Chipotle: America’s Love for Burritos Brings All-Time Highs
Americans love burritos. So much so that it took the number one spot on Grubhub’s most-ordered items last year.
- Sales grew 17% in the first quarter — with help from a 10% menu price increase and a 4% increase in traffic.
- Expects to open 255-285 restaurants in 2023 with a long-term goal of opening 7K total.
Investors can also thank that delicious limited-time Chicken al Pastor.
Chipotle’s growth came at Taco Bell’s expense
Store growth since 2010: Chipotle (1084 → 3187) vs. Taco Bell (5.9K → 8.2K)
2022 revenue per store: Chipotle ($2.7M) vs. Taco Bell ($1.7M)
Not even a close fight. Since 2010, Chipotle has nearly tripled its restaurant count — and now they’re going after small towns (40K+ residents) to accelerate their growth.
Like McDonald’s and Starbucks, Chipotle went digital early, with 40% of its sales coming digitally last quarter — vs. McDonald’s 35%. How are they doing it?
- Strong rewards program, which had 31.6M members last year — rivaling Starbucks’ 27.4M.
- Experimenting with digital-only restaurants and robotic arms in its kitchen.
First electric vehicles, then electric restaurants
Drive-thrus have been a big part of Chipotle’s digital strategy — which wants 90% of its new restaurants to include a drive-thru (aka Chipotlane). And it doesn’t stop there:
- Chipotle is piloting three all-electric restaurants as part of plans to reduce gas emissions by 50% by 2030.
- Next year, they want the electric designs to be part of 100 new restaurants in 2024.
Unlike Taco Bell or McDonald’s, Chipotle doesn’t franchise stores — making it easier to incorporate new changes.