Looking for a Chipotle restaurant near you? Click on the link within this self-help guide to open the restaurant map, and look at all Chipotle Mexican Gills near your current location.
About Chipotle Inc. Chipotle is an American restaurant chain that serves a basic menu of Mexican-inspired food. Founded in Denver, Colorado, in 1993 by Steve Ells, a classically trained chef, Chipotle has expanded to more 2,000 store locations, which together serve over 1 million customers daily. The company is recognized for its brand and marketing of Food With Integrity, its persistence for offering fresh meal items and sourcing ingredients from ethically minded suppliers. With this particular premium food ethos, Chipotle helped usher in an era of fast casual dining experiences, a few of which loosely mimicked the chains popular method of fresh preparation and assembly-line service.
Since going public in 2006, Chipotles restaurant footprint has expanded rapidly, and today includes locations in Europe. The company has also designed a portfolio of subsidiary brands, including Pizzeria Locale, the Asian-inspired ShopHouse Kitchen, and Tasty Made, a brand new burger joint. Following several food-safety incidents in 2015 associated with its flagship nearest chipotle, however, the companys business has suffered, and also reported its first quarterly loss in a decade. So that you can rebound sales and regain the trust of clients, Chipotle has added new menu items including chorizo and introduced a rewards program called Chiptopia.
“To ensure us to continue to perform Chipotle there, part of the deal is we need to serve breakfast,” Niccol said. That location serves an egg and cheese breakfast burrito then one with egg and chorizo. That latter item, Niccol said, will be the reason he won’t rule breakfast out completely.
“Our chorizo is fabulous,” he stated.”You put chorizo with eggs in a burrito, that’s excellent. Right? So in the future maybe, however, not today.” As opposed to branching out into breakfast, Chipotle (CMG) is leaning into what it really knows its clients are after: meat burritos for lunch and, increasingly, dinner.
Chipotle CEO: Fake meat is not really our approach to food
“People today are dialed in to Chipotle simply because they love the chicken, the steak, the carnitas, the barbacoa,” said Niccol, noting that the company’s chicken burrito makes up the majority of its sales.
Chipotle recently added carne asada to its menu as being a limited-time offer, the very first time that this chain added a brand new meat item since it reintroduced chorizo in 2018. The carne asada option was tested in three American cities in the last year and performed “incredibly well,” based on Chipotle.
The chain is also making digital improvements to encourage more orders, including away from lunchtime. It launched a loyalty program, sped up the drive-thru process with “Chipotlanes” for pickup orders and added a second make line for online orders. It’s also started to offer delivery. Digital orders also are going through the roof. In the second quarter, they grew 99% and accounted for 18% of sales. Niccol thinks that one day, digital orders can make up one half of Chipotle’s sales.
Chipotle’s “digital transformation” is approximately “providing people with more access and driving even further into this idea of the frictionless experience,” Niccol said. The company plans to continue leaning into tech, he added, noting that this “Chipotlanes” will more than likely “become a significant piece of our business.” Together, the changes are making it simpler for groups to acquire, Niccol explained, which suggests more dinner orders.
“If you are available in with a team of friends, to move down our line, it can be a bit cumbersome,” he explained. When ordering online or from the app, “you are able to share the payment, you can purchase ahead, you may have everybody’s order, you simply turn up, you sit down or grab and go.”
By centering on lunch and dinner, Chipotle avoids the expenses related to breaking into breakfast. The meal might be lucrative, but there’s a high barrier to entry for firms that don’t already serve food each day. Wendy’s, as an example, recently shared that it plans to hire about 20,000 US employees and invest $20 million in serving breakfast nationwide.
It’ll be especially difficult to recruit a lot of employees in this tight labor market. Chipotle, for the part, is wanting to attract workers by encouraging mobility inside the company, offering quarterly bonuses and, amongst other things, teaching unique skills.
“The first week on the job we show you knife skills on how to actually cut vegetables, how you can cut lettuce, the best way to cut avocados, how you can mash guacamole,” Niccol said. “These are all skills that transfer then to other opportunities in the restaurant industry.”
To date, Chipotle’s efforts appear to be working. The company’s stock has nearly doubled to date this coming year, and its sales as well as in the 2nd quarter jumped 13% to $1.4 billion. Niccol has become credited with helping turn the mjjrlx around after E. coli outbreaks in 2015 and 2016 drove customers away.
Today, Chipotle has roughly 2,500 restaurants. After 2014, there have been about 1,800 Chipotle locations. Niccol thinks that figure could grow to about 6,000, he told Romans, without specifying a timeline. “We’re just starting out.”
Chipotle’s Chief Reputation Officer Laurie Schalow told TODAY the guac’s recent appearance was because of a change of its avocado supply because they switch between sources during peak growing seasons in different locations. Schalow claimed that many locations will start using mostly Mexican-grown avocados by the end of this month. Using that mystery solved and a new meat on the menu, this is a great week to be a Chipotle fan.