Chipotle has been trying to gain back whatever market share it may have lost via its various food-poisoning outbreaks. For example, it hired successful former Taco Bell CEO Brian Niccol earlier this year, leading to an 80-percent bump in Chipotle stock.
Now the beleaguered brand is bringing back Chipotle chorizo for a limited time. Forbes reports today that Chipotle’s chorizo will return to menus “after customers were disappointed when it was removed last year. Chipotle’s version of chorizo, which is made from an extraordinarily un-traditional mix of grilled chicken and pork sausage seasoned with paprika, toasted cumin and chipotle peppers, received negative reviews when it first debuted in 2016.” No word on whether Chipotle will be tweaking this unconventional chorizo recipe, but the chain seems to be in the “throw it at the wall and see if it sticks” stage of innovative marketing.
At any rate, a quick Twitter perusal shows that while critics may not have loved the Chipotle chorizo, faithful fans certainly do, and are psyched for the menu item’s return.