If you’ve already gotten tired the burritos and all the “guac is extra” jokes, then Chipotle is trying to change your mind with a series brand new menu items designed to attract more customers.
Normally, this wouldn’t be that big a deal. Restaurants add new items to their menus all the time, after all. A report from the New York Times makes it clear just how big a deal adding a new menu item (a quesadilla for example) is for Chipotle’s kitchens.
First all, each new product will be going through a testing period at the chain’s New York City test kitchen, before rolling out nationwide. The new menu items under consideration are: quesadillas, nachos, chocolate milkshakes, avocado tostadas, and a “updated” salad. New grills will be ordered to handle the creation quesadillas, which is currently an f-menu item at certain locations.
“We’re not built right now to make a great quesadilla,” said Brian Niccol, Chipotle’s chief executive. “The worst-case scenario is the person in front you orders a quesadilla.”
Chipotle has been haunted by a series E. Coli outbreaks that have done significant damage to its business. As more competitors move in to the burrito game, Chipotle feels the need in innovate, without making any mistakes.
Their last new product, queso, was introduced last September. Customers didn’t respond well to it, and the taste had to be adjusted.
Do any those new menu items appeal to you? Or will you stick to the classic burrito Chipotle is famous for?