New Menu Offers Greater Variety; Same Outstanding Food Quality
DENVER--(BUSINESS WIRE)--Chipotle Mexican Grill, Inc. (NYSE: CMG) (NYSE: CMG.B) today begins a test of a new menu in its Denver-area restaurants which it believes will help customers to order more easily, and better understand the full universe of options at Chipotle. The menu changes are the most significant Chipotle has made in its 15-year history and include:
The new menu is designed to be more approachable to new customers and to highlight the great variety of options to existing Chipotle customers.
"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. "With this menu, we are communicating the nature of variety more clearly, while still making great food affordable and accessible."
While the new menu flaunts frugality, with new items priced from $2.25 to $6.35, it still adheres to Chipotle's commitment to using only the best-tasting ingredients from more sustainable sources that is the hallmark of Chipotle's food.
The new sections on Chipotle's menu include:
The Low Roller menu offers new, smaller-portion-sized meal combinations priced lower to match. However, while Chipotle downsized portions on the Low Roller menu, it did not downsize the quality or taste of the food. The new Soup, Ells' own vegetarian recipe that uses all-natural ingredients, as well as the Single Tacos and Side Salad, continue to deliver on Chipotle's commitment to Food with Integrity. Low Roller options include:
While the current Chipotle menu offers more than 65,000 different meal combinations, the new expanded menu includes four new Featured Items all priced around $6 or less. The menu of Featured Items includes:
Chipotle's new Kid's Menu features such child-friendly items as quesadillas, single tacos and a build-your-own taco kit, all priced at less than $4 including juice, organic milk, or a small soda. The Kid's Menu items are made with the same, more sustainably raised ingredients parents have come to expect from Chipotle, with portions and prices that are better suited for kids. Chipotle fusses over quality ingredients so parents don't have to. Options include:
All of the items on the revamped menu feature Chipotle's naturally raised chicken, pork and beef, which come from animals that are humanely raised, never given antibiotics or added hormones (or drugs that behave like hormones), and are fed a pure vegetarian diet. Chipotle uses only dairy products (cheese and sour cream) made with milk from cows that are not treated with the synthetic recombinant bovine growth hormone (rBGH), and more than 35 percent of the beans it serves are organically grown. Chipotle also uses locally grown produce for all of its restaurants when seasonally available.
Installation of the new menu begins in Denver-area Chipotle restaurants today and continues through April 4.
Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea that food served fast did not have to be a typical fast food experience. Today, Chipotle continues to offer a focused menu of burritos, tacos, burrito bowls (a burrito without the tortilla) and salads made from fresh, high-quality raw ingredients, prepared using classic cooking methods and served in a distinctive atmosphere. Through our vision of Food with Integrity, Chipotle is seeking better food not only from using fresh ingredients, but ingredients that are sustainably grown and naturally raised with respect for the animals, the land, and the farmers who produce the food. Chipotle opened its first restaurant in 1993 and currently operates more than 830 restaurants.