Chipotle: Our Advertising ‘Kind of Needs Queso’

Chipotle Mexican Grill Inc., reeling from a recent norovirus outbreak, is ready to move on with a new menu item it sees as a savior: queso.


After an operational test in New York, Chipotle plans to offer queso — its most requested item — in more than 350 restaurants in Central and Southern California and Colorado beginning Aug. 1. If successful, queso could roll out to Chipotle restaurants nationwide as early as mid-September, Chief Marketing and Development Officer Mark Crumpacker said on a call Tuesday afternoon.

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