Chipotle had to rename its barbacoa burrito filling because its customers didn't know what it was

Thu, 04/25/2024 - 06:45

A customer orders food in a Chipotle in Austin, Texas in April 2023 — "Many of our guests did not know that barbacoa was braised beef," CEO Brian Niccol told analysts.
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Chipotle renamed its barbacoa filling because customers didn't know what it was.
It has now been renamed "braised beef barbacoa," its CEO said.
Barbacoa is a method of cooking meat that's used in Mexico.

Chipotle's CEO said it had to rename its barbacoa burrito filling because diners weren't sure what it was.

"Many of our guests did not know that barbacoa was braised beef," CEO Brian Niccol told analysts at the company's first-quarter earnings call on Monday. "So we renamed it braised beef barbacoa."