Chipotle has recently raised their prices on takeout orders, but it’s only because they had no other choice. After companies such as Grubhub and Uber Eats made the decision to raise their prices, Chipotle was forced into an uncomfortable position to do the same.
The reason Grubhub and Uber Eats made this choice initially was due to the pandemic forcing more people to order in.
Unfortunately, Chipotle orders are now that much more expensive, which might’ve added a slight stain on their sterling reputation if it wasn’t for the fact that there was no way around it for them. Ultimately, they would’ve been losing money on online orders had they kept their prices the same.
As Chipotle CFO Jack Hartung stated bluntly, “It’s no surprise that delivery comes with an added cost. Our belief has been that’s a premium experience from a convenience standpoint. We want to make sure that channel covers the cost—we raised the prices 13% in our app [in the fourth quarter].”
However, Chipotle representatives haven’t noticed much negative pushback from their loyal customers as a result of all of this.
