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Insight of the Day: Chipotle Keeps Raising Prices. Gym Rats and Millennials Are Still Buying Burritos

Chipotle Mexican Grill has been adjusting its menu prices in response to various factors. Let's take a closer look at the recent developments:

1. Price Increases:

- Fourth Increase in 2 Years: Chipotle has raised its menu prices for the fourth time in just two years⁴.

- Reason: The change is attributed to the state of the economy, with inflation being the primary driver⁴.

- Previous Increases:

- In August 2022, some customers began paying $1 or more additional for the same menu items as before⁴.

- In June 2021, prices increased by approximately 3.5 to 4%, citing a raise in employee wages⁴.

- In the first quarter of 2022, prices rose again, also around 4%⁴.

2. Financial Performance:

- Despite rising costs, Chipotle's 2023 second quarter report showed a 13.6% increase in revenue year over year, reaching a total of $2.5 billion⁴.

- The chain also opened 47 new restaurants, including locations with a Chipotlane drive-thru⁴.

- The ongoing success and rising profits indicate that, at least up to this point, customers are not significantly deterred by the frequent price revisions.

3. Inflation Context:

- While inflation is gradually improving, consumer prices still rose overall by 3.7% compared to earlier years⁴.

- Despite the cost of living increasing, Tex-Mex fans seem willing to pay a little extra for the luxury of a burrito with some queso and guac on the side⁴.

In summary, Chipotle continues to adapt its pricing strategy while maintaining strong customer appeal.

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