Looking for 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 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 expanded 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 commitment to offering fresh meal items and sourcing ingredients from ethically minded suppliers. Using this 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 continues to grow rapidly, and now includes locations in Europe. The business has additionally designed a portfolio of subsidiary brands, including Pizzeria Locale, the Asian-inspired ShopHouse Kitchen, and Tasty Made, a new burger joint. Following several food-safety incidents in 2015 associated with its flagship chipotle near me, 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 consumers, Chipotle has added new menu items such as chorizo and introduced a rewards program called Chiptopia.
“In order for us to continue to operate Chipotle there, area 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, is the reason he won’t rule breakfast out completely.
“Our chorizo is fabulous,” he said.”You set chorizo with eggs in a burrito, that’s excellent. Right? So later on maybe, although not today.” Rather than branching out into breakfast, Chipotle (CMG) is leaning into what it knows its customers are after: meat burritos for lunch and, increasingly, dinner.
Chipotle CEO: Fake meat is not really our approach to food
“People today are dialed 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 bulk of its sales.
Chipotle recently added carne asada to its menu as being a limited-time offer, the 1st time that this chain added a whole new meat item as it reintroduced chorizo in 2018. The carne asada option was tested in three American cities within the last year and performed “incredibly well,” according to Chipotle.
The chain is additionally making digital improvements to encourage more orders, including outside of 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 began to offer delivery. Digital orders also are going over the top. Inside the second quarter, they grew 99% and included 18% of sales. Niccol thinks that a person day, digital orders can make up one half of Chipotle’s sales.
Chipotle’s “digital transformation” is all about “giving people more access and driving even further into this concept of a frictionless experience,” Niccol said. The company intends to continue leaning into tech, he added, noting that this “Chipotlanes” will probably “be a significant part of our business.” Together, the alterations make it more convenient for groups to acquire, Niccol explained, which suggests more dinner orders.
“In the event you can be found in with a small group of friends, to move down our line, it may be a bit cumbersome,” he explained. When ordering online or through the app, “you are able to share the payment, you can purchase ahead, you have everybody’s order, you just appear, you sit down or grab and go.”
By focusing on lunch and dinner, Chipotle avoids the costs associated with breaking into breakfast. The meal may be lucrative, but there’s a higher barrier to entry for companies that don’t already serve food each day. Wendy’s, as an example, recently shared it intends to hire about 20,000 US employees and invest $20 million in serving breakfast nationwide.
It’ll be especially difficult to recruit so many employees in this tight labor market. Chipotle, for its part, is trying to draw in workers by encouraging mobility in the company, offering quarterly bonuses and, amongst other things, teaching unique skills.
“The first week on the job we teach you knife skills regarding how to actually cut vegetables, the best way to cut lettuce, how you can cut avocados, how you can mash guacamole,” Niccol said. “These are all skills that transfer then to other opportunities in the restaurant industry.”
Up to now, Chipotle’s efforts appear to be working. The company’s stock has nearly doubled to date this coming year, 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 conclusion of 2014, there were 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 as a result of change of the avocado supply because they switch between sources during peak growing seasons in various locations. Schalow said that many locations will begin using mostly Mexican-grown avocados by the end with this month. With that mystery solved and a new meat on the menu, this is a good week as a Chipotle fan.