Does Chipotle Need More Menu Options to Keep Diners Interested?
Analysts think the chain’s suffering from “menu fatigue.”
Chipotle’s latest plague has arrived, according to analysts, but fear not: This one won’t make you sick. The fast-casual burrito chain is suffering from what experts are calling “menu fatigue,” Business Insider reported, meaning customers are apparently getting tired of the same options on the menu all the time.
The company’s menu has remained largely unchanged in since the first restaurant opened in Colorado in 1993, with the exception of the vegetarian protein option sofritas, which was widely introduced in 2014. Analysts Karen Short and Brett Levy called out Chipotle’s “lack of interest in innovation…