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Chipotle Mexican Grill may be expanding its menu to add new desserts, and this was suggested by the company’s own chief executive officer, Brian Niccol. It was reported that during the fast-food chain’s earnings call for the first quarter, the CEO mentioned that they launch two to three new food items every year and the company’s chief marketing officer, Chris Brandt, suggested that dessert could be one of them for this year.
Chipotle’s chief also said that they will be creating these new menus "using a disciplined, stage-gate approach to innovation," just like they always have each year. Niccol explained that these new product introductions are actually helpful for them and described it as an “extremely effective” strategy because they really bring in new customers.
He added that the new menus also bring back existing customers and encourage them to buy again. The move drives the frequency of visits and increases sales while giving Chipotle an opportunity to create buzz around the brand as well.
"We are constantly exploring new menu innovations, and dessert is an area where we see opportunity," Brandt further told FOX Business in a separate statement. "A couple of items have been trialed in this category over the past few years, however, we aren’t ready to push anything through the official stage gate process yet."
Once the dessert is confirmed and launched, Chipotle will be joining a long list of major fast-food chains that are already offering desserts to their customers. Some of the company’s rivals that have sweet offerings are Chick-fil-A, McDonald’s, Popeyes, Shake Shack, Taco Bell, and Wendy’s.
Meanwhile, Chipotle is currently testing a new dish that diners will surely love, and it is called the Garlic Guajillo Steak. Currently, this food item is only being sold in select stores in Orange County, California, Denver, and Indianapolis. Customers can check out the new steak menu from 102 locations in these states in the U.S.
"Garlic Guajillo Steak is full of flavor with a perfect little kick that complements our 53 real ingredients," Brandt said in a press release. "Menu innovation is an ongoing priority at Chipotle, and we are always looking for new flavors to give our fans new ways to Chipotle."
