Chipotle Is Trying to Salvage Low Sales with a Happy Hour

It doesn’t take a genius to figure out that the mood probably hasn’t been great over in Camp Chipotle lately. The fast-casual chain had a rocky start to the year, with fans getting angry over its latest price hike, yet another rise to its already expensive meals. This hike came on the back of pretty poor sales and stock performances over the last 12 months, as customers appear to be losing their enthusiasm for those burritos and bowls. 

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Throughout all of that, it has refused to introduce the same kinds of value meals and offers that its fellow fast food chains have. Now, though, it seems that Chipotle’s figured out that it needs to do something – and its Happy Hour (creatively titled “Happier Hour”) might be the solution to its woes. Here’s what we know.

Get Happier with Discounted Tacos

Chipotle CEO Scott Boatwright announced the restaurant’s new Happier Hour in an interview with Yahoo! Finance. “We’re going to give it a shot and see what it looks like for us,” Boatwright said. “We’re calling it Happier Hour, so think maybe a couple of tacos and a beverage sometime during the middle daypart … And we feel like it’s a compelling offer, and it creates value for our consumer.”

Boatwright went on to state that while the idea isn’t quite fleshed out yet, the price point they had in mind felt pretty secure. “So we have more work to do on exactly what we’ll launch in the test, but we’re thinking something probably lower than 10 bucks … I think it’s our way into really giving back to the community in a meaningful way and really expanding that daypart to bring more customers in the restaurants.” We’re not gonna say no to cheap lunchtime tacos, to be honest; so far, this sounds like a good move to us (although any chance that you can make them just a bit cheaper, Scott?). We can expect Chipotle to trial the concept first before announcing a full rollout. It hasn’t announced when that’ll be just yet, but it can’t really afford to wait around for too long.

What Else Does Chipotle Have in Store?

Its Happier Hour isn’t the only thing that Chipotle’s planning to try and get customers back through its doors. The chain is also slated to release new limited-time offerings over the coming months, like its returning chicken al pastor, in a bid to drum up excitement for the flailing brand. It’s also going to be promoting its cheaper items, like its tacos and protein cups, much more heavily. 

Lord knows that it needs a boost. Chipotle’s stock is down a staggering 32% in the last year, and raising its prices isn’t going to help anyone. Although a lot of fast food restaurants are feeling the pinch of inflation and the high cost of living, they’re still managing to grow: McDonald’s stock is up 6%, while places like Dutch Bros. (which recently introduced an exciting Valentine’s Day menu) and Shake Shack go from strength to strength. Chipotle needs to turn this around, pronto.