Trying to find a Chipotle restaurant near you? Click on the link in 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 surely an American restaurant chain that serves an easy 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 business is recognized for its brand and marketing of Food With Integrity, its dedication to offering fresh meal items and sourcing ingredients from ethically minded suppliers. With this premium food ethos, Chipotle helped usher within 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 grown rapidly, now includes locations in Europe. The business also has created a portfolio of subsidiary brands, including Pizzeria Locale, the Asian-inspired ShopHouse Kitchen, and Tasty Made, a new burger joint. Following a series of food-safety incidents in 2015 associated with its flagship chipotle, however, the companys business has suffered, as well as reported its first quarterly loss in a decade. To be able to 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 operate Chipotle there, portion of the deal is we have to serve breakfast,” Niccol said. That location serves an egg and cheese breakfast burrito and 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 set chorizo with eggs in a burrito, that’s very good. Right? So down the road maybe, however, not right now.” Instead of branching out into breakfast, Chipotle (CMG) is leaning into exactly what it knows its customers are after: meat burritos for lunch and, increasingly, dinner.
Chipotle CEO: Fake meat is not really our method of food
“People today are dialed directly into Chipotle simply because they love the chicken, the steak, the carnitas, the barbacoa,” said Niccol, noting the company’s chicken burrito makes up the majority of its sales.
Chipotle recently added carne asada to the menu as being a limited-time offer, the 1st time that the chain added a new meat item since it reintroduced chorizo in 2018. The carne asada option was tested in three American cities over the past year and performed “incredibly well,” in accordance with Chipotle.
The chain can also be making digital improvements to encourage more orders, including outside lunchtime. It launched a loyalty program, sped in the drive-thru process with “Chipotlanes” for pickup orders and added another make line for online orders. It’s also begun to offer delivery. Digital orders are also going through the roof. Inside the second quarter, they grew 99% and accounted for 18% of sales. Niccol thinks that certain day, digital orders can make up 50 % of Chipotle’s sales.
Chipotle’s “digital transformation” is approximately “giving people more access and driving even more into this idea of any frictionless experience,” Niccol said. The company wants to continue leaning into tech, he added, noting the “Chipotlanes” will probably “become a significant piece of our business.” Together, the modifications have made it simpler for groups to acquire, Niccol explained, meaning more dinner orders.
“If you can be found in with a group of friends, to maneuver down our line, it could be a bit cumbersome,” he explained. When ordering online or with the app, “you can share the payment, you can order ahead, you have everybody’s order, you just show up, you sit down or you can grab and go.”
By focusing on lunch and dinner, Chipotle avoids the expenses related to breaking into breakfast. The meal could be lucrative, but there’s a higher barrier to entry for businesses that don’t already serve food each day. Wendy’s, for example, recently shared it wants to hire about 20,000 US employees and invest $20 million in serving breakfast nationwide.
It’ll be especially tough to recruit a lot of employees in such a tight labor market. Chipotle, for its part, is attempting to draw in workers by encouraging mobility within the company, offering quarterly bonuses and, among other things, teaching unique skills.
“The initial week on the job we show you knife skills concerning how to actually cut vegetables, how to cut lettuce, how to cut avocados, how you can mash guacamole,” Niccol said. “These are generally all skills that transfer then to other opportunities inside the restaurant industry.”
To date, Chipotle’s efforts appear to be working. The company’s stock has nearly doubled to date this year, along with its sales and in the second quarter jumped 13% to $1.4 billion. Niccol has been 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 conclusion of 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 how to get started.”
Chipotle’s Chief Reputation Officer Laurie Schalow told TODAY that this guac’s recent appearance was as a result of change of the avocado supply since they switch between sources during peak growing seasons in different locations. Schalow claimed that many locations will start using mostly Mexican-grown avocados in the end of this month. With this mystery solved along with a new meat on the menu, this is an excellent week to become a Chipotle fan.