A few weeks ago Chipotle announced that they would expand their kids’ menu originally launched in April in some Denver stores, to some 20+ locations throughout California. At the moment is unknown if this will roll-out through the 900 stores they currently operate. I can certainly see this expanding to other markets and nationwide by 2010.
Why? I think a better question is: Why not? While the original test stores ran the kids menus since April, I recall seeing some stores in the Midwest offer the kids menu items, yet they were not published on the menu board. I wonder how long these menus have been tested and how did the initiative come about? I would not be surprised if Chipotle is already looking at the next step, which is offer a premium, toy or incentive in order to capitalize further in this very important market: kids and families.
Family marketing is essential in the growth of their brand, and they have began taking the right steps in securing this growth. On the 22nd of October, Chipotle will announce in a press conference, the results of their 3rd quarter results for 2009. I do not think they will disappoint.
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