Core Concept - Chipotle Mexican Grill is launching a new digital-exclusive menu option called "Build-Your-Own Chipotle," designed to serve groups of four to six people, starting August 26, 2025 [1][5]. Product Offering - "Build-Your-Own Chipotle" allows customers to create customizable meals at home with real ingredients, featuring large family-style portions [2][5]. - Each order includes a choice of one protein, one rice, one bean, one premium side, three salsas/toppings, shredded romaine lettuce, cheese, two large bags of chips, eight soft taco tortillas, and utensils for six people [6][8]. Marketing Strategy - The company is promoting the new offering with a limited-time $10 discount for orders placed through the Chipotle app and website, using the code TRYBYOC, valid from August 26 to October 21, 2025, or until 500,000 redemptions [4][7]. - The launch is timed to coincide with the back-to-school season, targeting families and groups looking for convenient meal options [3][5]. Company Background - Chipotle operates over 3,800 restaurants across multiple countries and is committed to serving responsibly sourced, real food without artificial ingredients [9]. - The company emphasizes its leadership in digital innovation and sustainable business practices within the food industry [9].