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About Chipotle Inc. Chipotle is an American restaurant chain that serves a simple menu of Mexican-inspired food. Founded in Denver, Colorado, in 1993 by Steve Ells, a classically trained chef, Chipotle continues to grow to more 2,000 store locations, which together serve over 1 million customers daily. The organization is known for its brand and marketing of Food With Integrity, its persistence for offering fresh meal items and sourcing ingredients from ethically minded suppliers. With this premium food ethos, Chipotle helped usher in an era of fast casual dining experiences, a few of which loosely mimicked the chains popular strategy to fresh preparation and assembly-line service.

Since going public in 2006, Chipotles restaurant footprint continues to grow rapidly, and now includes locations in Europe. The company has additionally created a portfolio of subsidiary brands, including Pizzeria Locale, the Asian-inspired ShopHouse Kitchen, and Tasty Made, a new burger joint. Following several food-safety incidents in 2015 linked to its flagship chipotle near me now, however, the companys business has suffered, and even reported its first quarterly loss in a decade. In order to rebound sales and regain the trust of clients, Chipotle has added new menu items like chorizo and introduced a rewards program called Chiptopia.

“To ensure us to go on to operate Chipotle there, part of the deal is we have to serve breakfast,” Niccol said. That location serves an egg and cheese breakfast burrito and one with egg and chorizo. That latter item, Niccol said, is the reason he won’t rule breakfast out completely.

“Our chorizo is fabulous,” he explained.”You put chorizo with eggs in a burrito, that’s pretty good. Right? So in the future maybe, although not right now.” As opposed to branching out into breakfast, Chipotle (CMG) is leaning into what it really knows its clients are after: meat burritos for lunch and, increasingly, dinner.

Chipotle CEO: Fake meat is not our approach to food

“People at this time are dialed in to Chipotle simply because they love the chicken, the steak, the carnitas, the barbacoa,” said Niccol, noting that this company’s chicken burrito makes up the majority of its sales.

Chipotle recently added carne asada to the menu as a limited-time offer, the first time that the chain added a new meat item because it reintroduced chorizo in 2018. The carne asada option was tested in three American cities within the last year and performed “incredibly well,” in accordance with Chipotle.

The chain is also making digital improvements to encourage more orders, including outside lunchtime. It launched a loyalty program, sped up the drive-thru process with “Chipotlanes” for pickup orders and added another make line for online orders. It’s also begun to offer delivery. Digital orders also are going over the top. Within the second quarter, they grew 99% and accounted for 18% of sales. Niccol thinks that certain day, digital orders can make up half of Chipotle’s sales.

Chipotle’s “digital transformation” is about “providing people with more access and driving further into this concept of any frictionless experience,” Niccol said. The organization plans to continue leaning into tech, he added, noting that the “Chipotlanes” will probably “be a significant bit of our business.” Together, the modifications have made it simpler for groups to buy, Niccol explained, meaning more dinner orders.

“If you are available in with a team of friends, to maneuver down our line, it can be a bit cumbersome,” he explained. When ordering online or with the app, “you can share the payment, you can purchase ahead, you may have everybody’s order, you simply show up, you sit down or you can grab and go.”

By focusing on lunch and dinner, Chipotle avoids the costs associated with breaking into breakfast. The meal might be lucrative, but there’s a high barrier to entry for companies that don’t already serve food in the morning. Wendy’s, for example, recently shared which it intends to hire about 20,000 US employees and invest $20 million in serving breakfast nationwide.

It’ll be especially hard to recruit numerous employees in this particular tight labor market. Chipotle, for the part, is trying to attract workers by encouraging mobility in the company, offering quarterly bonuses and, amongst other things, teaching unique skills.

“The very first week on the job we teach you knife skills on how to actually cut vegetables, the best way to cut lettuce, the best way to cut avocados, how to mash guacamole,” Niccol said. “They are all skills that transfer then to many other opportunities inside the restaurant industry.”

Up to now, Chipotle’s efforts appear to be working. The company’s stock has nearly doubled so far this season, as well as its sales as well as in the 2nd quarter jumped 13% to $1.4 billion. Niccol continues to be credited with helping turn the mjjrlx around after E. coli outbreaks in 2015 and 2016 drove customers away.

Today, Chipotle has roughly 2,500 restaurants. At the conclusion of 2014, there was about 1,800 Chipotle locations. Niccol thinks that figure could grow to around 6,000, he told Romans, without specifying a timeline. “We’re just how to get started.”

Chipotle’s Chief Reputation Officer Laurie Schalow told TODAY that this guac’s recent appearance was because of a change of the avocado supply because they switch between sources during peak growing seasons in different locations. Schalow claimed that many locations will begin using mostly Mexican-grown avocados by the end of the month. With that mystery solved as well as a new meat on the menu, this is an excellent week to be a Chipotle fan.