After a string of scrapped launches, Chipotle Mexican Grill is trying again to establish a second restaurant brand. Will its secret startup find the staying power that escaped the previous ventures?
With the test of a bowl concept looking like a “go” for the burrito powerhouse, this week’s Restaurant Rewind podcast delves into those earlier stabs at diversification. Host and Restaurant Business Editor At Large Peter Romeo fires up the time machine for a recount of Chipotle’s short-lived incursions into the Asian, pizza and burger markets, and why those experiments never grew beyond about 15 units.
What has the high-flying company learned from ShopHouse Asian Kitchen, Pizzeria Locale and Tasty Made that enhance the chances of success for the new venture, which is going by the name Farmesa?
Download this and every episode of Restaurant Rewind for the context past situations can provide on modern-day developments of import.
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