Niccol tells TheStreet Chipotle will soon begin piloting a “late-night” menu, serving up $2 tacos and a drink after 8:00 p.m. For years, Yum! Brands (YUM – Get Report) owned Taco Bell has dominated the late-night fast-food industry with sharply-priced deals targeted to [tipsy] party-goers on their way home.
“The combination of continuing to make sure the menu is relevant, there is digital relevance and making sure we are giving guests a great experience that is the formula for how you build back transactions,” Niccol said.
If Chipotle can carve out a place in the late-night hours with food that has better ingredients than Taco Bell, it could prove a big-time sales boost. The effort could really get rolling should Chipotle move forward with the addition of drive-thrus to its 2,500 plus locations.
Ooooo I might have to lift my Chipotle ban if they’re gonna be serving up delicious tacos while I’m inebriated after a night of regrets…well played.