Chipotle brings chorizo on board

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Chipotle is rolling out its second recovery move of the week, as the chain announced its debut of chorizo as a protein option at certain units, starting Wednesday.

Restaurants in New York City; Denver; San Diego; Washington, D.C.; Columbus, Ohio; and Sacramento, Calif., will offer the item, which is expected to roll out chainwide in the fall.

Chipotle is known for making few tweaks to its menu, but does so when met with the chance to add something “really unique,” CEO Steve Ells noted in a statement.

The brand had barely begun testing chorizo last year when it was hit with the food safety crises that caused its comp sales to plunge by nearly 30%.

Chipotle earlier this week revealed the details of its Chiptopia Summer Rewards program, a keystone of its turnaround plans.

The program, a sort of hybrid between a limited-time offer and a typical loyalty program, is aimed at increasing customer visit frequency over average check. It allows guests to earn free food from July through September based on three loyalty levels: mild, medium and hot.


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