Chipotle Introduces Limited-Time Red Chimichurri Sauce to Boost Sales and Attract Gen Z

Chipotle announces the launch of a new sauce Red Chimichurri for a limited time to capture Gen Z attention and revive sales after two quarters of decline. The new seasoning promises a spicy, fresh taste and a new experience for customers.

Starting September 30, the sauce will be available as a standalone side for $1. Red Chimichurri is prepared daily with roasted garlic, fresh cilantro, chili peppers, and citrus juice.

Chipotle bets on Gen Z with a limited lineup of flavors

“When we add something new, it again draws attention to Chipotle and drives additional visits from existing customers as well as attracting new customers.”

According to Chris Brandt, Chipotle’s president and chief brand officer, introducing new items stimulates interest in the brand and increases foot traffic.

“Numerator, a consumer behavior research company, found that 46% of customers who purchased Adobo Ranch were ‘new’ guests who had not previously visited the chain in the prior eight weeks, according to data provided by CNN. They were also 20% more likely to be Gen Z.”

Additionally, Brandt noted that the launch of Adobo Ranch drew a new audience, and its impact noticeably boosted sales. Carne Asada, launched on September 4, also started strong, after which Red Chimichurri was created as an option for it and for other dishes.

“Carne Asada has had a ‘good start’ since its launch on September 4.”

Chipotle’s strategy under Boatwright is to increase the number of limited-time offerings: there are several new items appearing on the menu more often now than before – a third sauce in a month.

The company acknowledges the economic risks and uncertainty, but continues to emphasize innovation and menu diversity. The next earnings report is scheduled for October 29.

According to Brandt, Chipotle continues to mix up the menu and focus on innovation: the next year should resemble the second half of this year to boost customer visits.