On Twitter, I mentioned that Chipotle has come back from the dead and is hummin' these days. The brand grew by more than 45% in the past four years.
One of our loyal readers mentioned (and I'm paraphrasing here for effect) that "They rolled out a loyalty program, Kevin". The reader understands my distain for modern marketing theory.
If you go back to my now out-of-print Merchandise Forensics book from 2007, you'll see that I categorized brands into three bands back then.
- Acquisition Mode: Rebuy Rates between 0% and 40%.
- Hybrid Mode: Rebuy Rates between 40% and 60%.
- Loyalty Model: Rebuy Rates between 60% and 100%.