A estratégia de “family meals” do Chipotle (e sua ‘Big Ass bag’)

Chipotle Mexican Grill is doubling down on its "family meals" strategy amid rising food prices in the United States, offering a massive "Big Ass Chipotle Bag" to lucky customers. The Tex-Mex fast food chain is promoting meals that can feed four to six people for less than $10 each, with preparation times as short as 10 minutes. Customers who purchase these family meals via the company's app are entered into a draw to win the oversized bag, measuring 91cm wide, 61cm high, and 30cm deep.

Loyalty program members who buy family meals in the U.S. automatically qualify for the competition. This isn't the first time Chipotle has offered such group dining options; the promotion was introduced in August of the previous year under the name Build-Your-Own Chipotle, later renamed family meals. The concept aims to position Chipotle as a go-to for group meals during a time of food inflation.

According to Stephanie Perdue, senior vice president of brand marketing, social gatherings are becoming an increasingly significant part of the company's business. CEO Scott Boatwright noted that family meal and catering orders surged during the second quarter, accounting for 2% to 3% of total sales. The campaign comes as Chipotle tries to regain momentum following a challenging 2025.

Same-store sales dropped 2.5% in the fourth quarter last year, increased by 0.5% in the first quarter this year, and climbed 2.2% in the second quarter. Despite the sales improvements, the brand still grapples with rising costs for beef, shipping, and labor. Adjusted earnings per share fell to $0.33 in the second quarter, matching the previous year, and the store's operating margin dropped from 27.4% to 25.2%.

Even with slight improvements, investors remain skeptical about the chain's performance. Shares have dropped about 18% in 2026 and over 40% since Brian Niccol stepped down for Starbucks in 2024. The company trades at $38 billion on the stock market. Its stock rose 6% on Thursday after the Financial Times reported that Starbucks was considering acquiring Chipotle.