在。

斯托勒:那么增长点在哪里?是海外扩张吗?你可以多聊聊这个话题,因为据我所知,Chipotle在海外扩张这方面并不顺利。

博特赖特:与其说不顺利,不如说我们过去在西欧地区的直营店经营战略并不清晰。直到最近12到18个月,我们才真正启动全球合作战略。去年我们与阿尔沙亚集团(Alshaya)签署了合作协议,目前在科威特和迪拜已开设4家门店。我们也在积极寻找在拉美和东南亚的合作机会。但我可以很明确地说,按照目前的经营模式,在未来15到20年内,我们的业务规模可以再翻两番。现在我们在美国和加拿大有3,700多家门店。未来几年内这个数字有望翻倍,达到7,000家甚至更多。而通过直营和合作模式,我们有望在国际市场将这个数字再次翻倍。

布拉迪:有趣的是,当人们谈到快餐业时,往往会认为快餐业的扩张通常有固定套路。但如今人们的工作方式、饮食习惯、人口结构都在发生变化。能不能分享一下你如何洞察这些社会变革对业务布局战略的影响,或者你对于业务规模的判断?例如,我现在点Chipotle都是通过DoorDash送餐上门,我已经好几年没亲自到店用餐。

博特赖特:是的,这正是便利性革命的体现。2017年我刚加入Chipotle时,公司几乎还没有数字化业务。那时候门店堂食是唯一的经营模式。我们当年做过的一项消费者调研显示,Chipotle的顾客最关注的就是“便利性”和“获取的途径”。当时我们面临的最大障碍是:附近没有Chipotle门店,以及经常要排长队,在Chipotle用餐不方便。为此我们做出了战略调整,在每家餐厅都设立第二条备餐线,专门支持数字业务。这在2017年是一个大胆的决定,我们投入了大量资本和运营支出,目标就是要搭建数字化体系。在我刚加入时,公司数字渠道的业务占比还不到5%,很快就上升到10%。到了2019年,这一渠道已经占到我们整体业务的20%。我们实现了数字化转型。当初我们的系统还是模拟系统,只是打印出点餐单据,然后挂起来手动备餐。后来我们采用了全数字化系统,在每一家门店实现订单流量控制,通过对员工更有意义的方式为每家门店配置了节流控制系统,既优化了员工的工作体验,有改善了顾客的用餐体验。我们的第三方配送平台,从最初的只有一家,过去几年增加到多家合作伙伴,数字业务大幅增长。如今,数字业务的年营收已经达到40亿美元,而这一切,都源于我们在早期就坚定不移地下注和投资,最终获得了非常可观的回报。

斯托勒:你认为当前面临的最大挑战是什么?

博特赖特:我认为大家都在积极探讨如何将数字化体验提升到新高度。比如,第三方配送平台能否履行服务协议?门店的团队能否保证出餐精准率?还有配餐问题,在Chipotle,我们一直非常重视份量把控。我们的理念是坚持呈现丰盛美味的碗装餐和卷饼,保证每次出餐的稳定性依旧至关重要。尽管堂食是Chipotle成本最高的渠道,但我依然认为堂食才是最好的用餐体验。在门店,顾客可以当场定制,比如调整米饭的份量,你可以直接在餐桌现场点一份定制新鲜碗装餐,立等可取。我认为这仍然是我们最有吸引力的一环。

布拉迪:你们现在也引入了AI系统,对吧?我知道你们有“Ava Cado”项目,还有店内AI体验。能不能具体谈谈未来还有哪些应用?它对你们有什么帮助?

博特赖特:是的,我们在六到八个月前在全美范围内推出了“Ava Cado”项目。她是一位可多语种交流的虚拟员工,能以最高效的方式帮助新员工完成入职培训。从应聘到正式上岗,新员工入职培训周期缩短了75%左右,这让我们优化了人员配置,帮助门店招聘到更多高素质的人才。同时,它也将门店经理从繁琐的人才招聘事务中解脱出来,从而有更多时间专注于提升顾客体验。这项技术对我们的业务带来了非常显著的正面影响。现在的门店人员配置,比我在Chipotle这八年来的任何时候都要充足。这印证了AI能够帮助门店经理,让工作更高效从容。

斯托勒:斯科特,我很好奇,你自己多久吃一次Chipotle?

博特赖特:大概每周三到四次吧。如果出差做市场调研,在Chipotle用餐的次数可能更多。其实我钟爱Chipotle的美食已有二十余年。我第一次接触Chipotle是在达拉斯工作期间,当时还在另一家公司工作。我一直很喜欢Chipotle的美食,也喜欢它背后的料理理念。所以当2017年有机会加入这个品牌时,我几乎是毫不犹豫就答应了。

布拉迪:在加入Chipotle之前,你曾在Arby’s工作过九年多。那段经历中有哪些经验教训对你在Chipotle的工作有所启发?虽然这已经是多年前的事了,但这与领导力话题有关。

博特赖特:对我而言最重要的收获是,在大衰退结束后,Roark Capital旗下的Arby’s以Wendy’s/Arby’s Group的名义进行交易。2011年,Arby’s被剥离出售给Roark Capital,我也因此受邀加入位于亚特兰大的团队,参与重建这家当时深陷困境的品牌Arby’s。当时,由于大衰退,许多加盟商都面临严重的财务困难。他们很难满足银行的贷款条款,而我们要做的,就是想方设法让这个品牌在如此艰难的经济环境中继续发展壮大。我认为当时我们做得最明智的决定之一,是全力提升产品质量,并且认为只要产品足够优质、口味出众,消费者其实愿意为之支付溢价。这一点主要归功于保罗·布朗。我们没有选择靠削减成本、打折促销来维持品牌,而是坚定地投入到餐食品质和顾客体验上。正是这种策略,才让Arby’s成功走出困境。而这与今天Chipotle品牌的核心理念一脉相承。我一直非常坚持这一点,在这方面绝不会妥协。

布拉迪:最后我想回到你之前说的关于整体快餐体验的那一部分。我想到一家炸鸡品牌,我不会提到它的品牌名称。它在美国市场举步维艰,却在海外一片繁荣。这让我想到了航空公司:开始你有全新机队,运转良好,但随着飞机开始老化,部分航线不再受欢迎,客流量随之减少。那么Chipotle的门店布局未来会有怎样的变化?毕竟你们不是静态发展。3,700家门店不可能突然翻倍。你们肯定也会关闭一些门店、翻新一些门店。你如何保持在门店中保持品牌的生命力和活力?

博特赖特:Chipotle的情况其实非常独特。在我接触过的其他品牌,通常会定期翻新门店,比如每五年进行小幅装修,每十年进行全面翻新,而且每年都要关闭一部分门店。但这些在Chipotle几乎都不存在。我们的经典门店设计,我们称之为“传统门店”,至今仍不过时。这些老店仍保持优异业绩。店里还是采用传统的榫接木饰条、金属护栏式座椅,还有那种工业风装潢,真正经得起时间考验。我们每年关闭的门店数量极少,这是我们品牌的独特性,也充分体现了Chipotle品牌本身的生命力。

布拉迪:还有一个问题。我们的播客听众中有很多是职场新人,他们渴望成为未来的领导者。你和我一样,都是15岁就在快餐店开始打工。但现在的青少年,想进你们这样的餐厅工作,其实并不容易了。你们现在的许多员工都是全职,很多人都有家庭。那么,下一代该怎么办?你觉得机会在哪里?你会给他们什么建议?

博特赖特:我常常被问到这个问题,在公司内部也经常有人问。对我来说,在这个行业一路走来,我很早就意识到,这是一个充满机会的行业。如果你愿意在前期付出努力——也就是我说的“超额付出”:付出远超过你眼下所得的回报——那迟早有一天,你会得到超额回报,你的收入会超过你实际的工作量。你的工作强度不会变轻。但那些愿意承担责任、拥有韧性并能够克服困境的人,会主动面对自己的现状,并积极解决摆在面前的问题,他们还会始终保持好奇心、持续学习和成长。如果哪一天你在这份工作中没有学到任何东西,那你就是错失了一次成长机会。我建议要制定清晰的目标,并坚定不移地为实现目标而努力,真心实意、踏实努力地去工作,你一定会在这个行业拥有美好的未来。尤其是在餐饮行业,我们提供了很多在其他行业不容易获得的机会。换句话说,在这个行业成功的关键不在于高学历。只要你愿意脚踏实地,持续学习,每一天都让自己有所成长,那成功自然会到来。

斯托勒:斯科特,我很好奇,你接下来的规划是什么?最令你兴奋的事情是什么?

博特赖特:我对未来一年充满期待。Chipotle品牌正处于强劲增长期。我们不仅在北美持续拓展业务版图,还在西欧推进布局,并在全球范围内拓展合作伙伴。今年我们聚焦几项核心战略。第一是“以顾客为中心”的理念,强化与消费者的情感联结,确保无论是后台支持岗位,还是在门店一线工作,所有人都应秉持服务客户的初心。另一个重点就是推动后厨现代化改造,提升运营效率,让我们的团队成员能够更高效地完成服务流程,把更多时间和精力投入到真正有价值的环节中,比如为顾客提供卓越的用餐体验。

布拉迪:很精彩。你还有哪些想要分享的话题吗?我特别想知道,你最大的快乐源泉是什么。

博特赖特:我的心灵栖息地就是Chipotle餐厅里。虽然现在无法像以前那样常待在餐厅里……

布拉迪:这可以理解。

斯托勒:工作之外,你如何放松?除了健身,健身之后呢?

博特赖特:我儿子今年四岁半,他几乎占据了我所有的业余时间,但与他相处的每一刻都充满欢乐。我是晚来得子,所以我非常珍惜和他在一起的每一刻。这个小家伙活泼可爱,让我的生活充满生机。

布拉迪:没错。非常感谢你参加我们的节目。和你聊天非常愉快,你的深刻见解令人受益匪浅。当然啦,我这周还会再去一次Chipotle。所以这里有你的忠实粉丝。

斯托勒:当然少不了招牌牛油果酱。

博特赖特:非常感谢两位。感谢两位的宝贵时间和对我们品牌的关注。

布拉迪:《未来领导力》制作编辑杰兰·厄索伊。

斯托勒:执行制作人亚当·巴尼基,主题音乐创作贾森·斯内尔。

布拉迪:演播室制作人娜塔莎·奥尔蒂斯。

斯托勒:《未来领导力》由财富传媒(Fortune Media)出品。

布拉迪:我是戴安·布拉迪。

斯托勒:我是克里斯汀·斯托勒。

布拉迪:我们下期见。(财富中文网)

《未来领导力》节目由《财富》杂志编辑团队制作。播客主持人及嘉宾的观点仅代表其个人观点,不代表德勤及其员工的立场。德勤也不对节目中提及的个人或机构表示支持或认可。

译者:刘进龙

审校:汪皓

On this episode of Fortune’s Leadership Next podcast, cohosts Diane Brady, executive editorial director of the Fortune CEO Initiative and Fortune Live Media, and editorial director Kristin Stoller talk to Scott Boatwright, the CEO of Chipotle. They talk about AI’s future at the restaurant chain through the Ava Cado AI program; why Chipotle won’t raise prices in response to tariffs; and Boatwright’s relationship with Brian Niccol, his predecessor and the current CEO of Starbucks.

Transcript

Kristin Stoller: Following Brian Niccol, I know that’s probably a big, big thing in your mind. What was your mindset taking over this job from him?

Scott Boatwright: I was actually in the gym with him just this morning, talking about what’s going on at Starbucks, sharing some thoughts around what’s happening at Chipotle. You know, Brian and I started working together as far back as 2018 and we had a very close relationship, both personally and professionally, over what was about six or seven years.

Stoller: Was there one big piece of advice that he gave you before you took over that really stuck with you?

Boatwright: Of course he did. He said, “Don’t screw it up.”

Diane Brady: There you go.

Brady: Hi, everyone. Welcome to Leadership Next, the podcast about the people…

Stoller: …and trends…

Brady: …that are shaping the future of business. I’m Diane Brady.

Stoller: And I’m Kristin Stoller.

Brady: This week, we are talking about Chipotle and talking to its CEO, Scott Boatwright.

Stoller: Yes we are. Diane, what’s your Chipotle order?

Brady: Well, it’s changed since I was standing in a Chipotle when calorie counts first came through. So whatever it is, it has a lot less sour cream, cheese, and guacamole. But I’m a bowl person more than a burrito person.

Stoller: I’m a bowl person, too. I had so much of it in college, though. I used to be a burrito person. And I think you’re right, the calorie count scared me. I went to bowl, now I just get guac on the side. And I actually had it on Wednesday for the first time in, like, I would say, seven years, because I knew we were talking to Scott, had to check out the bowls—but the price has increased.

Brady: Well, for seven years, I hope so. But I think their prices are staying pretty steady, and almost famously so with the trade wars obviously impacting, or potentially impacting, the cost of avocados.

Stoller: Yeah.

Brady: Scott has said they’re going to hold fast on prices. I do eat Chipotle a fair bit. My kids eat it all the time. So I’m perhaps coming with a bit more culinary knowledge than you at this front, but one of the things I think is also fascinating about him is this friendship he has with his predecessor, Brian Niccol.

Stoller: I think that’s going to be so interesting to explore, because they seem to do everything together. They work out, they still talk. It’s a bromance that’s really, really fun.

Brady: Yep, lots to talk about. They’re using AI in many different ways. Ava Cado is a term you’ll hear in this. And, of course, he’s got a great perspective as to what’s happening in the economy and with labor. So, right after the break, we’ll be back with Scott.

Brady: Generative AI has been a transformative force in the business landscape for the last 18 months. According to the latest Fortune Deloitte CEO survey, more than half of CEOs are experimenting with generative AI in their own daily activities, and, of course, trying to spread it throughout their organizations. I’m joined by Jason Girzadas, the CEO of Deloitte US, which is the longtime sponsor of this podcast. Jason, good to see you.

Jason Girzadas: Hi, Diane. It’s great to be with you.

Brady: How are businesses integrating AI into their organizations? Where do you see the most substantial benefits?

Girzadas: I think it’s true, as you say, that every organization wants to capitalize on the benefits of AI, particularly generative AI. The benefits have been largely around efficiencies today and looking for ways to automate routine tasks. The promise is there for more insight-driven use cases and innovation use cases. That’s the next stage. We’re seeing organizations looking to move from proofs of concept and pilots to see these technologies and models put in place in true operational uses at scale.

Brady: When you think about how much change there’s been in the last 18 months, I’m really curious: How do you think it’s going to evolve in the next 18 months? 36 months?

Girzadas: I think we’re actually needing to change our timing horizon. By all indications, we’re more in six-month intervals, and I think that’s exciting, but also a challenge. Enterprises aren’t accustomed to working in that type of cadence and with that type of pace. And so the winners, if you will, will be those that can assimilate this technology that quickly, which I think is putting real strain on organizations’ ability to adapt that quickly. This is a perfect instance where leadership has to be in sync to assimilate technology that quickly. I think, as a CEO, it’s important that we lead by example. So I’ve been through all the training. I’ve been through all the productivity tools that we have available within our organization. But then, more broadly, we’ve embarked upon a significant investment to deploy this across all we do.

Brady: I’m feeling the urgency, Jason. Thanks for joining us.

Girzadas: Well, thank you, Diane.

Stoller: So, Scott, I do have to say to you, I think the last time Diane and I saw you was in December at our CEO Initiative Dinner, and you did a little trick and a prank on me that I fell for, which was that Chipotle would do fish in fish tacos, which is totally not…

Brady: …why is that a prank? Why is that a prank?

Boatwright: It was amusing simply because we don’t have freezers at Chipotle to deliver a fish product at scale. It typically comes in frozen through the supply chain. We don’t do freezers, it’s not what we do. And so that becomes a significant hurdle for us to deliver that kind of product.

Brady: I love that you’re fresh. We talked earlier, Kristin and I do eat at Chipotle. But can I just level-set: Why does it matter? Because frozen food, I’ve been raised to believe, is almost as good for you. Is it a taste thing? Is it health, or is it just kind of [to] differentiate you from the rest?

Boatwright: I think it’s a pretty significant part of differentiation for the Chipotle brand. It was founded by a culinarian who was a classically, classically trained chef. And it was his belief that fast food doesn’t have to be bad food, and his endeavor was to really create a unique meal, leveraging classic culinary techniques, utilizing the freshest ingredients he could find, and preparing that in a way, at a price point, that was skewed more towards value and the speed at which you couldn’t get anywhere else. And I think that’s really the moat that we have built around the business over the past 30-plus years: this idea that you shouldn’t have to have hundreds of dollars in your pocket, go to a chef-driven restaurant, and pay lots of money. We can deliver that at a price point that is reasonable and again, in the speed at which you can’t get anywhere else.

Brady: I want to talk about the broader environment, but you’re immediately triggering a memory for me of standing, I believe it was in Chipotle, when calorie counts came up, and suddenly realizing how much I was eating when I was adding the sour cream, the cheese, the guacamole, etc. How do you think that higher consciousness of calories, how is that impacting the way you design your menu, or even how you eat yourself?

Boatwright: Yeah, the beauty of the Chipotle experience is, you can find a meal fit for you that is allergen-free, and you can manage the calories any way you want. So you don’t have to go super, you know, heavy on calories. Obviously, if you add sour cream, cheese, and guacamole, you’re going to start to add calories pretty quickly.

Brady: That is very true.

Boatwright: But you can, you can [inaudible] the lower end as well.

Stoller: What’s your order?

Boatwright: My go-to order, traditionally, is black beans, chicken, pico de gallo, hot sauce, and cheese.

Brady: So, Scott, you have a lot of maybe headwinds and tailwinds right now, but I’m thinking of prices, immigration, fear of recession. What are you seeing? How’s business, and what do you see the next few months looking like for you?

Boatwright: Yeah, obviously, there’s a lot happening. And you know, most people I talk to in the business community are concerned about what’s next with the current administration, because there just seems to be a lot of uncertainty. And of course, markets don’t like uncertainty, and so we’ve seen a lot of sell-off within the industry, the restaurant industry specifically, but also in broader markets. And I, you know, it’s my take that the consumer is being very cautious and optimistic at present. Many are preserving cash because of the unknown, or, you know, potential consequences, downstream consequences, intended or unintended from the current administration. And so you’re seeing a pullback, a market pullback, at present. We entered the year coming off what was an extraordinary year for the Chipotle brand. We drove comp sales last year at 7.4%, largely driven by a great transaction flow. As we got into the new year, there was a lot of things, or headwinds, I should say, within the industry, specifically. Whether it was weather challenges throughout the year, the extenuation, or the later, Easter season. From a timing perspective, for some reason, in the industry we see Easter as kind of the kickoff to spring. This year, it’s about three weeks delayed, and then we’re seeing income tax payments that are a little slower this year than years prior. So I think there’s a host of reasons why, you know, there’s a bit of a slowdown in the industry. We are seeing some positive transaction with our new launch of Chipotle honey chicken, which is encouraging for us. But, yeah, that’s, that’s what we’re seeing at present.

Stoller: So spring, just want to make sure I’m understanding right, so spring, is that your busiest season?

Brady: Burrito season.

Stoller: Yeah, tell me what that means.

Boatwright: That’s right. So it launches what we call “burrito season.” And we just think it’s, you know, spring just gets people outdoors, gets them back into their kind of, their normal springtime, summer routines. And so we see that as really, the momentum in our business begins to grow as we approach Easter. And it accelerates for about 30, 60, sometimes 90 days into the summer months.

Stoller: Okay, see, I go for the bowl in the summer months, because I’ve got to, you know, worry about the bathing suit.

Brady: Pre-swimsuit season is burrito season, I did not know that. You know, I want to, I want to actually start a little bit more with your background. First of all, I will say, from LinkedIn, I know you did not start your career in 2008, you go all the way back to 15 [years old]. Didn’t you start in fast food back then?

Boatwright: Yes, I started the day I turned 15. I had my worker’s permit, and I show up at my local McDonald’s restaurant and apply for a job. And I was hired on the spot, and I think that was more out of a need for people in the restaurant versus, I was the perfect ideal candidate. Nevertheless, it was my first job. I learned a lot during my time with McDonald’s at a very young age. I was lucky to grow up in a family that really grounded itself in great values and strong work ethic. I share the story that I grew up in pretty humble beginnings, but I had a very hardworking family, that, really, my dad was a great role model for me at a very young age, and so discipline was, and accountability was, a part of my upbringing.

Brady: I started at 15 at Ponderosa, and I distinctly remember the pay and the no tipping. But it was a good–it was a good experience, almost a humbling experience, in a way, to realize how hard people do work in these restaurants. How was McDonald’s for you?

Boatwright: It was a great experience. Yeah, I learned, I learned– I came from a sports background, so I already had an idea or a grasp around, you know, teamwork, being a great teammate, not letting your team down, showing up, being on time, being dressed appropriately, in uniform, and then putting in your best work to support your teammates and whatever you’re trying to accomplish. And so, I did really well. I moved on from McDonald’s, ultimately I found an opportunity to earn a dime more at a steakhouse washing dishes and gosh, you know, that was a really unique experience in itself. Lot of hard work, as you could imagine, but I did that pretty much through my high school career.

Stoller: Speaking of role models, because you were just talking about that, I’d love to talk about, and I’m sure you get asked this a lot, but following Brian Niccol, I know that’s probably a big, big thing in your mind. What was your mindset taking over this job from him, and talk to us about what your—do you have a friendship with him? Do you still talk? Tell us about that.

Boatwright: I was actually in the gym with him just this morning, talking about what’s going on at Starbucks, sharing some thoughts around what’s happening at Chipotle. You know, Brian and I started working together as far back as 2018, and we had a very close relationship, both personally and professionally, over what was about six or seven years. A lot of respect for Brian. I really appreciate the way he approaches business, how he thinks about the impact of, you know, whether it’s the economy or, you know, certain macros that have an impact, downstream impact, on the industry, or our business specifically. And then how he thinks through those challenges, is able to navigate them with plans that keep the organization focused, obviously on the right objectives, and keep the business moving forward. So I say that to say, he’s still a mentor, he’s still a friend and someone I spend time with outside of Chipotle, because his experience, as you know, is pretty different and unique and special.

Brady: I can’t let it pass that you were working out with him this morning. So give me a sense, Scott, what is your workout routine? What do the two of you do together?

Boatwright: So, we go to a local gym, and it’s typically with trainers. So, he’s with a trainer. I’m with a trainer, and our trainers try to keep us on task, but often we get engaged in business conversations, because we both have very busy lives, as you can imagine. We have families, and we’re trying to run companies that are pretty large-scale companies. That requires a lot of time, so it’s a moment for us to just connect, catch up, and chat about the business.

Stoller: Was there one big piece of advice that he gave you before you took over that really stuck with you?

Boatwright: Of course he did. He said, “Don’t screw it up.”

Brady: There you go. Well, I always think it’s interesting. And of course, you know, we’re not going to over-index here on talking about Brian Niccol, who’s gone on to Starbucks. But do you feel you have a very different leadership style? Because, obviously, you’re creating your own imprint here. How would you say the two of you are different as leaders?

Boatwright: Yeah, we’re very different. Growing up through the operations vertical, you could imagine that, you know, through that 30-year history in operations, you become very detail-oriented, very process-oriented, and you tend to dig into the business a bit more than someone that comes through with a marketing background. Brian, you know, [is] obviously a broad aperture, very reliant on the business leaders to deliver on expectations. So my style is a little more hands on, not over-managing, but a little more involved in the details of the business. And so obviously that requires more time. And so for me, trying to find balance in my new role between digging in, when to dig in, when to just let your leaders run, becomes a nuance that you have to learn. It’s a bit of an art.

Stoller: Now, Scott, I want to go [to] something you said in the news lately that I thought was really interesting when talking about the potential tariffs and all this ongoing stuff with that, you said you at Chipotle would absorb the cost and not pass it along to customers. Is this still your mindset? And how sustainable is that, do you think, for the business?

Boatwright: I think it’s very sustainable for me, and I’ll tell you why. We have such an extraordinary balance sheet today. We have very little debt on the balance sheet. We have lots of cash that we can deploy, and we enjoy margins that are largely unprecedented in the industry to begin with. And so, the full tariff impacts that are being presented by the Trump administration would cost me about 60 basis points of margin on the year, which I can absolutely absorb, and I know our investors would understand how we balance that, because we have such a strong balance sheet. And so, we don’t understand which components of the tariffs are transitory and which will be permanent. And I think it’s unfair to the consumer to pass those costs off to the consumer, because pricing is permanent.

Brady: You know, one of the things, a lot of the leaders we speak to lead a large, salaried workforce. You, I think it’s 130,000 workers. I think you’re hiring 20,000 more for burrito season. I heard a lot of them are hourly workers. I’m sure some are being impacted by the immigration debate as well. Give us some sense as to, when you think about managing that pool of talent, what is your philosophy, your approach? You know, because it’s an industry that tends to have high turnover, and I think Chipotle less so.

Boatwright: Yeah, you know, so, that’s a big question, and so I’ll try to navigate it as successfully as I can. You know, we believe, as an organization, of solving the longstanding immigration challenge in a sustainable way, and whatever that looks like. You know, we do E-verify at Chipotle. So all of our team members go through the E-verify process. But it’s not lost on me that I could have team members within the organization that could have family members that are affected one way or another, and I think it’s important for us as leaders in the organization to ensure we are connecting with all of our people, and just a mental check-in to say, “Hey, how are you doing? How can we help? How can we support? I know you may be going through a challenging time,” but I think it’s an important moment just to connect with our people. 52% of our workforce here at Chipotle is Hispanic, and they are the absolute—the entire organization is the absolute backbone of our great company. And I believe at Chipotle we have best-in-class wages, industry leading benefits, and more importantly, we’ve created a culture that is inclusive, that is more like a family than a place of business. And that’s something I’m very proud of, and something I’m very eager to keep intact and continue to lean into.

Stoller: For your corporate employees, what are your thoughts on return to office? I think you’re four days a week now. Is that correct?

Boatwright: We are four days, with a fifth day that is optional for our team members. You know, we’re an office-based culture. I think you’re challenged with a remote workforce in a couple of ways. I think you lose an edge on innovation when you’re not together, co-located, it is challenging to develop a workforce and get them green and growing to take on larger roles when they’re working remotely, and you really just don’t have this cohesive culture that, you know, typically lends itself to incredible innovation, incredible growth, and helps people continue to push forward in their careers.

Stoller: Speaking of innovation, I’m just really curious: How do you decide which menu items make the cut? I know you have a test kitchen, I believe, but how do you—which ones make it, which ones don’t? What’s the best and the worst idea you’ve seen?

Boatwright: Sure, so we do a thorough vetting process of all ideas that come through the organization. Specific to culinary, we follow our Stage Gate process. And so our chefs are sitting in our kitchens today, working on new flavors, new ideas. And this is all grounded in this idea that we talk about often, about remaining relevant, visible, and loved as an organization. And so, you know, our Chief Brand Officer, Chris Brandt, he has one mantra, and I think it’s an important one. It’s just, “don’t be lame.” And so, and what is meant by that is, be differentiated…

Brady: …don’t screw it up and don’t be lame…

Boatwright: …be unique, be differentiated, and show up for the consumer in the most impactful way. And so it’s spun up as a benchtop sample. It typically goes through consumer testing of some degree. We’ll put it in a couple of restaurants to test its operational feasibility, and then we’ll take it to a broader market test, see how it performs, and if it does well there, it’ll end up making itself onto the national calendar at some point. Recall, we only do about two limited-time offers per year today, and so it has to be a really unique, exceptional product to make it onto that calendar. And it has to beat out previous LTOs that have performed exceptionally well for the brand.

Boatwright: You know, one thing you don’t do, if I’m not mistaken, is breakfast. Is there a reason for that? Because I do associate eggs and burritos together. Why not you?

Stoller: And breakfast tacos.

Boatwright: Yeah, breakfast is a big idea, you know, I’ll tell you: It is my personal belief that brands tend to lean into breakfast when they run out of growth, and so there’s still some so much extraordinary upside in delivering lunch and dinner in the most meaningful way, meeting the consumer where they are, and creating exceptional experiences, that breakfast is not on the radar today. That’s not to say, at some point, we couldn’t do breakfast. I think it’s, I think it stretches your dayparts, your day, I should say, in a way that is a strain on the operating model, and it stretches your management team as well. And so you’ve really got to give thoughtful consideration to the unintended consequences, or downstream impacts, of leaning into breakfast, because it can detract from lunch and dinner dayparts, which are typically more meaningful.

Brady: Well, I want to just pause a second and push back on this idea that, I mean not push back, but just drill down a little that breakfast is what you do when you’ve basically run out of other growth options. Why is that? Is that because, is it the supply chain? Is it having to hire more people? Is it dilutive because the people eating breakfast might not have stayed for lunch? I mean, give me some sense, because it does sound like there are a lot of people out there making breakfast.

Boatwright: It’s all of the above. Typically when you see people launch breakfast, if you look at, historically, when Wendy’s has launched or Taco Bell has launched breakfast, it’s typically when the brands have matured. They’re at steady growth rates of 2% to 3% annually, and they’re looking for a platform, and that platform can have a meaningful lift on the business. But there are unintended consequences, [inaudible] stretching [of] the management team, supply chain challenges, or the ability to deliver the model in an excellent way. I’ll give you an example: When you walk into a Chipotle restaurant in the a.m., pre-opening, it looks like a farmer’s market. There is produce everywhere. We’re cutting fresh romaine, we’re cutting fresh onions, we’re cutting jalapeños, bell peppers. We’re preparing, making guac. We’re preparing beans, rice, barbacoa, carnitas. It’s a full working kitchen, and there’s not a lot of space in my kitchen today to deliver another platform. And so it’ll be a unique challenge that we’ll solve for one day, just not today.

Stoller: So where do you see the growth, then? Is it international expansion? And talk about that, because I I know international expansion has been a tricky space for Chipotle.

Boatwright: Yeah, I wouldn’t say tricky. It’s just something—we haven’t had a great strategy around our company-owned restaurants in Western Europe until probably the past 12 to 18 months. And we really, really have just started this, this journey of partnerships. We inked a deal with Alshaya last year—we have about four restaurants open in the region today between Kuwait and Dubai. We’re looking at other partnerships in Latin America as well as Southeast Asia. But I’ll tell you, we can double the business twice, in its current operating model over the next 15 to 20 years. We’re at 3,700-plus restaurants in the U.S. today and Canada. We know we can double that to 7,000 or more in the next many years, and we could double that number yet again internationally through company-owned and partnerships.

Brady: It’s interesting, when I think about the fast food business, there’s a lot of tropes people have about how you expand and what the playbook is. You’re seeing this evolution of how people work, how they eat. You know, demographics shifting. Give me some sense of, help us see the world through your eyes as to how some of the changes that we’re seeing in society are also changing your strategy for where you operate, or even how big a footprint you have. I tend to get Chipotle, for example, delivered by DoorDash. I think I’ve not been in one of your outlets in several years.

Boatwright: Yeah, it’s really a matter of convenience. When I started at Chipotle in 2017, we really didn’t have a digital business. It was primarily an in-restaurant business unit, and through the consumer research we did in 2017, we learned that the Chipotle consumer was looking for more convenience and more access. It was the biggest hurdle that we faced at the time was: There’s not a Chipotle near me, and there’s really not a convenient way to access Chipotle, because typically the lines are really, really long. And so we leaned into this idea of a second makeline in every restaurant to support the digital business that was to come, and that was a significant bet that we were making back in 2017, both with capital as well as OpEx, to really stand up this digital component. When I joined the organization, it was less than 5%, we quickly moved from 5%, and next year went to 10%, 2019 we’re at 20% of the business through that channel. We digitized it. It was analog, meaning it would just spit receipts, chits that we would hang on a receipt hanger, and build the orders. We moved it to a fully digitized system that has throttle controls into each location and then delivers that experience in a more meaningful way for the team member, which obviously ladders to a better guest experience. We started out with one third-party partner. We’ve moved to multiple over the last many years, and we’ve seen significant growth. Today, that business is a $4 billion business for us, and it was because of the bets and the investments we made early on that really paid huge dividends.

Stoller: What do you think is your biggest hurdle right now?

Boatwright: You know, I think we’re all struggling to figure out, how do we deliver that digital experience even better than we have in the previous years? Whether that’s, you know, third party hitting their SLAs on their side, are our teams in-restaurant ensuring accuracy? Portioning is, you know, we lean into portioning at Chipotle. We think of big, beautiful bowls, big, beautiful burritos, and so, you know, getting that right every time for the consumer is still important. But, you know, it’s the most expensive channel to Chipotle, but I believe the best experience is the in-restaurant experience, where you can customize in the moment, you can ask for a little more rice or a little less rice, and you can do that all the way down the table and really build a bespoke bowl in the moment that is fresh and ready to go. And I think that’s still the best [inaudible] factor.

Brady: Using AI, right? I mean, you do use—I know Ava Cado, and then you’ve also got the in-store AI experience. Talk a little more about what we’re likely to see there and how that’s helping you.

Boatwright: Yeah, so we launched Ava Cado about six, eight months ago, nationally. She’s a multilingual, virtual team member that helps onboard our team members in the most efficient way. It’s reduced our onboarding time from applicant to actually starting by about 75%, which is allowing us to have better staffing, higher-caliber team members in restaurants, and less timing constraint for the general manager spending time on staffing versus delivering great guest experiences. And it’s had a meaningful impact on the business. We are better staffed today than we’ve been in the eight years I’ve been with the organization, and so that’s just one way AI can help support the general manager to make the job easier and more efficient.

Stoller: Scott, I’m curious, how often do you eat at Chipotle?

Boatwright: Probably three or four times a week. And if I’m on market visits, it’s quite a bit more, as you can imagine. I love our food, I’ve been a fan of Chipotle for 20-plus years. I was first exposed to it when I was living in Dallas working for another brand, and I’ve always loved the food. I’ve always loved the culinary, and so when I had an opportunity to join the brand in 2017, it was an easy decision for me.

Brady: You were at Arby’s for nine-years-plus, before that, anything you learned from your experience at Arby’s that you took with you to Chipotle? I know we’re going back a few years, but this is about leadership.

Boatwright: I think the most important thing for me is, coming out of the Great Recession, Roark Capital–Arby’s was traded as Wendy’s/Arby’s group. It was divested in 2011 to Roark Capital, and I was invited to come join the team in the Atlanta office, and really rebuilding this beleaguered brand that was called Arby’s that was in deep trouble at the time. There were many franchisees at the time that were facing financial troubles, obviously coming out of the Great Recession. They were having challenging times meeting bank covenants, and we were trying to keep this brand green and growing and thriving in a very challenging economy. And one of the things we did that I think was super smart, and I give Paul Brown a lot of credit for this, was leaning into the quality of the food and understanding that the consumer would pay a little bit more for high quality, great tasting food. And I think, you know, we pulled that brand out of what I believe to be a very challenging situation by leaning into great culinary and leaning into the consumer more, versus cost optimizing or discounting the product. And you know that, obviously, is kind of core to the Chipotle brand today as well, and something that I hold very dear and I’m unwilling to compromise on.

Brady: You know, before we—let me go back to what you said with regard to just the whole fast food experience, because I recall a fried chicken brand, I shan’t, will not say what it was, but they were really struggling in the U.S. market as they were thriving abroad. And it makes me think, almost like with airlines: When you start with a new fleet, it’s great, but then the fleet starts to age, some locations start to maybe be less relevant and trafficked. How do you—give me some sense as to how the footprint of Chipotle is likely to change. Because it’s not static. It’s not like you have 3,700 and then boom, you double. You must also close locations and then try to refresh. How do you keep the brand current and vibrant in the front-of-house?

Boatwright: You know, it’s quite a unique situation at Chipotle. And I understand coming from other brands, where we had to have a remodel program, a light touch every five years, and a full remodel every 10 years, and you were closing, gosh, you know, some percentage of restaurants annually. That just doesn’t happen at Chipotle. The original design, which we call our legacy units, are absolutely timeless. And I go into those restaurants, they’re still performing exceptionally well, and they have the old tenon trim and the pipe bollard seating, and they have this industrial chic design that has literally stood the test of time. And we close very few restaurants annually, and it’s, and again, very unique to our brand, and really speaks to the strength of the brand.

Brady: You know, one of the things I also—I think a lot of people who listen to this podcast are people who are earlier in their career, and they want to be leaders. You and I started at 15 in a fast food restaurant. It is very hard for teenagers to work in a restaurant like yours these days. There are a lot of, you know, your associates are full-time employees. They have families. What for that next generation? Where do you see the opportunities? What advice do you have for them?

Boatwright: Yeah, I get this question often, and oftentimes internally. You know, when I was coming through or moving my way through the ranks in this industry, I learned at a very young age that there was extraordinary opportunity, and if you were just willing to put in, what I believe to be the frontend effort—meaning, put in the work, do more work than you’re actually getting paid today, and you will ultimately get to a point where you’re you’re paid more for probably the same amount of work. It doesn’t—the load doesn’t lighten. But those individuals that will commit to personal accountability and have the resiliency to rise above circumstances, own their circumstance, and then solve the challenges ahead of them, continue to be intellectually curious, continue to learn. If a day passes you in this business where you haven’t learned something new, then you’ve missed opportunity. I would lean into goal-setting, and I would stay committed to my goals, and again, be willing and committed to putting in the work, and great things will happen to you in this industry. And I think, kind of specific to the restaurant space, we provide opportunity for people who otherwise ordinarily wouldn’t have opportunity. Meaning: You don’t have to have an advanced degree to be very successful in this industry. If you’re just willing to put in the work, again, continue learning, grow every day, great things will happen for you.

Stoller: So Scott, I’m curious, what is next for you? What’s exciting you most?

Boatwright: You know, I’m really excited for the year ahead. There’s such extraordinary growth in the Chipotle brand right now. We’re, you know, we’re not only advancing our footprint here in North America, but also in Western Europe. We’re expanding partnerships internationally. We’re leaning into some key strategies for the year. One, of this idea around being guest-obsessed and being more connected to the consumer. So no matter whether you’re working in a support center role or a restaurant role, we’re all here to serve. And then the last thing is really around this idea of modernizing the back of house at Chipotle and making the experience more efficient, allowing our teamers to more efficiently deliver the experience and focus on the tasks that are more meaningful, like leaning into the guest experience.

Brady: I love that. Anything we did not ask you that we should have asked you? I always do like to know where you get the most joy.

Boatwright: Yeah, my sanctuary is inside of a Chipotle restaurant. I don’t get to spend as much time there today…

Brady: To be expected.

Stoller: What do you do for fun, Scott? Not at the gym, after the gym.

Boatwright: You know, I have a four-and-a-half-year-old who consumes a lot of my off-duty time, which is an absolute joy for me. I am a later-in-life dad, but I am enjoying every single moment with him, and he’s just a great young man who’s just fun and a joy to be around.

Brady: Exactly. Well listen, thank you very much for joining us. Great to chat with you and get, of course, some insight and keep—I’m off to Chipotle again later this week. So you’ve got one fan here.

Stoller: Yes, getting that guac.

Boatwright: Thank you both very much. I really appreciate the time and the interest in the brand.

Brady: Leadership Next is produced and edited by Ceylan Ersoy.

Stoller: Our executive producer is Adam Banicki. Our theme is by Jason Snell.

Brady: Our studio producer is Natasha Ortiz.

Stoller: Leadership Next is a production of Fortune Media.

Brady: I’m Diane Brady.

Stoller: And I’m Kristin Stoller.

Brady: See you next time.

Leadership Next episodes are produced by Fortune‘s editorial team. The views and opinions expressed by podcast speakers and guests are solely their own and do not reflect the opinions of Deloitte or its personnel. Nor does Deloitte advocate or endorse any individuals or entities featured on the episodes.

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