Looking for a Chipotle restaurant near you? Click on the link within 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 basic 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 known 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 inside 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 continues to grow rapidly, and today includes locations in Europe. The company has also created 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 locations near me, however, the companys business has suffered, as well as reported its first quarterly loss in a decade. In order to rebound sales and regain the trust of consumers, Chipotle has added new menu items such as chorizo and introduced a rewards program called Chiptopia.
“To ensure 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 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 explained.”You place chorizo with eggs in a burrito, that’s very good. Right? So later on maybe, but not at this time.” Rather than branching out into breakfast, Chipotle (CMG) is leaning into what it knows its clients are after: meat burritos for lunch and, increasingly, dinner.
Chipotle CEO: Fake meat is not 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 the company’s chicken burrito makes up the majority of its sales.
Chipotle recently added carne asada to the menu as a limited-time offer, the very first time that this chain added a whole new meat item because it reintroduced chorizo in 2018. The carne asada option was tested in three American cities within the last year and performed “incredibly well,” in accordance with Chipotle.
The chain can also be making digital improvements to encourage more orders, including outside of lunchtime. It launched a loyalty program, sped up 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 going through the roof. Within the second quarter, they grew 99% and taken into account 18% of sales. Niccol thinks that certain day, digital orders could make up one half of Chipotle’s sales.
Chipotle’s “digital transformation” is all about “providing people with more access and driving further into this concept of the frictionless experience,” Niccol said. The business wants to continue leaning into tech, he added, noting that the “Chipotlanes” will probably “be a significant part of our business.” Together, the changes are making it more convenient for groups to order, Niccol explained, which means more dinner orders.
“If you come in with a group of friends, to maneuver down our line, it could be a bit cumbersome,” he explained. When ordering online or through the app, “you can share the payment, you can order ahead, you may have everybody’s order, you merely appear, you sit down or grab and go.”
By centering on lunch and dinner, Chipotle avoids the expenses related to breaking into breakfast. The meal may be lucrative, but there’s a high barrier to entry for firms that don’t already serve food in the morning. Wendy’s, as an example, recently shared it plans 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 the part, is trying 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 teach you knife skills regarding how to actually cut vegetables, the best way to cut lettuce, the best way to cut avocados, the best way to mash guacamole,” Niccol said. “These are generally all skills that transfer then to other opportunities inside the restaurant industry.”
To date, Chipotle’s efforts are most often working. The company’s stock has nearly doubled up to now this coming year, along with its sales and 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. At the conclusion of 2014, there was 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 getting started.”
Chipotle’s Chief Reputation Officer Laurie Schalow told TODAY that the guac’s recent appearance was due to a change of its avocado supply because they switch between sources during peak growing seasons in different locations. Schalow said that many locations will begin using mostly Mexican-grown avocados in the end of this month. Using that mystery solved along with a new meat on the menu, this is an excellent week to be a Chipotle fan.