Dive Brief:
- Chipotle will launch a digital-exclusive menu offering “Build-Your-Own-Chipotle” on Tuesday, the company said in a press release.
- Guests can order a customizable meal for four to six people that can be ready for pickup in as little as 15 minutes.
- The small group order option could help drive traffic, especially as Chipotle struggled during the first two quarters of the year with same-store sales down thanks to consumer spending pullback.
Dive Insight:
The digital offering could also help draw low-income consumers back to the chain. During the second quarter, Chipotle saw a decline in low-income consumers during April and May, but a recovery in June and July, CEO Scott Boatwright said during an earnings call. A family meal that could reduce the cost per person will likely be attractive. The chain is also offering $10 off the “Build-Your-Own-Chipotle” through Oct. 21.
The build your own allows for guests to create their own meal, be it a salad, bowl or soft tacos, and opens up the option to make new items, like nachos, the company said. The deal already includes two bags of chips, but guests have the option to order two more large bags of chips and three large sides as a separate menu item.
This online-exclusive could also help drive more digital orders, which made up 35.5% of sales during the second quarter, Boatwright said. When Chipotle added a quesadilla as an online exclusive in March 2021, it helped drive a 10.5% increase in digital sales during Q2 2021. During that time, quesadillas were included in about 10% of transactions, attracting new customers to the chain, then-CEO Brian Niccol said during an earnings call.
Chipotle is working to build out its catering capabilities by adding high-efficiency equipment that can boost consistency and food quality and speed up preparation. It is testing this package in 60 restaurants alongside new technology that can help balance restaurant orders and a marketing initiative to drive awareness over catering.
What’s inside a “Build-Your-Own-Chipotle”
- One protein: chicken, steak, braised beef barbacoa, carnitas or sofritas
- White or brown rice
- Black beans or pinto beans
- Choice of guacamole or Queso Blanco
- Choice of three salsas/toppings: sour cream, tomatillo-red chili salsa, tomatillo-green chili salsa, roasted chili corn salsa, fresh tomato salsa
- Shredded romaine lettuce and cheese
- Two large bags of chips
- Eight soft taco tortillas
- Forks, napkins and bowls for six people (must opt-in to receive)