CMG'S NEW MENU ITEM
Will Mexican rice be a big traffic driver?
Chipotle Mexican Grill (CMG) yesterday announced it is piloting Mexican Cauliflower Rice at 60 restaurants in Arizona, Southern California, and Wisconsin for a limited time. The company's latest plant-based menu innovation is made with freshly grilled, riced cauliflower seasoned with the savory spices of Mexican rice. Prepared in-restaurant daily, fresh cauliflower rice is grilled in small batches on the plancha. The cauliflower rice is then seasoned with a signature blend of spices including garlic, cumin, salt, and paprika to give it the rich flavor and vibrant hue of Mexican rice. "After the success of our Cilantro-Lime Cauliflower Rice last year, we are eager to test a second plant-powered start for any go-to order," said Neville Panthaky, Vice President of Culinary. Chipotle estimates that one in five Cilantro-Lime Cauliflower Rice orders in January 2021 was from guests trying Chipotle for the first time. Designed to make healthy eating easy and accessible, Mexican Cauliflower Rice was created with all lifestyles in mind. The new menu innovation is Keto, Vegan, Vegetarian, Paleo, and made with grain-free ingredients. Mexican Cauliflower Rice can be added to any entrée or enjoyed as a side for an additional cost. Mexican Cauliflower Rice is available now for a limited time at 60 restaurants in Arizona, Wisconsin, and Southern California. Chipotle offers a $0 delivery fee offer* on orders of $10 or more that include Mexican Cauliflower Rice through June 21.
Black Box - Week ending June 15
The only daypart that achieved positive traffic growth during the week was breakfast, while the dinner daypart showed the most negative growth levels.
Restaurant sales resumed a slowing trend this week, reaching their second-lowest growth rate this year. However, ongoing consumer spending and restaurant operational headwinds, plus increasingly difficult comparisons as we lapped the economic reopening last year, are weighing on restaurant traffic trends. Restaurant traffic set a new low level for the year and extended the streak to thirteen consecutive down weeks. Thus far, a higher average spend per guest or transaction has been enough to offset weaker traffic, keeping sales growth in positive territory. At the beginning of June, segments with the lowest price points (quick service, fast-casual, family dining) are growing check averages faster. From a sales growth perspective, the top performers during the week were family dining, fast-casual, and upscale casual. In all segments, except for quick service, we're able to grow sales over the prior year. From a sales growth perspective, the best performing regions were New England, California, Mountain Plains, and the Mid-Atlantic region, while New York-New Jersey, Florida, the Southwest, and Texas were the worst. Two regions experienced negative sales growth during the week: New York-New Jersey and Florida. Florida sales growth turned negative for the first time this year.
Confirming the Black Box Commentary on Florida, the Placer.Ai traffic data shows a significant slowdown for Casual Dining while QSR remains slightly positive.
