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Chipotle首席執(zhí)行官解釋為什么不會因為關稅漲價

在他看來,,把這些成本轉嫁給消費者是不公平的,,因為一旦漲價就很難回調。

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Chipotle首席執(zhí)行官斯科特·博特賴特。圖片來源:Courtesy of Chipotle

本期《財富》雜志《未來領導力》(Leadership Next)播客邀請到Chipotle首席執(zhí)行官斯科特·博特賴特,,與主持人戴安·布拉迪(《財富》CEO倡議和《財富》直播媒體執(zhí)行主編)和克里斯汀·斯托勒(編輯總監(jiān))展開對話,。他們探討的話題包括該連鎖餐廳如何通過Ava Cado AI項目布局對人工智能的未來應用;為什么Chipotle面對關稅堅持不漲價,;博特賴特與其前任及星巴克(Starbucks)現任首席執(zhí)行官布萊恩·尼科爾之間的關系等,。

文字實錄

克里斯汀·斯托勒:我知道接替布萊恩·尼科爾的位置,對你來說可能是件大事,。你在接手他的工作時是抱著一種什么心態(tài),?

斯科特·博特賴特:其實今天早上我還和他一起去了健身房,我們聊了星巴克的近況,,也交流了對Chipotle發(fā)展現狀的一些看法,。我和布萊恩早在2018年就開始共事,過去六七年,,無論是工作上還是私下里,,我們都保持著非常緊密的聯系,。

斯托勒:在接任前,他給過你什么讓你印象深刻的建議嗎,?

博特賴特:當然有,。他說:“別搞砸了?!?/p>

戴安·布拉迪:精辟,。

布拉迪:大家好,歡迎收聽《未來領導力》播客,,這檔節(jié)目聚焦那些正在塑造商業(yè)未來的人……

斯托勒:……和趨勢……

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,,我們將探討Chipotle,并與其首席執(zhí)行官斯科特·博特賴特展開對話,。

斯托勒:沒錯,。戴安,你平時在Chipotle會點什么,?

布拉迪:當我在Chipotle第一次看到熱量數值時,,我就改變了食物的選擇。現在無論點什么,,都會減少酸奶油,、芝士和牛油果醬的用量。不過比起卷餅,,我更喜歡碗裝餐,。

斯托勒:我也喜歡碗裝餐。在大學期間我經常去Chipotle,。我以前喜歡吃卷餅,。但我想你是對的,熱量數值確實嚇到我了,。于是我改吃碗裝餐,,現在我會單獨點牛油果醬。我知道今天要邀請斯科特,,所以周三,,時隔七年我又去吃了一次Chipotle,我想嘗一嘗他們的碗裝餐,,但價格確實有所上漲,。

布拉迪:時隔七年,我想漲價也是正常的,。不過他們的價格其實一直比較穩(wěn)定,,特別是考慮到貿易戰(zhàn)對牛油果成本的明顯或潛在影響,,這非常難得。

斯托勒:確實,。

布拉迪:斯科特曾表態(tài)將堅持不漲價,。我常吃Chipotle,孩子們也總吃,。所以我可能比你多一些美食經驗,,不過讓我特別感興趣的還有他和前任布萊恩·尼科爾的友誼。

斯托勒:這確實值得探討,。他們似乎形影不離,。一起健身、保持溝通,,這種“兄弟情誼”太有意思了,。

布拉迪:沒錯,這方面的話題點很多,。他們在許多不同領域應用人工智能,。你會聽到“Ava Cado”這個術語。當然,,他對經濟和勞動力市場也有獨到見解,。讓我們休息一下,馬上回來繼續(xù)對話斯科特,。

布拉迪:過去18個月,,生成式人工智能已在商業(yè)領域掀起深遠變革?!敦敻弧冯s志與德勤(Deloitte)的最新CEO調查顯示,,半數以上首席執(zhí)行官已在日常工作中試用生成式人工智能,并嘗試在全公司范圍內加以推廣,。我們今天還請到了德勤美國首席執(zhí)行官賈森·吉爾扎達做客本期節(jié)目,,德勤美國是本播客的長期贊助商。賈森,,很高興見到你,。

賈森·吉爾扎達:你好,戴安,。很高興參加本期節(jié)目,。

布拉迪:企業(yè)如何將人工智能融入組織運營?你認為人工智能應用使哪些領域受益最顯著,?

吉爾扎達:正如你所說的那樣,,每家公司都希望利用人工智能,特別是生成式人工智能的優(yōu)勢。目前人工智能的優(yōu)勢主要體現在效率提升和日常任務自動化方面,。預計它在洞察驅動型應用和創(chuàng)新型應用方面更具有商業(yè)前景,。這是下一個階段。我們看到企業(yè)正從概念驗證和試點,,轉向將這些技術和模型真正投入大規(guī)模實際運營,。

布拉迪:過去18個月的變化已如此劇烈,我很好奇:您認為未來18個月,、36個月的局勢會如何演變,?

吉爾扎達:我認為,實際上我們需要調整時間尺度,。種種跡象表明,,變化周期已縮短至半年,這既令人興奮也充滿挑戰(zhàn),。企業(yè)通常不習慣如此快節(jié)奏的工作模式,。未來的贏家將是那些能夠快速消化技術的企業(yè),但這也對企業(yè)的快速適應能力提出了極高要求,。屆時領導者必須與技術變革保持同步,。作為CEO,,我認為以身作則至關重要,。我親身體驗了所有培訓課程,在企業(yè)內部試用了所有生產力工具,。更重要的是,,我們已啟動重大投資計劃,將在各個領域全面部署人工智能,。

布拉迪:緊迫感撲面而來,,賈森。感謝你的參與,。

吉爾扎達:謝謝你,,戴安。

斯托勒:斯科特,,我和戴安上次見到你是在12月份的“CEO倡議”晚宴上,。當時你開了個小玩笑,我居然相信了,。你說Chipotle要推出魚肉玉米卷,,但結果并非如此……

布拉迪:為什么是玩笑?為什么呀,?

博特賴特:好笑的地方在于,,Chipotle沒有冷凍設備,無法大規(guī)模供應魚類制品,。因為魚類通常需要冷凍運輸,。我們從來沒有使用過冷凍設備,。所以這成為我們提供這類食品的重大障礙。

布拉迪:你們對新鮮食材的追求令人欣賞,。我們剛才也說過,,我和克里斯汀都吃過Chipotle,。但我有一個基本問題:新鮮食材真的很重要嗎,?因為我一直被教育說冷凍食品的營養(yǎng)價值并不差,。堅持不用冷凍食材,,是出于口味考慮嗎,?還是因為健康,,或者這只是一種差異化策略,?

博特賴特:我認為,,這確實是Chipotle品牌重要的差異化優(yōu)勢之一,。品牌創(chuàng)立者是一位接受過正統(tǒng)訓練的廚師,。他堅信快餐不一定是劣質食品。他的初衷是通過經典烹飪技術,、選用新鮮食材打造出一種獨特的美食,,并且定價合理,出餐速度遠超其他餐廳,。我認為我們在過去三十多年始終堅持這樣一種理念,,讓Chipotle建立起獨特的競爭優(yōu)勢,那就是:無需花大價錢,,不必去由廚師主導的高檔餐廳,,也能享受到優(yōu)質美食。我們的宗旨是以合理的價格和其他餐廳無法比擬的出餐速度,,為顧客提供服務,。

布拉迪:我本來想聊一聊宏觀市場環(huán)境,但你剛才的話突然勾起了我的一段記憶,。我記得當年是在一家Chipotle餐廳里,,第一次看到熱量數值,然后我猛然意識到,,我添加的酸奶油,、芝士和牛油果醬,到底讓我攝入了多少熱量,。你如何看待人們日益重視熱量攝入這種情況,,這對你們的菜單設計帶來怎樣的影響?或者你自己的飲食習慣是否受到影響,?

博特賴特:是的,,Chipotle的一大優(yōu)勢就在于定制化,你可以根據自己的需求選擇無過敏原的餐品,還可以控制自己的熱量攝入,。所以你不必非得吃一頓高熱量的大餐,。很顯然,如果你添加酸奶油,、芝士和牛油果醬,,就會快速提升熱量。

布拉迪:確實如此,。

博特賴特:但你可以[聽不清]搭配出低熱量餐品,。

斯托勒:你平時一般都點什么?

博特賴特:我最常點的搭配是黑豆,、雞肉,、墨西哥莎莎醬、辣醬和芝士,。

布拉迪:斯科特,,當前的市場環(huán)境對你們來說可能既有阻力,也有助力,。我想到的就有價格,、移民政策,還有對經濟衰退的擔憂等,。你觀察到哪些現象,?公司的業(yè)務現狀如何?你對未來幾個月有何預期,?

博特賴特:顯然當前形勢復雜多變,。我接觸到的很多商界人士普遍關注的是本屆政府的政策走向,因為不確定性似乎籠罩著市場,。當然,市場向來不喜歡不確定性,,因此我們看到,,不僅是餐飲業(yè),整個市場都出現了拋售潮,。我認為消費者目前處于謹慎樂觀的心態(tài),。許多人因為本屆政府有意或無意造成的未知或已知的潛在影響而選擇持幣觀望。這也導致目前市場上出現了一波回調,。Chipotle去年創(chuàng)下了輝煌業(yè)績,,我們的同店銷售額增長了7.4%,這主要得益于強勁的客流,。但進入新的一年,,特別是餐飲行業(yè)面臨多重挑戰(zhàn)。比如全年的氣候挑戰(zhàn)、天氣方面持續(xù)帶來挑戰(zhàn),,復活節(jié)的時間也比往年推遲等,。從時間的角度來看,由于一些原因,,餐飲業(yè)經常將復活節(jié)視為春季銷售啟動的節(jié)點,,但今年復活節(jié)季整整推遲了三周。此外,,今年的所得稅繳納進度比往年稍慢,。我認為,多個因素共同導致整個行業(yè)增速放緩,。不過,,我們最近推出的新品蜂蜜雞肉反響積極,這讓我們感到鼓舞,??傮w來說,目前我們看到的就是這樣的一個局面,。

斯托勒:所以我想確認一下我的理解是否準確,,春季就是你們的旺季?

布拉迪:卷餅季,。

斯托勒:對,,你能解釋一下具體是指什么嗎?

博特賴特:沒錯,。復活節(jié)標志著"卷餅季"開啟,。我們認為,春天到了,,人們開始走出家門,,重新回到春夏季節(jié)的生活節(jié)奏。所以隨著復活節(jié)來臨,,我們的業(yè)務呈現出增長勢頭,。業(yè)務增長的勢頭會持續(xù)約30天、60天甚至90天,,直到夏季來臨,。

斯托勒:原來如此。我夏天會點碗裝餐,,畢竟我得考慮穿泳裝的身材,。

布拉迪:我真不知道原來泳裝季前是卷餅季。其實我想再聊一聊你的個人經歷,。首先,,我從LinkedIn上了解到,,你的職業(yè)生涯并非開始于2008年,你是從15歲就開始工作,。當時你是進入了快餐業(yè)嗎,?

博特賴特:沒錯,我在15歲生日那天開始工作,。我拿到了工作許可證,,直接去了家附近的麥當勞(McDonald’s)應聘。我當場就被錄用了,。我想這并不是因為我是理想人選,,而是因為餐廳缺人。但不管怎樣,,那是我的第一份工作,。青少年時期在麥當勞的工作經歷令我受益匪淺。我很幸運成長在一個重視良好價值觀與職業(yè)道德的家庭,。雖然家境平凡,,但我的家人勤奮努力,父親在我小時候為我樹立了榜樣,,所以我從小就培養(yǎng)了自律和責任心,。

布拉迪:我15歲開始在Ponderosa打工,我清楚地記得當時的工資水平,,而且沒有小費,。但那確實是一段美好的經歷。它在某種程度上讓我明白了在餐廳里打工有多辛苦,。在麥當勞的打工經歷對你意味著什么,?

博特賴特:那是一次非常寶貴的經歷。我學到了很多,。我的運動背景讓我對團隊合作有了一定的理解,。我知道如何成為好隊友,不要拖隊友的后腿,,要守時,,要著裝得體,要穿制服,,要全力支持團隊成員,努力實現團隊目標,。所以我在那段時間的表現不錯,。后來我離開了麥當勞,在一家牛排餐廳找到了一份洗碗的工作,,時薪漲了十美分,,這是一段非常獨特的經歷,。可以想象,,這份工作非常辛苦,,但我整個高中階段幾乎都在從事這份工作。

斯托勒:你剛剛提到了榜樣,。我也想聊聊這個話題,。我想經常有人問你這個問題——我知道接替布萊恩·尼科爾的位置,對你來說可能是件大事,。你在接手他的工作時是抱著一種什么心態(tài),?能不能跟我們講講你們之間的關系?你們至今仍保持聯系嗎,?

博特賴特:其實今天早上我還和他一起去了健身房,,我們聊了星巴克的近況,也交流了對Chipotle發(fā)展現狀的一些看法,。我和布萊恩早在2018年就開始共事,,過去六七年,無論是工作上還是私下里,,我們都保持著非常緊密的聯系,。我非常尊敬布萊恩,也很欽佩他的商業(yè)洞察力,。他能透徹地分析出經濟或者某些宏觀因素對行業(yè),,特別是我們公司的影響,或者連鎖效應,。他會仔細考慮這些挑戰(zhàn),,并制定精準策略,引導公司專注于正確的目標,,確保公司業(yè)務持續(xù)增長,。我想說他至今仍是我的良師益友,我們私下里仍會進行交流,。他獨特的經驗極具借鑒意義,。

布拉迪:你剛才說你們今天早上一起健身。能不能說一說你日常的健身習慣,?你們平時一起做些什么,?

博特賴特:我們去的是附近一家健身房,基本上都是和教練一起訓練,。我們都有各自的教練,。教練會盡量讓我們專注于訓練,但我們經常會聊起工作,。你也能想象,,我們兩個人的生活都非常忙,,要兼顧家庭,還要管理各自負責的大公司,,這都需要大量時間,,所以健身的時候,反而成了我們保持良好關系,、小聚和聊工作的難得時刻,。

斯托勒:在接任前,他給過你什么讓你印象深刻的建議嗎,?

博特賴特:當然有,。他說:“別搞砸了?!?/p>

布拉迪:精辟,。我一直覺得這種話題很有趣。當然,,我們今天討論的重點不是布萊恩·尼科爾,,畢竟他已經去了星巴克。但你覺得你們的領導風格有很大差異嗎,?因為你們顯然在公司都留下了屬于自己的特征,。你覺得你們兩人在領導方式上有哪些區(qū)別?

博特賴特:是的,,我們確實存在顯著差異,。我從運營體系一路成長起來,有三十年的運營背景,??梢韵胂螅谶@個過程中,,我變得非常注重細節(jié),、非常看重流程,,而且往往會更深入地介入業(yè)務運營,。這與從市場營銷方向成長起來的人大不相同。而布萊恩的視野更開闊,,他會充分授權各業(yè)務負責人來實現目標,。我的風格更偏重于“親力親為”,雖然不會事無巨細地管理,,但我會更關注經營細節(jié),。這自然也意味著投入更多的時間。所以在新崗位上,,我也在學習如何找到一個平衡點:什么時候該介入,,什么時候應該放權給業(yè)務負責人。這其中的分寸是一門藝術,。

斯托勒:斯科特,,我想聊一下你最近在新聞采訪中說的一番話,我覺得非常有意思,。你在談到潛在的關稅問題及其相關影響時表示,,Chipotle會自行吸收相關成本,不會轉嫁給消費者,。你現在仍然堅持這個想法嗎,?你覺得這種做法對企業(yè)來說可持續(xù)性如何?

博特賴特:我認為這是完全可持續(xù)的,,讓我來解釋一下為什么,。我們目前的資產負債表非常健康,幾乎沒有負債,,賬上有充足的現金可供調配,,而且我們的利潤率在整個行業(yè)中幾乎是前所未有的。就算特朗普政府提出的關稅政策全面生效,,對我們全年的利潤率影響也只有60個基點,,我們完全可以承擔這個成本。我相信我們的投資者也能理解我們的做法,,因為我們有非常強勁的資產負債表,。而且我們現在也無法判斷,這些關稅政策中哪些是暫時性的,,哪些是長期性的,。在我看來,把這些成本轉嫁給消費者是不公平的,,因為一旦漲價就很難回調,。

布拉迪:你知道,我們采訪過的許多公司領導者都管理著龐大的員工團隊,。而據我了解,,Chipotle有13萬名員工,而且還計劃為“卷餅季”再招聘兩萬人,。我聽說你們的大多數員工是時薪制員工,。我相信部分員工肯定也受到了移民政策爭議的影響。面對如此龐大的團隊,,你如何進行團隊管理,?你的管理理念是什么?畢竟餐飲業(yè)的人員流動率很高,,而Chipotle的情況似乎好一些,。

博特賴特:是的,,這個問題非常重要,所以我會努力成功應對,。我們公司堅信應該以可持續(xù)的方式解決長期存在的移民挑戰(zhàn),,無論最終方案如何。Chipotle實行電子驗證(E-verify)系統(tǒng),,全體員工都要通過該驗證流程,。但我也清醒地認識到,我們的員工當中,,可能有些員工的親屬受到移民政策的影響,。我認為,作為公司的領導者,,重要的是與全體員工保持聯結,,給予心里關懷,主動詢問:“你還好嗎,?我們能提供什么幫助,?需要我們提供哪些支持?我知道你可能正在經歷艱難時期,?!钡艺J為在這個時間點上,與員工保持聯結尤其重要,。Chipotle有52%的員工是拉美裔,。他們乃至整個團隊,構成了這家偉大公司的堅實支柱,。我認為,,Chipotle提供的是業(yè)內領先的工資水平和福利待遇,但更重要的是,,我們營造了包容的公司文化,,這里更像是一個大家庭,而不是單純的商業(yè)場所,。這是我深感自豪的成就之一,,也是我矢志維護并持續(xù)深化的企業(yè)特質。

斯托勒:對于總部員工,,你如何看待“重返辦公室”,?我記得你們現在是每周四天現場辦公,對吧,?

博特賴特:對,,我們現在是每周到崗四天,第五天員工可以自行選擇是否到辦公室。我們倡導辦公室文化,。我認為,,遠程辦公帶來了一些顯而易見的挑戰(zhàn)。比如,,團隊分散辦公會削弱創(chuàng)新銳氣,,員工在遠程辦公狀態(tài)下難以獲得充分的培養(yǎng)和成長,難以承擔更大職責,,而且很難建立起有凝聚力的公司文化——而這種文化正是催生卓越創(chuàng)新、推動業(yè)務增長和促進員工職業(yè)發(fā)展的重要土壤,。

斯托勒:談到創(chuàng)新,,我特別好奇:你們是怎么決定哪些新品進入菜單?我知道你們有測試廚房,,你們的具體篩選標準是什么,?你見過的最佳和最差創(chuàng)意分別是什么?

博特賴特:確實,,我們所有的創(chuàng)意都會在公司經過嚴格的評估流程,。特別是針對餐飲創(chuàng)新,我們遵循的是“階段門”流程,。我們的廚師團隊常駐廚房,,研發(fā)新風味、新創(chuàng)意,。這背后是我們經常談論的一種核心理念,,即確保品牌始終與時俱進、深入人心,。我們的首席品牌官克里斯·布蘭特有一句口頭禪,,我覺得特別重要。他總說:“拒絕平庸,?!逼浜诵囊饬x就是打造差異化……

布拉迪:所以說……“別搞砸了”,還有“拒絕平庸”,。

博特賴特:對,,要有獨特的賣點,要有差異化,,而且要以最具沖擊力的方式呈現給消費者,。我們的新品首先會制作樣品,然后通過某種程度的消費者測試,。我們會在少數幾家門店中試運營,,以驗證其操作可行性。然后逐步擴大市場測試范圍,觀察它的表現,。如果表現優(yōu)異,,最終將在某個時間點進行全國推廣。我們現在每年只推出大約兩款限時產品,。所以入選的產品必須具備超乎尋常的獨特性,。它們還必須超越此前為品牌創(chuàng)造佳績的限時產品。

博特賴特:還有一件事,,如果我沒記錯的話,,你們沒有涉足早餐領域。為什么不做,?畢竟雞蛋和墨西哥卷餅是很經典的搭配,。為什么不涉足早餐領域?

斯托勒:對啊,,還有早餐玉米卷,。

博特賴特:早餐確實是個大市場。但我個人的看法是,,品牌通常在增長乏力時才會轉向早餐市場,。當前我們專注于以最具有意義的方式提供午餐和晚餐,精準滿足消費者需求,,創(chuàng)造非凡用餐體驗,,在這方面我們仍有巨大的潛力可挖,因此早餐暫未列入規(guī)劃,。當然,,這并不代表我們將來絕對不會做早餐。我認為,,推出早餐確實會打亂整天的運營節(jié)奏,,給現有運營模式帶來壓力,管理團隊也將面臨更大挑戰(zhàn),。所以在考慮做早餐之前,,必須審慎評估其潛在影響或連鎖反應,畢竟早餐業(yè)務有可能會分流對品牌更具戰(zhàn)略意義的午餐和晚餐時段資源,。

布拉迪:我想稍微打斷一下,,就你剛才所說的“品牌會在增長乏力時才轉向早餐領域”的觀點追問幾句,當然我并非是質疑,,而是想深入探討,。你為什么會有這種判斷?是因為供應鏈的問題,?還是需要增聘人手,?還是說早餐客戶群體可能不會繼續(xù)消費午餐和晚餐,從而導致業(yè)務稀釋?畢竟現在很多品牌都在經營早餐業(yè)務,。

博特賴特:上述原因都有,。從行業(yè)歷史案例來看,比如溫迪快餐廳(Wendy’s)和塔可鐘(Taco Bell)等品牌推出早餐時,,基本上已經進入了品牌成熟期,。他們的年增長率穩(wěn)定在2%到3%。這時候,,他們會尋找一個新的增長平臺,,而早餐確實能明顯提振業(yè)務。但隨之也帶來了意想不到的副作用,,例如管理團隊負荷加重,、供應鏈面臨挑戰(zhàn)或者難以保持一貫的運營水準等。舉個直觀的例子:上午營業(yè)前的Chipotle門店就像是農貿市場,。到處都是新鮮的食材。我們要現切萵苣,、洋蔥,、墨西哥胡椒、甜椒,,還要現做牛油果醬,,準備豆子、米飯,、烤肉,、肉絲等。整間廚房都在高效運轉,,沒有太多空間開辟一套早餐體系,。所以這是我們未來總會面對的挑戰(zhàn),但不是現在,。

斯托勒:那么增長點在哪里,?是海外擴張嗎?你可以多聊聊這個話題,,因為據我所知,,Chipotle在海外擴張這方面并不順利。

博特賴特:與其說不順利,,不如說我們過去在西歐地區(qū)的直營店經營戰(zhàn)略并不清晰,。直到最近12到18個月,我們才真正啟動全球合作戰(zhàn)略,。去年我們與阿爾沙亞集團(Alshaya)簽署了合作協議,,目前在科威特和迪拜已開設4家門店。我們也在積極尋找在拉美和東南亞的合作機會。但我可以很明確地說,,按照目前的經營模式,,在未來15到20年內,我們的業(yè)務規(guī)??梢栽俜瓋煞,,F在我們在美國和加拿大有3,700多家門店。未來幾年內這個數字有望翻倍,,達到7,000家甚至更多,。而通過直營和合作模式,我們有望在國際市場將這個數字再次翻倍,。

布拉迪:有趣的是,,當人們談到快餐業(yè)時,往往會認為快餐業(yè)的擴張通常有固定套路,。但如今人們的工作方式,、飲食習慣、人口結構都在發(fā)生變化,。能不能分享一下你如何洞察這些社會變革對業(yè)務布局戰(zhàn)略的影響,,或者你對于業(yè)務規(guī)模的判斷?例如,,我現在點Chipotle都是通過DoorDash送餐上門,,我已經好幾年沒親自到店用餐。

博特賴特:是的,,這正是便利性革命的體現,。2017年我剛加入Chipotle時,公司幾乎還沒有數字化業(yè)務,。那時候門店堂食是唯一的經營模式,。我們當年做過的一項消費者調研顯示,Chipotle的顧客最關注的就是“便利性”和“獲取的途徑”,。當時我們面臨的最大障礙是:附近沒有Chipotle門店,,以及經常要排長隊,在Chipotle用餐不方便,。為此我們做出了戰(zhàn)略調整,,在每家餐廳都設立第二條備餐線,專門支持數字業(yè)務,。這在2017年是一個大膽的決定,,我們投入了大量資本和運營支出,目標就是要搭建數字化體系,。在我剛加入時,,公司數字渠道的業(yè)務占比還不到5%,,很快就上升到10%。到了2019年,,這一渠道已經占到我們整體業(yè)務的20%,。我們實現了數字化轉型。當初我們的系統(tǒng)還是模擬系統(tǒng),,只是打印出點餐單據,,然后掛起來手動備餐。后來我們采用了全數字化系統(tǒng),,在每一家門店實現訂單流量控制,,通過對員工更有意義的方式為每家門店配置了節(jié)流控制系統(tǒng),既優(yōu)化了員工的工作體驗,,有改善了顧客的用餐體驗,。我們的第三方配送平臺,從最初的只有一家,,過去幾年增加到多家合作伙伴,,數字業(yè)務大幅增長。如今,,數字業(yè)務的年營收已經達到40億美元,,而這一切,都源于我們在早期就堅定不移地下注和投資,,最終獲得了非常可觀的回報,。

斯托勒:你認為當前面臨的最大挑戰(zhàn)是什么,?

博特賴特:我認為大家都在積極探討如何將數字化體驗提升到新高度。比如,,第三方配送平臺能否履行服務協議,?門店的團隊能否保證出餐精準率?還有配餐問題,,在Chipotle,,我們一直非常重視份量把控。我們的理念是堅持呈現豐盛美味的碗裝餐和卷餅,,保證每次出餐的穩(wěn)定性依舊至關重要,。盡管堂食是Chipotle成本最高的渠道,但我依然認為堂食才是最好的用餐體驗,。在門店,,顧客可以當場定制,比如調整米飯的份量,,你可以直接在餐桌現場點一份定制新鮮碗裝餐,,立等可取,。我認為這仍然是我們最有吸引力的一環(huán)。

布拉迪:你們現在也引入了AI系統(tǒng),,對吧,?我知道你們有“Ava Cado”項目,還有店內AI體驗,。能不能具體談談未來還有哪些應用,?它對你們有什么幫助?

博特賴特:是的,,我們在六到八個月前在全美范圍內推出了“Ava Cado”項目,。她是一位可多語種交流的虛擬員工,能以最高效的方式幫助新員工完成入職培訓,。從應聘到正式上崗,,新員工入職培訓周期縮短了75%左右,這讓我們優(yōu)化了人員配置,,幫助門店招聘到更多高素質的人才,。同時,它也將門店經理從繁瑣的人才招聘事務中解脫出來,,從而有更多時間專注于提升顧客體驗,。這項技術對我們的業(yè)務帶來了非常顯著的正面影響。現在的門店人員配置,,比我在Chipotle這八年來的任何時候都要充足,。這印證了AI能夠幫助門店經理,讓工作更高效從容,。

斯托勒:斯科特,,我很好奇,你自己多久吃一次Chipotle,?

博特賴特:大概每周三到四次吧,。如果出差做市場調研,在Chipotle用餐的次數可能更多,。其實我鐘愛Chipotle的美食已有二十余年,。我第一次接觸Chipotle是在達拉斯工作期間,當時還在另一家公司工作,。我一直很喜歡Chipotle的美食,,也喜歡它背后的料理理念。所以當2017年有機會加入這個品牌時,,我?guī)缀跏呛敛华q豫就答應了,。

布拉迪:在加入Chipotle之前,你曾在Arby’s工作過九年多,。那段經歷中有哪些經驗教訓對你在Chipotle的工作有所啟發(fā),?雖然這已經是多年前的事了,,但這與領導力話題有關。

博特賴特:對我而言最重要的收獲是,,在大衰退結束后,,Roark Capital旗下的Arby’s以Wendy’s/Arby’s Group的名義進行交易。2011年,,Arby’s被剝離出售給Roark Capital,,我也因此受邀加入位于亞特蘭大的團隊,參與重建這家當時深陷困境的品牌Arby’s,。當時,,由于大衰退,許多加盟商都面臨嚴重的財務困難,。他們很難滿足銀行的貸款條款,,而我們要做的,就是想方設法讓這個品牌在如此艱難的經濟環(huán)境中繼續(xù)發(fā)展壯大,。我認為當時我們做得最明智的決定之一,,是全力提升產品質量,并且認為只要產品足夠優(yōu)質,、口味出眾,,消費者其實愿意為之支付溢價。這一點主要歸功于保羅·布朗,。我們沒有選擇靠削減成本,、打折促銷來維持品牌,而是堅定地投入到餐食品質和顧客體驗上,。正是這種策略,,才讓Arby’s成功走出困境。而這與今天Chipotle品牌的核心理念一脈相承,。我一直非常堅持這一點,在這方面絕不會妥協,。

布拉迪:最后我想回到你之前說的關于整體快餐體驗的那一部分,。我想到一家炸雞品牌,我不會提到它的品牌名稱,。它在美國市場舉步維艱,,卻在海外一片繁榮。這讓我想到了航空公司:開始你有全新機隊,,運轉良好,,但隨著飛機開始老化,部分航線不再受歡迎,,客流量隨之減少,。那么Chipotle的門店布局未來會有怎樣的變化,?畢竟你們不是靜態(tài)發(fā)展。3,700家門店不可能突然翻倍,。你們肯定也會關閉一些門店,、翻新一些門店。你如何保持在門店中保持品牌的生命力和活力,?

博特賴特:Chipotle的情況其實非常獨特,。在我接觸過的其他品牌,通常會定期翻新門店,,比如每五年進行小幅裝修,,每十年進行全面翻新,而且每年都要關閉一部分門店,。但這些在Chipotle幾乎都不存在,。我們的經典門店設計,我們稱之為“傳統(tǒng)門店”,,至今仍不過時,。這些老店仍保持優(yōu)異業(yè)績。店里還是采用傳統(tǒng)的榫接木飾條,、金屬護欄式座椅,,還有那種工業(yè)風裝潢,真正經得起時間考驗,。我們每年關閉的門店數量極少,,這是我們品牌的獨特性,也充分體現了Chipotle品牌本身的生命力,。

布拉迪:還有一個問題,。我們的播客聽眾中有很多是職場新人,他們渴望成為未來的領導者,。你和我一樣,,都是15歲就在快餐店開始打工。但現在的青少年,,想進你們這樣的餐廳工作,,其實并不容易了。你們現在的許多員工都是全職,,很多人都有家庭,。那么,下一代該怎么辦,?你覺得機會在哪里,?你會給他們什么建議?

博特賴特:我常常被問到這個問題,,在公司內部也經常有人問,。對我來說,,在這個行業(yè)一路走來,我很早就意識到,,這是一個充滿機會的行業(yè),。如果你愿意在前期付出努力——也就是我說的“超額付出”:付出遠超過你眼下所得的回報——那遲早有一天,你會得到超額回報,,你的收入會超過你實際的工作量,。你的工作強度不會變輕。但那些愿意承擔責任,、擁有韌性并能夠克服困境的人,,會主動面對自己的現狀,并積極解決擺在面前的問題,,他們還會始終保持好奇心,、持續(xù)學習和成長。如果哪一天你在這份工作中沒有學到任何東西,,那你就是錯失了一次成長機會,。我建議要制定清晰的目標,并堅定不移地為實現目標而努力,,真心實意,、踏實努力地去工作,你一定會在這個行業(yè)擁有美好的未來,。尤其是在餐飲行業(yè),,我們提供了很多在其他行業(yè)不容易獲得的機會。換句話說,,在這個行業(yè)成功的關鍵不在于高學歷,。只要你愿意腳踏實地,持續(xù)學習,,每一天都讓自己有所成長,,那成功自然會到來。

斯托勒:斯科特,,我很好奇,,你接下來的規(guī)劃是什么?最令你興奮的事情是什么,?

博特賴特:我對未來一年充滿期待。Chipotle品牌正處于強勁增長期,。我們不僅在北美持續(xù)拓展業(yè)務版圖,,還在西歐推進布局,并在全球范圍內拓展合作伙伴,。今年我們聚焦幾項核心戰(zhàn)略,。第一是“以顧客為中心”的理念,,強化與消費者的情感聯結,確保無論是后臺支持崗位,,還是在門店一線工作,,所有人都應秉持服務客戶的初心。另一個重點就是推動后廚現代化改造,,提升運營效率,,讓我們的團隊成員能夠更高效地完成服務流程,把更多時間和精力投入到真正有價值的環(huán)節(jié)中,,比如為顧客提供卓越的用餐體驗,。

布拉迪:很精彩。你還有哪些想要分享的話題嗎,?我特別想知道,,你最大的快樂源泉是什么。

博特賴特:我的心靈棲息地就是Chipotle餐廳里,。雖然現在無法像以前那樣常待在餐廳里……

布拉迪:這可以理解,。

斯托勒:工作之外,你如何放松,?除了健身,,健身之后呢?

博特賴特:我兒子今年四歲半,,他幾乎占據了我所有的業(yè)余時間,,但與他相處的每一刻都充滿歡樂。我是晚來得子,,所以我非常珍惜和他在一起的每一刻,。這個小家伙活潑可愛,讓我的生活充滿生機,。

布拉迪:沒錯,。非常感謝你參加我們的節(jié)目。和你聊天非常愉快,,你的深刻見解令人受益匪淺,。當然啦,我這周還會再去一次Chipotle,。所以這里有你的忠實粉絲,。

斯托勒:當然少不了招牌牛油果醬。

博特賴特:非常感謝兩位,。感謝兩位的寶貴時間和對我們品牌的關注,。

布拉迪:《未來領導力》制作編輯杰蘭·厄索伊。

斯托勒:執(zhí)行制作人亞當·巴尼基,主題音樂創(chuàng)作賈森·斯內爾,。

布拉迪:演播室制作人娜塔莎·奧爾蒂斯,。

斯托勒:《未來領導力》由財富傳媒(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:我們下期見。(財富中文網)

《未來領導力》節(jié)目由《財富》雜志編輯團隊制作,。播客主持人及嘉賓的觀點僅代表其個人觀點,,不代表德勤及其員工的立場。德勤也不對節(jié)目中提及的個人或機構表示支持或認可,。

譯者:劉進龍

審校:汪皓

本期《財富》雜志《未來領導力》(Leadership Next)播客邀請到Chipotle首席執(zhí)行官斯科特·博特賴特,,與主持人戴安·布拉迪(《財富》CEO倡議和《財富》直播媒體執(zhí)行主編)和克里斯汀·斯托勒(編輯總監(jiān))展開對話。他們探討的話題包括該連鎖餐廳如何通過Ava Cado AI項目布局對人工智能的未來應用,;為什么Chipotle面對關稅堅持不漲價,;博特賴特與其前任及星巴克(Starbucks)現任首席執(zhí)行官布萊恩·尼科爾之間的關系等。

文字實錄

克里斯汀·斯托勒:我知道接替布萊恩·尼科爾的位置,,對你來說可能是件大事,。你在接手他的工作時是抱著一種什么心態(tài)?

斯科特·博特賴特:其實今天早上我還和他一起去了健身房,,我們聊了星巴克的近況,,也交流了對Chipotle發(fā)展現狀的一些看法。我和布萊恩早在2018年就開始共事,,過去六七年,,無論是工作上還是私下里,我們都保持著非常緊密的聯系,。

斯托勒:在接任前,,他給過你什么讓你印象深刻的建議嗎?

博特賴特:當然有,。他說:“別搞砸了,。”

戴安·布拉迪:精辟,。

布拉迪:大家好,,歡迎收聽《未來領導力》播客,這檔節(jié)目聚焦那些正在塑造商業(yè)未來的人……

斯托勒:……和趨勢……

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,我們將探討Chipotle,,并與其首席執(zhí)行官斯科特·博特賴特展開對話,。

斯托勒:沒錯,。戴安,你平時在Chipotle會點什么,?

布拉迪:當我在Chipotle第一次看到熱量數值時,我就改變了食物的選擇?,F在無論點什么,,都會減少酸奶油、芝士和牛油果醬的用量,。不過比起卷餅,,我更喜歡碗裝餐。

斯托勒:我也喜歡碗裝餐,。在大學期間我經常去Chipotle,。我以前喜歡吃卷餅。但我想你是對的,,熱量數值確實嚇到我了,。于是我改吃碗裝餐,現在我會單獨點牛油果醬,。我知道今天要邀請斯科特,,所以周三,時隔七年我又去吃了一次Chipotle,,我想嘗一嘗他們的碗裝餐,,但價格確實有所上漲。

布拉迪:時隔七年,,我想漲價也是正常的,。不過他們的價格其實一直比較穩(wěn)定,特別是考慮到貿易戰(zhàn)對牛油果成本的明顯或潛在影響,,這非常難得,。

斯托勒:確實。

布拉迪:斯科特曾表態(tài)將堅持不漲價,。我常吃Chipotle,,孩子們也總吃。所以我可能比你多一些美食經驗,,不過讓我特別感興趣的還有他和前任布萊恩·尼科爾的友誼,。

斯托勒:這確實值得探討。他們似乎形影不離,。一起健身,、保持溝通,這種“兄弟情誼”太有意思了,。

布拉迪:沒錯,,這方面的話題點很多。他們在許多不同領域應用人工智能。你會聽到“Ava Cado”這個術語,。當然,,他對經濟和勞動力市場也有獨到見解。讓我們休息一下,,馬上回來繼續(xù)對話斯科特,。

布拉迪:過去18個月,生成式人工智能已在商業(yè)領域掀起深遠變革,?!敦敻弧冯s志與德勤(Deloitte)的最新CEO調查顯示,半數以上首席執(zhí)行官已在日常工作中試用生成式人工智能,,并嘗試在全公司范圍內加以推廣,。我們今天還請到了德勤美國首席執(zhí)行官賈森·吉爾扎達做客本期節(jié)目,德勤美國是本播客的長期贊助商,。賈森,,很高興見到你。

賈森·吉爾扎達:你好,,戴安,。很高興參加本期節(jié)目。

布拉迪:企業(yè)如何將人工智能融入組織運營,?你認為人工智能應用使哪些領域受益最顯著,?

吉爾扎達:正如你所說的那樣,每家公司都希望利用人工智能,,特別是生成式人工智能的優(yōu)勢,。目前人工智能的優(yōu)勢主要體現在效率提升和日常任務自動化方面。預計它在洞察驅動型應用和創(chuàng)新型應用方面更具有商業(yè)前景,。這是下一個階段,。我們看到企業(yè)正從概念驗證和試點,轉向將這些技術和模型真正投入大規(guī)模實際運營,。

布拉迪:過去18個月的變化已如此劇烈,,我很好奇:您認為未來18個月、36個月的局勢會如何演變,?

吉爾扎達:我認為,,實際上我們需要調整時間尺度。種種跡象表明,,變化周期已縮短至半年,,這既令人興奮也充滿挑戰(zhàn)。企業(yè)通常不習慣如此快節(jié)奏的工作模式,。未來的贏家將是那些能夠快速消化技術的企業(yè),,但這也對企業(yè)的快速適應能力提出了極高要求,。屆時領導者必須與技術變革保持同步。作為CEO,,我認為以身作則至關重要,。我親身體驗了所有培訓課程,在企業(yè)內部試用了所有生產力工具,。更重要的是,,我們已啟動重大投資計劃,將在各個領域全面部署人工智能,。

布拉迪:緊迫感撲面而來,賈森,。感謝你的參與,。

吉爾扎達:謝謝你,戴安,。

斯托勒:斯科特,,我和戴安上次見到你是在12月份的“CEO倡議”晚宴上。當時你開了個小玩笑,,我居然相信了,。你說Chipotle要推出魚肉玉米卷,但結果并非如此……

布拉迪:為什么是玩笑,?為什么呀,?

博特賴特:好笑的地方在于,Chipotle沒有冷凍設備,,無法大規(guī)模供應魚類制品,。因為魚類通常需要冷凍運輸。我們從來沒有使用過冷凍設備,。所以這成為我們提供這類食品的重大障礙,。

布拉迪:你們對新鮮食材的追求令人欣賞。我們剛才也說過,,我和克里斯汀都吃過Chipotle,。但我有一個基本問題:新鮮食材真的很重要嗎?因為我一直被教育說冷凍食品的營養(yǎng)價值并不差,。堅持不用冷凍食材,,是出于口味考慮嗎?還是因為健康,,或者這只是一種差異化策略,?

博特賴特:我認為,這確實是Chipotle品牌重要的差異化優(yōu)勢之一,。品牌創(chuàng)立者是一位接受過正統(tǒng)訓練的廚師,。他堅信快餐不一定是劣質食品,。他的初衷是通過經典烹飪技術、選用新鮮食材打造出一種獨特的美食,,并且定價合理,,出餐速度遠超其他餐廳。我認為我們在過去三十多年始終堅持這樣一種理念,,讓Chipotle建立起獨特的競爭優(yōu)勢,,那就是:無需花大價錢,不必去由廚師主導的高檔餐廳,,也能享受到優(yōu)質美食,。我們的宗旨是以合理的價格和其他餐廳無法比擬的出餐速度,為顧客提供服務,。

布拉迪:我本來想聊一聊宏觀市場環(huán)境,,但你剛才的話突然勾起了我的一段記憶。我記得當年是在一家Chipotle餐廳里,,第一次看到熱量數值,,然后我猛然意識到,我添加的酸奶油,、芝士和牛油果醬,,到底讓我攝入了多少熱量。你如何看待人們日益重視熱量攝入這種情況,,這對你們的菜單設計帶來怎樣的影響,?或者你自己的飲食習慣是否受到影響?

博特賴特:是的,,Chipotle的一大優(yōu)勢就在于定制化,,你可以根據自己的需求選擇無過敏原的餐品,還可以控制自己的熱量攝入,。所以你不必非得吃一頓高熱量的大餐,。很顯然,如果你添加酸奶油,、芝士和牛油果醬,,就會快速提升熱量。

布拉迪:確實如此,。

博特賴特:但你可以[聽不清]搭配出低熱量餐品,。

斯托勒:你平時一般都點什么?

博特賴特:我最常點的搭配是黑豆,、雞肉,、墨西哥莎莎醬、辣醬和芝士,。

布拉迪:斯科特,,當前的市場環(huán)境對你們來說可能既有阻力,,也有助力。我想到的就有價格,、移民政策,,還有對經濟衰退的擔憂等。你觀察到哪些現象,?公司的業(yè)務現狀如何,?你對未來幾個月有何預期?

博特賴特:顯然當前形勢復雜多變,。我接觸到的很多商界人士普遍關注的是本屆政府的政策走向,,因為不確定性似乎籠罩著市場。當然,,市場向來不喜歡不確定性,,因此我們看到,不僅是餐飲業(yè),,整個市場都出現了拋售潮。我認為消費者目前處于謹慎樂觀的心態(tài),。許多人因為本屆政府有意或無意造成的未知或已知的潛在影響而選擇持幣觀望,。這也導致目前市場上出現了一波回調。Chipotle去年創(chuàng)下了輝煌業(yè)績,,我們的同店銷售額增長了7.4%,,這主要得益于強勁的客流。但進入新的一年,,特別是餐飲行業(yè)面臨多重挑戰(zhàn),。比如全年的氣候挑戰(zhàn)、天氣方面持續(xù)帶來挑戰(zhàn),,復活節(jié)的時間也比往年推遲等,。從時間的角度來看,由于一些原因,,餐飲業(yè)經常將復活節(jié)視為春季銷售啟動的節(jié)點,,但今年復活節(jié)季整整推遲了三周。此外,,今年的所得稅繳納進度比往年稍慢,。我認為,多個因素共同導致整個行業(yè)增速放緩,。不過,,我們最近推出的新品蜂蜜雞肉反響積極,這讓我們感到鼓舞,??傮w來說,,目前我們看到的就是這樣的一個局面。

斯托勒:所以我想確認一下我的理解是否準確,,春季就是你們的旺季,?

布拉迪:卷餅季。

斯托勒:對,,你能解釋一下具體是指什么嗎,?

博特賴特:沒錯。復活節(jié)標志著"卷餅季"開啟,。我們認為,,春天到了,人們開始走出家門,,重新回到春夏季節(jié)的生活節(jié)奏,。所以隨著復活節(jié)來臨,我們的業(yè)務呈現出增長勢頭,。業(yè)務增長的勢頭會持續(xù)約30天,、60天甚至90天,直到夏季來臨,。

斯托勒:原來如此,。我夏天會點碗裝餐,畢竟我得考慮穿泳裝的身材,。

布拉迪:我真不知道原來泳裝季前是卷餅季,。其實我想再聊一聊你的個人經歷。首先,,我從LinkedIn上了解到,,你的職業(yè)生涯并非開始于2008年,你是從15歲就開始工作,。當時你是進入了快餐業(yè)嗎,?

博特賴特:沒錯,我在15歲生日那天開始工作,。我拿到了工作許可證,,直接去了家附近的麥當勞(McDonald’s)應聘。我當場就被錄用了,。我想這并不是因為我是理想人選,,而是因為餐廳缺人。但不管怎樣,,那是我的第一份工作,。青少年時期在麥當勞的工作經歷令我受益匪淺。我很幸運成長在一個重視良好價值觀與職業(yè)道德的家庭,。雖然家境平凡,,但我的家人勤奮努力,,父親在我小時候為我樹立了榜樣,所以我從小就培養(yǎng)了自律和責任心,。

布拉迪:我15歲開始在Ponderosa打工,,我清楚地記得當時的工資水平,而且沒有小費,。但那確實是一段美好的經歷,。它在某種程度上讓我明白了在餐廳里打工有多辛苦。在麥當勞的打工經歷對你意味著什么,?

博特賴特:那是一次非常寶貴的經歷,。我學到了很多。我的運動背景讓我對團隊合作有了一定的理解,。我知道如何成為好隊友,,不要拖隊友的后腿,要守時,,要著裝得體,,要穿制服,要全力支持團隊成員,,努力實現團隊目標,。所以我在那段時間的表現不錯。后來我離開了麥當勞,,在一家牛排餐廳找到了一份洗碗的工作,時薪漲了十美分,,這是一段非常獨特的經歷,。可以想象,,這份工作非常辛苦,,但我整個高中階段幾乎都在從事這份工作。

斯托勒:你剛剛提到了榜樣,。我也想聊聊這個話題,。我想經常有人問你這個問題——我知道接替布萊恩·尼科爾的位置,對你來說可能是件大事,。你在接手他的工作時是抱著一種什么心態(tài),?能不能跟我們講講你們之間的關系?你們至今仍保持聯系嗎,?

博特賴特:其實今天早上我還和他一起去了健身房,,我們聊了星巴克的近況,也交流了對Chipotle發(fā)展現狀的一些看法,。我和布萊恩早在2018年就開始共事,,過去六七年,,無論是工作上還是私下里,我們都保持著非常緊密的聯系,。我非常尊敬布萊恩,,也很欽佩他的商業(yè)洞察力。他能透徹地分析出經濟或者某些宏觀因素對行業(yè),,特別是我們公司的影響,,或者連鎖效應。他會仔細考慮這些挑戰(zhàn),,并制定精準策略,,引導公司專注于正確的目標,確保公司業(yè)務持續(xù)增長,。我想說他至今仍是我的良師益友,我們私下里仍會進行交流,。他獨特的經驗極具借鑒意義,。

布拉迪:你剛才說你們今天早上一起健身,。能不能說一說你日常的健身習慣,?你們平時一起做些什么?

博特賴特:我們去的是附近一家健身房,,基本上都是和教練一起訓練。我們都有各自的教練,。教練會盡量讓我們專注于訓練,,但我們經常會聊起工作。你也能想象,,我們兩個人的生活都非常忙,要兼顧家庭,,還要管理各自負責的大公司,這都需要大量時間,,所以健身的時候,反而成了我們保持良好關系,、小聚和聊工作的難得時刻,。

斯托勒:在接任前,,他給過你什么讓你印象深刻的建議嗎,?

博特賴特:當然有。他說:“別搞砸了,。”

布拉迪:精辟,。我一直覺得這種話題很有趣。當然,,我們今天討論的重點不是布萊恩·尼科爾,,畢竟他已經去了星巴克。但你覺得你們的領導風格有很大差異嗎,?因為你們顯然在公司都留下了屬于自己的特征,。你覺得你們兩人在領導方式上有哪些區(qū)別?

博特賴特:是的,,我們確實存在顯著差異,。我從運營體系一路成長起來,有三十年的運營背景,??梢韵胂螅谶@個過程中,,我變得非常注重細節(jié),、非常看重流程,,而且往往會更深入地介入業(yè)務運營,。這與從市場營銷方向成長起來的人大不相同,。而布萊恩的視野更開闊,他會充分授權各業(yè)務負責人來實現目標,。我的風格更偏重于“親力親為”,,雖然不會事無巨細地管理,但我會更關注經營細節(jié),。這自然也意味著投入更多的時間,。所以在新崗位上,我也在學習如何找到一個平衡點:什么時候該介入,,什么時候應該放權給業(yè)務負責人,。這其中的分寸是一門藝術。

斯托勒:斯科特,,我想聊一下你最近在新聞采訪中說的一番話,,我覺得非常有意思。你在談到潛在的關稅問題及其相關影響時表示,,Chipotle會自行吸收相關成本,,不會轉嫁給消費者。你現在仍然堅持這個想法嗎,?你覺得這種做法對企業(yè)來說可持續(xù)性如何,?

博特賴特:我認為這是完全可持續(xù)的,讓我來解釋一下為什么,。我們目前的資產負債表非常健康,,幾乎沒有負債,賬上有充足的現金可供調配,,而且我們的利潤率在整個行業(yè)中幾乎是前所未有的,。就算特朗普政府提出的關稅政策全面生效,對我們全年的利潤率影響也只有60個基點,,我們完全可以承擔這個成本,。我相信我們的投資者也能理解我們的做法,因為我們有非常強勁的資產負債表,。而且我們現在也無法判斷,,這些關稅政策中哪些是暫時性的,哪些是長期性的,。在我看來,,把這些成本轉嫁給消費者是不公平的,因為一旦漲價就很難回調,。

布拉迪:你知道,,我們采訪過的許多公司領導者都管理著龐大的員工團隊,。而據我了解,,Chipotle有13萬名員工,,而且還計劃為“卷餅季”再招聘兩萬人。我聽說你們的大多數員工是時薪制員工,。我相信部分員工肯定也受到了移民政策爭議的影響,。面對如此龐大的團隊,你如何進行團隊管理,?你的管理理念是什么,?畢竟餐飲業(yè)的人員流動率很高,而Chipotle的情況似乎好一些,。

博特賴特:是的,,這個問題非常重要,所以我會努力成功應對,。我們公司堅信應該以可持續(xù)的方式解決長期存在的移民挑戰(zhàn),,無論最終方案如何。Chipotle實行電子驗證(E-verify)系統(tǒng),,全體員工都要通過該驗證流程,。但我也清醒地認識到,我們的員工當中,,可能有些員工的親屬受到移民政策的影響。我認為,,作為公司的領導者,,重要的是與全體員工保持聯結,給予心里關懷,,主動詢問:“你還好嗎,?我們能提供什么幫助?需要我們提供哪些支持,?我知道你可能正在經歷艱難時期,。”但我認為在這個時間點上,,與員工保持聯結尤其重要,。Chipotle有52%的員工是拉美裔,。他們乃至整個團隊,,構成了這家偉大公司的堅實支柱,。我認為,,Chipotle提供的是業(yè)內領先的工資水平和福利待遇,,但更重要的是,我們營造了包容的公司文化,,這里更像是一個大家庭,,而不是單純的商業(yè)場所。這是我深感自豪的成就之一,,也是我矢志維護并持續(xù)深化的企業(yè)特質,。

斯托勒:對于總部員工,,你如何看待“重返辦公室”,?我記得你們現在是每周四天現場辦公,對吧,?

博特賴特:對,,我們現在是每周到崗四天,第五天員工可以自行選擇是否到辦公室,。我們倡導辦公室文化,。我認為,遠程辦公帶來了一些顯而易見的挑戰(zhàn),。比如,,團隊分散辦公會削弱創(chuàng)新銳氣,員工在遠程辦公狀態(tài)下難以獲得充分的培養(yǎng)和成長,,難以承擔更大職責,,而且很難建立起有凝聚力的公司文化——而這種文化正是催生卓越創(chuàng)新、推動業(yè)務增長和促進員工職業(yè)發(fā)展的重要土壤,。

斯托勒:談到創(chuàng)新,,我特別好奇:你們是怎么決定哪些新品進入菜單?我知道你們有測試廚房,,你們的具體篩選標準是什么,?你見過的最佳和最差創(chuàng)意分別是什么?

博特賴特:確實,,我們所有的創(chuàng)意都會在公司經過嚴格的評估流程,。特別是針對餐飲創(chuàng)新,我們遵循的是“階段門”流程,。我們的廚師團隊常駐廚房,,研發(fā)新風味、新創(chuàng)意,。這背后是我們經常談論的一種核心理念,,即確保品牌始終與時俱進、深入人心,。我們的首席品牌官克里斯·布蘭特有一句口頭禪,,我覺得特別重要,。他總說:“拒絕平庸?!逼浜诵囊饬x就是打造差異化……

布拉迪:所以說……“別搞砸了”,還有“拒絕平庸”,。

博特賴特:對,,要有獨特的賣點,要有差異化,,而且要以最具沖擊力的方式呈現給消費者,。我們的新品首先會制作樣品,然后通過某種程度的消費者測試,。我們會在少數幾家門店中試運營,,以驗證其操作可行性。然后逐步擴大市場測試范圍,,觀察它的表現,。如果表現優(yōu)異,最終將在某個時間點進行全國推廣,。我們現在每年只推出大約兩款限時產品,。所以入選的產品必須具備超乎尋常的獨特性。它們還必須超越此前為品牌創(chuàng)造佳績的限時產品,。

博特賴特:還有一件事,,如果我沒記錯的話,你們沒有涉足早餐領域,。為什么不做,?畢竟雞蛋和墨西哥卷餅是很經典的搭配。為什么不涉足早餐領域,?

斯托勒:對啊,,還有早餐玉米卷。

博特賴特:早餐確實是個大市場,。但我個人的看法是,,品牌通常在增長乏力時才會轉向早餐市場。當前我們專注于以最具有意義的方式提供午餐和晚餐,,精準滿足消費者需求,,創(chuàng)造非凡用餐體驗,在這方面我們仍有巨大的潛力可挖,,因此早餐暫未列入規(guī)劃,。當然,這并不代表我們將來絕對不會做早餐,。我認為,,推出早餐確實會打亂整天的運營節(jié)奏,,給現有運營模式帶來壓力,管理團隊也將面臨更大挑戰(zhàn),。所以在考慮做早餐之前,,必須審慎評估其潛在影響或連鎖反應,畢竟早餐業(yè)務有可能會分流對品牌更具戰(zhàn)略意義的午餐和晚餐時段資源,。

布拉迪:我想稍微打斷一下,,就你剛才所說的“品牌會在增長乏力時才轉向早餐領域”的觀點追問幾句,當然我并非是質疑,,而是想深入探討,。你為什么會有這種判斷?是因為供應鏈的問題,?還是需要增聘人手,?還是說早餐客戶群體可能不會繼續(xù)消費午餐和晚餐,從而導致業(yè)務稀釋,?畢竟現在很多品牌都在經營早餐業(yè)務,。

博特賴特:上述原因都有。從行業(yè)歷史案例來看,,比如溫迪快餐廳(Wendy’s)和塔可鐘(Taco Bell)等品牌推出早餐時,,基本上已經進入了品牌成熟期。他們的年增長率穩(wěn)定在2%到3%,。這時候,,他們會尋找一個新的增長平臺,而早餐確實能明顯提振業(yè)務,。但隨之也帶來了意想不到的副作用,,例如管理團隊負荷加重、供應鏈面臨挑戰(zhàn)或者難以保持一貫的運營水準等,。舉個直觀的例子:上午營業(yè)前的Chipotle門店就像是農貿市場,。到處都是新鮮的食材。我們要現切萵苣,、洋蔥,、墨西哥胡椒、甜椒,,還要現做牛油果醬,,準備豆子、米飯,、烤肉,、肉絲等。整間廚房都在高效運轉,沒有太多空間開辟一套早餐體系,。所以這是我們未來總會面對的挑戰(zhàn),,但不是現在。

斯托勒:那么增長點在哪里,?是海外擴張嗎,?你可以多聊聊這個話題,因為據我所知,,Chipotle在海外擴張這方面并不順利,。

博特賴特:與其說不順利,不如說我們過去在西歐地區(qū)的直營店經營戰(zhàn)略并不清晰,。直到最近12到18個月,,我們才真正啟動全球合作戰(zhàn)略,。去年我們與阿爾沙亞集團(Alshaya)簽署了合作協議,,目前在科威特和迪拜已開設4家門店。我們也在積極尋找在拉美和東南亞的合作機會,。但我可以很明確地說,,按照目前的經營模式,在未來15到20年內,,我們的業(yè)務規(guī)??梢栽俜瓋煞,F在我們在美國和加拿大有3,700多家門店,。未來幾年內這個數字有望翻倍,,達到7,000家甚至更多。而通過直營和合作模式,,我們有望在國際市場將這個數字再次翻倍,。

布拉迪:有趣的是,當人們談到快餐業(yè)時,,往往會認為快餐業(yè)的擴張通常有固定套路,。但如今人們的工作方式、飲食習慣,、人口結構都在發(fā)生變化,。能不能分享一下你如何洞察這些社會變革對業(yè)務布局戰(zhàn)略的影響,或者你對于業(yè)務規(guī)模的判斷,?例如,,我現在點Chipotle都是通過DoorDash送餐上門,我已經好幾年沒親自到店用餐,。

博特賴特:是的,,這正是便利性革命的體現。2017年我剛加入Chipotle時,公司幾乎還沒有數字化業(yè)務,。那時候門店堂食是唯一的經營模式,。我們當年做過的一項消費者調研顯示,Chipotle的顧客最關注的就是“便利性”和“獲取的途徑”,。當時我們面臨的最大障礙是:附近沒有Chipotle門店,,以及經常要排長隊,在Chipotle用餐不方便,。為此我們做出了戰(zhàn)略調整,,在每家餐廳都設立第二條備餐線,專門支持數字業(yè)務,。這在2017年是一個大膽的決定,,我們投入了大量資本和運營支出,目標就是要搭建數字化體系,。在我剛加入時,,公司數字渠道的業(yè)務占比還不到5%,很快就上升到10%,。到了2019年,,這一渠道已經占到我們整體業(yè)務的20%。我們實現了數字化轉型,。當初我們的系統(tǒng)還是模擬系統(tǒng),,只是打印出點餐單據,然后掛起來手動備餐,。后來我們采用了全數字化系統(tǒng),,在每一家門店實現訂單流量控制,通過對員工更有意義的方式為每家門店配置了節(jié)流控制系統(tǒng),,既優(yōu)化了員工的工作體驗,,有改善了顧客的用餐體驗。我們的第三方配送平臺,,從最初的只有一家,,過去幾年增加到多家合作伙伴,數字業(yè)務大幅增長,。如今,,數字業(yè)務的年營收已經達到40億美元,而這一切,,都源于我們在早期就堅定不移地下注和投資,,最終獲得了非常可觀的回報,。

斯托勒:你認為當前面臨的最大挑戰(zhàn)是什么,?

博特賴特:我認為大家都在積極探討如何將數字化體驗提升到新高度。比如,第三方配送平臺能否履行服務協議,?門店的團隊能否保證出餐精準率,?還有配餐問題,在Chipotle,,我們一直非常重視份量把控,。我們的理念是堅持呈現豐盛美味的碗裝餐和卷餅,保證每次出餐的穩(wěn)定性依舊至關重要,。盡管堂食是Chipotle成本最高的渠道,,但我依然認為堂食才是最好的用餐體驗。在門店,,顧客可以當場定制,,比如調整米飯的份量,你可以直接在餐桌現場點一份定制新鮮碗裝餐,,立等可取,。我認為這仍然是我們最有吸引力的一環(huán)。

布拉迪:你們現在也引入了AI系統(tǒng),,對吧,?我知道你們有“Ava Cado”項目,,還有店內AI體驗,。能不能具體談談未來還有哪些應用?它對你們有什么幫助,?

博特賴特:是的,,我們在六到八個月前在全美范圍內推出了“Ava Cado”項目。她是一位可多語種交流的虛擬員工,,能以最高效的方式幫助新員工完成入職培訓,。從應聘到正式上崗,新員工入職培訓周期縮短了75%左右,,這讓我們優(yōu)化了人員配置,,幫助門店招聘到更多高素質的人才。同時,,它也將門店經理從繁瑣的人才招聘事務中解脫出來,,從而有更多時間專注于提升顧客體驗。這項技術對我們的業(yè)務帶來了非常顯著的正面影響?,F在的門店人員配置,,比我在Chipotle這八年來的任何時候都要充足。這印證了AI能夠幫助門店經理,,讓工作更高效從容,。

斯托勒:斯科特,我很好奇,你自己多久吃一次Chipotle,?

博特賴特:大概每周三到四次吧,。如果出差做市場調研,在Chipotle用餐的次數可能更多,。其實我鐘愛Chipotle的美食已有二十余年,。我第一次接觸Chipotle是在達拉斯工作期間,當時還在另一家公司工作,。我一直很喜歡Chipotle的美食,,也喜歡它背后的料理理念。所以當2017年有機會加入這個品牌時,,我?guī)缀跏呛敛华q豫就答應了,。

布拉迪:在加入Chipotle之前,你曾在Arby’s工作過九年多,。那段經歷中有哪些經驗教訓對你在Chipotle的工作有所啟發(fā),?雖然這已經是多年前的事了,但這與領導力話題有關,。

博特賴特:對我而言最重要的收獲是,,在大衰退結束后,Roark Capital旗下的Arby’s以Wendy’s/Arby’s Group的名義進行交易,。2011年,,Arby’s被剝離出售給Roark Capital,我也因此受邀加入位于亞特蘭大的團隊,,參與重建這家當時深陷困境的品牌Arby’s,。當時,由于大衰退,,許多加盟商都面臨嚴重的財務困難,。他們很難滿足銀行的貸款條款,而我們要做的,,就是想方設法讓這個品牌在如此艱難的經濟環(huán)境中繼續(xù)發(fā)展壯大,。我認為當時我們做得最明智的決定之一,是全力提升產品質量,,并且認為只要產品足夠優(yōu)質,、口味出眾,消費者其實愿意為之支付溢價,。這一點主要歸功于保羅·布朗,。我們沒有選擇靠削減成本、打折促銷來維持品牌,,而是堅定地投入到餐食品質和顧客體驗上,。正是這種策略,,才讓Arby’s成功走出困境。而這與今天Chipotle品牌的核心理念一脈相承,。我一直非常堅持這一點,,在這方面絕不會妥協。

布拉迪:最后我想回到你之前說的關于整體快餐體驗的那一部分,。我想到一家炸雞品牌,,我不會提到它的品牌名稱。它在美國市場舉步維艱,,卻在海外一片繁榮,。這讓我想到了航空公司:開始你有全新機隊,運轉良好,,但隨著飛機開始老化,,部分航線不再受歡迎,客流量隨之減少,。那么Chipotle的門店布局未來會有怎樣的變化,?畢竟你們不是靜態(tài)發(fā)展。3,700家門店不可能突然翻倍,。你們肯定也會關閉一些門店,、翻新一些門店。你如何保持在門店中保持品牌的生命力和活力,?

博特賴特:Chipotle的情況其實非常獨特,。在我接觸過的其他品牌,通常會定期翻新門店,,比如每五年進行小幅裝修,,每十年進行全面翻新,,而且每年都要關閉一部分門店,。但這些在Chipotle幾乎都不存在。我們的經典門店設計,,我們稱之為“傳統(tǒng)門店”,,至今仍不過時。這些老店仍保持優(yōu)異業(yè)績,。店里還是采用傳統(tǒng)的榫接木飾條,、金屬護欄式座椅,還有那種工業(yè)風裝潢,,真正經得起時間考驗,。我們每年關閉的門店數量極少,這是我們品牌的獨特性,,也充分體現了Chipotle品牌本身的生命力,。

布拉迪:還有一個問題,。我們的播客聽眾中有很多是職場新人,他們渴望成為未來的領導者,。你和我一樣,,都是15歲就在快餐店開始打工。但現在的青少年,,想進你們這樣的餐廳工作,,其實并不容易了。你們現在的許多員工都是全職,,很多人都有家庭,。那么,下一代該怎么辦,?你覺得機會在哪里,?你會給他們什么建議?

博特賴特:我常常被問到這個問題,,在公司內部也經常有人問,。對我來說,在這個行業(yè)一路走來,,我很早就意識到,,這是一個充滿機會的行業(yè)。如果你愿意在前期付出努力——也就是我說的“超額付出”:付出遠超過你眼下所得的回報——那遲早有一天,,你會得到超額回報,,你的收入會超過你實際的工作量。你的工作強度不會變輕,。但那些愿意承擔責任,、擁有韌性并能夠克服困境的人,會主動面對自己的現狀,,并積極解決擺在面前的問題,,他們還會始終保持好奇心、持續(xù)學習和成長,。如果哪一天你在這份工作中沒有學到任何東西,,那你就是錯失了一次成長機會。我建議要制定清晰的目標,,并堅定不移地為實現目標而努力,,真心實意、踏實努力地去工作,,你一定會在這個行業(yè)擁有美好的未來,。尤其是在餐飲行業(yè),我們提供了很多在其他行業(yè)不容易獲得的機會,。換句話說,,在這個行業(yè)成功的關鍵不在于高學歷,。只要你愿意腳踏實地,持續(xù)學習,,每一天都讓自己有所成長,,那成功自然會到來。

斯托勒:斯科特,,我很好奇,,你接下來的規(guī)劃是什么?最令你興奮的事情是什么,?

博特賴特:我對未來一年充滿期待,。Chipotle品牌正處于強勁增長期。我們不僅在北美持續(xù)拓展業(yè)務版圖,,還在西歐推進布局,,并在全球范圍內拓展合作伙伴。今年我們聚焦幾項核心戰(zhàn)略,。第一是“以顧客為中心”的理念,,強化與消費者的情感聯結,確保無論是后臺支持崗位,,還是在門店一線工作,,所有人都應秉持服務客戶的初心。另一個重點就是推動后廚現代化改造,,提升運營效率,,讓我們的團隊成員能夠更高效地完成服務流程,把更多時間和精力投入到真正有價值的環(huán)節(jié)中,,比如為顧客提供卓越的用餐體驗,。

布拉迪:很精彩。你還有哪些想要分享的話題嗎,?我特別想知道,,你最大的快樂源泉是什么。

博特賴特:我的心靈棲息地就是Chipotle餐廳里,。雖然現在無法像以前那樣常待在餐廳里……

布拉迪:這可以理解,。

斯托勒:工作之外,你如何放松,?除了健身,健身之后呢,?

博特賴特:我兒子今年四歲半,,他幾乎占據了我所有的業(yè)余時間,但與他相處的每一刻都充滿歡樂,。我是晚來得子,,所以我非常珍惜和他在一起的每一刻,。這個小家伙活潑可愛,讓我的生活充滿生機,。

布拉迪:沒錯,。非常感謝你參加我們的節(jié)目。和你聊天非常愉快,,你的深刻見解令人受益匪淺,。當然啦,我這周還會再去一次Chipotle,。所以這里有你的忠實粉絲,。

斯托勒:當然少不了招牌牛油果醬。

博特賴特:非常感謝兩位,。感謝兩位的寶貴時間和對我們品牌的關注,。

布拉迪:《未來領導力》制作編輯杰蘭·厄索伊。

斯托勒:執(zhí)行制作人亞當·巴尼基,,主題音樂創(chuàng)作賈森·斯內爾,。

布拉迪:演播室制作人娜塔莎·奧爾蒂斯。

斯托勒:《未來領導力》由財富傳媒(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:我們下期見,。(財富中文網)

《未來領導力》節(jié)目由《財富》雜志編輯團隊制作,。播客主持人及嘉賓的觀點僅代表其個人觀點,不代表德勤及其員工的立場,。德勤也不對節(jié)目中提及的個人或機構表示支持或認可,。

譯者:劉進龍

審校: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 jalape?os, 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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