'I Don't Want To Do It': Chipotle Refuses To Follow McDonald's Value Menu Strategy

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Chipotle’s CEO, Scott Boatwright, has stated the company will not implement a dollar menu strategy similar to McDonald’s, emphasizing the perceived value of their current offerings. Despite a recent decline in sales and a reported 60% of clientele earning over $100,000 annually, Chipotle plans to attract new customers through promotions like “Happier Hour” with discounted items under $10, limited-time offers, and free food giveaways rather than devaluing its core products.

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