The Key to Chipotle? Not Digital. It’s Quesadillas
Chipotle has gone from being America’s favorite burrito store to a digital Mexican grill. Sales are up 17% year-over-year and 50% orders are now digital. People love their burritos, but it’s the quesadillas that’s driving the wagon.
According to Chipotle CEO Brian Niccol, 1 in every 10 orders is a quesadilla. Previously, quesadillas were a digital-only item, but now the Mexican grill is allowing you to order wherever, whenever. What is it about quesadillas? First off, as Jon Taffer would say, what’s easy to make helps get orders out quickly while driving profit margins. Chipotle’s burritos contain lots of ingredients and every consumer has their own particular taste. Quesadillas are simple. Get some cheese, bread and let the customer pick the meat. With people on the go, quesadillas offer a delicious lunch or dinner.
This isn’t just a novelty since it’s a new item for Chipotle. We’re talking about customers that are picky eaters, have diet restrictions or just want a quick bite will want for years upon years. Get excited for Chipotle and long live quesadillas!