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Chipotle Mexican Grill, Inc. (/ tʃ ɪ ˈ p oʊ t l eɪ /, chih-POAT-lay), [3] often known simply as Chipotle, is an American multinational chain of fast casual restaurants specializing in bowls, tacos, and Mission burritos made to order in front of the customer. [4] [5] [6] As of June 30, 2024, Chipotle has 3,500 restaurants. [7]
A chipotle (/ tʃ ɪ ˈ p oʊ t l eɪ /, / tʃ ɪ ˈ p ɒ t l eɪ /, chi-POHT-leh, chi-POT-leh; Spanish: [tʃiˈpotle]), or chilpotle, is a smoke-dried ripe jalapeño chili pepper used for seasoning. It is a chili used primarily in Mexican and Mexican-inspired cuisines , such as Tex-Mex and Southwestern United States dishes.
In September, the company brought in Niccol, an experienced marketer who previously led Taco Bell and Chipotle, to help it turn things around. This story was first published on Jan. 17, 2025.
Chipotle is also offering new physical and virtual holiday-themed gift cards, the company announced, and offering a deal along with them. Starting Wednesday, the first 20,000 customers who ...
Chipotle originally selected Frank Ocean to perform "Pure Imagination" for the commercial, but he asked to be removed after the chain declined to remove its logo from the spot. [9] He was ultimately replaced by Fiona Apple. [10] In March 2014, Chipotle sued Ocean for the $212,500 advance that they had paid him to perform in the commercial. [11]
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Under Niccol's leadership, Chipotle closed a store in Augusta, Maine in 2022 after employees there tried to make it the company's first unionized location. The workers filed a complaint at the National Labor Relations Board (NLRB), which ruled that the closure was an illegal act of union-busting .