Chipotle Announced the Soft-Opening of its 'Farmesa' Concept
Colin Smith — February 15, 2023 — Business
Chipotle is opening a 'Farmesa' concept restaurant, which will focus on more customizable bowls than the main Chipotle brand. Farmesa will experiment with new ingredients, toppings, and seasonings. The company noted that, prior to the official launch of Farmesa in March, the restaurant will feature different limited menus and limited operating hours.
The first Farmesa concept is located in a Kitchen United mix space, which is a single location that houses multiple restaurants and ordering kiosks, offering impressive variety to customers. The Chipotle CEO, Brian Niccol, stated: “One of our strategic objectives is to create or invest in emerging culinary spaces and restaurant concepts that fit within Chipotle’s food with integrity mission and make fresh food daily.”
Some of the ingredients present at Farmesa include whipped potatoes, salmon, potato chips, cauliflower, stake, and more. Each ingredient has its own twist and is prepared in a premium way, rather than a mass-production fast-food style.
Image Credit: Chipotle
The first Farmesa concept is located in a Kitchen United mix space, which is a single location that houses multiple restaurants and ordering kiosks, offering impressive variety to customers. The Chipotle CEO, Brian Niccol, stated: “One of our strategic objectives is to create or invest in emerging culinary spaces and restaurant concepts that fit within Chipotle’s food with integrity mission and make fresh food daily.”
Some of the ingredients present at Farmesa include whipped potatoes, salmon, potato chips, cauliflower, stake, and more. Each ingredient has its own twist and is prepared in a premium way, rather than a mass-production fast-food style.
Image Credit: Chipotle
Trend Themes
1. Customizable Bowl-focused Restaurant Concepts - Opportunity for restaurant concepts to experiment with new ingredients and seasonings to offer unique and customized bowls to customers.
2. Limited Menus and Limited Operating Hours - Opportunity for restaurant concepts to create a sense of exclusivity and urgency around their offerings by offering limited menus and operating hours.
3. Mix Spaces for Multiple Restaurants and Ordering Kiosks - Opportunity for restaurant concepts to share space and amenities with other businesses to offer customers a wider variety of options in one location.
Industry Implications
1. Fast-casual Restaurant Industry - Opportunity for fast-casual restaurant concepts to differentiate themselves by offering customizable bowls, limited menus, and unique flavor profiles for their customers.
2. Shared Kitchen Space Industry - Opportunity for shared kitchen spaces to create mix spaces that house multiple restaurant concepts in one location to offer customers more variety and convenience.
3. Food Delivery Industry - Opportunity for food delivery services to partner with mix spaces to offer customers a wider variety of food options for delivery directly to their homes.
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