Chipotle Hikes Prices, Confident Rich Millennials Won't Notice Burrito Inflation
KEY POINTS
- •Chipotle plans a 1-2% price increase in 2026 to narrow gaps caused by rising expenses while opening 350-370 new stores.
- •CEO Scott Boatwright said the pricing bet targets digital-native customers earning above $100,000, who aren’t sensitive to small hikes.
- •Despite comparable sales dropping 1.7% last year, Chipotle sees optimism with new protein snack offerings and limited-time sauces.
In the never-boring saga of fast casual economics, Chipotle has bravely announced a 1-2% menu price increase for 2026, thrilling CEO Scott Boatwright’s employer-worthy optimism. Their 'core customers'—digital natives making over $100,000 a year, apparently fueled by avocado toast and clean proteins—aren't expected to blink at the change. Despite a 1.7% dip in restaurant comparable sales last quarter and a predictable stock dip of over 6% after-hours, Chipotle doubles down with protein snacks like single tacos and steak cups (because who needs a full meal?). Meanwhile, CFO Adam Rymer warns margins stay 'under pressure,' but that won’t weigh down those million-dollar paycheck holders. There’s even talk of a 'Happier Hour' for younger, lower-income folks, which CEO Boatwright suspects is about as useful as a screen door on a submarine. Meanwhile, Chipotle plans to open 350-370 new restaurants in 2026—because why not add more locations to the economic divide?
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Charging extra because their customers are flush with cash and too busy streaming to notice, Chipotle doubles down on rich millennials while the rest of us fend for cheaper tacos elsewhere. Burrito inflation tastes best with a side of privilege.
Chipotle’s plan to raise prices only works if you believe millennials earning six figures eat burritos for breakfast, lunch, and their crypto portfolio.
Waiting for Chipotle to release the 'gold-encrusted guac' menu for their new exclusive VIP over-100k earners club.
Source: Businessinsider | Published: 2/4/2026 | Author: Katherine Tangalakis-Lippert
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