Looking for a Chipotle restaurant near you? Click on the link in this self-help guide to open the restaurant map, and view all Chipotle Mexican Gills near your current location.
About Chipotle Inc. Chipotle is surely an American restaurant chain that serves a simple menu of Mexican-inspired food. Founded in Denver, Colorado, in 1993 by Steve Ells, a classically trained chef, Chipotle has grown to more 2,000 store locations, which together serve over 1 million customers daily. The company is recognized for its logo and marketing of Food With Integrity, its dedication to offering fresh meal items and sourcing ingredients from ethically minded suppliers. With this particular premium food ethos, Chipotle helped usher within an era of fast casual dining experiences, many 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 business has additionally developed a portfolio of subsidiary brands, including Pizzeria Locale, the Asian-inspired ShopHouse Kitchen, and Tasty Made, a brand new burger joint. Following a number of food-safety incidents in 2015 associated with its flagship nearest chipotle, however, the companys business has suffered, and even 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 like chorizo and introduced a rewards program called Chiptopia.
“In order for us to carry on to run Chipotle there, part of the deal is we need to serve breakfast,” Niccol said. That location serves an egg and cheese breakfast burrito and something with egg and chorizo. That latter item, Niccol said, is 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 pretty good. Right? So later on maybe, however, not right now.” As opposed to branching out into breakfast, Chipotle (CMG) is leaning into exactly what it knows its consumers are after: meat burritos for lunch and, increasingly, dinner.
Chipotle CEO: Fake meat will not be our approach to food
“People at this time are dialed directly into Chipotle simply because they love the chicken, the steak, the carnitas, the barbacoa,” said Niccol, noting that this company’s chicken burrito makes up the bulk of its sales.
Chipotle recently added carne asada to the menu as a limited-time offer, the 1st time the chain added a brand new meat item because it reintroduced chorizo in 2018. The carne asada option was tested in three American cities over the past year and performed “incredibly well,” according to Chipotle.
The chain is additionally making digital improvements to encourage more orders, including outside lunchtime. It launched a loyalty program, sped up the drive-thru process with “Chipotlanes” for pickup orders and added an additional make line for online orders. It’s also begun to offer delivery. Digital orders are also going over the top. Inside the second quarter, they grew 99% and included 18% of sales. Niccol thinks that one day, digital orders might make up half of Chipotle’s sales.
Chipotle’s “digital transformation” is about “giving people more access and driving even further into this idea of any frictionless experience,” Niccol said. The company intends to continue leaning into tech, he added, noting that this “Chipotlanes” will probably “become a significant part of our business.” Together, the modifications make it more convenient for groups to acquire, Niccol explained, meaning more dinner orders.
“If you can be found in with a team of friends, to go down our line, it can be a bit cumbersome,” he explained. When ordering online or from the app, “it is possible to share the payment, you can order ahead, you might have everybody’s order, you simply turn up, you sit down or grab and go.”
By concentrating on lunch and dinner, Chipotle avoids the expenses associated with breaking into breakfast. The meal may be lucrative, but there’s a very high barrier to entry for businesses that don’t already serve food in the morning. Wendy’s, as an example, recently shared which it wants to hire about 20,000 US employees and invest $20 million in serving breakfast nationwide.
It’ll be especially difficult to recruit numerous employees in such a tight labor market. Chipotle, because of its part, is wanting to bring in workers by encouraging mobility in the company, offering quarterly bonuses and, amongst other things, teaching unique skills.
“The very first week on the job we teach you knife skills regarding how to actually cut vegetables, the best way to cut lettuce, how to cut avocados, how you can mash guacamole,” Niccol said. “These are generally all skills that transfer then to many other opportunities inside the restaurant industry.”
So far, Chipotle’s efforts appear to be working. The company’s stock has nearly doubled to date this season, and its sales and in the 2nd quarter jumped 13% to $1.4 billion. Niccol continues to be 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. At the end of 2014, there have been about 1,800 Chipotle locations. Niccol thinks that figure could grow to around 6,000, he told Romans, without specifying a timeline. “We’re just how to get started.”
Chipotle’s Chief Reputation Officer Laurie Schalow told TODAY that the guac’s recent appearance was due to a change of their avocado supply since they switch between sources during peak growing seasons in various locations. Schalow claimed that many locations will begin using mostly Mexican-grown avocados at the end with this month. With that mystery solved as well as a new meat on the menu, this is a great week to become a Chipotle fan.