"LTO is kind of this ongoing promotional tool to kind of get a temporary lift."
Niccol described carne asada — which first launched in 2019 — as a "seasonal offering," bringing in new customers who then become regulars. "What I'm trying to get people to understand is we're not trying to do every four to six weeks, some LTO," Niccol said. "We have a business that is just fundamentally building layers of business on top of layers of business. And it's because we're attracting new users. We're bringing back lapsed users."
Chipotle previously considered adding carne asada as a permanent menu item, following the steak's extremely successful launch last year. Carne asada disappeared from Chipotle's menu in February. "To bring back Carne Asada to our menu, we underwent an extensive vetting process to find more suppliers that meet our stringent Food with Integrity standards," Chris Brandt, Chipotle's chief marketing officer, said in a statement. A weekly serving of the biggest stories in fast food, shopping, and more. Sign up for our newsletter now.
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