Ells: Chipotle sold more carnitas after raising prices to use premium pork
Steve Ells · Chipotle: Steve Ells · Oct 30, 2017 · at 32:38
Chipotle founder Steve Ells recalls raising burrito prices during the fast-food value menu era to switch to higher-cost humanely raised pork.
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“So, you know, I remember when I put Naiman ranch pork on the menu, I had to increase the price of the carnitas burrito, and I think it increased by about a dollar or something. And so in the world of fast food, that was just not understood. I mean, gotta remember, this is the time when fast food had the 59, 79, 99 price point. I think that was at Taco Bell and the dollar value menu and things like this. Here, here I am raising the price of the carnitas burrito by a dollar. And after we did that, we started selling more carnitas burritos.”
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