Chipotle Hopes Bringing Chorizo Back Could Help Reverse Plummeting Sales
Chipotle has been making valiant efforts to win back customers as sales continue to slip following a health and food safety crisis. Last quarter, same-store sales dropped a staggering 30 percent. The fast-casual restaurant has given out more free food to customers and laid out a long and detailed new health plan for all restaurants.Now, the newest addition to the burritos chain could be chorizo, as well as a brand new loyalty program for customers.
Chipotle tested out chorizo burritos last year in Kansas City, and now they’re coming back, this time made with a spicy chicken and pork blend. This means that Chipotle will be breaking one of its hard and fast cardinal rules for the sake of improving sales: to keep its menu the same, and be wary of adding new items.
The other big Chipotle news is that it will be rolling out its first ever rewards program. Rewards programs are mainstays at other chains in the same category including Starbucks, and Chipotle hopes it will inspire continued or renewed loyalty in its customers.
"When we think about adding something to Chipotle, we are very, very mindful of our overall efficiencies in the kitchen, in cooking, in throughout and in ease of ordering for the customer," CEO Steve Ells told Business Insider.