Chipotle picks mobile payments over loyalty for data capture

Chipotle is bucking the trend among quick-serve restaurant chains and eschewing mobile loyalty programs in favor of developing and leveraging mobile payments.

"We've studied this in-depth...and we don't believe the general supposition that loyalty will make less frequent customers more frequent," said Mark Crumpacker, chief creative and development officer at Chipotle. The company is looking instead to mobile payments—not to drive frequency, but to capture customer data. Story