Chipotle's Road to Redemption Includes Milkshakes

After multiple food scares in recent years affecting the bottom line, Chipotle's new CEO is making changes....including menu changes like adding milkshakes. ( Chipotle Mexican Grill/MGN )

(Bloomberg) -- Chipotle Mexican Grill Inc. isn’t the fast-food joint most diners visit when they’re craving a milkshake. Its new CEO is trying to change that.

The restaurant chain known for its burritos is preparing for what could be its biggest menu expansion in company history. Chipotle announced Thursday that it will add five new food items -- Mexican chocolate milkshakes, avocado tostadas, quesadillas, nachos and a salad with avocado-citrus dressing -- at its test kitchen in New York City.

“We wanted something snacky,” Chad Brauze, the chef who runs the test kitchen, said during a Thursday afternoon preview of the new items. Brauze said some of the smaller additions are designed to boost spending by existing customers who might, for example, tack on a side of nachos to their regular order. The chain also hopes the new offerings will bring in diners at off-peak hours when they weren’t craving a full burrito.

Comeback Tour

The fast-casual chain is on a hunt for growth after multiple illness outbreaks linked to its stores in recent years sickened hundreds and damaged the chain’s image. Earlier this year, Taco Bell veteran Brian Niccol took over as chief executive officer and is already shaking things up. He’s partnered with DoorDash to offer delivery and is moving Chipotle’s headquarters to Newport Beach, California, from Denver. Niccol also is looking at doing drive-through restaurants.

In its most recent quarter, Chipotle reported same-store sales that topped analysts’ projections, providing a nice welcome for the incoming CEO. It also signals that the beleaguered chain may finally be starting to recover from years of negative headlines.

Chipotle has recently dabbled with more experimentation on its menu -- it has tested frozen margaritas, along with a fried-tortilla dessert dish. Last year, it added queso cheese dip as a permanent menu item. It’s also testing out a frozen paloma cocktail in New York, the company said Thursday.

“We hope these things will become permanent,” Chief Marketing Officer Chris Brandt said at the event, noting that the next step will be to test at additional restaurants -- though it’s too early to say whether they’ll all be rolled out nationwide.

 

Copyright 2018, Bloomberg

 

Comments

Restricted HTML

  • Allowed HTML tags: <em> <strong> <cite> <blockquote cite> <ul type> <ol start type> <li> <dl> <dt> <dd> <h2 id> <h3 id> <h4 id>
  • Lines and paragraphs break automatically.
  • Web page addresses and email addresses turn into links automatically.
8 + 11 =
Solve this simple math problem and enter the result. E.g. for 1+3, enter 4.
Submitted by xdr on Mon, 06/25/2018 - 20:32

Through the replica watches longitudinal satin http://www.replicawatchlondon.co.uk drawing process at rolex replica uk the center of the case, the lugs are processed by vertical and swiss replica watches http://www.newwatchesoutlet.co.uk horizontal satin drawing, and the beveled uk replica watches edges are polished.

Submitted by Research finance assignment on Tue, 06/26/2018 - 03:13

Things are very open and intensely clear explanation of issues. was truly information. Your website is very beneficial. https://financeassignments.xyz/

Submitted by Pay Someone To Do My Stats Assignment on Tue, 06/26/2018 - 03:14

I’m really impressed with your article, such great & usefull knowledge you mentioned here https://statisticshelponline.xyz

Submitted by Nursing White Paper Writing on Tue, 06/26/2018 - 03:16

The leading assignment help UK firm offers state of the art services to its clients with a promise of delivering all the required work well within the deadline. http://nursingassignment.com/

Submitted by Online Assignment Writing Help on Tue, 06/26/2018 - 03:16

This is really great work. Thank you for sharing such a good and useful information here in the blog for students. https://assignmenthelp.xyz/

Submitted by game2018 on Wed, 06/27/2018 - 23:00

I know this article is late but have to admit the information in the article is very useful. Thanks for sharing. bomb it 5