Chipotle has recently garnered attention due to its strategic shifts under new leadership and menu adjustments. The company has faced challenges, including backlash over serving sizes in promotional campaigns and a price increase of approximately 7% in response to California's minimum wage hike. Additionally, the appointment of Brian Niccol as CEO has sparked discussions about his previous success at Chipotle and the potential for revitalizing Starbucks, where he now leads.
Founded in 1993 by Steve Ells, Chipotle Mexican Grill is a fast-casual restaurant chain known for its customizable burritos, bowls, and tacos. The brand emphasizes fresh ingredients and sustainable sourcing, positioning itself as a healthier alternative to traditional fast food. Chipotle has expanded significantly since its inception, becoming a prominent player in the fast-casual dining sector, with thousands of locations across the United States and internationally. The company has also faced challenges, including food safety incidents in the past, which have shaped its operational strategies and public perception.