This episode was recorded at CRMC 2022 in Chicago.
In episode 360 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Jason Scoggins, senior director of loyalty and CRM at Chipotle Mexican Grill, an American chain of fast casual restaurants operating over 3,000 locations across five countries. Listen in as Scoggins discusses his professional background in customer loyalty that led to his current role at Chipotle (1:08), why he sees value in cross-industry career experience (4:12), and how the fast casual restaurant differentiates itself from the competition (5:40).
Scoggins shares the launch-and-learn tactic behind starting the Chipotle Rewards loyalty program (6:49), how his team continues to innovate to provide value for loyalty members, and how data factors into growing the program (10:13). He discusses an example of how Chipotle uses both digital and in-store customer data to personalize the customer journey (11:32), the role that technology plays in executing personalization at scale (14:42), and the loyalty and CRM opportunities he's most bullish on at Chipotle for the remainder of 2022 (16:17). Lastly, Scoggins shares his prediction that community will become a huge drive for the loyalty industry in the future (17:31).
An industry leader with more than 20 years marketing and management experience, Jason Scoggins is passionate about connecting consumers and brands through engaging content and programs. In his current role at Chipotle, Scoggins oversees CRM strategy and related customer engagement. Most recently, he launched Chipotle’s loyalty program, Chipotle Rewards, a key enabler of Chipotle’s digital ecosystem influencing customer behavior. With innovative programs like a Venmo partnership at launch and Guac Mode, the program has grown to more than 20 million members within its first two years. Prior to Chipotle, Scoggins led loyalty and CRM programs for companies including TGI Fridays, JCPenney, and Southwest Airlines. Prior to moving client-side, Scoggins was on the agency-side working on CRM programs for brands such as Nestlé, GlaxoSmithKline, EDMC, and Galderma Laboratories. He holds an undergraduate degree from the University of Oklahoma and a MBA from the SMU Cox School of Business.