Chipotle's 39% Volume Surge Ranks 108th as Carne Asada Relaunch and College Football Promotions Drive Short-Term Hype Despite 0.93% Stock Decline

On September 2, 2025, Chipotle Mexican Grill (CMG) reported a trading volume of $0.87 billion, a 39.15% increase from the previous day, ranking it 108th in volume among stocks. The stock closed with a 0.93% decline.

Chipotle announced the limited-time return of its popular Carne Asada menu item, featuring grilled steak with fresh lime and cilantro, starting September 4 in the U.S. and Canada. The protein, previously introduced in 2019, was the most-searched item on Chipotle’s menu in 2024 and ranked second among all national restaurant brands for limited-time offerings. The relaunch aligns with the company’s strategy to attract new customers and re-engage its loyalty program members.

To capitalize on college football season, Chipotle introduced a “Wear Your College Football Jersey” promotion on September 15, offering a buy-one-get-one entrée deal for in-restaurant customers. The campaign, valid for all proteins but particularly highlighting Carne Asada, aims to drive foot traffic during peak gameday periods. Additionally, the brand partnered with EA SPORTS™ College Football 26 to integrate a fictional NIL deal in the game’s “Road to Glory” mode, allowing players to promote Carne Asada virtually.

Chipotle also launched a $0 delivery fee offer for Carne Asada orders placed via its app or website from September 8 to 30. The promotion excludes third-party delivery platforms and applies to orders meeting minimum thresholds. These initiatives underscore the company’s focus on enhancing customer experience through limited-time promotions and digital engagement.

Backtest results indicate that the return of Carne Asada historically correlates with short-term sales boosts, though long-term stock performance remains tied to operational metrics such as same-store sales and unit economics. Recent promotional strategies have shown mixed outcomes, with customer retention rates improving but margin pressures persisting due to higher ingredient costs.