The strategies: Chipotle and Yum Brands-owned Taco Bell delivered same-store sales growth of 5% and 5.4%, respectively, in Q4, thanks to a sharp focus on value and limited-time offerings like Chipotle’s smoked brisket and Taco Bell’s nostalgic items such as the Meximelt.
- Despite its premium pricing, Chipotle’s smoked brisket resonated with customers, with many current customers trading up to the limited-time option, said CFO Adam Rymer. The item also helped the chain attract new customers.
- Looking ahead, Chipotle expects its new limited-time honey chicken, which is due to launch in mid-to-late March, to deliver similarly strong results based on positive feedback from sensory and market tests.