Chipotle Announces New Menu and Happy Hour, Says It Wants to Be a ‘Lifestyle Brand’

The beauty of Chipotle is in its simplicity, some would say. You walk in, start at one end of the line, walk in one direction, and by the end of the line you have various meats and veggies and salsas in the bowl or tortilla of your choice. Maybe you grab some chips, too, but that’s pretty much it. No longer. Chipotle is switching it up:

  • The brand is testing some new menu items, including a Mexican chocolate milkshake, quesadillas and avocado tostadas.
  • On the lifestyle front, Chipotle wants to up its digital-order game. Postmates is their official delivery partner, but they want to integrate more third-party delivery services and install pickup shelves at their locations so people who order via phone or app can dip in and out, Starbucks-style.
  • A customer rewards program will likely begin next year. Free burritos? A punch card? No hard deets yet.
  • A happy hour deal might begin soon, with CEO Brian Niccol (he used to be CEO of Taco Bell, which probably explains a lot of this) saying the chain wants to offer $2 tacos and alcoholic beverages between 2 and 5 p.m., plus another deal for late night. If you ask us, the deal sounds great, but man, those hours are awful.

In 2016, Chipotle saw its profits go down 95 percent after E. coli and norovirus outbreaks. This is their attempt to rebound. (h/t Eater)

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