Chipotle is turning its focus on higher-income customers, and menu prices could soon reflect that.
During an earnings call last week, interim CEO Scott Boatwright said that they’re targeting their primary customers in an effort to increase foot traffic and revenue, and it turns out those customers apparently made over $100K.
“What we’ve learned is the guest skews younger, a little higher income, is typically a digital native, and that their grounded purpose aligns with our North Star as a brand, around clean food, clean ingredients, high protein,” Boatwright said, per Business Insider. “We are the way they want to eat, and we’re going to lean into that in the most meaningful way.”
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