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03/09/2021

Chipotle’s newest menu item isn’t available at the counter

Dan Berthiaume
Senior Editor, Technology
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Chipotle Mexican is introducing a new hand-crafted, customizable quesadilla on March 11 – for digital customers only.

Following years of discussion by customers on social media, Chipotle is releasing its new quesadilla in the U.S. and Canada. The item marks the first customizable entrée Chipotle will add to its menu since it introduced a salad option in 2004. Chipotle is launching the quesadilla as a digital-only option in the wake of 177% growth in digital sales during Q4 fiscal 2020, representing 49% of all sales.

In the summer of 2020, Chipotle tested the quesadilla as a digital-only menu item to capitalize on the brand's digital scale while removing operational friction by utilizing its digital kitchen, a store format that only fills pick-up and delivery orders. Conducted in Cleveland and Indianapolis, the pilot was part of the brand's “stage-gate” process which allows it to listen, test and learn from customer feedback, and then iterate before deciding on a national launch strategy.

"We're so excited to answer the call from fans and introduce one of the most highly anticipated menu items in our brand's history," said Chris Brandt, chief marketing officer, Chipotle Mexican Grill. "The hand-crafted quesadilla brings so many new possibilities to our menu, and fans will love exploring fresh flavor combinations through its sides and salsa options."  

From March 11-21, Chipotle will offer a $0 delivery fee when customers order a quesadilla on the Chipotle app or website. Chipotle had over 2,750 restaurants as of Dec. 31, 2020, in the U.S., Canada, U.K., France, and Germany; and is the only restaurant company of its size that owns and operates all its restaurants.