""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,""
""We are the way they want to eat, and we're going to lean into that in the most meaningful way.""
""After looking at the data last week, we learned that 60% of our core users are over $100,000 a year in average household income,""
""That gives us confidence that we can lean into that group in a more meaningful way, whether it's the solo occasion and/or group occasions to really drive meaningful transaction performance in the year.""
Chipotle plans a 1–2% across‑the‑board menu price increase this year. The company aims to boost foot traffic and revenue after comparable restaurant sales fell 1.7%. Core customers skew younger, higher‑income, and are typically digital natives who value clean ingredients and high protein. Sixty percent of core users have average household incomes above $100,000. The company intends to focus on solo and group occasions to drive transactions. Chipotle beat 2025 revenue estimates and projects comparable sales to be about flat in 2026 while opening 350–370 new restaurants.
Read at Business Insider
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