Chipotle CEO allegedly suggests company would keep raising prices and 'lean into' customers making over $100K

Core Insights - Chipotle's CEO Scott Boatwright indicated a strategic focus on customers with an average household income exceeding $100,000, suggesting potential price increases to cater to this demographic [1][7][9] - The company has identified that 60% of its core customers fall into this income bracket, which provides confidence in targeting this group for enhanced transaction performance [1][4][9] - Chipotle is launching a new high-protein menu to align with consumer demand for clean food and ingredients, appealing to a younger, higher-income, digitally savvy customer base [4][9] Pricing Strategy - CFO Adam Rymer announced that menu prices are expected to rise by 1-2% due to increasing food and labor costs [5] - Despite the focus on higher-income consumers, Chipotle has only increased prices by approximately 0.7% this quarter, significantly lower than the industry average of 4% [10] Consumer Engagement - The company plans to enhance its offerings through brand and menu innovations, aiming to provide compelling reasons for higher-income consumers to visit [7][9] - Chipotle's spokesperson clarified that pricing strategies were not directly linked to the $100,000 income cohort, emphasizing a measured approach to price increases [10]