While a number of food and beverage chains have embraced mobile loyalty, a Chipotle executive said this week that the company will buck the trend and lean on mobile payments – not loyalty – as a way to gather meaningful insights about its customers.

During a conference call with analysts on Tuesday to discuss Chipotle’s second quarter results, the executive responded to a question about the chain’s plans in mobile loyalty by saying that internal research has shown loyalty does not drive frequency. However, not wanting to miss out on an opportunity to learn more about its customers, Chipotle is taking a closer look at how to leverage mobile payments.

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