Something very frightening is happening at Chipotle.
In the past 6-8 weeks I have observed some dramatic changes the restaurant chain has made to its pricing structure and portion sizes.
First let's reflect on what Chipotle used to be:
– A commitment to naturally raised products with no chemicals or preservatives.
– Salsas, guacamole, cheese, beans, rice, and meat prepared on an open grill, made fresh daily.
– Moderate/affordable pricing for a high quality neo-Mexican experience: just under $6 for an entree and 75 cents for chips. (Not bad considering what you could pay at many other places)
– Large portions that fill you up, and extras when you ask the employees.
Now, what's different?
This article appears in Jan 28 – Feb 3, 2009.