The item’s debut in September 2021 drove both check size and transactions at the restaurant
Chipotle Mexican Grill’s Smoked Brisket has returned to participating restaurants in the United States and Canada for a limited time and for the first time since its initial launch three years ago.
The menu item debuted in September 2021 and drove both check size and transactions, executives noted on ensuing quarterly earnings call. In Q2 2022, chief financial officer Jack Hartung called the brisket one of the company’s best-performing menu items to date, adding that the company ran out of inventory in the middle of November. During the most recent earnings call, former chief executive officer Brian Niccol said brisket is among the most requested items at the chain.
“It took a huge cross-functional effort across supply chain, culinary finance and marketing to bring back this delicious [limited-time offer],” he said.
“I think with brisket coming up, we're very optimistic. There was a big demand the first time. We actually just couldn't even keep it in stock. We ran out of it so fast. We're optimistic, but we also want to be cautious in this environment,” Hartung added.
Chipotle's Smoked Brisket is made with "responsibly raised" beef, seared on a plancha and seasoned with spices, including smoked serrano chile pepper and chipotle chile pepper. The protein is finished with a savory brisket sauce made with smoky chile peppers.
"We are listening to our guests and bringing this fan-favorite menu innovation out of the vault after three years," chief brand officer Chris Brandt said in a statement. "This premium protein is sure to delight guests looking to taste the difference of brisket prepared the Chipotle way."
To celebrate the launch, Chipotle will waive the delivery fees offer on all Smoked Brisket orders placed through the Chipotle app, Chipotle.com and Chipotle.ca from September 12 through September 29 in the U.S. and Canada.
Contact Alicia Kelso at [email protected]
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