Chipotle CEO Scott Boatwright publicly admitting that the company is now aiming its marketing and pricing toward households earning over $100,000 a year is a confession that fast food no longer functions the way it used to. What began as the cheap, quick alternative to a sit-down meal has mutated into something unaffordable for the very demographic it was designed to serve.
The interim CEO’s comment that the typical Chipotle customer now falls into the six-figure income bracket and that modest menu price increases are planned is nothing more than a crystallization of the inflationary pressures choking the economy and the erosion of real purchasing power among average Americans.
“What we’ve learned is the guest skews younger, a little higher income, is typically a digital native, and that their grounded purpose aligns with our North Star as a brand, around clean food, clean ingredients, high protein,” Boatwright said, per Business Insider. “We are the way they want to eat, and we’re going to lean into that in the most meaningful way.”
“We learned that 60% of our core users are over $100,000 a year in average household income,” he added. “That gives us confidence that we can lean into that group in a more meaningful way, whether it’s the solo occasion and/or group occasions to really drive meaningful transaction performance in the year.”
Chief Financial Officer Adam Rymer said that menu items will increase by 1% to 2%. Chipotle wishes to position itself as a “healthy” fast-food option for on-the-go professionals rather than a chain restaurant that is reheating frozen food to feed the masses for top profits. The meat they serve is pre-cooked before it arrives at the restaurant, and workers simply boil the pre-cooked bags. I’ll leave it to the MAHA team to determine if it is truly a healthier alternative.
I have written extensively about the fast-food industry abandoning value customers as prices, wages, and input costs soared. Fast food was invented as an affordable convenience for working-class families. But as menu prices have accelerated faster than wage growth for most workers, fast casual chains have begun to shed the low-income customer base in favor of those whose incomes have not been as hard hit by inflation and rising cost structures.
This trend is not accidental. Labor cost increases are triggered by minimum wage hikes at the state and local levels. Even proponents of minimum wage increases acknowledge that higher wages inevitably translate into higher prices, reduced hours, or both. Grocery inflation has been persistent, driven by commodity cycles, energy costs, supply chain disruptions, and climatic factors that reduce agricultural output. I have argued that food inflation would not simply disappear after the pandemic but would continue to exert upward pressure on prices as global conditions tighten.
When the CEO of a major fast-casual chain effectively says “we want wealthier customers,” he is acknowledging that the company can no longer rely on its previous customer base. Chips and burritos are no longer the inexpensive meal they once were; they have become discretionary indulgences for those insulated from inflation’s full impact. Value customers have been priced out.
