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Chipotle Grill is a hot topic these days with a massive valuation and a market segment in between casual dining and fast food. How is the chain doing and what are customers looking to get there? We surveyed 30 stores to take a look.
Our most recent survey of Chipotle Mexican Grill restaurants shows that a whopping 80% of respondents indicated that customers choose Chipotle because of the menu, compared with 9% because the food is organic and 11% who cited both the menu and the organic food as the reason. The star of the menu that keeps them coming in is the Burrito, chosen 57% of the time; varieties ordered included chicken (41%), steak (29%), barbacoa (12%) and carnitas (6%). The Burrito Bowl was the second most frequently ordered item (26%) followed by Fajita Burritos (14%) and Tacos (3%). The average check size for a party of two is $23.83. More respondents (74%) indicate that the restaurants are crowded at lunch time than reported that dinner had the bigger crowds (26%). Compared to a year ago, 43% of sites reported that the restaurant is busier, 46% say it is the same and 6% say it is less busy. Restaurants less than a year old made up 26% of the responses with older restaurants representing 74%.