Quesadilla de Chipotle
Chipotle Mexican Grill
The quesadillas from Chipotle Mexican Grill were worth the wait.
After years of playing with the recipe, the burritos chain released the menu item as a digital exclusive in mid-March. So far, it seems that taking the time to find out has paid off for Chipotle. CEO Brian Niccol said Wednesday that about 10% of customers order quesadillas, which is their first new entrant in 17 years.
“We made sure we took the right time to develop an excellent product that would consume them and also work well operationally,” he told analysts.
Niccol also said “many” new customers buy quesadillas, so they don’t take out sales of burritos or tacos. Chipotle saw its highest index of new customers in March, coinciding with the launch. In addition, customers who order quesadillas are creating a new occasion to eat, such as a mid-afternoon snack.
The success of the launch of quesadillas may have been a factor in the growth of digital sales in the first quarter of Chipotle. Online orders doubled during the quarter and accounted for 50.1% of total sales, surpassing face-to-face orders for the first time.
Chipotle shares rose less than 1% in extended trading on Wednesday after the company reported first-quarter results. The company crushed Wall Street earnings estimates and met its revenue expectations.