"The Newport Beach, California-based fast-casual chain is going DIY mode with "Build-Your-Own Chipotle," a takeout, digital-only menu item meant to feed four to six people. For Chipotle, the build-your-own meal is about delivering value and speed at a time when competition over consumer dollars for out-of-home meals is fierce and getting fiercer, and it benefits from a base emotion: guilt."
"The Build-Your-Own Chipotle meal comes with eight tortillas, two bags of chips, plus other toppings, as well as salsas, rice, and beans for about the price of six burritos. The chain says it can be ready to pick up in as little as 15 minutes. Customers can pick everything from their choice of protein to either guac or queso blanco-but the BYOC meal is only available to order on the chain's app or website."
"Chipotle CEO Scott Boatwright said on the earnings call that the company's value proposition of a burrito or burrito bowl that sells for less than $10 before taxes and fees in most markets was something they would build on. "Going forward, we will roll out new and creative ways to emphasize our value proposition while improving the benefit of our offering through better execution, menu innovation, and amplifying our rewards program," he said."
Chipotle introduced a digital-only Build-Your-Own meal designed to feed four to six people, including eight tortillas, two bags of chips, salsas, rice, beans, and customizable proteins with guac or queso available. The offering costs about the price of six burritos and can be ready for pickup in as little as 15 minutes. The meal is available exclusively through the app and website. Company results show $3.1 billion in quarterly revenue, 3% year-over-year growth, but a 4% drop in comparable sales with expectations of flat comps due to consumer volatility. The chain plans to emphasize value via menu innovation, execution, and rewards to drive frequency.
Read at Fast Company
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