Can a Returning Menu Item and Internal Promotion Reverse Chipotle’s Fortunes?

Chipotle Mexican Grill is implementing a dual strategy to counter its significant stock decline, combining the high-profile return of a popular protein option with key internal leadership changes. As the company’s shares touch fresh 52-week lows, these moves represent a critical effort to stabilize performance and restore investor confidence.

At the core of Chipotle’s recovery plan is the reintroduction of its Carne Asada steak, previously a customer favorite. The premium offering is being supported by an extensive promotional campaign targeting value-conscious consumers and younger demographics. Throughout September, the chain is waiving delivery fees on all orders containing Carne Asada. The marketing push includes a partnership with the upcoming EA SPORTSRead more...