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Desserts are coming, along with better digital ordering and TV ads
Hoping to turn around still negative sales and traffic trends, Chipotle Mexican Grill Inc. is trying some new things.
In a call with Wall Street analysts on Tuesday evening, company officials unveiled new plans that include the addition of dessert to the menu, enhancements to digital ordering to speed service and a more aggressive advertising approach that will likely include national television ads for the first time.
Source: Chipotle
The company is also bringing a halt to growth of the secondary ShopHouse Southeast Asian Kitchen brand, which has 15 locations in three markets.
Steve Ells, Chipotle’s founder, chair and co-CEO, said the company would pursue strategic alternatives for ShopHouse, saying the brand “simply has not demonstrated the ability to su...
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