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Chipotle Trying to Win Back Younger Consumers

Chipotle expects same-store sales to be flat for the year

Chipotle Mexican Grill reported a 2.5% drop in same-store sales, driven by a 3.2% decline in restaurant transactions during the fourth quarter, the Newport Beach-based company reported today after the market closed.

In after-hours trading, the company’s stock dropped nearly 7% to $36.49 a piece with a market cap of $53 billion.

In 2025, comparable restaurant sales decreased 1.7%. The chain said it expects comparable restaurant sales for 2026 — a key financial metric — to be about flat.

The fast-casual chain reported $3 billion in fourth quarter revenue, up 4.9%. Part of the growth was due to new restaurant growth, as the company opened 132 stores during the quarter.

During the earnings call, CEO Scott Boatwright said the chain plans to make changes to its rewards program to boost in-store transactions. He said the company is also looking to reengage with younger consumers, and lower-income guests.

“Our digital team worked wonders as it relates to finding ways to gamify the experience and create rewards that were meaningful enough to drive that cohort back into our restaurants,” Boatwright said.

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Nancy Luna
Nancy Luna
Nancy Luna has been the executive editor of the Orange County Business Journal since September 2024. Nancy began her career 30 years ago at the Orange County Register, where she covered a range of beats, including retail, consumer trends, transportation, healthcare, and tourism. Before coming to the Business Journal, she previously worked as a correspondent for Business Insider’s Retail team, where she specialized in writing about the restaurant and food tech industries. Luna contributed to the Business Insider team that won a 2023 SABEW Award for explanatory journalism for their "Warehouse Nation" project. From 2018 to 2020, Luna was a senior editor and tech editor at Nation’s Restaurant News. While there, she covered the largest chains in the country including Taco Bell, McDonald's, Chipotle Mexican Grill and Starbucks. Luna grew up in Orange County and lives in Old Towne Orange with her husband, Brady.
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