ChipotleChipotle is working with Tractor Beverages to offer a new line of teas, aqua frescas, and lemonades starting in July.
"As the dining experience has reached new heights, consumers deserve better. They deserve an opportunity to choose," CEO Luke Emery, a former Coca-Cola executive, said.When diners enter a Chipotle or open the company's app this week they'll have a handful of new beverage options to choose from. "As the dining experience has reached new heights, consumers deserve better. They deserve an opportunity to choose," CEO Luke Emery, a former Coca-Cola executive, said. "As the restaurant industry has evolved and elevated the dining experience by offering better for you ingredients, the beverage industry has not."
In terms of size and viewpoint, Chipotle is the ideal partner for Tractor. Chipotle was founded on the principle of bringing better fast food to consumers, and it touts its relationships to farmers and it's ingredients as "real." Chipotle also has over 2,000 locations. At Chipotle, for example, Coke products will still be available. But, Tractor's lemonade, hibiscus lemonade, mandarin agua fresca, and berry agua fresca will fill a hole in Chipotle's menu, said Chris Brandt, CMO of Chipotle. Brandt's team was looking for "beverages with integrity," he said. "We're really excited to serve drinks that serve a purpose" but "the most important thing is how good they taste.
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