Chipotle has made many changes as it attempts to make a comeback, but it refuses to do one thing: Add queso to the menu.
In a 2016 video, the chain finally released an exact explanation for its anti-queso stance.
In the video, a faux Chipotle marketing team is brainstorming new ideas. Newcomer Larry suggests adding queso, a Tex-Mex favourite, to the menu, infuriating the head of the team.
“We do the whole food-with-integrity thing,” the team leader says. “Queso has to be made with artificial stabilizers to keep its shiny liquid form. Ever heard of all-natural-goopy cheese? Do you think there’s a magical cow that squirts queso out of its udders?”
Instead, the team decides to release a mobile game — just as Chipotle did in March 2016.
The question of why the chain doesn’t sell queso has been one customers have been asking for some time.
Some have even taken their business to competitors such as Qdoba because of Chipotle’s lack of queso.
Despite what Chipotle may say, the chain has recently made some changes that go against its prior stances.
One of Chipotle’s core business strategies is to not change the menu — a rule the company is broke by adding chorizo, a pork and chicken blend, as well as testing its first-ever dessert. While Chipotle’s sales have improved since the chain’s disastrous E. coli scandal, some analysts are sceptical of if the chain will ever regain its former glory.
Perhaps queso is what the chain needs to turn things around. The Tex-Mex favourite is typically made with cheese or another goopy “cheese food” to create a delicious dip. Chipotle may not approve, but customers love it. If the chain could figure out how to crack the puzzle of how to make queso with all-natural ingredients (one that various bloggers have been working on for years), it would be a major draw.
why doesn’t chipotle have queso
— Princess Megg. (@megthekegg) June 25, 2016
It’s 2016 why doesn’t Chipotle have queso
— Whitney Leininger (@whit_leininger4) June 27, 2016
Two things that need to happen before I’m 25:
1.) Twitter needs an edit option
2.) Chipotle needs queso
— plank ocean. (@EvanIHayslett) June 25, 2016
Doba is better than chipotle man, that queso is the deal breaker ????????????
— Trevor Vander Wiere (@TrevorVW23) June 27, 2016
Chipotle doesn’t have queso so there is no way it can win
— Don Julio (@DonFlexington) June 27, 2016