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 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 business is recognized for its brand name and marketing of Food With Integrity, its commitment 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 grown rapidly, and today includes locations in Europe. The organization also has developed 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 connected to its flagship where is the nearest chipotle, however, the companys business has suffered, and even reported its first quarterly loss in a decade. In order to 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 that us to continue to run 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 explained.”You set chorizo with eggs in a burrito, that’s very good. Right? So in the future maybe, but not at this time.” Instead of 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 will not be our method of food
“People today are dialed directly into Chipotle because they love the chicken, the steak, the carnitas, the barbacoa,” said Niccol, noting that this company’s chicken burrito makes up the majority of its sales.
Chipotle recently added carne asada to its menu as a limited-time offer, the very first time that the chain added a brand 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 also 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 one day, digital orders could make up half of Chipotle’s sales.
Chipotle’s “digital transformation” is all about “giving people more access and driving even more into this concept of any frictionless experience,” Niccol said. The company wants to continue leaning into tech, he added, noting the “Chipotlanes” will likely “become a significant piece of our business.” Together, the modifications make it simpler for groups to acquire, Niccol explained, which means more dinner orders.
“In the event you can be found in with a team of friends, to go down our line, it may be a bit cumbersome,” he explained. When ordering online or from the app, “you are able to share the payment, you can order ahead, you have everybody’s order, you just turn up, you sit down or you can 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 firms that don’t already serve food each day. Wendy’s, for example, recently shared which it intends to hire about 20,000 US employees and invest $20 million in serving breakfast nationwide.
It’ll be especially tough to recruit so many employees in such a tight labor market. Chipotle, for 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 first week on the job we show you knife skills regarding how to actually cut vegetables, how you can cut lettuce, how you can cut avocados, how to mash guacamole,” Niccol said. “They are all skills that transfer then to many other opportunities in the restaurant industry.”
Up to now, Chipotle’s efforts seem to be working. The company’s stock has nearly doubled so far this season, along with 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 was 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 the guac’s recent appearance was as a result of change of their avocado supply since they switch between sources during peak growing seasons in different locations. Schalow stated that many locations begins using mostly Mexican-grown avocados in the end of the month. With this mystery solved as well as a new meat on the menu, this is a good week as a Chipotle fan.