What’s for Dinner? It looks as if focusing on fresh fast meals at Chipotle is what’s for dinner according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Chipotle combined technology with a focus on fresh food fast to improved store operations resulting in a 13.4% growth in same-store sales; transactions up 8% last quarter.
In the grocerant era one constant undercurrent is the fact that consumers are looking for fresh food fast that in the form of a meal or meal component according to Johnson. With a new focus on meals, it would appear that burritos are out and bowls are in at Chipotle. Bowls are considered a complete meal, and when they are service fresh and fast it like a home run according to Johnson.
Chipotle CEO Brian Niccol stated discussing ‘earnings’ the “Rule of thumb is ⅔ bowls. Next is burritos followed by tacos,”…“The reality is our business continues to show a slight migration to bowls.” So, What’s for dinner and lunch? Bowls are meals, complete meals and at Chipotle you can get a complete meal that is fresh and fast via the drive thru or ordering ahead for pick-up.
Technology is helping drive brand adoption and speed of service. Chipotle’s “Lifestyle bowls” are only available through the Chipotle app, which now boasts 8 million registered members. Native orders are helping drive digital sales, which grew 78.3% to $282 million for the quarter.” Integrating a pick-up spot inside save consumers time.
Niccol continued “Digital sales now account for 19.6% of total sales, up from 12.9% for the same period in 2018. An 8% growth in transactions for the quarter contributed to a 13.4% jump in same-store sales. It was the eighth consecutive quarter of positive same-store sales for company, and third consecutive quarter with double digit growth. How is your brand repositioning meals in the mind-set of consumers?
Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information.