Here's How Chipotle Plans to Avoid Another "Queso" Debacle
Chipotle Mexican Grill (NYSE: CMG) has built its popularity around a small menu of dishes that are highly customizable: Your burrito is made your way, right in front of you, with fresh, healthy ingredients -- and that formula has won the chain millions of fans.
But the fast-casual favorite has struggled when it comes to adding new menu items. It struck out with its attempt to add chorizo sausage as a protein choice, and its much-ballyhooed launch of queso ... underwhelmed, though the cheese sauce -- with its recipe tweaked -- remains on the menu.
CEO Brian Niccol now believes the company has figured out a better method to test potential new offerings before rolling them out nationally. The chain has been developing dishes at its NEXT test kitchen in New York, and then using a Stage-Gate process to test them.
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