Chipotle CEO: Chain Seeing 'Meaningful Progress' on Customer Value Perceptions

Chipotle is making "meaningful progress" in addressing customer concerns about affordability, according to CEO Scott Boatwright. Speaking during the company's second-quarter earnings call, Boatwright reported that brand tracking data showed improved perceptions of value across "all income groups and age cohorts."

"Our affordability scores were better in Q2 than they’ve been in probably the past couple of years," Boatwright said Wednesday. He emphasized that customers evaluate value based on a range of factors beyond just price or discounts, including convenience, execution, and menu innovation.

"Value isn’t just about discounting and price point. It’s about convenience. It’s about execution. It’s about menu innovation. There’s a host of things that the consumer is looking at to determine value," Boatwright explained.

Chipotle has recently introduced several lower-priced menu options. In December, the company launched a high-protein menu, featuring items like the Single Chicken Taco, starting at $3.50, and a High Protein Cup of Adobo Chicken, with a national average price of $3.82.

In the second quarter, Chipotle reported revenue of $3.3 billion, an increase of 9.3% compared to the same period in 2025. Boatwright has previously defended the company's pricing, stating that Chipotle offers an accessible price point for a wide range of customers and aims to provide wholesome, nutritious food to everyone.