Once revered, many fans of the fast-casual chain say it's on the decline. We did a deep dive to investigate.That's how longtime fan Benjamin Shifrin described Chipotle as it was when he initially discovered the Mexican-inspired chain over a decade ago.
Though he originally opened Chipotle to raise funds for a fine-dining restaurant, Ells' concept took off. He opened the second Chipotle in 1995 and the third in 1996. As of March 31 this year, the chain boasted a whoppingOne of the ways that Chipotle stood out from many of its rivals—at least at the beginning—was its simple yet highly customizable menu. Customers start by choosing either a burrito, a bowl, tacos, a quesadilla, or a salad.
Many customers agree that Chipotle's"peak" or Golden Age came sometime around the late 2000s or early 2010s. As one fan explained in alast year, that was"the perfect time when Chipotle had expanded enough to where it was quite accessible yet was super consistent. Affordable, generous portions, great consistency and quality."
Years after the food safety issues, another aspect of Chipotle's business started to falter: its rosy reputation. A quick search on TikTok brings up scores of videos, dating at least as far back as 2022, in which customers lament Chipotle'sFor Shifrin, the moment that things began to take a turn for the worse at Chipotle came around five years ago.
, where customers can rate different Chipotle locations and other fast-casual restaurants based on how much they"skimp" on portions. Customers who visit the site can view ratings for all the Chipotle stores in their area to find the ones that are least likely to skimp.Chipotle CEO: Our portion sizes aren't getting smaller—but you can get more rice or pico by giving a look.with Fortune.
"From the low-income consumer to the middle-income to the higher-income consumer, we're just seeing gains with all income cohorts," Niccol said during the company's April earnings call."And when we ask the question, why is that? What we hear back from every group is, it's a great value proposition."
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