"For Chipotle, the Olympics are an opportunity to shake off a slump. Chipotle shares plummeted 19% in October 2025, and its operating margin was down 1% in Q3. The company hasn't announced its full 2025 financial results yet, but sales are expected to decline (a reversal from February 2025 projections). Key segments of the company's customer base-younger people and low- to middle-income households-are dining out less often."
"This isn't the first time Chipotle has debuted gilded burrito wrappers. The gold foil made its debut for the company's 18th anniversary in 2011, then released nationwide in 2021 for the Tokyo Olympics. Then the gold foil returned for Paris 2024, along with the first iteration of Olympians' signature meals as limited menu items. Fans can once again eat like Olympians this year."
Starting January 15, Chipotle will offer Olympian-inspired menu items on the Chipotle app and online, and in February will wrap every burrito in gold. The campaign aims to counteract a recent slump: shares fell 19% in October 2025 and operating margin dropped 1% in Q3, with sales expected to decline and younger and low- to middle-income customers dining out less. The gilded campaign connects burritos to trends favoring less processing and higher protein. Chipotle will reintroduce gold foil and offer Team USA athletes' go-to orders as digital menu items, and for the first time appears to advertise grams of protein per item.
Read at Fast Company
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