Chipotle’s CEO, Scott Boatwright, announced on Wednesday that the popular fast-casual restaurant chain is witnessing a positive shift in how customers perceive its affordability. This boost in perception is a promising sign for the brand.
During the company’s discussion of second-quarter earnings, Boatwright revealed that Chipotle’s brand tracking surveys have shown an enhancement in perceived value among different demographic groups, spanning various income levels and age ranges.
“I’m pleased to share that our brand tracker indicates significant strides in value perception across diverse income brackets and age categories,” Boatwright expressed enthusiastically.
He further highlighted that affordability scores have reached their best levels in the second quarter, surpassing any period seen in the last couple of years, signaling a noteworthy improvement.
Boatwright also emphasized that customers tend to evaluate value through more than just price and deals, pointing out a broader spectrum of factors influencing their perception.
“And so I think we’re making meaningful progress as it relates to value at Chipotle. What we also learned, I think, as an important note, is [that] value isn’t just about discounting and price point. It’s about convenience. It’s about execution,” Boatwright added.
“It’s about menu innovation. There’s a host of things that the consumer is looking at to determine value.”
Chipotle has recently introduced lower-priced menu options.
In December, the company launched a high-protein menu featuring a Single Chicken Taco, starting at $3.50 at select US restaurants, and a High Protein Cup of Adobo Chicken, with a national weighted average price of $3.82, the company said at the time.
Chipotle on Wednesday also reported second-quarter revenue of $3.3 billion, up 9.3% from the same period in 2025.
Boatwright has previously pushed back against perceptions that Chipotle has become too expensive or reduced its portions to boost profits.
“We have an affordable price point for all walks of life, and we’re for everyone. We want everyone to have access to wholesome, nutritious food,” Boatwright said during a May appearance on Yahoo Finance’s “Power Players” podcast.