Chipotle's Golden Age Is Over. What Changed? | Bon Appétit
"Once celebrated as a moderately upscale fast-casual Mexican spot, the chain’s burrito bowls are now widely criticized as less flavorful and less good value than during its 2012–2015 heyday, when customers recall fresh in-store prep, juicy chicken, fresh rice and overflowing portions. After a 2015 run of food-safety crises—including a multi-state E. coli outbreak that hospitalized 22 people—the company centralized many prep steps (pre-chopping tomatoes, marinating chicken in bags, sous-vide–precooking steak and shipping ingredients longer distances) to reduce risk, changes that many diners say diminished freshness and taste. Rising menu prices (the company raised prices multiple times since 2021), perceived tighter portions (which the company disputes), increased competition from trendier bowl and taco concepts, and waning novelty have all contributed to the sense that the product isn’t what it used to be, even as sales remain strong and the brand highlights large purchases of local and organic produce and ongoing social-media marketing efforts." - ByLi Goldstein
