(KTAL/KMSS) — Do you like a Chipotle bowl or a burrito? Do you prefer Chipotle’s steak or chicken? Whatever your choice is, the price just went up.
Chipotle Mexican Grill plans to raise menu prices in 2026, saying its core customers are largely higher-income earners who are expected to continue spending despite rising costs.
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CEO Scott Boatwright said company research shows about 60% of Chipotle’s core customers earn more than $100,000 annually. That data has given executives confidence to focus on that group as some lower-income diners reduce discretionary spending.
Comparable restaurant sales declined 1.7% in 2025, though the company beat revenue expectations and projects mostly flat sales in 2026 while continuing to open new locations.
Chipotle has also introduced limited-time menu items and new offerings to drive traffic. Executives said the company may test value-focused promotions aimed at younger or lower-income customers, though details have not been finalized.
The pricing strategy reflects broader economic trends in which higher earners continue to spend while others pull back.
