As a die-hard Chipotle enthusiast with a heart full of burrito love and a wallet not so full, I must confess that this recent news has left me feeling like I’ve just been hit by a rogue tortilla wrapped around a chunk of cheddar cheese. The 2% price hike announced on Dec. 5 has sent shockwaves through the burrito-loving community, and it feels as if my beloved Chipotle is slipping further away from my reach with each passing day.
It would seem that a scoop of Chipotle guacamole is now gonna cost you even more extra.
On December 5th, the fast-food company revealed they will increase their menu prices by 2% in all their approximately 3,500 locations worldwide. This adjustment is being made as a response to the present economic climate, as reported by NBC News.
For the first time in over a year, Laurie Schalow, Chipotle’s chief corporate affairs officer, announced through a statement that they had implemented a slight price rise of around 2% across the country as a way to counteract inflation.
And as expected, fans were disappointed to hear the news.
On X, previously known as Twitter, December 5th, a user posted that Chipotle is increasing their prices by 2%. This user expressed frustration, stating they will need to find an alternative dining spot since they can’t afford the price hike.
Another added, “Chipotle raising their prices again. Man end of an era for me.”
One X user reflected on Chipotle’s past, writing, “Chipotle raising the prices 2% is just outrageous!! I want my $8 burritos back!!”
Meanwhile, aside from the recent increase in prices, the attention garnered by the Mexican chain is also due to a matter that stirred up discussions on social media earlier this year – the perception of decreasing serving sizes among its customers.
However, it’s important to note that Brian Niccol, who recently departed to lead Starbucks, clarified in July that the company had not issued any specific instructions to reduce portion sizes.
In the earnings discussion with investors (as reported by NBC News), he stated that the feedback received prompted us to reevaluate our performance throughout our entire system. Specifically, we’ve zeroed in on the extreme scores from consumer surveys as areas of focus for improvement.
Back then, I couldn’t help but obsess over the fact that approximately one out of every ten Chipotle outlets needed adjustment to meet their ideal serving sizes, as per Niccol’s standards.
He further stressed the importance of continued training and guidance, focusing on creating consistent perfection in our bowl and burrito preparations. Moreover, we’ve increased our emphasis on serving ample portions generously throughout all our restaurant locations.
According to Niccol, getting that large portion size was “a core brand equity of Chipotle.”
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2024-12-06 06:17