Chipotle is giving consumers more options and lower prices on an expanded menu rolled out late last week.
Chipotle Mexican Grill Inc. is testing the new items — priced from $2.25 to $6.35 — at Denver-area stores. Word of the new menu pushed Chipotle’s stock up $2.31 to $69.81 on Thursday. It closed at $71.08 on Friday.
“We have found that many of our customers don’t recognize the variety that exists within our menu, and that new customers are sometimes unsure of what to order,” said Steve Ells, founder, chairman and co-CEO of Chipotle Mexican Grill Inc. “With this menu, we are communicating the nature of variety more clearly.”
Restaurant-industry experts say this move helps bring in customers during frugal times and also helps consumers look past in-store price increases over the last two quarters.
“They’re joining a list of many companies that have come up with smaller portions or added lower-priced items,” said Ron Paul, president of Technomic Inc., a Chicago-based restaurant consulting firm. “If you stay with what you’ve always done, it doesn’t work as well in this economy.”
Paul does not believe the additions dilute the Chipotle brand because the items are new. A restaurant risks diluting its brand by offering regular items at sales prices so frequently that consumers won’t buy without the reduction, Paul said.
Chipotle is keeping its traditional menu items at the same price-point while adding the new items.
Elizabeth Aguilera: 303-954-1372 or eaguilera@denverpost.com
Testing, testing…
Chipotle is testing lower-priced items in Denver-area stores. The menus are lower-cost, kid-focused and include a few featured items. They are:
Low-Roller Menu
Vegetarian soup: $2.99 or $3.69 with chicken
Chicken taco and soup: $4.65
One taco: $2.25
Side salad: $2.95 or $3.65 with chicken
Featured Menu
Chicken Pozole: $5.55
Omnivore salad: $5.95
Classic burrito chicken: $5.95
Carnitavore: $6.35
Kid’s Menu
They build it (tacos, rice, chips and drink): $3.95
One taco with chips and drink: $3.50
Small cheese quesadilla with rice or beans, chips and drink: $2.95 or $3.50 meat and cheese quesadilla
