Chipotle Becomes Another Boring Chain — and That’s a Good Thing

Brian Niccol has stabilized Chipotle Mexican Grill Inc. since taking over a year ago. Now, he faces a trickier challenge: Restoring some of the burrito chain’s foodie cachet while simultaneously fueling ambitious growth.

Niccol, who took over from founder Steve Ells last March, has cleaned up Chipotle’s operations and tapped the fast-food playbook he learned while running Taco Bell. That includes propelling sales with digital orders and deliveries while adding customer-luring menu items like quesadillas.

“We have to remind people why they fell in love with the brand, and why they will continue to stay in love with what Chipotle ...