Chipotle’s quesadillas bring in new customers, contributing to digital sales growth

Chipotle is quesadilla

Chipotle Mexican Grill

The quesadillas from Chipotle Mexican Grill were worth the wait.

After years of tinkering with the recipe, the burrito chain launched the menu item as a digital exclusive in mid-March. So far, Chipotle seems to have taken the time to figure it out, bearing fruit. CEO Brian Niccol said on Wednesday that about 10% of customers order the quesadillas, which are the first new appetizer in 17 years.

“We have made sure that we take the right time to develop an excellent product that consumers love and also work well,” he told analysts.

Niccol also said that ‘many’ new customers buy quesadillas, which is why they do not take away sales of burrito bowls or tacos. Chipotle achieved its highest rate of new customers in March, which coincided with the launch. On top of that, customers who order the quesadillas create a new dining opportunity, like a lunch.

The successful launch of quesadillas was possibly a factor in the growth of digital sales in Chipotle in the first quarter. Online orders more than doubled during the quarter, accounting for 50.1% of total sales, surpassing orders for the first time.

Shares in Chipotle rose less than 1% on Wednesday after the company reported its first-quarter results. The company crushed Wall Street’s revenue estimates and met its revenue expectations.

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