Chipotle Launches 'Build-Your-Own Chipotle' for Small Groups

Chipotle introduces "Build-Your-Own Chipotle", a digital-exclusive menu offering that serves four to six people. The customizable meal includes large portions of each ingredient and can be ready for pickup in 15 minutes. For a limited time, fans can enjoy $10 off their first order with code TRYBYOC. This offering brings the Chipotle experience home for small gatherings and allows guests to build their own entrees step by step with real ingredients.

Chipotle Mexican Grill (CMG) has introduced a new digital-exclusive menu offering, "Build-Your-Own Chipotle," designed to feed groups of four to six people. This customizable meal, set to launch on August 26, 2025, allows users to build their own entrees with large portions of real ingredients, ready for pickup in as little as 15 minutes [2].

The new offering includes one choice of protein (chicken, steak, barbacoa, carnitas, or Sofritas), rice, beans, a premium side (guac or Queso Blanco), three salsas/toppings, lettuce, cheese, chips, and tortillas. This family-style format encourages higher average check sizes compared to individual orders, potentially increasing revenue-per-transaction while maintaining Chipotle's core customization appeal [2].

To promote the launch, Chipotle is offering $10 off the first "Build-Your-Own Chipotle" order with code TRYBYOC, valid through October 21, 2025, or until 500,000 redemptions, whichever comes first [2]. This initiative aligns with industry trends toward convenient, shareable dining experiences and positions Chipotle to capture more of the home consumption market, particularly important as consumers remain price-sensitive in the current economic environment but still seek quality dining experiences [2].

Chipotle's new group ordering option strengthens its digital strategy and expands revenue opportunities in the high-margin family meal segment. This digital-exclusive offering for groups of 4-6 people fills an important gap in Chipotle's product lineup and creates new revenue opportunities without requiring significant operational changes [2].

References:
[1] https://www.chipotle.com/home
[2] https://www.stocktitan.net/news/CMG/chipotle-introduces-a-whole-new-way-to-order-for-a-small-group-build-huozxkb8hcnm.html
[3] https://www.prnewswire.com/news-releases/chipotle-introduces-a-whole-new-way-to-order-for-a-small-group-build-your-own-chipotle-302536422.html
[4] https://www.marketscreener.com/news/chipotle-introduces-a-whole-new-way-to-order-for-a-small-group-build-your-own-chipotle-ce7c50d8d980f420