Chipotle CEO Says Gen Z And Millennials 'Feel The Pinch' And Cooking At Home—'We're Not Losing Them To The Competition…We're Losing Them To Grocery'

Core Insights - Younger customers, particularly those aged 25 to 35, are not switching to rival chains but are instead dining out less frequently, opting for grocery and home-cooked meals instead [1][2] - Households earning under $100,000, which represent about 40% of Chipotle's sales, are reducing their dining frequency significantly, contributing to a broader slowdown in restaurant transactions [2] - Chipotle is gaining market share, as the decline in visits is attributed to tighter household budgets rather than a loss of brand loyalty to competitors [3] Economic Context - The perception of a $100,000 household income as a financial benchmark is shifting, as it is no longer seen as a secure financial position [4] - A survey indicates that even higher-income households (earning $100,000 or more) are cutting back on basic necessities, with 41% skipping meals to manage expenses [5] - Grocery stores are gaining market share from restaurants as consumers reassess their spending habits, prioritizing home-cooked meals over dining out [6]